Lex Joon Racing LLC

What Lex Joon Racing LLC does

Lex Joon Racing LLC is a privately held, founder-owned professional Top Fuel drag racing team headquartered in Brownsburg, Indiana. Founded in 1995 in the Netherlands by Lex Joon and Gerda Joon, the team captured the 2005 FIA Top Fuel Drag Racing Championship before permanently relocating its operations to the United States in 2013. The team competes in both the NHRA Mission Foods Drag Racing Series (quarter-mile) and the IHRA Outlaw Nitro Series (eighth-mile), fielding an 11,000-horsepower dragster that achieved a career-best 3.88-second elapsed time at 321.66 MPH in September 2025 and earned its first U.S. Top Fuel victory at IHRA Milan Dragway in July 2025.

The core product is sponsorship inventory — track-side branding (tow car, race car, crew uniforms), off-track activations (pits, hero cards, hospitality), digital/social media exposure, fan engagement programs, and FS1/FS2/FOX broadcast visibility during NHRA national events. Technology partnerships supply high-performance components such as Red Line Synthetic Oil lubricants, Gates Poly Chain power transmission belts, and Custom Floaters clutch components. A secondary revenue stream is direct-to-consumer merchandise (t-shirts $25-$35, hats $35, decals $5, autographed connecting rods $32) sold through the team's own online storefront.

The go-to-market is sales-led: CEO Lex Joon and dedicated motorsports marketing staff (Krystle Thomas) pursue primary and associate-level sponsors directly. Customers are predominantly mid-market to enterprise corporate sponsors across automotive aftermarket, lubricants, industrial, and consumer goods categories seeking access to NHRA's 30M+ fan base. The team is a lean 1-10 person independent operation that is self-funded, with no disclosed institutional capital, and augments its core team with experienced consultants (e.g., Lance Larsen) and a veterans-focused social mission via the SAVE22 Motorsports Therapy Program.

Name

Lex Joon Racing LLC

Legal name

Lex Joon Racing LLC

Website

https://lexjoonracing.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Lex Joon Racing LLC is a privately held, self-funded NHRA Top Fuel drag racing team based in Brownsburg, Indiana that sells corporate sponsorship packages and branded merchandise to companies seeking access to NHRA's 30M+ fan base.

Ownership category

akta.pro rank

Product category

Professional Drag Racing

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Driver & Rider Management / Representation (MPAKAGAG)

akta.pro secondary industry

Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

Keywords

• Top Fuel drag racing
• NHRA motorsports sponsorship
• Professional drag racing team
• Racing event competition
• Motorsports merchandise sales

Headquarters

HQ city

Brownsburg, Indiana

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Sponsorship and Marketing Partnerships: The primary revenue model is corporate sponsorship. Lex Joon Racing sells primary and associate-level sponsorship packages to companies seeking exposure through track branding (tow car, race car, crew uniforms), off-track branding (pits, hero cards, hospitality), electronic branding (website, social media), fan/employee engagement benefits, and FS1/Nationwide broadcast coverage during NHRA national events.
2. Merchandise Sales: Online storefront selling branded merchandise including NVR Quit Nitro Army T-shirts ($25–$35), hats ($35), decals ($5), crew shirts, and souvenir items such as autographed connecting rods ($32). All purchases include a free autographed hero card.
3. Race Winnings and Prize Purse: Revenue earned through competitive race finishes, including the $50,000 winner's purse at IHRA Outlaw Nitro Series events (Milan Dragway, July 2025).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Lex Joon Racing LLC operates a professional Top Fuel drag racing team that competes in NHRA Mission Foods Drag Racing Series and IHRA Outlaw Nitro Series events across the United States. The team's primary revenue is generated through corporate sponsorship packages that deliver brand exposure via on-car, pit-area, and digital placements, with secondary revenue from direct-to-consumer branded merchandise sales through its online store.

Product overview

Lex Joon Racing LLC is a professional drag racing organization offering merchandise through its official online store, including branded apparel (t-shirts, hats, crew shirts) and collectibles (autographed connecting rods, decals). The company operates as a Top Fuel drag racing team competing in NHRA and IHRA events, with merchandise reflecting the team's 'Never Quit' branding and various sponsor affiliations (Hot Wheels, JLM Lubricants, Strutmasters, MPM). The product portfolio consists primarily of fan merchandise rather than a unified software or technology platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Corporate Sponsorship Packages
• Branded Merchandise (NVR Quit Apparel and Collectibles)
• Professional Top Fuel Drag Racing Competition

Quantifiable outcome

• Career-best ET: 3.88 seconds at 321.66 MPH achieved September 5, 2025
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

19 partnerships are on record, tiered flagship, core, major and minor.

• DOA PerformanceflagshipStrategic or Co-development Partner · 1 July 2026DOA Performance joined forces with Lex Joon Racing for the remainder of the 2026 and 2027 racing season in a partnership driven by performance, resilience, and innovation. DOA Performance is dedicated to delivering premium performance products and supporting racers who embody determination, resilience, and a relentless pursuit of excellence. The partnership is part of a three-way collaboration including RLVNT Sunglasses.
• RLVNT SunglassesflagshipGTM or Marketing Partner · 1 July 2026RLVNT Sunglasses announced strategic partnership for the remainder of the 2026 season as part of a three-way collaboration with DOA Performance and Lex Joon Racing. RLVNT designs premium eyewear for those who demand exceptional optical clarity, durability, and performance. Fans can expect cutting-edge products and collaborative initiatives at drag strips across the country. The partnership combines championship-level drag racing with industry-leading optical technology.
• Red Line Synthetic OilcoreTechnology or Integration · 1 December 2025Long-standing lubricant partnership providing synthetic oils, additives, and technical support. Red Line Synthetic Oil has been creating products for racing since 1979. The partnership was first established in 2020 and has been extended annually through 2026. Red Line provides 70WT Nitro Drag Race Oil, Heavy Shock Proof Gear Oil, and Assembly Lube, and dyno tests show 1–3% horsepower improvement with their products. Lex Joon described it as critical to endure extreme temperatures reached when producing 11,000 horsepower.
• Surplus City HVAC & SuppliesmajorGTM or Marketing Partner · 1 April 2025Sponsorship partnership announced April 2025 for four NHRA national events. Surplus City's branding displayed on the rear wing of the Top Fuel dragster. Both organizations mark their 50th anniversaries in 2025. Partnership leverages NHRA's 30M+ fan base and broadcast coverage through Fox Sports, FS1, FS2, and NHRA.tv.
• Custom FloaterscoreTechnology or Integration · 1 March 2025Partnership extended for the 2025 season. Custom Floaters supplies custom-made floaters, segments, and steel bellhousings used in NHRA Top Fuel, Funny Cars, and professional tractor pulling series. Founded by drag racer Dick Malone, the company develops durable clutch floaters for high-performance applications.
• SAVE22 Veterans OrganizationflagshipStrategic or Co-development Partner · 1 January 2025SAVE22 is a 501(c)(3) nonprofit raising awareness about veteran suicide (22 veterans lost per day). The partnership is part of SAVE22's Motorsports Therapy Program, providing veterans behind-the-scenes pit access, driver meetings, and one-on-one interaction with drivers. The team has partnered with SAVE22 since 2020 and stepped up cooperation for 2025, with donations collected via Donorbox.
• Travis Shumake / Shumake RacingcoreStrategic or Co-development Partner · 1 February 2024Gerda Joon named as crew chief for Travis Shumake's Top Fuel dragster for his NHRA Mission Foods Drag Racing Series Top Fuel debut. Lex Joon serves as car chief and driving mentor. Gerda is the only active female crew chief in the Top Fuel category.
• Custom FloaterscoreTechnology or Integration · 1 January 2024Partnership extension announced January 17, 2024 for the 2024 season. Custom Floaters continues to supply high-performance floaters for the Top Fuel dragster's bellhousing assembly.
• Levi RiggsminorGTM or Marketing Partner · 1 August 2022Country music entertainer Levi Riggs performed the National Anthem at the 2022 NHRA Dodge Power Brokers U.S. Nationals and participated in Lex Joon Racing pit activations. Riggs has multiple Music Row and Billboard Top 40 singles.
• M & K Truck CentersminorGTM or Marketing Partner · 1 July 2021M & K Truck Centers in Indianapolis supplied the team with an RV for the U.S. Nationals weekend, supporting logistics for the 2018 season entry.
• AmericanaPRO / Hot Wheels Car Care ProductsGTM or Marketing Partner · 1 August 2020Hot Wheels Americana Series Premium Car Care Products became the Official Car Care Products of the team for the upcoming Dodge NHRA Indy Nationals, August 6–9, 2020. The Hot Wheels Car Care branding was displayed on Lex Joon's Top Fuel dragster with focus on the EPIC SHINE 3 Second Detailer. Products are Made in America premium auto appearance products.
• Best of Texas Barbecue SauceminorGTM or Marketing Partner · 1 April 2020Associate sponsor for the 2020 season. Founder John Hale is a former Jim Dunn Racing funny car driver and team owner. The BBQ sauce brand joined the Lex Joon Racing lineup of sponsors, representing a consumer goods brand with motorsports enthusiast appeal.
• GatescoreTechnology or Integration · 1 January 2020Gates joined as partner for the 2020 NHRA season, providing their Poly Chain belt — a product known for high-performance in the most demanding conditions — for the race car's power transmission system. Gates vice president Christian Buhlmann stated that Gates was pleased to partner with Lex Joon Racing, hoping their innovative belt technology would support their successes.
• Strutmasters.commajorGTM or Marketing Partner · 1 December 2019Major associate sponsor extended for multiple races during the 2020 NHRA Mello Yello Drag Racing Series. The team bannered the Strutmasters.com name on the Top Fuel Dragster starting at the AMALIE Motor Oil NHRA Gatornationals. Strutmasters is a suspension manufacturer founded in 1999 by Chip Lofton, specializing in air-to-non-air suspension conversion kits.
• Veterans MotorsportscoreStrategic or Co-development Partner · 1 September 2019Alliance with Veterans Motorsports and PS Morgan's Veterans Outreach, announced September 10, 2019. The mission of Veterans Motorsports is to employ wounded veterans fighting with PTSD and other disabilities related to their service. Lex Joon Racing supported Veterans Motorsports on their Strutmasters/JLM Lubricants Top Fuel dragster.
• Lance LarsencoreImplementation/ SI/ Consulting Partner · 1 September 2019Veteran nitro tuner with 54 years of experience in the sport joined as consultant through the remainder of the 2019 season. Larsen brought extensive knowledge from roles across the NHRA spectrum and provided fresh perspective, inspiring and recharging the entire crew with improved techniques and methods. Mentored Gerda Joon in crew chief responsibilities.
• JLM LubricantscoreTechnology or Integration · 1 August 2019JLM Lubricants in The Netherlands provided high-quality engine oils and additives for the team. Partnered since at least 2018, supporting the Top Fuel dragster at U.S. Nationals and other events. Gilbert Groot from JLM Lubricants is credited as a loyal supporter.
• Keith StewartcoreImplementation/ SI/ Consulting Partner · 1 August 2018Experienced crew chief who worked alongside Lex Joon for the 2018 U.S. Nationals. Stewart has a long history of working on Top 10 cars including Tony Pedregon, Bob Vandergriff, David Bacca, Scott Kalitta, Darrel Gwynn, and Doug Herbert.
• NSSF's Project ChildSafecoreStrategic or Co-development Partner · 1 March 2016Strategic partnership with the National Shooting Sports Foundation to promote the 'Own it? Respect it. Secure it.' firearm safety initiative at NHRA events throughout the 2016 season. Lex Joon Racing promoted responsible gun ownership and firearm safety education to the NHRA audience. Project ChildSafe is a real solution to making communities safer, partnering with 15,000+ law enforcement agencies.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Scratch First Racing: Mike Salinas's independent NHRA Top Fuel team — a single-car, sponsor-funded operation with a similar founder-driven identity competing in the same NHRA Top Fuel category as Lex Joon Racing.
• AB Motorsports: Antron Brown's independent NHRA Top Fuel team — a single-car operation funded by corporate sponsorships competing in the same NHRA Top Fuel class as Lex Joon Racing, with a comparable lean team structure.
• Torrence Racing: Steve Torrence's family-owned Top Fuel team — multi-time NHRA Top Fuel champion operating as an independent, sponsor-driven operation competing in the same NHRA Top Fuel category as Lex Joon Racing with a similar sponsorship-and-merchandise revenue model.
• John Force Racing: Legendary multi-car NHRA Funny Car and Top Fuel team competing in the same NHRA national events as Lex Joon Racing, with a long-established sponsorship-driven revenue model and broad merchandise program.
• Kalitta Motorsports: Ypsilanti, Michigan-based multi-car NHRA Top Fuel and Funny Car operation also headquartered in the broader Midwest drag racing corridor; competes in the same NHRA Top Fuel category with a substantially larger multi-team structure.
• Tony Stewart Racing: Tony Stewart's NHRA Top Fuel and Funny Car program competes directly in the same NHRA Top Fuel class as Lex Joon Racing, with corporate sponsorship as its primary revenue model and merchandise/e-commerce sales as a secondary stream.

Broad incumbents

• Don Schumacher Racing: Multi-team NHRA nitro operation headquartered in Brownsburg, Indiana (the same city as Lex Joon Racing) with a 145,000 sq ft facility; serves as a broad incumbent in the same motorsports ecosystem and competing events.

Others

• NHRA (National Hot Rod Association): Sanctioning body for the NHRA Mission Foods Drag Racing Series where Lex Joon Racing competes; not a competitor but the platform enabler providing the 30M+ fan audience and FS1/FS2/FOX broadcast exposure that the team monetizes.
• IHRA (International Hot Rod Association): Sanctioning body for the IHRA Outlaw Nitro Series where Lex Joon Racing competes in eighth-mile Top Fuel format; ecosystem partner providing the second competitive series (alongside NHRA) in which the team participates and earns prize purses.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/lexjoon
• YouTubeyoutube.com/user/LJR4
• Facebookfacebook.com/LexJoonRacing
• LinkedInlinkedin.com/company/lex-joon-racing-llc
• Instagraminstagram.com/explore/locations/260305150669462/lex-joon-racing-nhra-top-fuel-team
• Pinterestpinterest.com/lexjoon/?autologin=true

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Lex Joon Racing LLC