What AutoInterests, LLC does

AutoInterests, LLC is an Ohio-domiciled, founder-owned private LLC that organizes High Performance Driver Education (HPDE) events at motorsport venues across the U.S. Midwest. Founded in 2004 by Jason Kennedy as a Ford Taurus car club, the company professionalized its operations in 2013 and scaled from a couple of events per year to over 20 events annually, serving individual sports car enthusiasts ranging from first-time drivers to experienced veterans across all makes and models. Participants are segmented into run groups (First-Timer through Expert) with professional instructors, structured safety oversight, and a 3-strike policy governing on-track behavior.

The company operates a proprietary, web-based event management platform — powered by Trackside technology — that pioneered online registration in the HPDE category and includes real-time student-instructor pairing, electronic tech inspection, on-site rain gauges, geofenced lightning tracking with a 5/20 policy, and an integrated claims system for the HPDE Protection Plan add-on. Sponsorship ecosystem includes Summit Racing Equipment (presenting sponsor), ECS Tuning, Atomic Autosports, Lockton Motorsports, and Auto Assets, among others.

Revenue is generated primarily through per-day event registration fees across skill-tiered run groups, supplemented by instructed-group surcharges ($19-$29/day), additional-driver wristbands ($59/day), passenger wristbands ($15), and optional HPDE Protection Plans purchased at least 14 days before each event. All registrations are strictly non-refundable, with cancellation outcomes delivered as expiring store credits (one rollover, 24-month life). In 2025, after 21 years of operation, founders Jason and Sarah Kennedy announced the close of their tenure hosting events and disclosed they are working with interested buyers to carry the business forward, placing the company in an active ownership transition.

Name

AutoInterests, LLC

Legal name

AutoInterests, LLC

Website

https://autointerests.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

AutoInterests, LLC is an Ohio-based HPDE (High Performance Driver Education) event organizer serving individual sports car enthusiasts across the U.S. Midwest, operating over 20 events annually through a proprietary web-based registration and event management platform with sponsor-backed marketing.

Ownership category

akta.pro rank

Product category

Motorsports Driver Education Services

NAICS

Automobile Driving Schools (611692), Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsport Driver Training Schools & Racing Academies (MPAKAJAJ)

akta.pro secondary industries

Motorsports Tracks & Racing Facilities (MPAKAEAC), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• High performance driver education
• Motorsports event management
• Track day services
• Performance driving instruction
• HPDE event registration

Headquarters

HQ city

Ohio

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. HPDE Event Registrations: Primary revenue stream from High Performance Driver Education event registrations. Drivers register for track days at various skill levels (First-Timer, Novice, Intermediate, Advanced). Prices vary by run group and include base registration fees plus surcharges for instructed groups.
2. Additional Driver Wristbands: Revenue from additional driver wristbands priced at $59 per day for drivers sharing vehicles in the same run group. Also includes passenger wristbands at $15 each.
3. HPDE Protection Plans: Optional protection plans purchased to cover event registration costs for weather, mechanical issues, personal injury, sickness, or death of immediate family member. Must be purchased at least 14 days prior to event date.
4. Instructed Run Group Surcharges: Surcharges for First-Timer ($29/day) and Novice ($19/day) drivers in instructed run groups, invested back into the program for instructor benefits, equipment, curriculum development, and technology.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

AutoInterests operates High Performance Driver Education (HPDE) events at motorsport venues across the Midwest, hosting 20+ track days annually with drivers grouped by skill level (First-Timer through Expert) and paired with professional instructors. The company runs the full event lifecycle — online registration, tech inspection, classroom curriculum, in-car instruction, run-group management, and safety oversight — backed by a proprietary web-based event management platform.

Product overview

AutoInterests, LLC operates a unified HPDE (High Performance Driver Education) event management platform for motorsports enthusiasts. The core offering is HPDE event registrations featuring run groups segmented by driver skill level (First-Timer through Expert), professional instructors, and comprehensive event operations. The product portfolio includes the HPDE Protection Plan add-on for registration cost protection, Additional Driver Registration for vehicle sharing, Instructed Run Group Surcharge funding instructional programs, and Passenger Wristband Program for ride-alongs. All programs are managed through the company's proprietary web-based platform with online registration, tech inspection, check-in, and event management capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• HPDE (High Performance Driver Education) Events Structured High Performance Driver Education events for individual sports car drivers at regional motorsport venues, with drivers grouped by skill level (First-Timer, Novice, Intermediate, Advanced, Expert) and paired with professional chief instructors; includes classroom curriculum, on-track sessions, tech inspection, and safety oversight.
• HPDE Protection Plan Optional standalone protection plan that reimburses HPDE event registration costs (via store credit) when a registered driver cannot attend due to weather, mechanical issues, personal injury, sickness, or death of an immediate family member; requires purchase at least 14 days prior to the event and uses a web-based claims filing system with documentation upload.
• Passenger Wristband Program Paid program that allows non-driver passengers to ride along at HPDE events at $15 per wristband, available at on-site Hospitality, requiring waiver signature and appropriate safety equipment matching driver requirements.

Quantifiable outcome

• Grown from a couple events per year in 2013 to over 20 events per year today
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Summit Racing EquipmentcoreGTM or Marketing PartnerMajor sponsor of AutoInterests events. Summit Racing Equipment is a prominent motorsports equipment retailer. They sponsor and support HPDE events organized by AutoInterests.
• ECS TuningcoreGTM or Marketing PartnerSponsor of AutoInterests. ECS Tuning is a specialty automotive parts retailer focused on European performance vehicles.
• Atomic AutosportscoreGTM or Marketing PartnerSponsor of AutoInterests. Atomic Autosports is a motorsports parts and accessories company.
• Lockton MotorsportscoreGTM or Marketing PartnerSponsor of AutoInterests. Lockton Motorsports provides track insurance referrals for vehicle coverage. AutoInterests recommends their services for on-track vehicle protection.
• Auto AssetscoreGTM or Marketing PartnerSponsor of AutoInterests. Auto Assets is a specialty European dealership and service center where Ed Collazo serves as Operations Manager.
• Immortan AutomotiveminorGTM or Marketing PartnerSponsor of AutoInterests. Immortan Automotive is a Facebook-based automotive enthusiast business.
• Evolution Product & DesignminorGTM or Marketing PartnerSponsor of AutoInterests. Evolution Product & Design is a Facebook-based design and product company.
• TracksidecoreTechnology or IntegrationTechnology platform powering AutoInterests website. Trackside provides the underlying website infrastructure and event management technology.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Others

• Summit Racing Equipment: Summit Racing is a core sponsor and presenting partner of AutoInterests. Comparable audience (motorsport/performance car enthusiasts), and a potential strategic acquirer or distribution partner given the deep brand association.
• Trackside: Trackside is the underlying technology platform powering AutoInterests' website and event management. Relevant as the infrastructure partner and as a potential distribution channel or acquirer for the proprietary tech stack.

Direct peers

• Sports Car Club of America (SCCA): SCCA's Track Night in America and HPDE programs offer structured driver education events nationwide. Overlaps directly with AutoInterests on audience (sports car enthusiasts), format (run-group segmented instruction), and revenue model (per-event registration).
• Hooked on Driving: Hooked on Driving runs HPDE-style events at tracks across multiple U.S. regions with a similar focus on first-time and novice driver education. Closest direct mid-size competitor to AutoInterests' curated, instruction-led event model.
• National Auto Sport Association (NASA): NASA operates the largest U.S. HPDE program alongside wheel-to-wheel racing series. Directly comparable to AutoInterests in its structured, multi-run-group driver education model and event-based monetization across multiple tracks.
• BMW Car Club of America (BMW CCA) HPDE: BMW CCA's HPDE program runs structured track-day events across U.S. regions with a focus on novice through advanced driver education. Highly comparable in audience, structure, and instructional approach.
• Chin Motorsports Track Days: Chin Motorsports runs regional HPDE and track day events with multi-run-group structure and professional instruction. Comparable in size and operating footprint to AutoInterests.
• Porsche Club of America (PCA) Driver Education: PCA's Driver Education program offers structured HPDE events at tracks nationwide for Porsche owners. Directly comparable HPDE offering with similar run-group segmentation, instructor pairing, and event-driven revenue model.

Regional players

• Mid-Ohio Racing School: Mid-Ohio Racing School operates at the same regional venue ecosystem as AutoInterests and offers comparable high-performance driving instruction and HPDE programs. Geographic and product overlap in the Midwest market.

Broad incumbents

• Skip Barber Racing School: Skip Barber is an established professional driving school offering both HPDE-style and full racing school curricula. Comparable end customer (motorsport learners) but operates at a larger, multi-region scale with broader curriculum.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AutoInterests
• Instagraminstagram.com/autointerestsllc
• LinkedInlinkedin.com/company/autointerests

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 AutoInterests, LLC