3r Performance

What 3r Performance does

3R Performance is a privately held, single-location automotive service shop headquartered at 6404 E 39th Ave in North Denver, Colorado. The company was founded under the 3R Racing brand with a 24-year operating history in the Denver car community and was rebranded, recapitalized with a new partner, and relocated to a new facility at the beginning of 2023. Its core offering is organized into five integrated service pillars: Racing & Performance (track preparation, race car maintenance, driver coaching, and performance upgrades for street, drift, track, and race vehicles), Fabrication (custom metal and composite work, including roll cage design and installation, custom exhaust and intake systems, body panels, chassis reinforcement, and suspension components), Restoration & Paint (bodywork, rust repair, panel replacement, and premium-quality finishes for vintage classics through modern icons), Service & Maintenance (routine maintenance, fluid changes, diagnostics, and parts sourcing via OEM and aftermarket vendors), and Alignment & Corner Balance (precision alignment and corner balancing using specialized rack equipment and 30+ years of setup experience).

The business is built on owner Robb Holland's motorsports credentials (winningest GT4 driver in SRO GT America history, FIA WTCC and BTCC competitor, VLN Nurburgring class winner) and on a small in-house team that includes a Racecar Technology-degreed manager, a Wyotech-trained fabricator with 15 years of experience, a 22-year industry master technician, and certified welding capacity. Underlying technology is primarily skilled manual labor supported by specialized fabrication and alignment equipment rather than software or automated systems.

3R Performance operates a direct-to-consumer, project-based business model with quote-based pricing; no public pricing exists and customers schedule appointments by phone or email. Revenue is derived from a mix of recurring maintenance work, recurring race-prep and crew services for professional teams such as Kelly Moss Racing, and one-time fabrication, restoration, and alignment projects for individual enthusiasts. The customer base is concentrated in the Denver, Colorado metropolitan area and surrounding car community, and marketing is driven primarily by the company website, customer testimonials, and word-of-mouth referrals within local motorsports circles.

Name

3r Performance

Legal name

3R Performance

Website

https://3rperf.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

3R Performance is a Denver, Colorado-based automotive service shop providing race car preparation, custom fabrication, restoration, paint, maintenance, and precision alignment for club racers, track enthusiasts, and car owners in the surrounding community.

Ownership category

akta.pro rank

Product category

Automotive Performance & Restoration Services

NAICS

Automotive Body, Paint, Interior, and Glass Repair (81112)

SIC

Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers) (IMACANAN)

Keywords

• Automotive performance services
• Race car fabrication
• Vehicle restoration paint
• Alignment corner balance
• Custom roll cages

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Automotive Service & Maintenance: Routine maintenance services including fluid changes, diagnostics, and general vehicle service. Customers contact the shop directly to schedule appointments for their vehicles.
2. Racing & Performance Services: Track preparation, race car maintenance, driver coaching, and comprehensive performance upgrades for street, drift, track, and race cars. Includes power improvements and suspension/handling enhancements tailored to driving style and goals.
3. Custom Fabrication: Custom fabrication services including roll cage design/installation, custom exhaust/intake systems, body panels, chassis reinforcement, and suspension components. One-time project-based revenue.
4. Restoration & Paint Services: Full restoration and paint services for vintage classics to modern vehicles. Includes bodywork, paint application, and interior refurbishment. One-time project-based revenue.
5. Alignment & Corner Balance Services: Corner balancing and precision alignment services using specialized equipment. Achieves proper weight distribution and tight tolerance alignment specs for track and street vehicles.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

3R Performance is a Denver-based automotive service shop that provides race car preparation, custom fabrication (including roll cages, exhaust/intake systems, and chassis reinforcement), vehicle restoration and paint, precision alignment and corner balancing, and general service and maintenance. The shop serves club racers, track enthusiasts, and automotive enthusiasts in the Denver area, combining motorsports pedigree with hands-on craftsmanship.

Product overview

3R Performance is a single-location automotive service shop offering a unified suite of specialized services for club racers, track enthusiasts, and car enthusiasts. The company operates five integrated service pillars: Racing & Performance (track preparation, upgrades, and driver coaching), Fabrication (custom metal work and roll cages), Restoration & Paint (bodywork and full vehicle restoration), Service & Maintenance (routine care and diagnostics), and Alignment & Corner Balance (weight distribution and precision alignment). Formerly known as 3R Racing, the shop relocated to a new Denver facility in early 2023 under new ownership.

Differentiator

Problem solved

Functional benefit

Products and services

• Alignment & Corner Balance Precision corner balancing and alignment services for vehicles with coilovers or adjustable ride height, utilizing 30+ years of setup experience to achieve optimal weight distribution and handling characteristics for track and street vehicles.
• Fabrication Custom metal fabrication and composite parts manufacturing, including roll cage design and installation meeting motorsport safety standards, custom exhaust/intake systems, body panels, chassis reinforcement, and suspension components.
• Performance & Racing Comprehensive racing and performance upgrade services including track preparation, race car maintenance, driver coaching, power improvements, and suspension and handling enhancements tailored for street, drift, track, and race vehicles.
• Restoration & Paint Complete automotive restoration services including paint (factory-quality finishes and custom designs), bodywork (dent repair, structural damage, custom fiberglass/metal work), and full vehicle restoration from vintage classics to modern icons.
• Service & Maintenance Routine maintenance and diagnostic services for all vehicle types, including fluid changes, Check Engine Light diagnostics, and parts sourcing through a network of OEM and aftermarket vendors.

Quantifiable outcome

• Roll cage designs exceed industry standards for safety and performance
• +5 more outcomes

Named customers10 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

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Others

• Wilwood Engineering: High-performance brake systems manufacturer serving race teams, builders, and enthusiasts. Comparable as a key component supplier that 3R Performance fits and integrates into its fabrication and race-prep projects.
• Hotchkis Sport Suspension: Aftermarket suspension component manufacturer serving the same muscle-car, track, and pro-touring segment 3R Performance supports. Comparable as an upstream supplier/ecosystem participant whose products 3R Performance installs and tunes.

Direct peers

• BimmerWorld: BMW-focused performance parts retailer and service shop offering fabrication, race prep, alignment, and track-day support. Directly comparable to 3R Performance in combining parts, performance services, and motorsports expertise for enthusiast owners.
• Champion Motorsport: Porsche specialty service and performance shop offering fabrication, alignment, race prep, and high-end restoration. Directly comparable to 3R Performance in serving club racers and track-day owners of premium European sports cars.
• Vivid Racing: Performance parts retailer with in-house installation, wheel/tire, alignment, and tuning services for sport and import cars. Comparable as a performance-focused shop that combines retail parts with hands-on service work for enthusiast customers.
• Roadster Shop: Custom hot-rod and pro-touring builder with in-house chassis fabrication, suspension engineering, and full vehicle builds. Highly comparable to 3R Performance on the custom fabrication and high-end build side of the business.
• Tommy Pike Customs: High-end custom car builder with full fabrication, chassis work, bodywork, and restoration capabilities. Comparable to 3R Performance as a destination custom shop where project-based fabrication and restoration dominate the revenue mix.

Broad incumbents

• Griot's Garage: Automotive care and detailing brand selling products and equipment to enthusiast car owners. Comparable as an established brand in the broader car-enthusiast ecosystem that competes for share-of-wallet on discretionary enthusiast spend.
• Holley: Large aftermarket performance parts manufacturer and brand portfolio (Holley, MSD, Flowmaster, etc.) selling into the same enthusiast customer base 3R Performance serves. Comparable as a broad incumbent in the performance aftermarket, though Holley is a parts company rather than a service shop.
• Turn 5 (AmericanMuscle / ExtremeTerrain): E-commerce specialist in aftermarket performance and off-road parts with significant install/service content. Comparable as a broader incumbent that overlaps with 3R Performance's parts-sourcing and installation revenue streams, though Turn 5 is a much larger online retailer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Three.R.Auto
• LinkedInlinkedin.com/company/3r-performance

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 3r Performance