Racesquare
Racesquare is a Dutch operator of high-end Formula 1 racing simulator venues running 6-8 locations across the Netherlands, serving B2C consumers, families, celebration groups, and corporate event clients with on-site racing, F&B, and Grand Prix viewing.
- Company typePrivate
- Founded2021
- HeadquartersUtrecht, Netherlands
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Racesquare does
Racesquare is a privately held Dutch operator of high-end Formula 1 racing simulator venues, headquartered in Utrecht under Racesquare Holding B.V. The company runs 6-8 physical locations across the Netherlands — Utrecht, Rotterdam, Zandvoort, Zwolle, Eindhoven, Amsterdam, Alkmaar, and Kerkrade — each equipped with 20-64 purpose-built simulators featuring realistic F1 steering wheels, force feedback, and 4D effects (smoke, light). The core product lets up to 20 people race simultaneously on the same grid across all official F1 circuits, with computer-controlled opponents filling empty seats and team-radio communication between racers. A personal marshall guides each participant, and on Grand Prix Sundays the venues host viewing parties on big screens.
The business operates multiple revenue streams: per-person race session tickets, combined Race-and-Eat packages with food and drinks, prepaid gift cards and vouchers, corporate/business event rentals (with invoice billing from 850 EUR), and on-site F&B sales. Distribution is split between a self-serve online booking platform (new.booking.racesquare.com), walk-in customers, and a dedicated corporate sales flow. The company merged with The Official Formula 1 Racing Centre (now Racesquare Utrecht) and has built a multi-subsidiary structure that includes adjacent leisure assets such as Glowgolf and Funsterdam Leisure.
The customer base is predominantly B2C — individuals, families, friend groups, and celebration parties — supplemented by a growing corporate/team-outing segment. Marketing spans the website, social channels (Facebook, Instagram, LinkedIn, TikTok), email newsletters, an F1 calendar content hub, and co-branded partnerships with technology vendors including AMD, Fanatec, Lenovo, and Logitech, alongside beverage partner Ferrari Trento.
Racesquare firmographics
Firmographics- Name
- Racesquare
- Legal name
- Racesquare Holding B.V.
- Website
- https://racesquare.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Racesquare is a Dutch operator of high-end Formula 1 racing simulator venues running 6-8 locations across the Netherlands, serving B2C consumers, families, celebration groups, and corporate event clients with on-site racing, F&B, and Grand Prix viewing.
- Ownership category
- akta.pro rank
Racesquare industry classification
Industry- Product category
- Simulator Racing Entertainment
- NAICS
- Racetracks (711212), Other Spectator Sports (711219)
- SIC
- Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Motorsports & Racing Experiences (THAJAFAF)
- akta.pro secondary industries
- Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC)
Keywords
Where Racesquare is headquartered
LocationHeadquarters
- HQ city
- Utrecht
- HQ country
- Netherlands
- HQ region
- Europe
Offices8 records
Markets served
Racesquare business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Technology or R&D, Marketing or Sales
Revenue model
- Race Session Tickets: Direct ticket sales for racing sessions where customers book time on simulators. Customers can reserve single seats, multiple seats, or entire grids.
- Deals and Packages: Combined packages offering race sessions with food, drinks, and refreshments. Upgrades to dining arrangements and post-race drinks.
- Gift Cards and Vouchers: Pre-paid gift cards and vouchers sold for use on racing and services. Gift cards must be paid in full in advance.
- Business Events and Corporate Outings: Private event bookings for companies including team outings, bachelor parties, and corporate events with space rental and catering options.
- Food and Beverage: Food court operations serving food and drinks during visits. On race Sundays, viewing parties with food and beverage sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard race session - per person |
| Transaction based/ take rate | Pay-as-you-go | Race and Dine packages |
| Unit Pricing | Multi-year contract | Business events - invoice eligible from 850 EUR |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Racesquare product offering
Product offeringCore offering
Racesquare operates physical entertainment venues across the Netherlands where customers experience Formula 1 racing on high-end simulators with realistic steering wheels, force feedback, and 4D effects (smoke, light). Visitors can race on real F1 circuits in groups of up to 20 simultaneous racers, complemented by on-site food courts and Grand Prix viewing events on big screens. Offerings include core Race Experience sessions, Race-and-Eat packages, Gift Cards, Business Events for corporate outings, Kids Races, and promotional Deals.
Product overview
Racesquare is a Formula 1 racing simulation experience company operating multiple locations across the Netherlands. The core offering is the Race Experience - high-quality F1 simulators where visitors race against each other across real F1 circuits. The product portfolio includes the core Race Experience, combined Race and Eat packages, Gift Cards, Business Events for corporate outings, Kids Races for children, and various Deals. The company merged with The Official Formula 1 Racing Centre and operates 6 locations (Rotterdam, Utrecht, Zandvoort, Zwolle, Eindhoven, Amsterdam) with 20-64 simulators per location, accommodating groups up to 300 persons. Each location features a food court, and the experience includes 4D elements such as smoke, light effects, and force feedback.
Differentiator
Problem solved
Functional benefit
Brands
- F1 Racing Centre: Former brand name of Racesquare Utrecht location after merger
Products and services
- Race Experience The core F1 racing simulator experience where visitors compete against friends, family, or colleagues on high-quality simulators across Formula 1 circuits, featuring smoke effects, light effects, team radio, and force feedback. Suitable for all skill levels with customizable difficulty.
- Race and Eat Combines the race experience with food and beverages, offering deals with drinks and bites for a complete outing at the food court.
- Gift Card Prepaid gift cards available for purchase that can be redeemed for racing experiences and related services at Racesquare locations. Must be paid in full in advance.
- Business Event Corporate event packages for team outings, including use of boardroom and presentation facilities, designed for company outings and team building activities. Invoice payment available for bookings from 850 EUR.
- Kids Races Racing experiences designed for children and families, suitable for children's parties and family outings with age-appropriate racing.
Quantifiable outcome
- Race with up to 20 people simultaneously
- +1 more outcomes
Companies that use Racesquare
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Racesquare technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Racesquare partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ferrari TrentominorFerrari Trento wine partner providing beverages for the food court and bar. Ferrari Trento logo appears on the partners section of the website.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Racesquare competitors and assessment
Company assessmentBroad incumbents
- K1 Speed: US-based indoor karting and motorsport entertainment chain with international locations. Comparable as a multi-venue motorsport entertainment operator targeting corporate events, families, and group bookings at scale.
- Ferrari World Abu Dhabi: Ferrari-branded theme park featuring F1-inspired rides, racing simulators, and driving experiences. Comparable as a premium motorsport-themed entertainment destination leveraging a top racing brand, though at much larger scale and as part of a broader theme park.
- Mercedes-Benz World: OEM-branded motorsport experience centre at Brooklands featuring driving simulators, race simulators, and corporate hospitality. Comparable as a brand-anchored motorsport experience venue serving corporate and consumer segments.
Others
- Fanatec: Leading manufacturer of high-end racing simulator hardware (wheels, pedals, cockpits) and a partner of Racesquare. Comparable as an ecosystem participant whose hardware powers Racesquare's offering and shapes consumer expectations for premium sim experiences.
- iRacing: Leading online sim racing platform with subscription, leagues, and official racing series. Comparable as the dominant at-home alternative whose continued quality improvement defines the competitive floor Racesquare must out-experience.
Direct peers
- The Race Centre: UK-based operator of premium F1-grade racing simulator venues offering group races, corporate events, and kids/parties. Closest direct competitor in business model, simulator quality, and target customer base (corporate, birthday, and group bookings).
- Race Planet: Dutch indoor karting and motorsport entertainment chain with multiple venues across the Netherlands. Comparable as a domestic motorsport entertainment operator competing for the same group and corporate event wallet.
- Simfinity: German operator of professional racing simulation centers with motion simulators and corporate event offerings. Direct continental European peer with comparable target segments and venue-based operating model.
Regional players
- Circuit Zandvoort: Operator of the Dutch F1 Grand Prix circuit where Racesquare has an on-site venue, and a related operating entity within Racesquare's corporate structure. Comparable as a motorsport venue operator in the same geography serving overlapping motorsport-enthusiast audiences.
- TeamSport Karting: UK's largest indoor karting operator with a multi-site venue model and significant corporate events business. Comparable in scale, group experience focus, and venue expansion strategy, though it operates in karting rather than simulators.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Racesquare social profiles
Digital presenceRacesquare financial estimates
Financial estimateRevenue estimate
Valuation estimate
Racesquare leadership team
Management profileNumber of profiles
Racesquare subsidiaries and ownership
Company hierarchySubsidiaries11 records
Racesquare funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Racesquare 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 Racesquare
What does Racesquare do?
Racesquare operates physical entertainment venues across the Netherlands where customers experience Formula 1 racing on high-end simulators with realistic steering wheels, force feedback, and 4D effects (smoke, light). Visitors can race on real F1 circuits in groups of up to 20 simultaneous racers, complemented by on-site food courts and Grand Prix viewing events on big screens. Offerings include core Race Experience sessions, Race-and-Eat packages, Gift Cards, Business Events for corporate outings, Kids Races, and promotional Deals.
Is Racesquare a public or private company?
Racesquare is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Racesquare founded?
Racesquare was founded in 2021. It employs 51 to 100 people.
Where is Racesquare based?
Racesquare is headquartered in Utrecht, Netherlands, in the Europe region.
How does Racesquare make money?
Five revenue lines are on record. Race Session Tickets are the primary driver. The others are deals and Packages, gift Cards and Vouchers, business Events and Corporate Outings and food and Beverage.
Who are Racesquare's main competitors?
Broad incumbents on record are K1 Speed, Ferrari World Abu Dhabi and Mercedes-Benz World. Others are Fanatec and iRacing. Direct peers are The Race Centre, Race Planet and Simfinity. Regional players are Circuit Zandvoort and TeamSport Karting.
Does Racesquare have an API?
No public API is recorded for Racesquare.
What industry is Racesquare in?
Racesquare's product category is Simulator Racing Entertainment. Its primary akta.pro industry code is THAJAFAF, Motorsports & Racing Experiences, with a secondary code of MPAGAMAD, Motorsports Events (F1, NASCAR, Rally, Moto). Its NAICS code is 711212 and its SIC code is 7948.