Shea LLC

What Shea LLC does

Shea LLC, operating as Shea Racing, is a privately held motorsport brand and racing team founded by Shea Holbrook in 2010. The company manages multi-car racing programs in professional championships including the Mazda MX-5 Cup, IMSA Lamborghini Super Trofeo, and (historically) Pirelli World Challenge, with BSI Racing serving as the active professional team entity. Shea Holbrook — a seven-time Pirelli World Challenge winner, the first female to win a major touring car race at the Grand Prix of Long Beach (2011), and a Guinness World Record holder — is both the founder/driver and the central brand asset.

The business operates across four revenue streams: corporate sponsorships and brand ambassador engagements (anchored by a Porsche partnership including the 2019 Taycan global launch), team operations and driver fees through BSI Racing, merchandise sales via the BSI Racing e-commerce shop (Mom Life branded wine tumblers, headbands, t-shirts, pillows), and media/entertainment income via the 'First to the Finish' six-part docuseries that premiered on Amazon Prime Video on March 25, 2025. The Mom Life sub-brand, launched around 2020, extends the business into a lifestyle community for mothers in motorsport.

The company is founder-owned with 1-10 employees, no disclosed external funding, and no standardized pricing — instead relying on bespoke sponsorship and partnership agreements. Distribution combines owned digital channels (Instagram @sheaholbrook, bsiracing.com e-commerce), the Prime Video streaming platform for global media reach, and direct engagement with racing drivers and corporate sponsors across North American motorsport. The operating geographies are North American-focused with global reach via media and merchandise channels.

Name

Shea LLC

Legal name

Shea Racing

Website

https://shearacing.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Shea LLC, operating as Shea Racing, is a founder-owned motorsport brand running BSI Racing team operations in championships like Mazda MX-5 Cup, while monetizing sponsorships, brand ambassador work, Mom Life merchandise, and a Prime Video docuseries.

Ownership category

akta.pro rank

Product category

Motorsport Team Operations and Athlete Brand Services

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB)

akta.pro secondary industry

Sporting Goods, Outdoor & Fitness DTC (CRAFACAJ)

Keywords

• Motorsport racing operations
• Professional racing team
• Brand ambassador services
• Motorsport content production
• Lifestyle merchandise retail

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Sponsorship and Corporate Partnerships: The company generates revenue through securing corporate sponsorships and business-to-business partnerships, leveraging Shea Holbrook's profile as a seven-time race winner and brand ambassador for major brands including Porsche.
2. Team Ownership (BSI Racing): Shea Holbrook owns and operates BSI Racing, a top-tier racing operation supporting drivers across various competition levels, generating revenue through driver fees and team operations.
3. Merchandise Sales (Mom Life Brand): Mom Life brand extends to merchandise including wine tumblers, headbands, t-shirts, and pillows sold through the BSI Racing e-commerce shop.
4. Brand Ambassador and Spokeswoman Services: Shea Holbrook serves as a brand ambassador and public speaker, partnering with major brands for marketing campaigns, product launches, and media engagements, including the global launch of the all-electric Porsche Taycan.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Shea LLC operates the Shea Racing motorsport brand, centered on BSI Racing, a multi-car racing team competing in championships such as the Mazda MX-5 Cup. The company also produces the "First to the Finish" docuseries on Prime Video, sells Mom Life branded lifestyle merchandise, and provides corporate brand ambassador and public speaking services through founder Shea Holbrook.

Product overview

Shea LLC operates through Shea Racing as a multifaceted motorsport brand encompassing racing team operations and entertainment media. The core offering centers on Shea Racing (the umbrella brand founded in 2010) and BSI Racing (the professional racing team competing in the Mazda MX-5 Cup Championship). The company has expanded into media/entertainment with the First to the Finish docuseries on Prime Video (premiering March 2025), which provides behind-the-scenes access to the racing operation. Additionally, the Mom Life sub-brand represents a community and merchandise line for mothers in motorsport. These products form an integrated ecosystem where the racing team provides content for the docuseries, while both serve to promote Shea's brand partnerships and advocacy work.

Differentiator

Problem solved

Functional benefit

Brands

• Mom Life: A community and movement for mothers in motorsport, including merchandise that reflects the resilience of mothers who pursue their dreams while balancing family life.

Products and services

• Shea Racing Brand & Racing Operations Multi-car touring car program and overarching motorsport brand founded by Shea Holbrook in 2010, managing multiple drivers, securing corporate partnerships, and operating BSI Racing as its racing team; includes the Mom Life community and First to the Finish docuseries initiatives.
• BSI Racing Team Operations Professional racing team owned by Shea Holbrook, competing in the Mazda MX-5 Cup Championship; supports drivers at various competition levels and operates as a top-tier racing operation.
• First to the Finish (Prime Video Docuseries) Six-part docuseries on Prime Video offering behind-the-scenes access into the Mazda MX-5 Cup Championship and BSI Racing, showcasing the challenges and triumphs of women in motorsport.
• Mom Life Community & Merchandise A community and movement for mothers in motorsport created by Shea Holbrook, accompanied by merchandise (wine tumblers, headbands, t-shirts, pillows) sold through the BSI Racing e-commerce shop, representing mothers who pursue dreams while balancing family life.

Quantifiable outcome

• Historic first female victory at Grand Prix of Long Beach Touring Car race (2011)
• +2 more outcomes

Named customers2 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

Partnerships

Four partnerships are on record, tiered flagship and core.

• Porsche (Porsche Taycan Launch)flagshipGTM or Marketing Partner · 1 January 2019Shea Holbrook participated in the 2019 global launch of the all-electric Porsche Taycan, piloting the vehicle on the USS Hornet aircraft carrier in a 0-90-0MPH test, representing Porsche at a major product launch event.
• BSI RacingcoreStrategic or Co-development PartnerShea Holbrook owns BSI Racing, a top-tier racing operation supporting drivers across various competition levels in the Mazda MX-5 Cup Championship. The company is featured in the 'First to the Finish' docuseries.
• Prime VideocoreGTM or Marketing PartnerAmazon Prime Video streaming platform hosting the 'First to the Finish' docuseries premiering March 25, 2025, documenting BSI Racing and the Mazda MX-5 Cup Championship.
• Mazda MX-5 CupcoreChannel Partner/ Reseller/ DistributorBSI Racing competes in the Mazda MX-5 Cup Championship, one of the premier production-based racing series in North America.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Paretta Autosport: Women-led IndyCar team founded by Beth Paretta, explicitly created to develop female talent in motorsport. Directly comparable to BSI Racing as a smaller, mission-driven team owner-operator focused on women in motorsport with similar sponsorship-driven economics.
• Juncos Hollinger Racing: Independent IndyCar team. Comparable as an independent, smaller-scale professional racing team competing in top-tier North American series with similar sponsorship-dependent economics.
• Meyer Shank Racing: Mid-size professional racing team competing in IndyCar and IMSA. Comparable as a team owner-operator running cars in professional North American championships, at a similar scale to BSI Racing with multi-series operations.
• Dreyer & Reinbold Racing: Long-running independent IndyCar team. Comparable as a privately held, mid-size racing team operator with multi-decade history and sponsor-driven business model.
• AIM VASSER SULLIVAN: Multi-car IMSA sports car team. Comparable as a smaller professional racing team owner-operator competing in IMSA-sanctioned championships, similar in series profile to Shea Holbrook's prior IMSA Lamborghini Super Trofeo involvement.

Broad incumbents

• Chip Ganassi Racing: Major multi-series motorsports team competing in IndyCar, NASCAR Cup, and IMSA. Comparable as a professional racing organization with multiple car entries and major sponsor relationships, though vastly larger and operating in top-tier series.
• Andretti Autosport: Multi-series motorsports team competing in IndyCar, IMSA, Formula E, and Extreme E. Comparable as a professional racing team operator running multiple car programs, though at significantly greater scale and across higher-tier series than Shea Racing/BSI.
• Rahal Letterman Lanigan Racing: IndyCar and IMSA team with celebrity co-owner (David Letterman). Comparable as a team with strong media/profile-driven sponsorship appeal and multi-series presence, though at a larger scale.

Others

• More than a Run: Women-led running community and movement. Comparable to Mom Life as a community-and-merchandise brand built around women pursuing ambitious athletic pursuits while managing family life, though in a different sport.

Emerging players

• Shift Up Now: Organization supporting women in motorsport through sponsorships, driver development, and community. Comparable to the Mom Life movement and BSI Racing's mentorship of female drivers, though operating as an advocacy/development platform rather than a team owner.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sheaholbrook
• Xx.com/SheaRacing
• Facebookfacebook.com/SheaRacing

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Shea LLC