DTO MOTORSPORT

What DTO MOTORSPORT does

DTO Motorsport, operating through its legal entity DTO Performance Limited, is a UK-based premium motorsport experience company headquartered at Silverstone that designs and delivers structured driving experiences to corporate clients and high-net-worth individuals. The company operates a fleet of over 20 race-prepared vehicles maintained in-house at its Silverstone engineering workshop, spanning genuine Formula One machinery (a 2011 Marussia F1 car re-engineered by TDF One with a Mountune-developed turbo engine producing 450–600 bhp), GT race cars (McLaren 570 GT4, Ferrari 488 Challenge Evo, Mercedes AMG GTR), high-performance sports cars (McLaren 765LT, Porsche 911 GT2 RS, McLaren Artura Trophy Evo), and entry-level track cars (BMW M2 CS Racing, Alpine A110R, Caterham 7 Supersport). Each vehicle is supported by VBox telemetry and data analysis systems, and the engineering team holds experience across BTCC, Formula E, British GT, Le Mans, World Rally Cross, and Formula 1 Paddock Club operations.

The product portfolio comprises five interlocking lines: Corporate Motorsport Experiences sold as strategic engagement tools for client retention and brand activation; bespoke Private Programmes commissioned for HNW individuals; competitive Racing in British GT, McLaren Trophy, and Ginetta GT championships; the DTO x Goodwood public booking partnership at Goodwood Motor Circuit; and the Project Downforce Formula Experience, a two-day structured programme progressing from Dallara single-seaters to Formula 4 to genuine F1 driving. Revenue is generated entirely through enquiry-only commissioned programmes with no standardised pricing; corporate engagements are scoped around vehicle selection, coaching, hospitality, logistics, and circuit access at venues including Silverstone, Spa Francorchamps, and Yas Marina. The company does not sell track day vouchers and instead delivers bespoke experiences structured around client objectives.

The go-to-market is enterprise field sales targeting global brands and financial institutions, supplemented by event-driven credibility through active championship participation and earned media in luxury lifestyle publications. Distribution combines direct corporate sales, direct HNW commissioned sales, the Goodwood Motor Circuit channel partnership, and the racing championships themselves as a marketing platform. The company was founded by Mike Jordan, a former American Express executive vice president and FinTech CEO with Middle East board experience, alongside co-founder Dani Jordan, who leads marketing and brand. The legal entity DTO Performance Limited is incorporated in England, and the business is privately held with no disclosed institutional investment.

Name

DTO MOTORSPORT

Legal name

DTO Performance Limited

Website

https://dtomotorsport.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

DTO Motorsport is a UK-based, Silverstone-headquartered motorsport experience company that designs and delivers bespoke corporate engagement programmes, private commissions, and competitive racing in British GT, McLaren Trophy, and Ginetta GT, using a fleet of over 20 race-prepared vehicles including genuine Formula One machinery for global enterprise clients and high-net-worth individuals.

Ownership category

akta.pro rank

Headquarters

HQ city

Silverstone

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Corporate Motorsport Experiences: Race-led motorsport experiences delivered to businesses as strategic engagement tools for client retention, executive engagement, and brand activation campaigns. Programmes include car selection, coaching, hospitality, and logistics.
2. Private Commissioned Programmes: Bespoke motorsport programmes designed around individual clients with personal ambitions. Includes car selection, coaching, hospitality, international travel. Delivered on enquiry-only commissioned basis.
3. Competitive Racing Operations: Participation in racing championships (British GT, McLaren Trophy, Ginetta GT) which supports credibility and serves as marketing platform while potentially generating sponsorship and prize revenue.
4. Project Downforce Formula Experiences: Commissioned two-day Formula car experiences centred on driving genuine Grand Prix machinery. Scalable and brandable for corporate use or private individuals.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

DTO Motorsport designs and delivers structured motorsport experiences for corporate clients and private individuals, using a fleet of over 20 race-prepared vehicles including a re-engineered Marussia Formula One car. Programmes span corporate client engagement and brand activation, bespoke private driving experiences, competitive racing in British GT/McLaren Trophy/Ginetta GT championships, and the two-day Project Downforce Formula Experience, all delivered from Silverstone headquarters at leading UK and European circuits with professional race-team standards.

Product overview

DTO Motorsport offers premium motorsport driving experiences through a portfolio of core programmes including Track Days, Corporate Motorsport Experiences, Private Programmes, DTO x Goodwood partnerships, Racing competitions, and Formula Experience (Project Downforce). The company operates a fleet of over 20 race-prepared vehicles including Formula One (Marussia 2011 F1), GT cars (McLaren 570 GT4, Ferrari 488 Challenge Evo, Mercedes AMG GTR), sports cars (McLaren 765LT, Porsche 911 GT2 RS, Porsche 718), and entry-level track cars (BMW M2 CS Racing, Alpine A110R, Caterham 7 Supersport, BMW M140i). Experiences are delivered by professional race teams from Silverstone HQ at circuits across the UK and Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Corporate Motorsport Experiences Race-led motorsport experiences designed for strategic business engagement, including client retention programmes, executive engagement, marketing campaigns, and brand activation. Delivered with the professional race team and operational leadership as commissioned programmes tailored to corporate objectives, with car selection, coaching, hospitality, and end-to-end logistics.
• Private Programmes Bespoke commissioned motorsport programmes designed around individual clients with personal ambitions, including multiple circuits, extended track time, curated hospitality, international travel, and access to rare machinery. Delivered on enquiry-only basis through direct conversation.
• DTO x Goodwood Exclusive motorsport driving experiences delivered at the iconic Goodwood Motor Circuit in partnership with Goodwood, featuring road and race cars including the McLaren 570 GT4 and Ferrari Challenge 488 Evo, with one-to-one professional coaching and data analysis.
• Racing (British GT, McLaren Trophy, Ginetta GT)

Quantifiable outcome

• Continuous podium finishes across British GT, McLaren Trophy, and Ginetta GT championships

Named customers11 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and supporting.

• GinettacoreStrategic or Co-development Partner · 1 January 2022DTO Motorsport runs Ginetta GT4 SuperCup programmes and competes with Ginetta G56 GTP8. In 2022, DTO embarked on their first full Ginetta campaign with driver Aston Millar, the 2021 Ginetta Junior champion.
• Goodwood Motor CircuitcoreStrategic or Co-development PartnerDTO Motorsport has a partnership with Goodwood Motor Circuit offering clients the unique opportunity to drive DTO's fleet at the iconic Goodwood circuit. The partnership combines DTO's professional racing experiences with Goodwood's historic motorsport heritage dating to the mid-20th century.
• TDF OnecoreStrategic or Co-development PartnerTDF One re-engineered the 2011 Marussia Formula One cars to enhance driveability and reliability while preserving technical intensity and Grand Prix performance. This partnership enables DTO's Project Downforce Formula experience.
• MountunesupportingTechnology or IntegrationMountune developed the inline four-cylinder turbo charged engine used in the Marussia 2011 F1 (TDF One) car, with 450-600 Bhp output.
• McLaren Customer RacingcoreStrategic or Co-development PartnerDTO competes in the McLaren Trophy and operates McLaren Artura Trophy Evo and McLaren 570 GT4 vehicles. Social media shows close association with McLaren Customer Racing, including presence at McLaren Trophy Europe events supporting 24 Hours of Spa.
• British GT ChampionshipcoreStrategic or Co-development PartnerDTO Motorsport competes in the British GT Championship each season. Racing in British GT underpins credibility and provides the professional standards that inform every client experience delivered.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PalmerSport: UK-based motorsport experience company operating at Bedford Autodrome, offering corporate and individual driving experiences across multiple vehicle types. The closest direct competitor to DTO in the structured premium motorsport experience space, with a comparable enterprise-focused GTM motion.
• Barwell Motorsport: Established British GT racing team competing with Lamborghini Huracáns in British GT and international GT series. Direct peer in the active motorsport team space, with similar championship participation (British GT) and commercial sponsorship/activation model.
• RMA Track Days: Long-established UK track day and driving experience operator offering individual and corporate bookings at circuits across the UK. A more volume-oriented direct peer in the corporate track day market, though DTO operates at a higher price point and with deeper motorsport credibility.
• Pure McLaren: McLaren Automotive's official customer racing experience programme, providing driving experiences in McLaren road and race cars at international circuits. DTO's own engineering head (Eddy Hall) previously worked at Pure McLaren events, and DTO runs McLaren Customer Racing vehicles, making it a directly comparable peer in the McLaren experience ecosystem.
• JRM Racing: UK motorsport engineering and racing team active in GT and endurance racing, offering engineering services, race support, and customer programmes. Comparable to DTO in combining a competitive racing team with commercial customer programmes and engineering services.
• Beechdean Motorsport: UK GT racing team competing in British GT and international endurance events, with an Aston Martin factory partnership. Direct peer in the independent GT racing team and corporate activation space, competing for similar sponsor and experience revenue.
• ProMotorsport: UK operator of premium supercar driving experiences, corporate track days, and motorsport events across UK and European circuits. Direct peer competing in the same enterprise and high-net-worth track-day segment with a comparable product set.

Emerging players

• Radical Motorsport: UK-based manufacturer of lightweight track and race cars running one-make championships and customer racing programmes, with growing experience offerings. Overlaps with DTO on track-day product and racing-team economics, though on a more entry-level / higher-volume price point.

Broad incumbents

• Goodwood Motor Circuit: Iconic UK motorsport venue and brand running its own driving experiences, and simultaneously a distribution partner of DTO via the DTO x Goodwood programme. A broad incumbent that competes with DTO for track-day bookings while collaborating commercially.
• Williams Heritage: The heritage and experiences arm of the Williams Formula One team, offering F1 simulator experiences, tours, and driving days leveraging F1 heritage. A broader incumbent with deeper F1 brand association than DTO, but operating an adjacent premium motorsport experience model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dto-motorsport
• Instagraminstagram.com/DTOMotorsport

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 DTO MOTORSPORT