DANIEL NEWMAN RACING LTD

What DANIEL NEWMAN RACING LTD does

Daniel Newman Racing Ltd (DNR) is a UK-based software company that develops SimHub-compatible telemetry visualization tools, LED profiles, and digital dashboards for the sim racing market. Its products enable sim racers to display real-time vehicle telemetry — including car-specific RPM data, ABS/TC indicators, flag systems, and ambient lighting — across more than 100 supported hardware devices and six major sim racing titles (iRacing, Assetto Corsa Competizione, Le Mans Ultimate, EA Sports F1, Automobilista 2, and EA WRC). The core offering is the DNR SimHub Plugin, which serves as the gateway to a product suite spanning RPM, wheel-button, button-box, flag-box, brow, and ambient-light LED profiles, plus a portfolio of customizable dashboards (Endurance, Chrono, Race Control, Co-Pilot, Invisible, Speedway, Rally), with complementary modules including the Track Rivals community leaderboard and the deterministic Race Academy lap coaching tool.

The company operates a freemium-to-premium subscription model with three consumer tiers — Pit Crew (£3/month), Team Driver (£6/month), and Team Principal (£9/month) — plus an enterprise volume licensing program priced at £4.50/seat/month for 3–150 seats and targeting sim centers, esports teams, hardware manufacturers, and retailers. Revenue is generated entirely through digital distribution: self-serve subscription via the company's own e-commerce website with Stripe-backed payments, plus direct enterprise sales. The company does not sell physical products and runs community-led and product-led growth motions anchored by a private Discord, a creative partners program, and social channels across YouTube, Twitch, TikTok, Instagram, X, Facebook, and LinkedIn.

The business is incorporated in England and Wales (Company No. 16801715) with its registered office in Hadleigh, Suffolk, was founded by Daniel Newman, and operates with a micro headcount of 1–10 employees. It is privately held with no disclosed institutional investment. The product is endorsed by professional drivers including Daniel Morad (2x Rolex 24 winner), James Baldwin (Esports World Champion), Tony Kanaan (Indy 500 champion), and Robert Wickens (former IndyCar driver), and carries a 5.0-star average across 220 customer reviews.

Name

DANIEL NEWMAN RACING LTD

Legal name

Daniel Newman Racing Ltd

Website

https://danielnewmanracing.com

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

Daniel Newman Racing Ltd (DNR) builds SimHub-compatible LED profiles, customizable dashboards, and telemetry tools for sim racers across 100+ hardware devices and six major sim titles, sold via tiered subscriptions and enterprise volume licensing.

Ownership category

akta.pro rank

Product category

Sim Racing Software

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro industry

PRIMARYHDACANAE

Racing & Flight Simulation Hardware (Wheels, Pedals, HOTAS)

Hardware, Technology & Telecom/Computing Hardware & Peripherals/Gaming Hardware (Consoles & Accessories)

Keywords

• Sim racing software
• SimHub telemetry plugin
• LED profiles dashboards
• Sim racing coaching
• Racing telemetry visualization

Headquarters

HQ city

Hadleigh

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Memberships: Three-tier subscription model: Pit Crew (£3/mo), Team Driver (£6/mo), Team Principal (£9/mo). Includes monthly and annual billing options with 10% annual discount. Higher tiers include all benefits of lower tiers plus exclusive features.
2. Enterprise Volume Licensing: Per-seat licensing for businesses, sim centers, esports teams, and manufacturers. Priced at £4.50/seat/month for 3-150 seats, with centralized billing and priority support.
3. Freemium Access: Free tier providing basic SimHub plugin, 16 RPM profiles, 7 dashboards, and 3 miscellaneous downloads. Premium content gated behind paid tiers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels11 records

Core offering

Daniel Newman Racing develops and sells SimHub-compatible telemetry software, LED profiles and customisable digital dashboards that visualise real-time race data for sim racers. Its proprietary DNR SimHub Plugin powers a suite of car-specific RPM profiles, multi-device LED effects and dashboards spanning endurance, rally, speedway and race-control use cases across iRacing, ACC, Le Mans Ultimate, EA Sports F1, AMS2 and WRC. Offerings are sold through tiered individual subscriptions, a free tier and per-seat enterprise volume licensing for sim centers, esports teams and manufacturers.

Product overview

Daniel Newman Racing offers a unified SimHub ecosystem of LED profiles and dashboards for sim racing. The core product is the DNR SimHub Plugin which enables a comprehensive suite of LED profiles (RPM displays, wheel buttons, button boxes, flag boxes, brows, and ambient lights) and dashboards (Endurance, Chrono, Race Control, Co-Pilot, Invisible, Speedway, Rally) that connect to telemetry data from supported racing simulators. The ecosystem integrates with SimHub and reads data from iRacing, Assetto Corsa Competizione, Le Mans Ultimate, EA Sports F1, Automobilista 2, and EA Sports WRC. Additional products include Track Rivals for community corner-by-corner leaderboards and Race Academy for deterministic telemetry-based driver coaching. The company operates a tiered membership model (Pit Crew at £3/month, Team Driver at £6/month, Team Principal at £9/month for 2 PCs) plus an Enterprise volume licensing option, with free tier providing basic plugin and limited content access.

Differentiator

Problem solved

Functional benefit

Brands

• DNR SimHub Plugin: SimHub plugin for enhanced racing telemetry integration
• DNR Dashboards
• DNR LED Profiles
• DNR Race Academy
• DNR Track Rivals
• DNR SimHub Overlays
• DNR Stream Deck Plugin

Products and services

• DNR SimHub Plugin Central plugin gateway for the DNR ecosystem; enables all DNR LED profiles, dashboards and features to work with SimHub. Handles authentication, device detection, profile management and telemetry processing for sim racers using SimHub.
• DNR RPM LED Profiles

Quantifiable outcome

• 600+ cars with car-specific RPM profiles
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature7 records

Partnerships

Two partnerships are on record, tiered minor.

• Operation MotorsportminorStrategic or Co-development PartnerCharitable organization supporting military veterans and first responders through motorsport. DNR provides content support for Operation Motorsport's sim racing initiatives.
• Motorsport UKminorStrategic or Co-development PartnerUK motorsport governing body. Partnership through Motorsport UK Esports initiative for sim racing competitions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Simagic: Simagic is a sim racing hardware manufacturer (wheels, pedals, shifters). DNR provides Simagic-specific LED profiles for rotary encoders with TC/ABS display, making it both a device partner and part of the broader sim racing content ecosystem.
• Fanatec: Fanatec is the leading sim racing hardware manufacturer (wheels, pedals, DDUs). DNR supports Fanatec devices and competes with the in-house software/profile ecosystem Fanatec bundles with its hardware.
• Simucube: Simucube makes high-end direct drive sim racing wheels and supports telemetry integration. It overlaps with DNR at the device-integration layer and through shared enthusiast customers.
• Moza Racing: Moza Racing is a sim racing hardware manufacturer (wheels, pedals, DDUs, shifters). DNR LED profiles support Moza devices, putting it in overlapping ecosystem competition for aftermarket content.
• SimHub: SimHub is the third-party plugin platform that DNR is built on top of. It is the underlying ecosystem for sim racing telemetry, dashboards, and LED effects, making it the closest foundational incumbent though it sits one layer below DNR's content.

Direct peers

• DashMeterPro: DashMeterPro is a paid sim racing telemetry app providing customizable digital dashes and on-screen overlays. It targets the same end user (sim racers wanting secondary-screen telemetry) as DNR's dashboard and overlay products.
• Sim Dashboard: Sim Dashboard is a mobile/tablet app that displays sim racing telemetry on secondary screens. It overlaps directly with DNR's dashboard product line for DDUs, phones, tablets, and external monitors.
• Lovely Dashboard: Lovely Dashboard is a SimHub dashboard plugin that DNR explicitly integrates with for True Dark Mode synchronization. It is a direct competitor in the SimHub dashboard content space.

Others

• Heusinkveld: Heusinkveld manufactures high-end sim racing pedals and handbrakes. It sits adjacent to DNR as a complementary hardware vendor whose devices DNR profiles for, rather than a direct competitor.

Emerging players

• Cube Controls: Cube Controls is a premium steering wheel manufacturer with a small device-specific profile ecosystem. DNR provides Cube Controls-specific LED profiles, making it both a partner and a peripheral competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/DanNewmanRacing
• YouTubeyoutube.com/@danielnewmanracing
• Facebookfacebook.com/DanNewmanRacing
• LinkedInlinkedin.com/company/daniel-newman-racing
• Instagraminstagram.com/danielnewmanracing
• TikToktiktok.com/@daniel.newman.racing

Compliance3 records

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 DANIEL NEWMAN RACING LTD