Allen Berg Racing Schools

What Allen Berg Racing Schools does

Allen Berg Racing Schools (operating legally as Allen Berg Motorsports USA Inc.) is a privately held, founder-controlled formula car racing school established in 2010 by former Formula One driver Allen Berg. The company operates from a corporate office in Henderson, Nevada and runs its programs exclusively at WeatherTech Raceway Laguna Seca in Salinas, California. Its core offering is a five-program ladder of formula-car driving experiences (One-Day at $2,995, One-Day Advanced at $3,195, Two-Day at $5,995, Two-Day Advanced at $6,395, and Three-Day at $8,495) using a fleet of Tatuus Renault Formula 1600 open-wheel racecars with 100% carbon fiber monocoque chassis — a deliberate architectural choice differentiating ABRS from competitors using older tube-frame chassis. Each car is equipped with AIM onboard data acquisition computers recording speed, lap times, engine RPM, cornering/acceleration/braking G-forces, and GPS-tracked driving line, plus GoPro Hero HD cameras mounted above the driver's helmet, with footage provided to students on SD cards. Programs qualify graduates to apply for the Sports Car Club of America (SCCA) Novice Road Racing License and, with additional advanced days, the Full Competition License.

The business operates a direct-to-consumer model with individual racing enthusiasts as the primary customer segment (from beginners with no track experience to experienced drivers seeking license pathways), supplemented by a corporate events channel (with Nike Cushioning Team cited as a named case study) and a growing suite of B2B specialized training programs covering autonomous/driverless vehicle testing, electrified vehicle training, OEM manufacturer driver training, and a Code 3 emergency response driving program for first responders delivered in partnership with the Columbia County Sheriff's Office and Easydrift Technology. Distribution is omnichannel but heavily digital: customers book through the company website, by phone reservations during business hours, or via non-expiring gift certificates sold across multiple price tiers. An affiliated sub-brand, Berg Racing, competes in the USF Juniors and Ligier JFC series, creating a downstream competitive pathway for graduates.

Revenue is generated through per-program one-time fees (with $100 GoPro video add-ons), gift certificate sales priced slightly below program value, custom corporate packages, and specialized B2B training contracts. The company is SCCA-accredited for novice race licensing, partners with GoPro for video systems and Monterey Plaza Hotel & Spa for destination lodging, and maintains a 4.8/5 aggregate rating across 250+ reviews on Google, Facebook, Yelp, Trip Advisor, and Yahoo Local. Headcount, revenue, and funding are not publicly disclosed; the business appears entirely founder-financed with Allen Berg serving as President and Head Instructor.

Name

Allen Berg Racing Schools

Legal name

Allen Berg Motorsports USA Inc.

Website

https://allenbergracingschools.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Allen Berg Racing Schools is a privately held formula car racing school founded by former F1 driver Allen Berg, operating exclusively at WeatherTech Raceway Laguna Seca. It offers five SCCA-accredited driving programs from $2,995 to $8,495 using carbon fiber Tatuus F1600 racecars, plus specialized B2B training in autonomous, EV, OEM, and emergency response driving.

Ownership category

akta.pro rank

Product category

Motorsport Driver Training Services

NAICS

Sports and Recreation Instruction (611620), Automobile Driving Schools (611692), Technical and Trade Schools (6115)

SIC

Services-Educational Services (8200), Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsport Driver Training Schools & Racing Academies (MPAKAJAJ)

akta.pro secondary industries

Motorsports Support & Feeder Series (Developmental Championships) (MPAKAGAH), Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Formula car racing school
• Driver training programs
• Professional racing instruction
• High performance driving
• SCCA race licensing

Headquarters

HQ city

Henderson

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Racing School Program Fees: Primary revenue stream from formula car racing school programs ranging from one-day to three-day experiences. Programs are priced at different tiers based on duration and complexity, from basic one-day experiences to advanced multi-day programs.
2. Video Footage Add-ons: GoPro onboard video footage available for purchase to capture and take home the racing experience. Add $100 on One Day Basic, One Day and Advanced Day Programs.
3. Corporate Events and Group Programs: Custom corporate packages for employee appreciation, team building, client entertainment, and corporate retreats. All curriculum materials, driving apparel, race equipment, technical and instructional support, and catered meals and beverages are supplied.
4. Gift Certificates: Gift certificates sold in multiple denominations for various program tiers. Certificates can be purchased without selecting a specific date and never expire, remaining valid for the type of program purchased regardless of future price increases.
5. Specialized Training Programs: Revenue from specialized training including autonomous/driverless training systems, electrified vehicle training, advanced training systems, OEM manufacturer driver training, and Code 3 emergency response driving programs for first responders.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Allen Berg Racing Schools provides formula car racing instruction at WeatherTech Raceway Laguna Seca using purpose-built Tatuus Renault Formula 1600 racecars with carbon fiber monocoque chassis. Programs range from one-day introductory sessions to three-day intensive courses, advanced lapping programs, SCCA race licensing pathways, and specialized training divisions covering autonomous vehicle, electrified vehicle, OEM manufacturer, and emergency response driving. The school also operates the Berg Racing team competing in USF Juniors and Ligier JFC series.

Product overview

Allen Berg Racing Schools operates as a formula car racing school and training organization using purpose-built Tatuus Renault Formula 1600 racecars. The core offering consists of five driving programs (One-Day, Two-Day, Three-Day, One-Day Advanced, and Two-Day Advanced) conducted at WeatherTech Raceway Laguna Seca in California, plus an SCCA Race Licensing pathway. Specialized training divisions cover autonomous/driverless vehicle training, electrified/EV training, advanced OEM driver training, and emergency response driving. The company also runs Berg Racing Team in USF Juniors and Ligier JFC competition series.

Differentiator

Problem solved

Functional benefit

Brands

• Berg Racing: Racing team competing in Ligier JFC and USF Juniors series, representing the school's competitive racing arm.

Products and services

• One-Day Formula Car Program Full-day driving program for drivers with no prior track or formula car experience, teaching fundamentals and skills needed to control a carbon fiber formula race car at WeatherTech Raceway Laguna Seca.
• Two-Day Formula Car Program Premier comprehensive program combining one-day fundamentals with advanced lapping sessions, providing thorough classroom theory, advanced driving techniques, and instruction for driving Formula racecars at their limits.
• Three-Day Formula Car Program Intensive three-day program for drivers of all levels, applying skills through open lapping sessions and fully exploring the limits of Formula racecars, with SCCA Novice Road Racing License qualification upon completion.
• One-Day Advanced Formula Car Program Advanced lapping program for graduates of One, Two, and Three-Day programs and experienced formula car drivers, allowing them to refresh, refine, and apply specialized techniques through open lapping sessions.
• Two-Day Advanced Formula Car Program Advanced driver's test day encompassing on-track sessions immediately followed by video and data analysis sessions with personalized instruction tailored to each driver's improvement areas.
• SCCA Race Licensing Program Race licensing accreditation program that provides graduates with SCCA Novice Permit qualification and pathway to Full Competition License through completion of 2 or 3-day programs plus regional race weekends.
• Corporate and Group Events Custom corporate formula car programs for employee appreciation, team building, client entertainment, and sales incentives, with scalable group sizes and customizable program durations.
• Gift Certificates Gift certificates available in multiple denominations for One-Day, Two-Day, and Three-Day Formula Car Programs, valid without expiration for the program type purchased.
• Autonomous/Driverless Training Systems Specialized training and evaluation programs for drivers under autonomous vehicle testing permits, compliant with California DMV regulations and Arizona Executive Order for public road testing of driverless technologies.
• Electrified Training Systems Specialized programs teaching driving skills for electric vehicles including optimum battery life management, regenerative braking, electric motor torque handling, and advanced driver-assist technologies.
• Advanced Training Systems Advanced driver training programs for internal design, engineering, and R&D staff on fundamentals of vehicle handling and dynamics, delivered in custom curriculum off-race-track.
• OEM Manufacturer Driver Training Programs High-level manufacturer safety training and high-performance driver training programs for OEM employees and test-driving personnel across multiple vehicle platforms and conditions throughout North America.
• Code 3 Emergency Response Driving Program Partnership with Columbia County Sheriff's Office and Easydrift Technology for a 2-day emergency response driving program for first responders handling emergency situations with lights and sirens.
• Berg Racing Team Racing team competing in USF Juniors and Ligier JFC series, with race car preparation and maintenance services.

Quantifiable outcome

• Graduates can apply for SCCA Novice Road Racing License upon successful completion of 2 or 3-day programs
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Monterey Plaza Hotel & SpacoreStrategic or Co-development PartnerAllen Berg Racing Schools has partnered with the award-winning Monterey Plaza Hotel & Spa to provide exclusive rates (20% discount) for racing school customers. The luxury oceanfront hotel is minutes from Laguna Seca Raceway and voted one of the Top 20 Hotels in Northern California for seven consecutive years.
• GoProcoreTechnology or IntegrationOfficial sponsor for onboard video systems. The company uses GoPro Hero High Definition cameras mounted above drivers' helmets to capture racing experience footage. Students receive footage on SD cards to take home.
• Sports Car Club of America (SCCA)coreStrategic or Co-development PartnerABRS programs are accredited by SCCA for novice race licensing. Graduates of 2 or 3-day programs receive certificates enabling them to apply for SCCA Novice Road Racing License. ABRS offers full range of SCCA race license accreditation from Novice to full Race Licensing.
• Columbia County Sheriff's OfficeminorStrategic or Co-development PartnerPartnership for Code 3 Emergency Response Advanced Driving Program designed for first responders who handle emergency situations while driving vehicles equipped with lights and sirens.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Derek Daly Racing Academy: Formula car racing school with a similar instructor-pedigree positioning (Daly was an F1 driver). Allen Berg previously coached here, indicating direct program overlap and competition for the same enthusiast customer segment.
• Bondurant High Performance Driving School: Premier high-performance driving school operating from a dedicated facility in Arizona with a broad fleet including formula cars. Directly competes for both consumer track experiences and OEM/corporate training contracts, with substantially larger scale and multi-track capability.
• Skip Barber Racing School: One of the most established North American racing schools, offering formula car and sports car driving programs with similar SCCA-aligned licensing pathways. Allen Berg previously coached at Skip Barber, making it a directly comparable peer with overlapping customer base and program structure.
• Lucas Oil School of Racing: Formula car racing school operating at Indianapolis Motor Speedway with SCCA-accredited programs. Directly comparable in product offering (formula car training and licensing), target market (aspiring amateur racers), and price points.

Emerging players

• Apex Driving Events: Operator of high-performance driving events and experiences at various US tracks using a mix of sports cars and formula cars. Comparable in target market (experiential driving customers) but with a more distributed, lower-cost event format versus ABRS's dedicated formula-car school model.
• Radical Motorsport: Manufacturer of lightweight racecars that runs its own driver development and track experience programs in North America. Overlaps with ABRS on the enthusiast/experiential side and competes for aspirational formula-style racers seeking alternative vehicle formats.

Regional players

• SFR Motorsport / Driveway Austin: Regional driving experience and racing school operating in the Austin, Texas area. Comparable consumer product offering but geographically non-overlapping with ABRS, serving a different regional enthusiast market.

Broad incumbents

• Porsche Experience Center: OEM-owned premium driving experience with multiple US locations (LA, Atlanta, etc.). Competes for the same affluent driving-enthusiast and corporate-event customer base with brand-backed fleet and facilities, though not formula-car focused.
• BMW Performance Center: OEM-operated driving school in Spartanburg, SC with M-car fleet and corporate training programs. Berg previously served as Chief Instructor for BMW Mexico's Fahrer Training program, evidencing overlap in B2B OEM training market.

Others

• Track Days / NASA (National Auto Sport Association): Amateur motorsports sanctioning body offering HPDE and racing programs. Adjacent rather than directly competitive; serves as both a feeder into ABRS programs and a competing lower-cost alternative for casual track enthusiasts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/AllenBergRacing
• YouTubeyoutube.com/channel/UCJYlzSZrM0JFowEbQP5YwMg
• Facebookfacebook.com/AllenBergRacingSchools
• LinkedInlinkedin.com/company/allen-berg-racing-schools
• Instagraminstagram.com/allenbergracing

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Allen Berg Racing Schools