Midland Karting

What Midland Karting does

Midland Karting Limited operates an outdoor go-karting venue on former airfield tarmac at Wood End Lane, Fradley, near Lichfield, Staffordshire, established circa 2000. The venue runs three on-site circuits (Family, Premier, and Super) configured to operate independently or in combination, all floodlit for year-round dusk-to-dawn operation. The fleet comprises over 30 TBKart vehicles spanning the R25 270cc (adult), R13 160cc (junior), BIPOSTO two-seater, and RMAX high-performance models, the last marketed as the UK's fastest rental kart at up to 80 MPH.

The commercial offering is segmented across multiple use cases: individual practice and sprint/endurance race formats (MK Sprint Mini/30/50, MK Formula Sprint, Midland 20/30/60/90), corporate team-building packages tiered Bronze (£65), Silver (£88), and Gold (£112) per person, birthday parties for kids and teens, stag/hen events, school and youth programmes, Race Academy and Bambino tuition (ages 4-7), SEN/accessible karting with hand-controlled karts, Mechanic's Club educational sessions, and gift vouchers. The MK Driver's Club annual membership (£50/year) introduces a recurring subscription layer. Distribution is direct-to-consumer via an AlphaTiming-powered online booking platform, telephone/text sales, walk-in enquiries, third-party voucher sites (Groupon, Living Social, Wowcher), and a corporate event management partnership with Seventeen43. Marketing runs through the company website, Facebook, Instagram, email newsletters, a WhatsApp community, content blog, and discount codes (KARTING10, STUDENTSAVER15, bluelightmk15).

The customer base spans families with children, adult solo racers, corporate teams, schools/youth organisations, stag/hen groups, and SEN participants across a 35-mile radius covering Birmingham, Derby, Nottingham, Coventry, and Stoke-on-Trent. The company is privately held, owner-operated, with no disclosed institutional investment, and operates a sub-brand — the Chillee Karting Team — sponsored by Chillee Limited, a connected construction firm.

Name

Midland Karting

Legal name

Midland Karting Limited

Website

https://midlandkarting.co.uk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Midland Karting operates an outdoor go-karting venue on former airfield tarmac near Lichfield, Staffordshire, offering TBKart-fleet racing sessions, corporate events, birthday parties, and accessibility programmes across three floodlit circuits to families, adults, schools, and corporate groups within a 35-mile radius.

Ownership category

akta.pro rank

Product category

Outdoor Go-Karting Venue and Recreational Karting Services

NAICS

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

SIC

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

akta.pro primary industry

Mini Golf & Attractions Centers (Mini Golf, Go-Karts, Laser Tag Complexes) (THAJAEAK)

akta.pro secondary industry

Motorsports Tracks & Racing Facilities (MPAKAEAC)

Keywords

• Outdoor go karting
• Go kart racing
• Karting venue
• Corporate team building
• Birthday party venue

Headquarters

HQ city

Lichfield

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Per-Session Go-Karting Fees: Customers pay per activity session ranging from £20 to £157.50 depending on event type, duration, and kart class. Individual drivers book sessions for practice, races, and events.
2. MK Driver's Club Membership: Annual membership subscription (from £50/year) offering 15% discount on bookings, free sessions after 10 bookings, exclusive events, and birthday session benefits.
3. Corporate Events Packages: Bronze (£65/person), Silver (£88/person), and Gold (£112/person) corporate event packages including team building activities, catering, and photography.
4. Birthday Party Packages: Kids parties from £40/person and teen parties at £40/person, including racing, medals, food options, and additional extras.
5. Sponsorship and Advertising: Billboard advertising spots available in green, blue, and purple zones for 12-month periods at POA pricing. Billboards are 2.4m x 1.2m high-quality, weather-resistant prints.
6. Gift Vouchers: Digital gift vouchers sold in flexible amounts, valid for 12 months from issue, redeemable for go-karting activities, stag/hen parties, corporate events, and merchandise.
7. Bambino Karting Sessions: Bambino karting lessons for ages 4-7: single lesson £80, 3-lesson bronze package £330, 6-lesson silver package £660, 10-lesson gold package £1,000 including free lesson and helmet.
8. Mechanic's Club: Educational mechanics experience for youngsters and adults: standard sessions from £31/person, private 1-hour sessions at £60/person, and 4-session syllabus at £110.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Midland Karting runs an outdoor go-karting venue on former airfield tarmac featuring three configurable circuits (Family, Premier, Super), a fleet of over 30 TBKart karts across adult, junior, two-seater, and high-performance RMAX classes, and live timing systems. The company sells per-session karting experiences, structured race formats (sprint, endurance, Formula-style), corporate event packages, birthday parties, school/youth programs, an annual membership club (MK Driver's Club), and gift vouchers.

Product overview

Midland Karting is an outdoor go-karting venue operating a fleet of TBKart vehicles (R25, Mini R13, RMAX, and BIPOSTO two-seater karts) across three circuits (Family, Premier, and International) near Lichfield, Staffordshire. The core offering spans individual practice sessions, timed race formats (MK Sprint Mini, MK Sprint 30/50, MK Formula Sprint), endurance races (Midland 20/30/60/90), and the MK Championship Series. Supporting products include Race Academy tuition, Mechanic's Club engineering education, Bambino sessions for ages 4-7, SEN/accessible karting with hand-controlled karts, corporate event packages (Bronze/Silver/Gold tiers), birthday parties, stag/hen events, school programs, and gift vouchers. The MK Driver's Club membership and Chillee Karting Team race division extend the portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Chillee Karting Team: The official race division of Midland Karting Ltd, operating as an all-weather race team providing structured training and development for drivers from ages 4 to senior categories.

Products and services

• Adult Practice Sessions Individual practice karting sessions for adults to learn the track or improve karting technique.
• MK Sprint Mini Micro race format on the Premier Circuit for 8-13 drivers aged 14+ featuring 5-minute practice qualifying, 15-lap heat, and 10-lap final.
• MK Sprint 30 F1-style sprint race for medium-sized groups featuring heat qualifying, 30-lap races, and a final showdown for top drivers.
• MK Sprint 50 Extended sprint race format for 12+ drivers with multiple heat races and a final 20-lap championship showdown.
• MK Formula Sprint Formula 1-style race weekend format with three stages of qualifying, final grid determination, and a 50-lap lights-to-flag race.
• Midland 20 Solo Endurance Race Short endurance race event with 20-minute race format including a 10-minute qualifying session, suitable for 6-15 drivers.
• Midland 30 Solo Endurance Race Solo endurance race on the Premier Circuit with 10-minute qualifying and 30-minute race using TBKart R25 270cc karts.
• Midland 60 Team Endurance Race Le Mans-style team endurance race with teams of two competing in a 60-minute race using TBKart R25 270cc karts, including 20-minute qualifying.
• Midland 90 Le Mans Style Extended team endurance race for 21-36 drivers in teams of three, with a 90-minute lights-to-flag race on the Premier Circuit.
• MK Championship Series Elite go-karting tournament for solo racers across Cadet, Junior, and Senior divisions. Requires Championship Race License via assessment (£70). Ten rounds per year.
• Stag and Hen Parties Pre-wedding go-karting events with exclusive circuit use, MK Sprint 30, Midland 30, or Midland 60 race formats, plus pink race suit for the stag/hen and celebration elements.
• Corporate Events Corporate team-building packages in Bronze (£65/person), Silver (£88/person), and Gold (£112/person) tiers including endurance races, blind driving challenges, catering, and conference facilities.
• Kids Birthday Parties Go-karting birthday parties for ages 8-11 on the Family Circuit with medals, bubbly (non-alcoholic), balaclavas, and Race School voucher for the birthday child.
• Teen Birthday Parties Teen party package on the Premier Circuit with TBKart R25 270cc karts for ages 12+ (minimum height 1.5m), including qualifying, 20-minute race, podium presentation, and catering options.
• School and Youth Group Sessions Educational go-karting experiences for schools and youth organisations with TBKart R13 160cc karts, safety training, and mechanics education.
• Race Academy Go-karting lessons for ages 8-16 including Rookie Racers (beginner) and Experienced tiers, with 45-minute sessions featuring expert instruction.
• Bambino Sessions Go-karting for young racers aged 4-7 years using Baby Bambino Karts with 30 or 60-minute tuition sessions with expert coaches.
• SEN and Accessible Go-Karting Accessible karting for individuals with disabilities or Special Educational Needs using modified TB R25 hand-controlled karts, autism-friendly sessions, and two-seater options.
• Mechanic's Club Hands-on karting mechanics and engineering experience for ages 8+ covering chassis safety, engine servicing, engine overhaul, and full kart setup. Includes 4-session syllabus (£110) and drop-in sessions.
• Ultimate Karting Experience High-speed TB R-Max karting experience with Rotax Max Evo Junior engine (23 BHP, up to 80 MPH) for ages 12+ with 145cm+ height requirement. Requires prior assessment in TB R25 270cc.
• Pit Bikes and Owner Karts Bring-your-own kart sessions available Mondays and Tuesdays (10am-6pm) for pit bikes, mini motos, and owner karts, with optional kart storage and maintenance services.
• Gift Vouchers Digital gift vouchers for go-karting activities, stag/hen parties, corporate events, and racewear. Valid for 12 months from purchase.
• MK Driver's Club Membership Annual membership program (from £50/year for 12 months) offering 15% off all bookings, free 30-minute session after 10 sessions, free birthday session, exclusive member events, and seasonal offers.
• Chillee Karting Team Official race division of Midland Karting Ltd operating under Chillee Limited sponsorship, providing structured training from ages 4+ through Bambino, Cadet, Junior, and Senior categories with professional coaching and driver development programs.
• TBKart R25 (Adult Kart) Flagship adult go-kart equipped with ISAC Safety System, featuring frontal shock absorption, anti-gas and brake system, adjustable seat and pedals, self-adjusting hydraulic brakes, and chain-driven mechanism. Reaches top speeds of 50 mph.
• TBKart Mini R13 (Junior Kart) Junior go-kart designed for younger drivers aged 8 years and over, featuring perimeter protection, dual protection systems, Honda 4-stroke engines, adjustable seats and pedals, and lightweight agility for safety and enjoyment.
• TBKart RMAX (High-Performance Kart) High-performance racing kart combining racing characteristics with safety features, including advanced shock-absorbing solutions and perimeter protection. UK rental fleet kart capable of speeds up to 80 mph with 23 BHP Rotax Max Evo Junior engine.
• TBKart Biposto Two-Seater Versatile two-seater go-kart with dual functional steering wheels for shared driving experiences, designed for entertainment, education, and assisted driving for SEN individuals. Features perimeter protection, adjustable pedals, and ergonomic seats.
• Premier Circuit Newer circuit launched in 2023 to replace the older Super Circuit, featuring enhanced layout with additional hairpin bends, faster sweeping corners, longer straights, and higher speeds in petrol-powered karts. Hosts up to 14 karts simultaneously and supports floodlit evening racing.

Quantifiable outcome

• RMAX karts achieve speeds up to 80 MPH, making them the UK's fastest rental karts
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Seventeen43 Event ManagementminorStrategic or Co-development PartnerPartnership for corporate event management services. Seventeen43 works with Midland Karting to deliver corporate events and team building experiences, providing additional channel for business client acquisition.
• AlphaTimingcoreTechnology or IntegrationAlphaTiming provides the online booking platform, live leaderboards, and timing systems for Midland Karting's website. Customers book activities, view live timing results, and access championship standings through the AlphaTiming system.
• TBKartcoreTechnology or IntegrationTBKart is the kart manufacturer supplying Midland Karting's fleet including R25, R13, Biposto, and RMAX models. TBKart rankings are associated with the Championship Series, providing official ranking recognition for racers.
• TrophyStore.co.ukminorChannel Partner/ Reseller/ DistributorTrophyStore.co.uk supplies trophies and awards for Midland Karting's events, championships, and competitions including birthday parties and corporate events.
• Lichfield TarmacadamminorStrategic or Co-development PartnerLocal business partner visible on the website as part of the local business community supporting Midland Karting.
• Amy's Café / The Red Flag CafeminorStrategic or Co-development PartnerOn-site catering partner providing hot and cold food, beverages, and event catering services. Amy manages the café open Wednesday to Sunday from 9am until late afternoon. Available for private hire seven days a week for event catering.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Buckmore Park Karting: Kent-based outdoor karting circuit offering individual practice, championship racing, and team events. Similar outdoor circuit model with racing formats and corporate offerings.
• TeamSport Karting: UK's largest indoor karting chain with multiple venues offering similar go-kart racing experiences for adults, children, and corporate groups. Directly comparable in product offering, target market, and corporate event focus.
• Whilton Mill Karting: Outdoor karting and motorsport venue in Northamptonshire offering kart hire, race events, and corporate hospitality. Comparable outdoor circuit operations with event hosting capabilities.
• Daytona Motorsport: Established UK karting operator with multiple venues running competitive racing events, corporate packages, and individual sessions. Closely comparable business model and customer segments to Midland Karting.
• Bayford Meadows Karting: Outdoor karting venue in Kent offering individual sessions, endurance races, and corporate packages. Similar mid-sized regional outdoor karting operator with comparable event offerings.
• Lakeside Karting: UK outdoor karting venue offering individual and group sessions with corporate event packages. Comparable mid-tier regional operator with similar outdoor circuit model.
• Paul Fletcher International (PF International): UK karting circuit and event venue offering championship racing, practice sessions, and corporate events. Comparable in racing formats, championship series, and outdoor circuit operations.

Broad incumbents

• Oulton Park Karting: Established motorsport venue in Cheshire offering karting experiences alongside broader racing circuit operations. Comparable karting activities as part of a wider motorsport venue portfolio.

Emerging players

• Go Karting for Fun: UK karting venue operator offering outdoor go-karting experiences with group packages and corporate events. Comparable business model targeting families and groups.

Regional players

• Capital Karts: Indoor karting venue in London offering individual sessions, corporate events, and group bookings. Comparable product offering but geographically concentrated in London rather than Midlands.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/midland-karting

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Midland Karting