Alpha Racing
Alpha Racing is a German specialist retailer, service workshop, and e-commerce platform for BMW Motorrad racing parts (S 1000 RR and M 1000 RR), selling a 943-SKU catalog of components, electronics, kit motors, complete racebikes, and Competence Center workshop services to professional race teams and amateur racers worldwide.
- Company typePrivate
- Founded2007
- HeadquartersStephanskirchen, Germany
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Alpha Racing does
Alpha Racing is a German specialty motorsport retailer and service provider, organized as alpha Racing GmbH & Co. KG and headquartered in Stephanskirchen. Founded in 2007 and operating with 11–50 employees, the company focuses exclusively on BMW Motorrad's S 1000 RR and M 1000 RR superbike platforms. Its 943-SKU catalog spans drive (chains, sprockets), exhaust (Akrapovič), bodywork (carbon, GFK, Avio), brakes (Brembo), chassis (subframes, tanks, rearsets), electronics (MoTeC data systems, 2D sensors, BMW Motorrad Motorsport ECUs), suspension (Öhlins TTX GP, Wilbers), wheels (OZ Motorbike, PVM), and full engine kits co-developed with BMW Motorrad Motorsport.
Revenue is generated through three streams: (1) hardware sales of individual racing parts ranging from ~€4 sensors to ~€15,499.75 kit motors, with publicly listed pricing and a sale section for discounted items; (2) sale of complete ready-made racebikes prepared to professional spec; and (3) professional service revenue from the Stephanskirchen Competence Center, which provides suspension setup, brake service, chassis alignment, engine diagnostics, and online training for kit electronics. Distribution runs primarily through the company's own e-commerce storefront at alpharacing.com with worldwide DHL shipping, supplemented by a dealer locator network for in-person purchases.
Go-to-market is sales-led and centers on the firm's designation as Official Partner of BMW Motorrad Motorsport, which underpins co-developed product launches, marketing through factory racing efforts, and direct relationships with professional race teams, including the BMW Motorrad World Endurance Team. Amateur and hobby racers form a secondary segment served through the same catalog and service infrastructure.
Alpha Racing firmographics
Firmographics- Name
- Alpha Racing
- Legal name
- alpha Racing GmbH & Co. KG
- Website
- https://alpharacing.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Alpha Racing is a German specialist retailer, service workshop, and e-commerce platform for BMW Motorrad racing parts (S 1000 RR and M 1000 RR), selling a 943-SKU catalog of components, electronics, kit motors, complete racebikes, and Competence Center workshop services to professional race teams and amateur racers worldwide.
- Ownership category
- akta.pro rank
Alpha Racing industry classification
Industry- Product category
- Motorcycle Racing Parts
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991), Automotive Parts and Accessories Retailers (44133), Motor Vehicle Gasoline Engine and Engine Parts Manufacturing (336310)
- SIC
- Motorcycles, Bicycles & Parts (3751), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Performance, racing & tuning parts distribution (CRAOANAH)
- akta.pro secondary industry
- Motorcycle Manufacturing (ICE) (IMACAEAA)
Keywords
Where Alpha Racing is headquartered
LocationHeadquarters
- HQ city
- Stephanskirchen
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Alpha Racing business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Racing Parts & Components Sales: Sale of professional racing parts and components for BMW Motorrad motorcycles including engines, suspension, brakes, electronics, bodywork, wheels, and accessories. Revenue is generated through one-time product purchases with varying price points from €4 to over €15,000 for complete kit motors.
- Racebikes Sales: Sale of ready-made customer racing bikes built to professional racing specifications.
- Service & Support: Professional service offerings including suspension service, chassis setup, and technical support from their Competence Center.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual racing components with tiered pricing based on category and brand |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Alpha Racing product offering
Product offeringCore offering
Alpha Racing manufactures and supplies a comprehensive catalog of high-performance racing parts and components specifically for BMW Motorrad motorcycles, particularly the S 1000 RR and M 1000 RR models. The portfolio spans engine kits, suspension, brakes, exhausts, bodywork, electronics, forged wheels, and complete ready-made racebikes, sourced from premium brands (Akrapovič, Brembo, Öhlins, MoTeC, OZ Motorbike) and the proprietary alpha Racing brand. The company also sells complete customer racebikes and provides professional workshop services through its Stephanskirchen Competence Center.
Product overview
Alpha Racing is a specialized motorsport parts distributor and service provider offering a comprehensive portfolio of high-performance racing components for BMW Motorrad motorcycles, particularly the S 1000 RR and M 1000 RR models. The product range centers on chassis, suspension, electronics, and powertrain components, featuring proprietary products like 2D suspension travel sensors, Öhlins TTX GP suspension series, M Race Calibration Kit electronics, and Tire Pressure Monitoring Systems. The company operates as an Official Partner of BMW Motorrad Motorsport, providing both individual racing parts (exhausts, brakes, wheels, engine kits) and complete solutions (Racebikes, Race Support services, Competence Center workshops). Product portfolio spans electronics (sensors, ECUs, data recording), suspension (shock absorbers, steering dampers, springs), chassis components, wheels, brakes, and workshop equipment, with a focus on professional racing teams and enthusiasts.
Differentiator
Problem solved
Functional benefit
Brands
- alpha Racing: The primary brand specializing in racebikes, motorsport parts, and support services for BMW RR models.
Products and services
- 2D Suspension Travel Sensors (2D Federwegsensoren) Precision suspension travel sensors (linear potentiometers) for measuring fork and shock deflection, compatible with BMW S 1000 RR and M 1000 RR models, available in front and rear variants and used with the M Race Calibration Kit.
- Öhlins TTX GP Shock Absorbers (Öhlins Federbein TTX GP Series) High-performance rear shock absorbers developed from MotoGP technology, featuring TTX Twin Tube technology with independent compression and rebound adjustment, for BMW S 1000 RR and M 1000 RR models.
- Öhlins Steering Damper SD 064 (Öhlins Lenkungsdämpfer SD 064) Dual-chamber steering damper suitable for street and track use, featuring a 16-click adjustment range and special coating to reduce breakaway torque.
- M Race Calibration Kit Complete kit electronics by BMW Motorrad Motorsport, including hardware and software for racing data acquisition and calibration, enabling advanced ECU tuning, data logging, and sensor integration.
- M RCK Tire Pressure Monitoring System (Reifenkontrollsystem M RCK) Wireless tire pressure and temperature monitoring system with real-time telemetry transmitted via CAN-bus to data loggers, including wheel sensors and a handheld pit-lane scanner.
- OZ Motorbike Forged Wheel Sets (OZ Motorbike Racing Felgensätze) Aluminum forged racing wheels in a 6-spoke design with an exclusive C&U two-piece construction, developed specifically for BMW M 1000 RR, including chain carrier, brake disc adapters, and anti-slip coating.
- Akrapovič Exhaust Systems (Akrapovič Auspuffanlagen) Titanium racing exhaust systems including Evolution Line, Racing Line, and slip-on variants, distributed by alpha Racing with regular model updates and promotional discounts.
- Brembo Brake Components (Brembo Bremsen) High-performance brake components including brake discs, brake pads, master cylinders, calipers, and brake lines from Brembo and the Brembo RMC series.
- Engine Kits (Kit-Motoren) Complete racing engine kits in Type 1 CR and Type 5 CR variants for BMW M 1000 RR 2025+ models, developed by BMW Motorrad Motorsport.
- Electronic Throttle M RCK (E-Gasgriff M RCK) Electronic throttle grip by Domino in racing specification with a robust aluminum housing, 65-degree throttle travel, and 360 N/mm spring rate, designed for the M Race Calibration Kit.
- Racebikes Ready-made customer racing bikes built by alpha Racing to professional racing specifications and sold as complete race-ready motorcycles.
- Race Support Services Professional racing support services including M RCK Online Trainings for kit electronics calibration, setup, and on-site technical support at racing events.
- alpha Racing Competence Center Service Professional workshop services at the Stephanskirchen Competence Center including chassis setup, brake service, engine testing, and full suspension service using modern test and adjustment equipment.
Quantifiable outcome
- Victory at FIM EWC Spa 8h with BMW Motorrad World Endurance Team (June 2026)
- +1 more outcomes
Companies that use Alpha Racing
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Alpha Racing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Alpha Racing partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship and core.
- BMW Motorrad MotorsportflagshipOfficial partner of BMW Motorrad Motorsport. This is the primary strategic partnership providing exclusive access to factory racing technology, joint development of racing components, and co-marketing through BMW's racing program. Products are developed and tested in close cooperation with official BMW racing teams.
- AkrapovičcoreSupplier of high-performance exhaust systems including Evolution Line, Racing Line, and Slip-On systems. Products available through alpha Racing catalog with regular promotions and new titanium generation releases.
- BrembocoreProvider of racing brake components including brake discs, pads, pumps, and calipers. RMC series brake pumps specifically featured for racing applications.
- ÖhlinscoreSupplier of suspension components including TTX GP shock absorbers, cartridge kits, steering dampers, and springs. Öhlins products are exclusively manufactured for alpha Racing in racing specification.
- MoTeCcoreProvider of data recording systems and displays for racing applications. Instrument holders for MoTeC displays available for BMW models.
- 2D DatarecordingcoreSupplier of linear potentiometer suspension sensors for measuring wheel travel. Sensors include front 150mm and 175mm versions, rear 75mm and 100mm versions, with OEM cable harness options.
- OZ MotorbikecoreSupplier of forged aluminum racing wheels including Gass SBK series. Complete wheel sets available for BMW M 1000 RR with chain drive carrier and brake disc adapters.
- BMW Motorrad World Endurance TeamflagshipFactory endurance racing team achieving victory at FIM EWC Spa 8h (June 2026) from pole position. Represents highest-level customer racing success demonstrating alpha Racing component performance.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Alpha Racing competitors and assessment
Company assessmentBroad incumbents
- Brembo: Italian global leader in high-performance braking systems. A core supplier to Alpha Racing and a comparable motorsport-grade component brand, though Brembo operates at a vastly larger scale and across all vehicle categories.
- Rizoma: Premium Italian aftermarket motorcycle accessories brand with broad OEM coverage and racing presence. Comparable in premium positioning, racing partnerships, and sportbike aftermarket focus, but with much wider geographic and product footprint.
Others
- Akrapovič: Slovenian manufacturer of premium titanium exhaust systems for motorcycles and cars. Listed as a core supplier to Alpha Racing but also a direct brand competitor in the racing exhaust category, and a comparable premium motorsport component specialist.
- Öhlins: Swedish manufacturer of high-end suspension for motorcycles and automotive. A core supplier to Alpha Racing (with products exclusively manufactured in racing spec) and a comparable high-end motorsport component specialist, though at a much larger scale.
Emerging players
- Touratech: German manufacturer of premium motorcycle accessories and parts primarily for adventure and touring segments, including many BMW models. Comparable as a high-end BMW-focused accessories specialist, with overlapping engineering and e-commerce business model.
Direct peers
- Wunderlich: Large German BMW Motorrad accessories and parts specialist with a deep catalog spanning adventure, touring, and sport segments. Comparable in BMW-only focus and catalog breadth, with overlapping product categories (chassis, protection, electronics).
- Ilmberger Carbontech: Manufacturer of carbon fiber bodywork and chassis components specifically for BMW Motorrad models. Closely comparable as a BMW-only specialist in the same premium racing/aesthetic aftermarket segment, with overlapping product categories in bodywork and chassis parts.
- Gilles Tooling: German manufacturer of high-quality aftermarket motorcycle components including rearsets, handlebars, and chassis parts. Comparable as a precision-engineered aftermarket specialist serving sportbike racers with a multi-OEM catalog.
- HP Corse: Italian manufacturer of high-performance exhaust systems and racing components for sport motorcycles, with strong superbike and racing focus. Comparable in racing-grade aftermarket positioning and similar target customer (amateur/pro racers), though multi-OEM rather than BMW-exclusive.
- GBRacing: Manufacturer of secondary engine cover protection and engine-related aftermarket components for sport motorcycles, including BMW models. Comparable as a small specialist aftermarket parts maker targeting the same sportbike enthusiast customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Alpha Racing social profiles
Digital presenceAlpha Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alpha Racing leadership team
Management profileNumber of profiles
Alpha Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alpha Racing 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 Alpha Racing
What does Alpha Racing do?
Alpha Racing manufactures and supplies a comprehensive catalog of high-performance racing parts and components specifically for BMW Motorrad motorcycles, particularly the S 1000 RR and M 1000 RR models. The portfolio spans engine kits, suspension, brakes, exhausts, bodywork, electronics, forged wheels, and complete ready-made racebikes, sourced from premium brands (Akrapovič, Brembo, Öhlins, MoTeC, OZ Motorbike) and the proprietary alpha Racing brand. The company also sells complete customer racebikes and provides professional workshop services through its Stephanskirchen Competence Center.
Is Alpha Racing a public or private company?
Alpha Racing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alpha Racing founded?
Alpha Racing was founded in 2007. It employs 11 to 50 people.
Where is Alpha Racing based?
Alpha Racing is headquartered in Stephanskirchen, Germany, in the Europe region.
How does Alpha Racing make money?
Three revenue lines are on record. Racing Parts & Components Sales are the primary driver. The others are racebikes Sales and service & Support.
Who are Alpha Racing's main competitors?
Broad incumbents on record are Brembo and Rizoma. Others are Akrapovič and Öhlins. Touratech is listed as an emerging player. Direct peers are Wunderlich, Ilmberger Carbontech, Gilles Tooling, HP Corse and GBRacing.
Does Alpha Racing have an API?
No public API is recorded for Alpha Racing.
What industry is Alpha Racing in?
Alpha Racing's product category is Motorcycle Racing Parts. Its primary akta.pro industry code is CRAOANAH, Performance, racing & tuning parts distribution, with a secondary code of IMACAEAA, Motorcycle Manufacturing (ICE). Its NAICS code is 336991 and its SIC code is 3751.