Flatrock Motorclub

What Flatrock Motorclub does

Flatrock Motorclub (legal entity Flatrock Entertainment Group, LLC) is a privately held, members-only motorsports resort founded in 2021 and headquartered in Rockwood/Westel, Tennessee. The company operates from a 900-acre site on the Cumberland Plateau anchored by a 3.5-mile, 23-turn Tilke-designed racetrack that carries FIA Grade 2 certification and is divided into West and East independent circuits. Beyond the track, the offering includes a 34,000-square-foot luxury Clubhouse scheduled to open Spring 2026, four membership tiers (Platinum, Premier, Corporate, Social), the Motorplex service center led by a former Ferrari/Petronas F1 mechanic, professional driving coaching, and a real estate product line comprising Garage Lofts, Villas, Estate Home Sites, and trackside Paddock Garages.

The business model layers recurring subscription revenue from limited, application-gated memberships with one-time real estate sales/rentals and ancillary professional services. Pricing is opaque and quote-based, structured to preserve exclusivity rather than maximize volume. The go-to-market motion is direct sales: prospects apply via a membership portal, are screened by the membership team, and convert through on-site experience at the property. The customer base is segmented across HNW motorsport enthusiasts (primary), corporate groups for entertainment and team-building, social members seeking the hospitality amenities without track access, and skill-development seekers using coaching services.

Operationally, the company is mid-buildout: the racetrack opened to Members in October 2024 after years of construction, while the Clubhouse and ancillary facilities remain under development with planned additions including a future 2.6-mile FIA-certified GP track, karting track, and skidpad. Headcount sits at 11-50 and no external funding rounds, M&A, or revenue figures have been disclosed. The company is described as privately held with no disclosed parent, institutional backers, or management team bios beyond founder Rusty Bittle, driving instructor Jade Buford, and Motorplex lead Simone Zucco.

Name

Flatrock Motorclub

Legal name

Flatrock Entertainment Group, LLC

Website

https://flatrockmotorclub.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Flatrock Motorclub is a private, members-only motorsports resort on Tennessee's Cumberland Plateau, offering a 3.5-mile FIA Grade 2 Tilke-designed racetrack, a forthcoming luxury Clubhouse, professional coaching, the Motorplex vehicle service center, and trackside real estate for HNW motorsport enthusiasts.

Ownership category

akta.pro rank

Product category

Private Motorsports Club

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Motorsports Tracks & Racing Facilities (MPAKAEAC)

akta.pro secondary industry

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

Keywords

• Private motorsports club
• Racing track membership
• Driving instruction services
• Luxury trackside real estate
• Motorsport hospitality

Headquarters

HQ city

Rockwood

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Operations, Others, Personnel, Marketing or Sales

Revenue model

1. Membership Dues: Annual membership fees for Platinum, Premier, Corporate, and Social membership tiers providing varying levels of track access, clubhouse amenities, dining, spa, and real estate purchase opportunities.
2. Real Estate Sales and Rentals: Sale and rental of luxury real estate including Garage Lofts, Villas, Estate Home Sites, and Paddock Garages designed for motorsport enthusiasts who want to live trackside.
3. Food, Beverage, and Spa Services: Revenue from two fine dining restaurants, spa services, fitness center, and other hospitality amenities within the 34,000-square-foot Clubhouse.
4. Coaching and Training Services: Professional driving instruction including lead-follow sessions, simulator work, data and video analysis, track walks, SIM sessions, and car shakedowns.
5. Vehicle Maintenance Services: Motorplex services including vehicle maintenance, inspection, tires, and technical services for member vehicles.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Flatrock Motorclub operates a private, members-only motorsports resort built around a 3.5-mile FIA Grade 2 Tilke-designed racetrack on 900 acres atop Tennessee's Cumberland Plateau. The club sells annual memberships across four tiers (Platinum, Premier, Corporate, Social) that grant access to the track, a 34,000-square-foot luxury Clubhouse (opening Spring 2026), professional driving coaching, and Motorplex vehicle services. It also sells and rents exclusive trackside real estate including Garage Lofts, Villas, Estate Home Sites, and Paddock Garages.

Product overview

Flatrock Motorclub is a private, members-only motorsports destination combining a world-class 3.5-mile FIA Grade 2 Tilke-designed racetrack with luxury resort amenities and exclusive real estate opportunities. The core product offering includes track access, coaching programs, and vehicle services through the Motorplex, supported by a 34,000 square foot Clubhouse with restaurants, spa, and fitness facilities. Real estate products (Garage Lofts, Villas, Estate Home Sites, Paddock Garages) are positioned around the circuit for motorsport enthusiasts. Membership tiers (Platinum, Premier, Corporate, Social) provide graduated access to facilities, with track access exclusive to non-Social tiers.

Differentiator

Problem solved

Functional benefit

Products and services

• FIA Grade 2 Racetrack A 3.5-mile Tilke-designed road course with 23 turns flowing with the natural topography of Tennessee's Cumberland Plateau. Configurable into West and East independent circuits, with planned expansion to include a 2.6-mile FIA-certified GP track, karting track, and skidpad. Access is restricted to Platinum, Premier, and Corporate Members.
• Clubhouse 34,000-square-foot luxury hospitality facility overlooking the track, featuring two fine-dining restaurants, Member's Lounge, full fitness center, private Member wine cellar, infinity-edge pool, luxury spa with treatment rooms and relaxation lounges, executive boardroom, and premium paddock facilities.
• Garage Lofts Two-story residential units positioned along the racing circuit with first-floor garages accommodating up to four vehicles, spacious living quarters, and private porches overlooking the track. Three-story models offer approximately 3,300 sq. ft. with climate-controlled garage, private suite, full kitchen, rooftop terrace, and customizable floor plans. Available for purchase by Platinum and Premier Members.
• Villas Multi-level luxury homes perched above the track providing elevated views of the circuit and Cumberland Plateau, designed for privacy and social gatherings while maintaining proximity to the racing action.
• Estate Home Sites Custom estate homes set away from the track in secluded locations, built in partnership with preferred luxury homebuilders, offering exclusivity, privacy, and timeless design within the motorclub community.
• Paddock Garages Trackside storage facilities holding four to sixteen vehicles, designed with flexibility to include luxury lounges, washrooms, and showers for car preparation and post-track gatherings. Also available for rental by Social Members.
• Motorplex Vehicle Services On-site vehicle maintenance and service center led by Simone Zucco, a certified Ferrari, Porsche, and Lamborghini mechanic and former Ferrari and Petronas F1 team member. Services include vehicle maintenance, inspection, tires, and additional automotive technical services for member vehicles.
• Coaching & Training Programs Professional driving instruction program offering lead-follow sessions, simulator work, data and video analysis, track walks, SIM sessions, and car shakedowns. Led by professional instructors including Jade Buford, with personalized workshops tailored to individual skill levels and goals.
• Membership Program Annual membership in one of four tiers: Platinum (full access including track, all Clubhouse amenities, coaching, and real estate purchase eligibility); Premier (track and Clubhouse access with real estate eligibility); Corporate (track access for 3-9 members, private karting/skidpad access, track rental days Monday-Wednesday); and Social (Clubhouse amenities only, including spa, pool, fitness, and fine dining, with no track access). Memberships are limited to preserve exclusivity.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Monticello Motor Club: Private members-only motorsports club in New York with a 4.0-mile track, clubhouse, and real estate components. Direct comparable on the membership, track, and lifestyle integration model.
• Spring Mountain Motor Resort & Country Club: Private motorsports and country club near Las Vegas with a 6.0-mile track, residential homes, and club amenities. A direct competitor focused on the same enthusiast-luxury intersection.
• Apex Motor Club: Private members-only motorsports club in Arizona with a 2.0-mile Hermann Tilke-designed track. Direct comparison on private membership racetrack with real estate development.
• Pittsburgh International Race Complex: Private motorsports club in Wampum, Pennsylvania with multi-configuration track and member amenities. Direct peer in the U.S. private motorsports club space.
• The Thermal Club: Private members-only motorsports resort in Southern California with a multi-configuration track, luxury clubhouse, and on-site residential villas. Closest direct competitor to Flatrock in the luxury private motorsports club category, with a more established operating history.
• Driveway Austin: Private motorsports club in Austin, Texas with a 1.6-mile track, clubhouse, and member amenities. Comparable facilities and member profile to Flatrock.
• Inde Motorsports Ranch: Private members-only motorsports club in Arizona with a 2.6-mile track and clubhouse. Comparable in scale and membership model to Flatrock.
• Club Motorsports: Private motorsports club in New Hampshire with a 3.5-mile track, clubhouse, and trackside residential real estate. A direct competitor in the private motorsports lifestyle category.

Broad incumbents

• Lime Rock Park: Historic road racing circuit in Connecticut offering driving schools, private events, and club-style amenities. A broader incumbent in motorsports club and driving instruction rather than a membership-only luxury model.
• Sebring International Raceway: Major motorsports venue in Florida offering track rentals, driving schools, and event hosting. A broader incumbent in motorsports facility operations rather than a private luxury club.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/FlatrockMC
• YouTubeyoutube.com/channel/UC-QYO7pSYZePDbCVQQMX6Qg
• Facebookfacebook.com/flatrockmotorclubTN
• LinkedInlinkedin.com/company/flatrock-motorclub
• Instagraminstagram.com/flatrock_motorclub

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Flatrock Motorclub