Indy Racing Experience

What Indy Racing Experience does

Indy Racing Experience, operating legally as Experiential Marketing Incorporated, is a privately held Indianapolis-based experiences company founded in 2001 that sells high-speed ride-alongs in purpose-built two-seater INDYCAR vehicles operated by certified NTT INDYCAR Series drivers. Its core technical asset is a fleet of Dallara chassis that have been stretched to seat a passenger behind the driver while retaining authentic NTT INDYCAR Series racing powerplants capable of reaching 180 mph — a configuration unique to the company. The product is sold direct-to-consumer via a self-serve e-commerce platform at indyracingexperience.com, with pricing tiered by track and lap count: 2-, 3-, and 4-lap experiences at the Indianapolis Motor Speedway oval priced at $499, $749, and $849 respectively, plus single-lap rides at approximately $650 at ten additional US tracks during the NTT INDYCAR Series race weekends in the 2026 season.

The business model is one-time per-experience ticket sales with optional add-ons for groups of 10+. Geographic operations span 11 US venues — Indianapolis Motor Speedway (oval and road course), Mid-Ohio, World Wide Technology Raceway, Long Beach, Barber, Detroit, Road America, St. Petersburg, Laguna Seca, and Portland — during a compressed May-to-November seasonal window anchored to the INDYCAR calendar. The company monetizes through three primary customer segments: racing enthusiasts purchasing individual experiences, corporate groups seeking team-building or client entertainment, and gift purchasers (with gift-recipient flows built into the booking engine). A group/corporate product adds customized helmets, show cars, racing simulators, meeting space, and catering at the Indianapolis Motor Speedway. Customer acquisition relies on event-driven presence at INDYCAR race weekends and organic social channels (Facebook, YouTube, Twitter) rather than paid media.

Strategic defensibility rests on contracted exclusivity: INDYCAR Experience is the only sanctioned two-seater INDYCAR ride provider and operates under exclusive arrangements with Indianapolis Motor Speedway, Dallara, Firestone, and the NTT INDYCAR Series. This positions the company in a structurally narrow competitive niche where the primary risks are regulatory/sanctioning-body changes, accident liability, and seasonality dependence on the broader health of the NTT INDYCAR Series.

Name

Indy Racing Experience

Legal name

Experiential Marketing Incorporated

Website

https://indyracingexperience.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Indy Racing Experience sells high-speed ride-alongs in exclusive two-seater Dallara INDYCAR vehicles at the Indianapolis Motor Speedway and ten other US tracks during INDYCAR race weekends. The company serves racing enthusiasts, gift purchasers, and corporate group customers with a direct-to-consumer ticket model.

Ownership category

akta.pro rank

Product category

Motorsports Experience Services

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports & Racing Experiences (THAJAFAF)

akta.pro secondary industries

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

Keywords

• INDYCAR ride experiences
• Two-seater race rides
• Motorsports passenger experiences
• Trackside racing experiences
• High-speed ride along

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Racing Experience Sales: Direct per-experience sales of riding in two-seater INDYCAR vehicles. Customers purchase individual ride experiences at various tracks during INDYCAR race weekends. Options include 2, 3, or 4 lap packages at Indianapolis Motor Speedway and single lap rides at other tracks.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Indy Racing Experience sells high-speed passenger ride experiences in purpose-built Dallara two-seater INDYCAR cars reaching up to 180 mph, operated by NTT INDYCAR Series certified drivers at the Indianapolis Motor Speedway and other INDYCAR race weekend venues across the United States. Customers select lap-count packages (2, 3, or 4 laps) at IMS or 1-2 lap rides at other tracks, with options for individual tickets and group/corporate experiences.

Product overview

Indy Racing Experience operates as a single core product: the INDYCAR Experience Two-Seater Ride, which allows race fans to experience speeds up to 180 mph in purpose-built Dallara two-seater INDYCARs with NTT INDYCAR Series certified drivers. The offering is structured around lap count variations at the Indianapolis Motor Speedway Oval (2, 3, or 4 laps ranging from $499 to $849) and track experiences at various INDYCAR race weekend venues across the United States. Group/corporate experiences are available as an add-on for team building events with customized options.

Differentiator

Problem solved

Functional benefit

Products and services

• INDYCAR Experience Two-Seater Ride The flagship ride-along experience where passengers sit behind a certified NTT INDYCAR Series driver in a Dallara two-seater INDYCAR at speeds up to 180 mph, available at the Indianapolis Motor Speedway and other INDYCAR race weekend venues. Targeted at racing fans and car enthusiasts.
• INDYCAR Ride Two Laps at Indianapolis Motor Speedway Two high-speed laps around the legendary INDY 500 Oval at Indianapolis Motor Speedway in a two-seater INDYCAR, priced at $499 per participant. For individual racing fans and gift purchasers.
• INDYCAR Ride Three Laps at Indianapolis Motor Speedway Three high-speed laps around the INDY 500 Oval track in a two-seater INDYCAR for an extended ride experience at 180 mph, priced at $749 per participant.
• INDYCAR Ride Four Laps at Indianapolis Motor Speedway Four high-speed laps around the INDY 500 Oval in a two-seater INDYCAR — the most comprehensive single-day ride experience offered — priced at $849 per participant.
• Group Experiences Customized group and corporate team-building experience packages at Indianapolis Motor Speedway for parties of 10 or more, including meeting space, catering, customized helmets, show cars, and racing simulators. Targeted at corporate event planners.
• Track Experiences at INDYCAR Race Weekend Locations One or two-lap high-speed ride experiences available at INDYCAR race weekend venues across the United States — including Long Beach, Barber Motorsports Park, Detroit, Mid-Ohio, Portland, Road America, St. Petersburg, Laguna Seca, and World Wide Technology Raceway — priced at $650 per ride.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core.

• DallaracoreTechnology or IntegrationDirect partnership with Dallara for purpose-built two-seater INDYCAR chassis. The Dallara chassis has been stretched to fit a passenger behind the driver but remains a true NTT INDYCAR Series car in every other way. These vehicles are exclusive to INDYCAR Experience.
• FirestonecoreTechnology or IntegrationPartnership with Firestone for racing tires used on the two-seater INDYCAR vehicles.
• NTT INDYCAR SeriescoreTechnology or IntegrationOfficial partnership with the NTT INDYCAR Series. Uses certified INDYCAR drivers and operates authentic INDYCAR Series cars. Customer likeness, name, images, video and audio can be used in promotional materials for the NTT INDYCAR Series.
• Indianapolis Motor Speedway (IMS)coreStrategic or Co-development PartnerExclusive partnership providing the exclusive INDYCAR racing experience at the famed Indianapolis Motor Speedway. INDYCAR Experience is the exclusive racing experience at the 'Brickyard'. Their partnership with IMS allows fans to get as close as possible to INDYCAR racing.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Richard Petty Driving Experience: Long-running ride-along and driving experience company affiliated with Richard Petty, operating at major NASCAR tracks. Comparable two-seater ride product, similar per-lap pricing, and similar event-driven go-to-market tied to NASCAR race weekends.
• NASCAR Racing Experience: The closest direct competitor to Indy Racing Experience; offers ride-along and driving experiences in real NASCAR stock cars at tracks across the U.S. Operates a near-identical business model (purpose-built two-seater/driver rides, per-lap pricing, multi-track calendar) but for the NASCAR ecosystem rather than INDYCAR.
• Exotics Racing: Las Vegas-based supercar driving and ride-along experience provider offering Ferrari, Lamborghini, and Porsche experiences on a dedicated track. Comparable consumer experience-economy business model (high-AOV, per-lap/session pricing, premium thrill positioning), though focused on exotic road cars rather than open-wheel racing.
• Dream Racing: Las Vegas motorsports experience operator offering racing car rides, driving experiences, and simulator sessions at a dedicated facility. Similar thrill-ride product targeting enthusiasts and corporate groups, with overlapping customer demographic.

Others

• BimmerWorld / Track Day Operators (e.g., Chin Motorsports): Adjacent enthusiast motorsports operators running HPDE-style track days and driving schools at road courses. They serve a related but more DIY/skill-development customer rather than the pure thrill-ride segment, making them ecosystem peers rather than direct competitors.

Broad incumbents

• F1 Experiences: Official Formula 1 hospitality and experiences arm, selling paddock tours, ride programs, and premium access at F1 Grand Prix weekends globally. Adjacent model (experience sales tied to a major open-wheel series calendar) but at much larger scale and broader scope than Indy Racing Experience.
• NTT INDYCAR Series: The sanctioning body whose race calendar, certified drivers, and brand the company leverages. Sets the schedule, driver pool, and series IP that drive every ride Indy Racing Experience sells — therefore a structural counterparty rather than a direct competitor, but the most important variable in the business model.
• Indianapolis Motor Speedway: The iconic venue operator that grants Indy Racing Experience exclusive access to its tracks and the Indy 500 brand. Although a partner rather than competitor, IMS controls access, branding rights, and event scheduling — the underlying asset on which Indy Racing Experience's exclusivity depends.
• Track Day / Radford Racing School: Long-established high-performance driving school at Firebird International Raceway offering driving courses in race-prepared vehicles. Overlapping enthusiast customer base and venue-based model, though structured as multi-day courses rather than single-ride experiences.

Emerging players

• SpeedVegas: Vegas-based driving experience venue offering supercar rides, drift experiences, and shooting packages on a private track. Comparable thrill-ride / experience-economy proposition aimed at tourists and corporate groups, with a multi-modal offering versus Indy Racing Experience's pure racing focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/IRE2seater
• YouTubeyoutube.com/indyracingexperience
• Facebookfacebook.com/indyracingexperience
• LinkedInlinkedin.com/company/indy-racing-experience

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Indy Racing Experience