SHIFT UP NOW
Shift Up Now is a U.S. nonprofit that supports female motorsport athletes through sponsorship activation, foundation grants, and a tiered membership community, connecting a roster of 25+ racers with corporate partners across multiple racing series.
- Company typePrivate
- Founded2022
- Headquarters—
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What SHIFT UP NOW does
Shift Up Now is a U.S.-based nonprofit organization founded in 2022 by seven-time Indianapolis 500 competitor Pippa Mann to support female athletes competing at professional and semi-professional levels in motorsport. The organization addresses the structural funding deficit in motorsport, where female athletes receive less than 10% of global sports sponsorship spend, by providing sponsorship activation, grant funding, marketing support, and a membership community. It operates through two linked entities: Shift Up Now Inc., a private corporation that runs membership and sponsorship activation services, and the Shift Up Now Foundation, a 501c3 nonprofit that awards sponsorship grants to racers for equipment, practice time, coaching, and competitive opportunities. Across roughly four years of operation, the foundation has awarded over $700,000 in grants to a roster of 25+ athletes competing in series including GT4 America, IMSA Michelin Pilot Challenge, Porsche Carrera Cup, Mazda MX-5 Cup, World Racing League, American Rally Association, Pikes Peak, and Radical Cup Canada.
The organization's core offerings are The Inside Track membership program (individual memberships at $100/year or $10/month, corporate memberships starting at $2,500/year), sponsorship activation and management services (retaining a 5% transaction fee on sponsorship money raised while directing 95% to athletes), the Foundation's grant program, and branded merchandise. The technology layer consists of a website platform, a self-serve membership portal (shiftupnow.member365.com), email newsletter infrastructure, social media presence, and virtual event tooling supporting monthly webinars, iRacing nights, and Fan Forums. Distribution is primarily direct via website self-serve for memberships and donations, with corporate partnerships solicited through direct outreach to brands and motorsport teams.
The business model blends subscription recurring revenue (memberships), transaction fees (5% of sponsorship money raised), donations to the 501c3 foundation, and merchandise sales. The organization is led by Pippa Mann (CEO, Vice President of the Foundation) and a team of active female racers serving as managers (Shea Holbrook, Mandy McGee, Loni Unser, Sarah Montgomery), with a 1-10 employee footprint and no disclosed external investment. Strategic partners span OEM factory programs (Porsche Motorsport, Mazda Motorsports), lubricant and tire brands (Mobil 1, Yokohama), consumer finance (PenFed Credit Union), insurance (Hagerty), and racing teams (AE Victory Racing, Heart of Racing, Kellymoss), giving the organization a multi-tiered brand ecosystem that anchors its sponsorship pipeline.
SHIFT UP NOW firmographics
Firmographics- Name
- SHIFT UP NOW
- Legal name
- Shift Up Now Inc.
- Website
- https://shiftupnow.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Shift Up Now is a U.S. nonprofit that supports female motorsport athletes through sponsorship activation, foundation grants, and a tiered membership community, connecting a roster of 25+ racers with corporate partners across multiple racing series.
- Ownership category
- akta.pro rank
SHIFT UP NOW industry classification
Industry- Product category
- Motorsport Athlete Support Services
- NAICS
- Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)
- SIC
- Services-Membership Organizations (8600), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Motorsports Driver & Rider Management / Representation (MPAKAGAG)
- akta.pro secondary industry
- Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)
Keywords
SHIFT UP NOW business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Others, Marketing or Sales, Personnel, Operations
Revenue model
- Individual Memberships: Annual memberships at $100/year and monthly memberships at $10/month. Membership funds support day-to-day operations and allow increased resources for members and athletes.
- Corporate Memberships: Corporate memberships starting at $2,500 annually. Provides brand exposure and partnership opportunities with the female racing community.
- Sponsorship Activation: Pitching athletes to prospective sponsors and arranging cost-effective arrive-and-drive opportunities. Organization retains 5% of sponsorship money raised to manage the athlete and sponsor relationship.
- Donations to Foundation: 501c3 nonprofit foundation accepts donations to provide grants for female racers to cover equipment, practice time, coaching, and competitive opportunities. Has awarded over $700,000 in grants to date.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Individual Annual Membership |
| Subscription | Monthly | Individual Monthly Membership |
| Subscription | Annual | Corporate Membership |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
SHIFT UP NOW product offering
Product offeringCore offering
Shift Up Now is a motorsport support organization that connects female racers with funding, partners, and sponsorship opportunities. It operates a subscription membership community (The Inside Track), runs a 501c3 Foundation that awards grants to female racers for equipment, practice, coaching, and competition costs, and provides sponsorship activation services by pitching athletes to brands and managing sponsor relationships for a 5% transaction fee.
Product overview
Shift Up Now is a nonprofit organization run by female racers for female racers, focused on motorsport diversity. The organization does not offer a traditional tech product but provides a suite of support services including a membership program (The Inside Track), sponsorship activation and management services, a 501c3 Foundation that writes grants for racers, and merchandise. The core value proposition is connecting female athletes with funding, partners, and sponsorship opportunities rather than offering a software platform or digital product.
Differentiator
Problem solved
Functional benefit
Products and services
- The Inside Track Membership Membership program providing access to online events (webinars, iRacing nights, Fan Forums with athletes via Zoom) and discounts from partner brands. Priced at $100/year or $10/month for individuals; Corporate Membership starts at $2,500/year.
- Shift Up Now Foundation Sponsorship Grants 501c3 nonprofit foundation writing sponsorship grants for female racers to cover holes in their budgets, including equipment, practice time, coaching, and competitive opportunities. Over $700,000 in grants awarded to date.
- Sponsorship Activation and Management Service that pitches female racers to prospective sponsors and partnered racing teams, arranges cost-effective arrive-and-drive opportunities, and manages sponsor relationships. The organization retains 5% of sponsorship money raised to manage the athlete-sponsor relationship; 95% goes directly to athletes.
- Shift Up Now Merchandise Store Online store selling Shift Up Now branded caps, t-shirts, and limited edition merchandise with proceeds supporting the organization.
Quantifiable outcome
- Over $700,000 in grants awarded to female racers to date
- +1 more outcomes
Companies that use SHIFT UP NOW
Customer profileSegments1 record
Ideal customer profiles3 records
SHIFT UP NOW technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SHIFT UP NOW partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered flagship, core and supporting.
- PenFed Credit UnionflagshipPresenting sponsor of the annual 'A Night with the Shift Up Now Foundation' fundraising event. Brand ambassador program for athletes including Loni Unser. Major supporter since the foundation's inception.
- HagertycoreInsurance partner supporting female racers. Collaborates on driver development programs and provides member discounts.
- Mobil 1coreOfficial lubricant partner. Supports multiple athletes including Loni Unser as brand ambassador.
- Yokohama TirecoreTire partner supporting athletes including Laura Hayes at Pikes Peak and various GT4 competitors.
- AE Victory RacingcoreFemale-forward GT4 racing team founded by Erin Vogel. Key partner for athlete seat opportunities and driver development. Fields Toyota Supra GT4 EVO2 in World Racing League.
- Heart of RacingcoreGT4 America team partnered with 'The Hannahs' (Hannah Grisham and Hannah Greenemeier) in IMSA Michelin Pilot Challenge and GT4 America series.
- KellymosscorePorsche racing team supporting athletes including Loni Unser, Ashley Freiberg, and Erika Hoffmann in GT4 America and Porsche Sprint Challenge.
- Women In Motorsports North America (WIMNA)coreOfficial nonprofit partner for women in motorsport initiatives. Supports rally athlete Madelyn Tabor.
- Lucas OilsupportingSupports Trans Am TA2 competitor Michele Abbate and other athletes.
- M1 ConcoursesupportingPerformance driving facility partner hosting events and member experiences.
- Bell RacingsupportingRacing helmet manufacturer partner providing equipment support.
- DirtFishsupportingRally driving school partner supporting rally athletes including Michele Abbate's rally school experience.
- CalliessupportingEngine components partner supporting racing programs.
- OMPsupportingMotorsport safety and equipment supplier partner.
- PitFitsupportingPerformance training and fitness partner for athletes.
- iRacingsupportingVirtual racing platform partner. Hosts iRacing nights for member community engagement.
- SimCraftsupportingSimulator manufacturer partner for virtual racing and training.
- Tom Wood PorscheflagshipPresenting sponsor of annual foundation gala. Host venue at Tom Wood Aviation Hangar at Indianapolis Metropolitan Airport.
- Porsche MotorsportcoreFactory support for athletes including Porsche Mobil 1 Female Driver program (Therese Lahlouh) and Porsche Deluxe Female Driver Scholarship.
- Mazda MotorsportscoreWomen In Motorsport Scholarship program supporting athletes including Charlotte Traynor (2026 winner) and Laura Hayes (2021 winner).
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
SHIFT UP NOW competitors and assessment
Company assessmentBroad incumbents
- W Series: Now-relaunched all-female open-wheel racing series that historically provided fully-funded seats to female drivers. Comparable as a female-motorsport platform, though structured as a championship rather than a sponsorship activation organization.
- F1 Academy: Formula 1's all-female single-seater racing series launching female drivers toward higher open-wheel categories. Comparable as a competitive pathway for female racers but operates as a series/promoter with full factory backing rather than a sponsorship intermediary.
- Women's Sports Foundation: Established nonprofit advancing women's participation across all sports through advocacy, research, and grants. Comparable as a female-athlete advocacy and funding organization but operates at a broader sport-wide level rather than motorsport-specific.
- Sam Schmidt Motorsports / Arrow McLaren Indy Diversity Program: Established IndyCar team operator with diversity-driver-development initiatives. Comparable as a motorsport team running female-driver development pathways, but operates as an OEM-backed entrant rather than a sponsorship activation intermediary.
Direct peers
- Dare to be Different: Foundation founded by former F1 driver Susie Wolff to inspire and empower young women across motorsport through education, training, and outreach. Directly comparable as a female motorsport advancement organization using athlete-led credibility and corporate sponsorship to fund programs.
- Iron Dames: Female-led endurance racing project fielding women drivers and crews in GT3 and GT4 competition across WEC, ELMS, and GTWC. Directly comparable as a female-focused motorsport initiative combining athlete development with on-track competition.
- More Than Equal: Initiative co-founded by David Coulthard focused on identifying, funding, and developing female racing talent to reach the highest levels of motorsport. Directly comparable mission of channelling sponsorship and grants to female racers at competitive levels.
- Women In Motorsports North America (WIMNA): Industry nonprofit coalition supporting women across all motorsport disciplines in North America. Directly comparable as a peer-and-partner organization with overlapping mission of advancing female participation in motorsport, though broader in scope beyond athlete funding alone.
Emerging players
- Athletes for Hope: Nonprofit collective of high-profile athletes supporting charitable causes and community engagement. Comparable in using athlete credibility and foundation structures to channel sponsorship and donations, though multi-sport rather than motorsport-specific.
- Racers for Vets: Motorsport-adjacent nonprofit connecting racing community with veteran support causes. Comparable as a motorsport charitable organization leveraging racer networks and brand sponsorships to drive funding, though focused on veteran services rather than female athlete support.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SHIFT UP NOW social profiles
Digital presenceSHIFT UP NOW financial estimates
Financial estimateRevenue estimate
Valuation estimate
SHIFT UP NOW leadership team
Management profileNumber of profiles
Profiles5 records
SHIFT UP NOW funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SHIFT UP NOW 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 SHIFT UP NOW
What does SHIFT UP NOW do?
Shift Up Now is a motorsport support organization that connects female racers with funding, partners, and sponsorship opportunities. It operates a subscription membership community (The Inside Track), runs a 501c3 Foundation that awards grants to female racers for equipment, practice, coaching, and competition costs, and provides sponsorship activation services by pitching athletes to brands and managing sponsor relationships for a 5% transaction fee.
Is SHIFT UP NOW a public or private company?
SHIFT UP NOW is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SHIFT UP NOW founded?
SHIFT UP NOW was founded in 2022. It employs 1 to 10 people.
How does SHIFT UP NOW make money?
Four revenue lines are on record. Individual Memberships are the primary driver. The others are corporate Memberships, sponsorship Activation and donations to Foundation.
Who are SHIFT UP NOW's main competitors?
Broad incumbents on record are W Series, F1 Academy, Women's Sports Foundation and Sam Schmidt Motorsports / Arrow McLaren Indy Diversity Program. Direct peers are Dare to be Different, Iron Dames, More Than Equal and Women In Motorsports North America (WIMNA). Emerging players are Athletes for Hope and Racers for Vets.
Does SHIFT UP NOW have an API?
No public API is recorded for SHIFT UP NOW.
What industry is SHIFT UP NOW in?
SHIFT UP NOW's product category is Motorsport Athlete Support Services. Its primary akta.pro industry code is MPAKAGAG, Motorsports Driver & Rider Management / Representation, with a secondary code of MPAKAGAI, Motorsports Fan Engagement & Membership Programs (Series/Team-Owned). Its NAICS code is 7114 and its SIC code is 8600.