Driving Experience

What Driving Experience does

SJS S.A., operating commercially as Driving Experience (alongside sub-brands SJS Driving Academy and Szkoła Jazdy Subaru), is a Kraków-headquartered automotive experiences and driver training company founded in 1997 with 14 employees. The company combines an event and training management operation with physical supercar driving experiences on professional racing tracks, serving both individual consumers (gift-buyers, automotive enthusiasts, skill-development drivers) and corporate clients (team-building, fleet driver safety training) across 50 locations in Poland and Europe.

The core product set spans supercar track experiences (Ferrari F8 Tributo, Lamborghini Huracán, McLaren 570GT, Porsche 911 Carrera 4, Ford Mustang GT V8, KTM X-Bow) priced from 249–599 PLN per unit; a three-tier driving technique certification system (Levels I, II, III) delivered as group courses (788 PLN), individual 1-on-1 sessions (2,299 PLN), or 2-for-1 couples sessions (2,799 PLN), with a full three-level individual package at 5,999 PLN; corporate events and team-building programs; foreign driving expeditions (frozen lake driving in Scandinavia, desert rallies); branded merchandise via sklep.sjs.pl; and gift vouchers valid for 365 days. Underlying capabilities include a fleet of 20+ vehicles, a network of certified instructors led by professional rally drivers Kajetan Kajetanowicz and Maciej Wisławski, and a proprietary e-commerce storefront.

The business model is predominantly transactional (pay-per-experience) with hybrid B2B/B2C distribution: direct corporate sales for enterprise engagements, e-commerce and inside-sales (phone/email) for individual and SMB bookings, and on-site sales at track locations including Tor Kielce, Tor Słomczyn, Tor Bednary, Tor Łódź, Motopark Kraków, Motopark Toruń, Tor Krzywa, and Tor Warszawa Bemowo. Pricing is promotional-flexible with seasonal campaigns tied to gift-giving occasions (Mother's Day -25%, Father's Day -25%, Children's Day -30%).

Name

Driving Experience

Legal name

SJS S.A.

Website

https://sjs.pl

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

SJS S.A. (Driving Experience) is a Kraków-based, 14-employee Polish company founded in 1997 that delivers supercar track experiences, tiered driving technique training, and corporate team-building events across 50 locations in Poland and Europe to both individual gift-buyers and enterprise clients.

Ownership category

akta.pro rank

Product category

Motorsport Experience and Driver Training Services

NAICS

Motor Vehicle and Parts Dealers (441)

SIC

Services-Racing, Including Track Operation (7948), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Supercar driving experiences
• Driving technique training
• Corporate team building events
• Racing track events
• Motorcycle rider training

Headquarters

HQ city

Kraków

HQ country

Poland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Supercar Track Experiences: Individual and group supercar driving experiences on racing tracks, featuring vehicles such as Ferrari F8 Tributo, Lamborghini Huracan, McLaren 570GT, Porsche 911, and others. Revenue generated per lap or per experience session.
2. Driving Technique Training: Tiered driving technique improvement courses (Levels I, II, III) including group sessions, individual 1-on-1 training, and couple training (2/1). Includes safety driving training, eco-driving, and sport driving courses.
3. Corporate Events and Team Building: Customized corporate automotive events, team building activities, and employee motivation programs for business clients.
4. Vouchers and Gift Cards: Sale of gift vouchers and gift cards for track experiences and training sessions, sold through e-commerce platform.
5. Foreign Expeditions: Specialized international driving experiences including frozen lake driving in Scandinavia and desert expeditions abroad.
6. Merchandise and Accessories: Sale of SJS branded merchandise, accessories, and automotive gadgets through their online store.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

SJS S.A. (trading as Driving Experience) sells supercar and sports car driving experiences on professional racing circuits in Poland and Europe, three-tier progressive driving technique training (Levels I–III) for individuals and groups, and customized corporate driving events including fleet safety training and team-building. Offerings are delivered with a fleet of more than 20 high-performance vehicles and certified instructors, and distributed through the sklep.sjs.pl e-commerce store and direct corporate sales channels.

Differentiator

Problem solved

Functional benefit

Brands

• SJS Driving Experience: Automotive experiences at the highest level - supercar driving experiences on race tracks
• SJS Driving Academy
• Szkoła Jazdy Subaru

Products and services

• SJS Driving Experience (sub-brand) Sub-brand offering premium motorsport experiences including supercar rides (Ferrari, Lamborghini, McLaren, Porsche) and high-performance driving events on racing tracks across Poland and Europe.
• SJS Driving Academy (sub-brand) Sub-brand offering safety-focused driving school programs with tiered driving technique courses (Level I, II, III), eco-driving training, and emergency maneuvering instruction for drivers at all skill levels.
• Szkoła Jazdy Subaru (Subaru Driving School) Sub-brand specializing in Subaru vehicles for advanced driving skills development.
• Supercar and Sports Car Track Driving Experiences (Jazda po Torze) Supercar and sports car driving experiences on professional race tracks; customers drive or ride as passengers in vehicles including Ferrari F8 Tributo, Lamborghini Huracán, McLaren 570GT, Porsche 911 Carrera 4 (992), Ford Mustang GT V8, Chevrolet Corvette C8, and KTM X-Bow.
• Group Driving Technique Training (Grupowe Szkolenie Doskonalenia Techniki Jazdy) Group driving skills course with up to 10 participants covering emergency braking, skid control, safe cornering, and ABS/BAS/ESP utilization; conducted at Tor Kielce and Tor Warszawa Bemowo.
• Individual 1-on-1 Driving Training (Indywidualne Szkolenie Doskonalenia Techniki Jazdy 1/1) One-on-one personalized driving technique training at three progressive levels (I, II, III), including emergency maneuvers, skid recovery on slip plates, and advanced sport driving.
• 2-for-1 Safe Driving Training for Couples (Indywidualne Szkolenie 2/1 Bezpiecznej Jazdy dla Dwojga) Paired safe driving course with two participants sharing one vehicle under an instructor; available at three levels (I, II, III).
• Drift Training (Szkolenie z Driftu) Drift driving training using BMW M2 or Subaru BRZ 2.4i vehicles combined with track driving sessions.
• Individual Sport Training (Indywidualne Szkolenie SPORT) Sport driving training with rally or racing drivers, with options including Sport, Sport Professional, and Sport Champion tiers.
• Motorcycle Training (Szkolenie dla Motocyklistów)

Quantifiable outcome

• Over 3,000 clients served and significant fleet safety improvements reported by corporate clients

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• ORLEN Rally TeamminorOthersProfessional rally driver Kajetan Kajetanowicz, instructor and ambassador for SJS Driving Experience, has been associated with ORLEN Rally Team (formerly LOTOS Rally Team) for over a decade as a professional competitor.
• Polskie Stowarzyszenie Motorowe (Polish Motor Association)minorStrategic or Co-development PartnerIrek Dancewicz, SJS instructor, serves as President of the Polish Motor Association. The association collaborates on motorcycle training programs developed by SJS.
• CYBEXminorOthersChild safety seat provider for children's track experiences, ensuring safety for young passengers during supercar rides.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• TrackDays: UK-based supercar and racing track day operator offering Ferrari, Lamborghini, McLaren and Porsche experiences at UK circuits. Directly comparable business model to SJS Driving Experience: pay-per-lap supercar experiences, voucher gifting, and group/corporate bookings.
• Xtreme Xperience: US-based supercar driving experience operator (Ferrari, Lamborghini, Porsche, Corvette) running events at racetracks across multiple states. Comparable supercar-fleet, pay-per-lap, and gift-voucher model with multi-location rollout strategy similar to SJS's 50-location footprint.
• Circuit Hero: UK track-day and supercar experience operator running events at circuits with similar vehicle fleets (Ferrari, Lamborghini, Aston Martin) and direct-to-consumer gift voucher channels. Closest direct competitor in business model and customer type to SJS.
• RacingExperience: European track-day and supercar experience platform operating across Germany, Italy, Spain and France. Closely mirrors SJS's Poland/Central European plus cross-border European track-day model.

Broad incumbents

• BMW Driving Experience: BMW's official driver training program (BMW Driving Experience) covering safety, drifting and sport courses in multiple European countries. Directly comparable to SJS Driving Academy's Level I/II/III curriculum including BMW M2 drift training.
• Audi driving experience: OEM-operated driver training and track experience programs (Audi driving experience) across European circuits. Competes for the same corporate and enthusiast training spend as SJS's Driving Academy, but with OEM backing and broader fleet.
• Ferrari Corso Pilota: Ferrari's official client driving program at Fiorano and other circuits, combining owner training and racing experiences. Overlaps with SJS's premium Ferrari F8 Tributo offering but operates as an OEM-owned brand experience rather than a third-party operator.
• Porsche Experience Center: OEM-owned premium driving experience facilities (Atlanta, Los Angeles, Silverstone, Leipzig, etc.) operated by Porsche AG. Comparable premium driving experience offering but as part of a broader OEM marketing and brand strategy rather than an independent operator like SJS.

Others

• Subaru Driving School (OEM partner programs): OEM-branded driving schools run by or with Subaru and similar manufacturers; SJS itself operates 'Szkoła Jazdy Subaru' as a sub-brand. These OEM driving programs are adjacent ecosystem players rather than direct competitors, sharing curriculum content and instructor talent pools.

Emerging players

• Track Time (UK): Smaller UK-based track-day operator offering supercar and race-car experiences. Comparable niche experiential offering to SJS Driving Experience but with smaller fleet and footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@sjs_pl
• Facebookfacebook.com/SJSDrivingExperience
• LinkedInlinkedin.com/company/sjspl
• Instagraminstagram.com/sjs_pl
• TikToktiktok.com/@sjs.pl

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Driving Experience