Flying Lizard Motorsports
Flying Lizard Motorsports is a privately held, 20+ year professional sports car racing team that delivers turnkey customer racing programs, driver coaching, and corporate sponsorship activation for gentleman drivers and manufacturers across SRO America, McLaren Trophy, Lamborghini Super Trofeo, and Pikes Peak championships, based at Apex Motor Club in Maricopa, Arizona.
- Company typePrivate
- Founded2003
- HeadquartersSonoma, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Flying Lizard Motorsports does
Flying Lizard Motorsports is a privately held, professional sports car racing team founded in 2003 by Seth Neiman and now led by Team Principals Darren Law, Thomas Blam, and Tommy Sadler. The company operates turnkey customer racing programs for paying gentleman drivers and professional/semi-professional competitors, delivering an all-inclusive service bundle that covers car preparation, race engineering, logistics, hospitality, media, driver coaching, and private testing access. Programs span multiple North American and European championships, including Pirelli GT4 America, GT America Powered by AWS, GT World Challenge America (GT3), McLaren Trophy America, Lamborghini Super Trofeo North America, the 24 Hours of Le Mans, and the Pikes Peak International Hill Climb, with a fleet of BMW M4 GT4/G82 EVO, BMW M4 GT3 EVO, McLaren Artura Trophy EVO, and Lamborghini Huracán Super Trofeo EVO2 machinery. The team has earned 24 professional team and driver championship titles across its history, including six titles as a Porsche factory development partner between 2007-2012, an overall victory at the 2009 Rolex 24 at Daytona, and a podium at Le Mans.
The business model rests on three revenue streams: (1) customer racing program fees, billed as custom, multi-season contracts priced per program scope; (2) corporate sponsorship and partnership revenue, including primary car livery, trackside hospitality, and technology co-development with brands such as 5.11 Tactical, Mobil 1, PAGID Racing, OMP Racing, and Halo P1; and (3) branded merchandise sales through the Flying Lizard Store. Distribution is entirely direct and consultative, with prospective customers engaging via a confidential consultation, custom proposal, and on-site visit to the team's headquarters at Apex Motor Club in Maricopa, Arizona (relocated from Sonoma, California in the 2024-2025 timeframe). Manufacturer relationships across Porsche, Audi, BMW, Aston Martin, Lamborghini, and McLaren, combined with multi-OEM technical capability, underpin the team's ability to serve customers across platform types. No external funding, parent company, or institutional ownership has been disclosed; the business appears founder- and management-owned.
Flying Lizard Motorsports firmographics
Firmographics- Name
- Flying Lizard Motorsports
- Legal name
- Flying Lizard Motorsports
- Website
- https://lizardms.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Flying Lizard Motorsports is a privately held, 20+ year professional sports car racing team that delivers turnkey customer racing programs, driver coaching, and corporate sponsorship activation for gentleman drivers and manufacturers across SRO America, McLaren Trophy, Lamborghini Super Trofeo, and Pikes Peak championships, based at Apex Motor Club in Maricopa, Arizona.
- Ownership category
- akta.pro rank
Flying Lizard Motorsports industry classification
Industry- Product category
- Professional Motorsport / Racing Team Services
- NAICS
- Sports Teams and Clubs (711211)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)
- akta.pro secondary industries
- Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports Driver & Rider Management / Representation (MPAKAGAG)
Keywords
Where Flying Lizard Motorsports is headquartered
LocationHeadquarters
- HQ city
- Sonoma
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Flying Lizard Motorsports business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Customer Racing Programs: Flying Lizard generates revenue by operating turnkey racing programs for paying driver customers (gentleman drivers, professional drivers). Services include car preparation, engineering, logistics, hospitality, media, driver coaching, and testing access. Revenue is project/program-based, billed per season or event, and sold through a consultative sales process. Programs span multiple series including SRO GT4 America, GT America, McLaren Trophy, Lamborghini Super Trofeo, and IMSA.
- Driver Development & Coaching: The team offers personalized driver coaching and data-driven analysis as part of its customer racing programs, provided by professional drivers and engineers embedded within the racing operation.
- Merchandise Sales: The team operates an e-commerce store selling branded merchandise including teamwear, hats, swag, and prints. Products are available through the Flying Lizard Store (flyinglizardstore.com).
- Corporate Sponsorship: Flying Lizard sells primary car livery sponsorships, VIP trackside lounges, technology co-development programs (brake fluids, tires, data telemetry), digital content, event activations, and CSR/charitable racing programs. Sponsors gain global TV/livestream exposure, paddock access hospitality, and behind-the-scenes digital content.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Turnkey Race Programs — all-inclusive |
| Unit Pricing | Pay-as-you-go | Merchandise |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Flying Lizard Motorsports product offering
Product offeringCore offering
Flying Lizard Motorsports operates a professional sports car racing team that delivers turnkey customer racing programs, including car preparation, race engineering, logistics, hospitality, media, driver coaching, and private testing access. Programs are sold as multi-season contracts across multiple GT championships (Pirelli GT4 America, GT America, GT World Challenge America, McLaren Trophy America, Lamborghini Super Trofeo North America) to gentleman drivers and professional/semi-professional drivers. The team also generates revenue through corporate sponsorships and branded merchandise sales.
Product overview
Flying Lizard Motorsports operates as a premier customer racing and motorsports services organization rather than a software product company. The company's core offerings include turnkey race programs, driver development and coaching, training and testing services, and car management. Racing programs span multiple GT championships including Pirelli GT4 America, GT America Powered by AWS, GT World Challenge America, McLaren Trophy America, Lamborghini Super Trofeo North America, and Pikes Peak International Hill Climb. Vehicles used include BMW M4 GT4 (G82) EVO, McLaren Artura Trophy EVO, Lamborghini Huracán Super Trofeo EVO2, and BMW M4 GT3 EVO.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 24 professional team and driver championship titles earned across the team's history
- +4 more outcomes
Companies that use Flying Lizard Motorsports
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles3 records
Flying Lizard Motorsports technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Flying Lizard Motorsports partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, supporting and primary.
- Apex Motor ClubcoreApex Motor Club is Arizona's premier private motorsports club, located approximately 35 miles southwest of Phoenix Sky Harbor Airport. Flying Lizard Motorsports is based at Apex Motor Club, operating from a state-of-the-art facility with a dedicated crew and fleet of race-prepped cars. Apex features a 2.27-mile circuit with an additional 2.15-mile circuit, LED flag-lighting, and premium clubhouse amenities. The club serves as the team's permanent home facility.
- Lamborghini Newport BeachcoreLamborghini Newport Beach is the authorized sales and service franchise for Automobili Lamborghini S.p.A. serving Orange County, California. Representing Lamborghini since 2010, it is one of the top US retailers. Flying Lizard's Lamborghini Super Trofeo entries represent Lamborghini Newport Beach, with the team competing in Lamborghini Huracán Super Trofeo EVO2 machinery.
- Porsche Motorsport North America (PMNA)corePorsche Motorsport North America, founded in 1985, is the only authorized sales, parts, and service provider in the US and Canada for all purpose-built Porsche race cars including the 911 GT3 R, 911 GT3 Cup, Cayman 718 GT4 Clubsport, and others. Flying Lizard was an official Porsche development partner from 2007-2012, operating as a factory-supported team in the American Le Mans Series. The partnership secured six team and driver titles. The relationship shaped the team's technical capabilities.
- Squadra Corse (Lamborghini)coreSquadra Corse is the motorsport department of Automobili Lamborghini, created to offer unparalleled support to Lamborghini's customers in the field. The department designs and produces the cars that compete in the most prestigious GT championships worldwide and organizes the Lamborghini Super Trofeo — the fastest one-make championship in the world. Flying Lizard competes in Lamborghini Super Trofeo North America and the Lamborghini Super Trofeo World Finals.
- OMP RacingsupportingOMP Racing is one of the world's leading manufacturers of racing safety equipment and tuning accessories with over 3,000 different items. Operating from an 80,000 sqft facility in Italy, OMP products are engineered to FIA, SFI, and SNELL standards. The company has relationships with celebrated race teams and drivers in Formula 1, IndyCar, ALMS, WRC, and WTCC.
- Mobil 1supportingMobil 1 engine oils have been the lubricant of choice for race teams competing in demanding motorsports series across the globe. The company's involvement in racing began in 1978 through sponsorship of the Williams Formula 1 team. Flying Lizard uses Mobil 1 synthetic oil for its ability to deliver exceptional engine performance and protection under extreme conditions.
- PAGID RacingsupportingPAGID Racing, a division of TMD Performance, has over 100+ years of combined experience in racing alongside brands such as Textar and Mintex. PAGID brake pads are fitted as original equipment to prestigious production cars including Aston Martin, Bugatti, Ferrari, McLaren, and Porsche. Flying Lizard uses PAGID Racing brake pads, which were selected for unmatched high-temp stability, compressibility, and brake performance.
- 5.11 Tacticalprimary5.11 Tactical (ABR Corp.) creates purpose-built apparel, footwear, and gear for tactical professionals and enthusiasts worldwide. The company is a primary sponsor of Flying Lizard's BMW GT3 program, with the team racing the No. 8 5.11 Tactical BMW M4 GT3 in GT World Challenge America. Their headquarters is located in Irvine, California.
- Halo P1 Brake FluidsupportingHalo P1 brake fluid was selected by Flying Lizard for unmatched high-temperature stability, compressibility, and brake performance. Team Principal Darren Law noted the performance was 'truly impressive' with no brake fade issues during competition.
- Colorado MotorSportcoreColorado MotorSport is a racing organization based in Colorado that partnered with Flying Lizard for a partial 2025 season and now commits to a full-season effort in both Pirelli GT4 America and GT America Powered by AWS. The partnership involves shared BMW M4 GT4 EVO entries (Nos. 413 and 610), with Craig and Zach Lumsden and Kris Wilson driving. The collaboration includes expansion into other racing disciplines.
- KBru CommunicationssupportingKBru Communications is a public relations company founded in 2013, dedicated to bridging the gap between motorsport brands and the public using innovative communications methods. The firm builds unique PR programs tailored to each client's brand and fan base.
- Hitman ProductionssupportingHitman Productions is a creative powerhouse led by Brian Michaels, crafting story-driven video, digital, and film productions. The team specializes in brand campaigns, behind-the-scenes video content, driver features, and social media content for Flying Lizard Motorsports.
- Autosport ImagesupportingAutosport Image was founded on a passion for motorsport and photography, producing imagery that captures the imagination of race fans. The company provides photography services for Flying Lizard, telling the story of the team through authentic, high-quality visual content.
Scale indicators7 records
Recent moves8 records
Expansion highlights5 records
Flying Lizard Motorsports competitors and assessment
Company assessmentDirect peers
- Wright Motorsports: Porsche and Lamborghini customer racing team operating in IMSA, SRO America, and Lamborghini Super Trofeo, offering turnkey racing programs, driver coaching, and trackside engineering—closely parallel to Flying Lizard's multi-manufacturer program model.
- Heart of Racing Team: Aston Martin factory-supported GT racing team competing in IMSA, SRO, and the 24 Hours of Le Mans with customer-driver programs, offering turnkey services and engineering depth similar to Flying Lizard's offering.
- Turner Motorsport: Long-established BMW-supported sports car racing team competing in IMSA and SRO America with customer racing programs and turnkey driver services, directly comparable to Flying Lizard's multi-series GT operation.
- Vasser Sullivan Racing: Professional GT racing operation running customer and multi-driver Lexus programs in IMSA and SRO, comparable to Flying Lizard in scale, customer program model, and multi-series GT presence.
- Riley Motorsports: American GT racing team competing in IMSA and SRO with Mercedes-AMG and other programs, offering customer-driver packages and engineering support comparable to Flying Lizard's turnkey racing business.
- Kellymoss: Independent Porsche customer racing team running programs in IMSA, SRO, and Porsche Carrera Cup, with a large customer-driver roster and engineering services comparable to Flying Lizard's gentleman-driver focused business.
- Pfaff Motorsports: Canadian-based customer racing team known for its Porsche program and championship-winning GT3 entries in IMSA and SRO, an independent privateer competitor with a similar business model of operating turnkey programs for gentleman drivers.
- Compass Racing: Customer racing team operating McLaren, Aston Martin, and Acura GT programs in SRO America and IMSA, offering turnkey race services and driver development akin to Flying Lizard's McLaren Trophy and multi-platform customer program structure.
Regional players
- Proton Competition: German-based customer racing team running Porsche, Ford, and other GT programs in the WEC, ELMS, and Nürburgring endurance scene, comparable in business model but geographically focused on Europe.
Broad incumbents
- Manthey Racing: Established Porsche factory-affiliated European GT racing team and track operations provider that, like Flying Lizard, sells customer racing programs and engineering services, but operates in Europe with direct factory support.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Flying Lizard Motorsports social profiles
Digital presenceFlying Lizard Motorsports financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flying Lizard Motorsports leadership team
Management profileNumber of profiles
Profiles3 records
Flying Lizard Motorsports funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flying Lizard Motorsports M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Flying Lizard Motorsports
What does Flying Lizard Motorsports do?
Flying Lizard Motorsports operates a professional sports car racing team that delivers turnkey customer racing programs, including car preparation, race engineering, logistics, hospitality, media, driver coaching, and private testing access. Programs are sold as multi-season contracts across multiple GT championships (Pirelli GT4 America, GT America, GT World Challenge America, McLaren Trophy America, Lamborghini Super Trofeo North America) to gentleman drivers and professional/semi-professional drivers. The team also generates revenue through corporate sponsorships and branded merchandise sales.
Is Flying Lizard Motorsports a public or private company?
Flying Lizard Motorsports is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Flying Lizard Motorsports founded?
Flying Lizard Motorsports was founded in 2003. It employs 11 to 50 people.
Where is Flying Lizard Motorsports based?
Flying Lizard Motorsports is headquartered in Sonoma, United States, in the North America region.
How does Flying Lizard Motorsports make money?
Four revenue lines are on record. Customer Racing Programs are the primary driver. The others are driver Development & Coaching, merchandise Sales and corporate Sponsorship.
Who are Flying Lizard Motorsports's main competitors?
Direct peers on record are Wright Motorsports, Heart of Racing Team, Turner Motorsport, Vasser Sullivan Racing, Riley Motorsports, Kellymoss, Pfaff Motorsports and Compass Racing. Proton Competition is listed as a regional player. Manthey Racing is listed as a broad incumbent.
Does Flying Lizard Motorsports have an API?
No public API is recorded for Flying Lizard Motorsports.
What industry is Flying Lizard Motorsports in?
Flying Lizard Motorsports's product category is Professional Motorsport / Racing Team Services. Its primary akta.pro industry code is MPAKAGAB, Motorsports Teams & Entrants (Factory & Independent), with a secondary code of MPAGAMAD, Motorsports Events (F1, NASCAR, Rally, Moto). Its NAICS code is 711211 and its SIC code is 7948.