Racesquare

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.

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

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

• F1 racing simulators
• Simulator racing experiences
• Corporate team building events
• Entertainment venue operations
• Grand Prix viewing events

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Deals and Packages: Combined packages offering race sessions with food, drinks, and refreshments. Upgrades to dining arrangements and post-race drinks.
3. 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.
4. Business Events and Corporate Outings: Private event bookings for companies including team outings, bachelor parties, and corporate events with space rental and catering options.
5. Food and Beverage: Food court operations serving food and drinks during visits. On race Sundays, viewing parties with food and beverage sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Ferrari TrentominorGTM or Marketing PartnerFerrari 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

Broad 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

• Facebookfacebook.com/RacesquareNL
• LinkedInlinkedin.com/company/racesquarenl

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries11 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 Racesquare