Ten Tenths Motor Club

What Ten Tenths Motor Club does

Ten Tenths Motor Club is a luxury automotive destination and corporate hospitality venue that opened in April 2025 in Concord, North Carolina, adjacent to Charlotte Motor Speedway. The club operates as a joint venture between Hendrick Performance (Rick Hendrick's automotive brand) and Speedway Motorsports (NYSE: SKM), combining motorsport infrastructure expertise with luxury automotive brand authority. Its physical asset is a 1.7-mile purpose-built road course designed by former Formula 1 driver Alex Wurz, featuring 112 feet of elevation change, three configurable track layouts (Full Circuit, Short Course, Inner Loop) that can be run forward or reverse, and full lighting for day/night operations. Integrated MyLaps timing and scoring provides professional-grade sector data. Complementing the circuit is a 20,000-square-foot clubhouse housing a cigar lounge, bourbon lounge, meeting spaces, and an outdoor terrace with circuit views.

The company serves two primary customer segments: automotive enthusiasts and collectors (via an exclusive membership program with personalized onboarding) and automotive OEMs, manufacturers, and corporate clients (via B2B event bookings and brand-activation partnerships). A dedicated VP of Manufacturer Relations, appointed in December 2025, formally leads the B2B motion targeting OEMs and luxury brands. The company does not publish pricing; bookings are handled through direct inquiry. Revenue mechanics are diversified across recurring membership subscriptions, one-time facility rentals, usage-based track time fees, and corporate partnership revenue, though no financial figures are publicly disclosed.

Operationally, the club is led by General Manager Graham Smith (appointed June 2025, previously VP of OEM Partnerships at Speedway Motorsports) and leverages cross-promotion through its parent's Charlotte Motor Speedway, Sonoma Raceway, and Turn11 channels. The business is a single-site domestic operation (Southeast USA) backed by significant capital intensity in purpose-built infrastructure, with no disclosed subsidiaries, funding rounds, or external investors beyond the parent JV arrangement.

Name

Ten Tenths Motor Club

Legal name

Ten Tenths Motor Club

Website

https://tententhsmotorclub.com

Company type

Private

Founded year

2025

Operating status

Operating

Short description

Ten Tenths Motor Club is a purpose-built luxury automotive destination in Concord, North Carolina, featuring a 1.7-mile Alex Wurz-designed road course and a 20,000-square-foot clubhouse. Operated as a joint venture between Hendrick Performance and Speedway Motorsports, it serves automotive enthusiasts via membership and OEMs through corporate event bookings.

Ownership category

akta.pro rank

Product category

Luxury Automotive Hospitality

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Specialty Membership Clubs (Category-Focused) (CRAEADAI)

akta.pro secondary industry

Travel & Services Membership Clubs (Ancillary Services-Led) (CRAEADAK)

Keywords

• Luxury automotive club
• Road course rentals
• Motorsport membership programs
• Corporate hospitality venue
• Track day experiences

Headquarters

HQ city

Concord

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Programs: Exclusive membership offerings providing access to luxury clubhouse amenities, cigar lounge, bourbon lounge, outdoor terrace, and member-only events and programming.
2. Facility Rentals: Rental of the 1.7-mile road course, clubhouse spaces, and event venues for corporate events, private track days, and hospitality experiences.
3. Corporate Partnerships: Strategic partnerships with OEMs and automotive manufacturers for branded events, hospitality experiences, and collaborative programming at the facility.
4. Track Time Experiences: Paid track time for enthusiasts to drive the road course with professional timing and scoring capabilities.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Ten Tenths Motor Club operates a luxury automotive destination featuring a 1.7-mile Alex Wurz-designed road course with three configurable layouts and a 20,000-square-foot clubhouse with cigar lounge, bourbon lounge, and outdoor terrace. The club sells paid track time experiences, exclusive membership programming for automotive enthusiasts and collectors, and corporate event hosting plus OEM/manufacturer partnership opportunities.

Product overview

Ten Tenths Motor Club is a luxury automotive destination and corporate hospitality venue that combines a 1.7-mile road course (Ten Tenths Circuit) with a 20,000-square-foot clubhouse featuring luxury amenities including cigar and bourbon lounges, an outdoor terrace overlooking the track, and exclusive member programming. The Club offers both enthusiast driving experiences and corporate event hosting services.

Differentiator

Problem solved

Functional benefit

Products and services

• Ten Tenths Circuit A 1.7-mile purpose-built road course with three configurations (Full Circuit, Short Course, Inner Loop) that can be run forward or reverse during day or night, designed by Alex Wurz with 112 feet of elevation change, tight technical corners, and high-speed straights. Used for paid track time, private track days, and corporate events by automotive enthusiasts and OEMs.
• Luxury Clubhouse A 20,000-square-foot clubhouse featuring luxury amenities including cigar lounge, bourbon lounge, meeting spaces, and outdoor terrace overlooking the circuit. Available for corporate meetings, private events, member gatherings, and hospitality experiences.
• Member Programming Exclusive membership offering providing recurring access to luxury clubhouse amenities (cigar lounge, bourbon lounge, outdoor terrace), member-only events and premier programming, and high-end driving experiences. Targeted at automotive enthusiasts and collectors seeking premium recurring access.
• Corporate Events and Partnerships Corporate hospitality venue and event booking services for businesses, OEMs, and automotive manufacturers. Includes facility rentals, branded events, OEM partnership programming, and client entertainment experiences handled through dedicated business inquiry channels.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Hendrick PerformancecoreStrategic or Co-development Partner · 1 April 2025Co-founder and strategic collaborator in Ten Tenths Motor Club. Hendrick Performance brings NASCAR team owner Rick Hendrick's automotive expertise and brand authority to the luxury motorsports hospitality venture.
• Speedway MotorsportscoreStrategic or Co-development Partner · 1 April 2025Co-founder and operator of Ten Tenths Motor Club. Speedway Motorsports provides operational infrastructure, motorsports expertise, and access to the Charlotte Motor Speedway ecosystem for the luxury automotive destination.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Thermal Club: Luxury private motorsports club in Coachella Valley, California, with multi-configuration road course, member amenities, and corporate/OEM event programming. Closest direct analog to Ten Tenths in business model, customer base, and luxury hospitality positioning.
• Spring Mountain Motor Resort & Country Club: Members and pay-per-use motorsports resort near Las Vegas featuring a multi-configuration road course, residential villas, clubhouse, and OEM driving events. Comparable in combining configurable track layouts with luxury hospitality and corporate programming.
• Pitt Race: Pittsburgh International Race Complex offers a members and public road course with corporate event hosting and enthusiast driving programs. Comparable track operator with similar membership plus pay-per-use revenue model.
• Motorsport Ranch Cresson: Texas-based private motorsports facility with multi-configuration road course offering memberships, track days, and corporate events. Comparable regional operator in the membership motorsports club segment.
• Atlanta Motorsports Park: Private motorsports club in Dawsonville, GA offering a 2-mile road course with member access, track days, and corporate event programming. Comparable regional motorsports club model in the Southeast.
• Club Motorsports: Private motorsports club in Tamworth, NH with a 3.5-mile road course, member amenities, and corporate event hosting. Direct competitor in the membership-based motorsports club category targeting enthusiasts and OEMs.
• Monticello Motor Club: Private motorsports club in Monticello, NY offering a members-only road course with luxury clubhouse amenities and corporate event hosting. Direct peer in the private membership motorsports club category targeting automotive enthusiasts and OEMs.

Emerging players

• Exotics Racing: Las Vegas-based exotic car driving experience operator offering paid track time on a professional road course with corporate and OEM programming. Comparable in offering enthusiast driving experiences with timing/scoring, though focused on rental fleet rather than member-owned cars.

Broad incumbents

• Sonoma Raceway: Established motorsports venue owned by Speedway Motorsports (Ten Tenths' parent) offering road course, drag strip, and corporate hospitality. Adjacent incumbent in the Speedway Motorsports portfolio enabling cross-promotion and shared OEM relationships.
• Lime Rock Park: Historic road course in Connecticut offering track days, club racing, and corporate events with established enthusiast and OEM programming. Comparable broad motorsports venue operator with longer operating history and similar event-driven business model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TenTenthsMC
• Facebookfacebook.com/TenTenthsMotorClub

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 Ten Tenths Motor Club