What GRIDLIFE does

GRIDLIFE is a privately held motorsports lifestyle brand founded in 2014 and headquartered in Chicago, Illinois. The company operates a national festival-style racing series that combines multiple competitive motorsport disciplines — TrackBattle Time Attack, Eibach GLTC Touring Cup, GRIDLIFE GT, GRIDLIFE RUSH Series (entry-level), and GRIDLIFE Drift — with live music performances, vendor villages, car showcases, and on-site camping at major U.S. racetracks including Watkins Glen, WeatherTech Raceway Laguna Seca, Michelin Raceway Road Atlanta, and GingerMan Raceway. The company serves amateur and semi-professional racing drivers, car culture enthusiasts, and festival-goers, with driver participation growing to 275 entries in 2026 and attendance rising nearly 30% YoY at flagship events.

GRIDLIFE generates revenue through three primary streams: event ticket sales (general admission, VIP passes, camping packages) distributed via the Tixr platform, branded merchandise sold through shop.grid.life and on-site at events, and national sponsorship deals covering event branding, category title rights, and on-site activations. Major partners include Eibach (touring cup title), Falken Tire (TrackBattle presenting), FCP Euro (eighth-year partner), Subimods, Turn 14 Distribution, MOZA Racing, and NOS Energy. Since joining the F=ma network in 2025 alongside RACER Media and The ID Agency, GRIDLIFE has gained broadcast television distribution through RACER Network reaching an estimated 110 million households.

The company operates with approximately 21 employees and has no proprietary technology platform beyond its event operations, ticketing infrastructure, and media partnerships. Leadership consists of CEO Michael Hurczyn, President and Co-Founder Chris Stewart, and newly appointed Vice President of Partnerships Patrick Daugherty. Ownership is founder-led with no disclosed venture capital, private equity investment, or institutional shareholders.

Name

GRIDLIFE

Legal name

GRIDLIFE LLC

Website

https://grid.life

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

GRIDLIFE is a privately held motorsports festival series that combines competitive racing across multiple disciplines (time attack, touring cup, GT, drifting) with live music and car culture events at racetracks across the United States, serving amateur drivers, car enthusiasts, and festival-goers through ticketing, merchandise, and national sponsorship.

Ownership category

akta.pro rank

Product category

Live Motorsports Events

NAICS

Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Motorsport Event Promoters & Race Organizers (MPAKADAE)

akta.pro secondary industries

Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

Keywords

• Motorsports festival series
• Amateur racing events
• Time attack racing
• Drift racing series
• Automotive lifestyle events

Headquarters

HQ city

Chicago, Illinois

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Event Tickets and Admission: GRIDLIFE generates primary revenue through ticket sales for multi-day festival events featuring racing, drifting, and live music performances. Events span multiple days with various admission tiers.
2. Merchandise Sales: The company operates an online merchandise store (shop.grid.life) selling branded apparel and merchandise at events and through e-commerce.
3. Sponsorship and Partnerships: National brand sponsors pay for event branding, activations, hospitality lounges, and category title rights across the racing series and festival events.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

GRIDLIFE produces multi-event motorsports festivals in the United States that combine competitive racing series with music, car culture, and lifestyle festival elements. Each event weekend typically hosts multiple on-track racing series (GRIDLIFE GT, GLTC, TrackBattle, RUSH, and Drift) at permanent road courses, alongside a festival atmosphere with music, art, and vendor/partner activations. Revenue is generated through ticket sales, event-day sponsorships, on-site merchandise, and an online apparel shop.

Product overview

GRIDLIFE is a motorsport festival series combining competitive track racing with music festival culture. The core product portfolio includes multiple racing competition formats: GRIDLIFE GT (high-horsepower grand touring series), Eibach GLTC (touring cup sprint racing), TrackBattle Time Attack (multi-class lap time competition), GRIDLIFE RUSH Series (entry-level racing), and GRIDLIFE Drift (full-course drifting). These are delivered through immersive festival events featuring live music, vendor villages, car showcases, and the GRIDLIFE Arcade simulation experience. Supporting services include the Competition License Program, Instructor Registration, Driver Asset Generator tool, and comprehensive Driver Resources with track guides. The series operates as part of the F=ma network alongside RACER Media and The ID Agency, hosting events at major U.S. tracks including Road America, WeatherTech Raceway Laguna Seca, Michelin Raceway Road Atlanta, and others.

Differentiator

Problem solved

Functional benefit

Brands

• GRIDLIFE Touring Cup (GLTC): Flagship power-to-weight sprint racing series featuring competitive multi-class racing
• GRIDLIFE GT
• TrackBattle Time Attack
• GRIDLIFE Drift
• RUSH Series
• Circuit Legends
• Summer Apex
• Midwest Festival
• Laguna Festival

Products and services

• GRIDLIFE GT On-track competitive racing series run as part of GRIDLIFE's motorsports festival weekends, targeting amateur and semi-pro enthusiasts racing at permanent road courses across the United States.
• GRIDLIFE Touring Cup (GLTC) Touring-car style racing series held as part of GRIDLIFE's multi-event festival weekends, focused on production-based sports cars and sedans in a competitive format.
• TrackBattle Time-attack competition held at GRIDLIFE festival weekends, allowing individual drivers to set competitive lap times on permanent road courses in a head-to-head format.
• RUSH Rallycross-style racing series incorporated into GRIDLIFE festival weekends, featuring short, mixed-surface competition designed for enthusiast drivers.
• Drift Drift competition series held at GRIDLIFE festival weekends, appealing to drivers and spectators interested in motorsport drifting.
• GRIDLIFE Festival Weekends (Live Events) Multi-day motorsports festivals held at permanent road courses across the United States that combine live racing (GT, GLTC, TrackBattle, RUSH, Drift) with music, art, vendor activations, and lifestyle programming for motorsports and car-culture enthusiasts.
• GRIDLIFE Merchandise Shop Direct-to-consumer e-commerce storefront (shop.grid.life) selling GRIDLIFE-branded apparel and accessories to fans and event participants.
• F=ma Media Network GRIDLIFE-owned digital media network producing video and editorial content around the brand's racing series, festival events, and broader automotive culture, used to extend engagement beyond event weekends and support sponsor and content partnerships.

Quantifiable outcome

• 57% increase in driver entries year-over-year
• +3 more outcomes

Named customers8 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• MOZA RacingcoreGTM or Marketing Partner · 30 April 2026MOZA Racing named Official Sim Racing Hardware Partner for 2026 GRIDLIFE season. MOZA's direct drive systems, wheels, and pedal sets power the GRIDLIFE Arcade experience at GRIDLIFE events across the country. Partnership features MOZA hardware at five events on the 2026 calendar.
• TireRack.comcoreGTM or Marketing Partner · 16 April 2026TireRack.com joins GRIDLIFE as Official Tire Retailer for the 2026 season, providing tire support across racing disciplines.
• F=ma Network (Parent Company with RACER Media and The ID Agency)coreStrategic or Co-development Partner · 1 January 2026GRIDLIFE operates as part of the F=ma network alongside RACER Media and The ID Agency, an enthusiast-led ecosystem aligning live events, media, marketing, and culture-driven brand partnerships under one roof.
• RACER NetworkcoreGTM or Marketing Partner · 1 January 2026National broadcast partnership placing GRIDLIFE on RACER Network television, reaching an estimated 110 million households. Sunday programming featured on national television as first in GRIDLIFE history.
• Falken TirecoreGTM or Marketing Partner · 3 June 2025Falken Tire is Presenting Sponsor of Club TR and Club SC TrackBattle classes. Brand activations at five marquee events including South Carolina Festival, Midwest Festival, Summer Apex, Circuit Legends, and Laguna Festival. 'Fast on Falken' contingency program rewards podium and record-breaking drivers.
• FCP EurocoreGTM or Marketing Partner · 1 April 2025Eighth year partnership continuing into 2025. FCP Euro present at select GRIDLIFE festivals with brand activations, demo vehicles, and drift taxi experiences. GRIDLIFE Motoring Meet Presented by FCP Euro held at seven events throughout 2025 season.
• Turn 14 DistributioncoreGTM or Marketing Partner · 26 March 2025Turn 14 Distribution introduces Turn 14 Partner Lounge at select GRIDLIFE events, featuring premium viewing areas, hospitality refreshments, and networking opportunities for fans, racers, and industry professionals.
• SubimodscoreGTM or Marketing Partner · 26 March 2025Subimods joins as Official 2025 Season Partner. Partnership launches Flat Four Showdown (Subaru-only competition class), brings Bucky Lasek to TrackBattle time attack, and features Subimods Subaru Car Corral at all festival stops.
• EibachcoreGTM or Marketing Partner · 19 March 2025Eibach serves as multi-year title partner for GRIDLIFE Touring Cup, launching the Eibach GLTC Championship. Partnership includes championship title, prize trips to Eibach headquarters in Germany, and racing opportunities at Nuburgring Nordschleife.
• NOS EnergyminorGTM or Marketing Partner · 1 January 2025NOS Energy sponsors main stage at GRIDLIFE events, with NOS Energy Stage hosting live music performances and festival programming.
• Formula DRIFTcoreStrategic or Co-development Partner · 1 January 2025Historic collaboration between GRIDLIFE and Formula DRIFT at Michelin Raceway Road Atlanta, creating unprecedented partnership between track owner and two sanctioning bodies. Features Formula DRIFT PRO and PROSPEC Championships alongside GRIDLIFE programming.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• SRO Motorsports Group: SRO operates GT and sprint racing championships in the US (including GT World Challenge America) and globally. Directly comparable to GRIDLIFE in organizing multi-class circuit racing series, with overlapping driver base, sponsor categories, and venue relationships.
• SCCA (Sports Car Club of America): SCCA is the largest US grassroots motorsports sanctioning body, operating club racing, Time Trials, and autocross programs. Competes with GRIDLIFE for amateur driver participation, sponsorship dollars, and venue access at road courses nationwide.
• ChampCar Endurance Series: ChampCar runs amateur endurance racing at US road courses, targeting grassroots and budget-conscious enthusiasts. Competes with GRIDLIFE for amateur driver participation and the same category of automotive aftermarket sponsors.
• Formula DRIFT: Formula DRIFT runs the professional US drifting championship and is also a co-event partner with GRIDLIFE at Road Atlanta. Directly comparable event promoter with shared driver and sponsor audiences, and similar multi-round national touring format.
• World Racing League: World Racing League operates multi-class endurance racing events in the US targeting amateur and semi-pro teams. Similar to GRIDLIFE in business model (event entry fees, grassroots positioning) and in drawing from the same pool of amateur circuit drivers.
• MotoAmerica: MotoAmerica sanctions the premier US motorcycle road racing series, structured similarly to GRIDLIFE with multi-class national championships, paddock access, and event-based revenue. Comparable motorsports series operator sharing venue partners and sponsorship categories.
• NASA (National Auto Sport Association): NASA sanctions HPDE, time trial, and wheel-to-wheel racing series across the US, with a similar grassroots/amateur driver base to GRIDLIFE. Comparable business model around event entry fees, memberships, and class structures.
• Global Time Attack: Global Time Attack organizes the premier US time attack championship, a discipline that directly overlaps with GRIDLIFE's TrackBattle program. Comparable in class structure, driver demographic, and national touring format at road courses.

Broad incumbents

• IMSA (International Motor Sports Association): IMSA sanctions the top-tier professional sports car racing series in North America, including WeatherTech Championship and Michelin Pilot Challenge. Broader incumbent that draws from the same sponsor ecosystem and driver talent pipeline as GRIDLIFE's GT and touring cup programs.

Others

• SEMA Show (Specialty Equipment Market Association): SEMA Show is the largest US automotive aftermarket trade show, blending car culture, vendor exhibitions, and enthusiast engagement. Not a direct racing competitor but highly comparable to GRIDLIFE's festival-format concept that fuses motorsports with car culture and consumer brand activation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xtwitter.com/gridlifeofficial
• YouTubeyoutube.com/channel/UCSEQIvvtoHXsLZz3uBowfMQ
• Facebookfacebook.com/GRIDLIFE
• LinkedInlinkedin.com/company/gridlife

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 GRIDLIFE