Smedley Group
Smedley Group is a UK-based firm that applies Formula 1-derived methodologies, simulation, and visualization technology to solve complex performance and fan engagement problems for motorsport teams, manufacturers, and broader sports organizations.
- Company typePrivate
- Founded2020
- HeadquartersBanbury, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Smedley Group does
Smedley Group, legally SMEDLEY MOTORSPORT Limited, is a UK-based private technology and consulting firm founded in 2020 and headquartered in Banbury. The company applies Formula 1-derived methodologies, specifically a "first principles" approach developed inside F1 environments, to solve complex problems across motorsport and broader sports. It operates through three distinct units: SG-AT (Analysis Technology), which delivers F1 methodologies to motorsport manufacturers, governing bodies, and racing teams; FAT Karting League, a consumer-facing sub-brand aimed at redefining the grassroots motorsport pathway; and SG-IL (Insights Lab), a simulation and visualization platform applied across a broad range of sports, claimed to engage half a billion fans.\n\nThe underlying technology is positioned as a proprietary simulation and visualization platform that produces data insights at scale. The company pairs this platform with professional services engagements, described on the firm's own site as "F1 technology to solve complex problems, fast." Distribution is direct enterprise field sales: a consultative, relationship-driven motion targeting manufacturers, governing bodies, teams, and adjacent sports and corporate organizations, with no publicly disclosed pricing.\n\nRevenue mechanics are anchored on professional-services-style engagements with a focused set of named enterprise partners including Formula 1, AWS, Alpinestars, EY, Tesla, Ferrari, Williams F1, JCB, UBS, Citi, and Deutsche Bank. No revenue, ARR, or pricing details are publicly disclosed. Operating geographies, headcount beyond a 11-50 range, ownership structure, and funding history are not disclosed in available sources, and the company shows no public listing, subsidiaries, M&A activity, or regulatory actions on record.
Smedley Group firmographics
Firmographics- Name
- Smedley Group
- Legal name
- SMEDLEY MOTORSPORT Limited
- Website
- https://smedleygroup.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Smedley Group is a UK-based firm that applies Formula 1-derived methodologies, simulation, and visualization technology to solve complex performance and fan engagement problems for motorsport teams, manufacturers, and broader sports organizations.
- Ownership category
- akta.pro rank
Smedley Group industry classification
Industry- Product category
- Motorsport Technology Consulting
- NAICS
- Spectator Sports (71121), Spectator Sports (7112)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)
- akta.pro secondary industries
- Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB), Motorsports Support & Feeder Series (Developmental Championships) (MPAKAGAH)
Keywords
Where Smedley Group is headquartered
LocationHeadquarters
- HQ city
- Banbury
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Smedley Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Motorsport Solutions: Providing F1 methodologies and technology solutions to motorsport manufacturers, governing bodies, and teams
Go-to-market motion1 record
Distribution channels1 record
Smedley Group product offering
Product offeringCore offering
Smedley Group applies Formula 1-derived first-principles methodologies, simulation, and a data visualisation platform to solve complex performance, operational, and fan-facing problems for motorsport manufacturers, governing bodies, and racing teams, as well as broader sports organisations. Its portfolio spans the SG-AT Analysis Technology practice, the SG-IL Insights Lab simulation and visualisation platform, and the FAT Karting League sub-brand focused on the motorsport talent pathway.
Product overview
Smedley Group is a technology company that uses F1-derived methodologies to solve complex problems. The company operates across three distinct business units: Analysis Technology (AT) applies F1 methodologies to motorsport problems for manufacturers, governing bodies and teams; FAT Karting League focuses on redefining the motorsport pathway; and Insights Lab (IL) applies simulation and visualisation platforms across a broad range of sports, engaging half a billion fans. The portfolio includes a simulation and visualisation platform that serves both motorsport and broader sports applications.
Differentiator
Problem solved
Functional benefit
Brands
- SG-AT: Applying F1 methodologies to understand the optimum solution to problems across motorsport. Partners include manufacturers, governing bodies and teams.
- FAT Karting League
- SG-IL
Quantifiable outcome
- Data insights engage half a billion fans
Companies that use Smedley Group
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Smedley Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Smedley Group partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Formula 1coreTechnology partner for applying F1 methodologies across motorsport. Smedley Group uses F1 experience and first principles approach to solve complex problems in motorsport.
- AWScoreTechnology infrastructure partner providing cloud computing capabilities for Smedley Group's simulation and data platforms.
- AlpinestarsminorMotorsport safety technology company partnering for technology development and innovation in motorsport applications.
- EYminorProfessional services firm partnership for digital transformation and business consulting initiatives.
- TeslaminorElectric vehicle and technology company with experience in data-driven automotive technology.
- FerrariminorFormula 1 team partnership applying F1 methodologies and technology solutions.
- Williams F1minorFormula 1 team partnership for technology and data solutions in motorsport.
- UBSminorFinancial services partner with collaboration on various initiatives.
- CitiminorFinancial services partner with collaboration on various initiatives.
- JCBminorHeavy equipment manufacturer partnership for technology applications.
- Deutsche BankminorFinancial services partner with collaboration on various initiatives.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Smedley Group competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Smedley Group social profiles
Digital presenceSmedley Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smedley Group leadership team
Management profileNumber of profiles
Profiles1 record
Smedley Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smedley Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smedley Group
What does Smedley Group do?
Smedley Group applies Formula 1-derived first-principles methodologies, simulation, and a data visualisation platform to solve complex performance, operational, and fan-facing problems for motorsport manufacturers, governing bodies, and racing teams, as well as broader sports organisations. Its portfolio spans the SG-AT Analysis Technology practice, the SG-IL Insights Lab simulation and visualisation platform, and the FAT Karting League sub-brand focused on the motorsport talent pathway.
Is Smedley Group a public or private company?
Smedley Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Smedley Group founded?
Smedley Group was founded in 2020. It employs 11 to 50 people.
Where is Smedley Group based?
Smedley Group is headquartered in Banbury, United Kingdom, in the Europe region.
How does Smedley Group make money?
One revenue line is on record: motorsport Solutions.
Does Smedley Group have an API?
No public API is recorded for Smedley Group.
What industry is Smedley Group in?
Smedley Group's product category is Motorsport Technology Consulting. Its primary akta.pro industry code is MPAKAGAI, Motorsports Fan Engagement & Membership Programs (Series/Team-Owned), with a secondary code of MPAKABAB, Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.). Its NAICS code is 71121 and its SIC code is 7948.