Riddler Road Rally

What Riddler Road Rally does

Riddler Road Rally, operating as Road Rally, Inc., is a Utah-based live entertainment company that runs citywide scavenger hunts on wheels. Founded by Rachel Humphrey after the 2020 sale of her prior business Good Earth and officially launched following a 2024 test rally in Lehi, the company stages events in which teams of 1-5 players use a native iOS/Android mobile app to solve GPS-tagged puzzles, visit checkpoints across a city, and compete on a real-time leaderboard for a growing cash jackpot funded by registration fees.

The platform's core technology is a mobile-first stack with a cloud-based orchestration backend, GPS checkpoint verification, and a patent-pending scoring engine that strips travel-time variance (using Google Maps legal drive-time estimates) and applies early-arrival and hint penalties so competitive teams finish within roughly 45 minutes of each other. Each team receives puzzles in a randomized order to generate unique routes and deter following other teams. Supporting features include multi-device team synchronization, connection-code team management, in-app chat, and Swag Diversions for side rewards.

The business operates three monetization streams: per-team registration fees for live public events (with a portion funding the cash jackpot), custom-priced private bookings for corporate, bachelor/bachelorette, family, and group events, and Rally On Demand, an ungated self-paced version playable at past rally locations. Go-to-market combines self-service consumer sign-ups via web and app, content marketing through Utah lifestyle resource guides, organic social on YouTube, Instagram, Facebook, and TikTok, earned media through ABC4 and 97.1 ZHT, and a sales-led motion for private events and strategic sponsorships. All operations are currently concentrated in Utah across Salt Lake City, Park City, Lehi, Spanish Fork, and St. George.

Name

Riddler Road Rally

Legal name

Road Rally, Inc.

Website

https://riddlerroadrally.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Riddler Road Rally runs live, citywide scavenger hunts on wheels in Utah, where teams of 1-5 use a GPS-enabled mobile app to solve puzzles, hit checkpoints, and compete for a growing cash jackpot. It also books private corporate and celebration events and offers a self-paced Rally On Demand product.

Ownership category

akta.pro rank

Product category

Experiential Live Events

NAICS

Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC)

akta.pro secondary industry

Obstacle Course & Adventure Races (OCR, Mud Runs, Adventure Racing) (MPAKAIAE)

Keywords

• Live scavenger hunts
• Mobile scavenger apps
• Team building events
• GPS-based games
• Experiential city tours

Headquarters

HQ city

Lehi

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Team Registration Fees: Teams of 1-5 players pay a registration fee to participate in live public events. A portion of each registration fee contributes directly to the cash jackpot prize pool. Registration cost varies by event based on organizers and sponsors.
2. Private Event Booking: Corporate team building, bachelor/bachelorette parties, family reunions, and other private groups can book custom Riddler Road Rally events. Custom routes and puzzles are developed for these bookings.
3. Rally On Demand: Self-paced version of the game playable anytime at past rally locations. No cash prize or party included, but provides ongoing engagement and revenue without live event logistics.
4. Strategic Sponsorships: Brands can sponsor events to reach the Riddler Road Rally audience. Sponsorship includes promotional exposure, brand integration in events, and access to participant demographics.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

Riddler Road Rally hosts live, citywide scavenger hunt events on wheels where teams of 1-5 players use a mobile app to solve GPS-checkpoint puzzles, compete on a real-time leaderboard, and vie for a growing cash jackpot funded by registration fees. The company sells three participation formats: scheduled Live Public Events in Utah cities, a self-paced Rally On Demand at past locations, and custom Private Events for corporate groups and celebrations.

Product overview

Riddler Road Rally is a live, citywide scavenger hunt on wheels delivered through a unified mobile-first platform. The core offering consists of the Riddler Road Rally mobile app (available on iOS and Android) paired with three participation formats: Live Public Events where teams race in real-time across cities competing for a cash jackpot; Rally On Demand for self-scheduled play at past rally locations; and Private Events offering customized experiences for groups with custom routes and puzzles. Supporting features include Swag Diversions (optional side challenges) and a live leaderboard with patent-pending scoring technology that equalizes route length, hint usage, and early arrival penalties for fair competition.

Differentiator

Problem solved

Functional benefit

Products and services

• Riddler Road Rally Mobile App Native iOS and Android mobile application that serves as the primary delivery mechanism for live scavenger hunts. Provides event discovery, team registration and management, GPS-tracked checkpoints, puzzle clues, live leaderboard rankings with gap-to-first-place scoring, in-app chat, and patent-pending fairness scoring that removes travel time variance.
• Live Public Events Scheduled citywide scavenger hunt experiences where teams of 1-5 players race in real-time through a city using the app, competing for a growing cash jackpot funded by team registrations. Includes pre-rally parties, swag diversions, and real-time leaderboards. Events typically run 2-2.5 hours.
• Rally On Demand Self-paced version of the scavenger hunt playable anytime at past rally locations. No cash prize or party included, but provides the full puzzle and GPS experience. Suited for DIY parties, date nights, clubs, tourists, or reunions.
• Private Events Customized team-building or celebration experiences built for corporate groups, family reunions, bachelor/bachelorette parties, or clubs. Features custom routes, custom puzzles, GPS navigation, and interactive challenges tailored to the group. Custom pricing based on group size and requirements.

Quantifiable outcome

• Competitive teams finish within 45 minutes of each other due to scoring adjustments
• +2 more outcomes

Segments5 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered minor and core.

• ABC4 (Good Things Utah)minorGTM or Marketing PartnerTelevision segment featuring Riddler Road Rally on Good Things Utah (ABC4). CEO interview and past champion interviews explaining gameplay and win strategies. Two appearances in 2025 provided regional media exposure and brand awareness.
• 97.1 ZHTminorGTM or Marketing PartnerLive radio interviews conducted at Fork in the Road Rally event in Spanish Fork. Multiple team members interviewed including CEO and department heads. Provided audio content for station listeners and event coverage.
• Event Sponsors (Unspecified)coreGTM or Marketing PartnerCommunity sponsors mentioned in founder story as part of original childhood rally experience. Modern sponsors help fund events and prize pools. Sponsorship details available through Strategic Sponsorship Inquiries page.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@RiddlerRoadRally
• Facebookfacebook.com/riddlerroadrally
• Instagraminstagram.com/riddlerroadrally
• TikToktiktok.com/@riddler.road.rall?lang=en
• LinkedInlinkedin.com/company/riddler-road-rally

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Riddler Road Rally