Speed Secrets
Speed Secrets is a founder-owned performance driving education business founded by Ross Bentley in 1997 that sells books, coaching, digital courses, merchandise, and the Sim Racer Academy subscription to HPDE drivers, club racers, sim racers, and motorsport organizations globally.
- Company typePrivate
- Founded1997
- HeadquartersWoodinville, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Speed Secrets does
Speed Secrets is a privately held, founder-led performance driving education business founded by former Indy car driver Ross Bentley in 1997 and operated with 1-10 employees out of Woodinville, Washington and Victoria/Duncan, British Columbia. The company sells books, eBooks, masterclasses, playbooks, virtual track walks, track maps, the Sim Boot Camp program, and branded merchandise through its own e-commerce storefront at speedsecrets.com, and runs a separate subscription platform, the Sim Racer Academy at simraceracademy.com, targeting sim racers. Its most recently launched product is the SpeedSecrets.ai app, an AI-powered Q&A tool positioned as a domain-specialized knowledge retrieval layer over its content corpus.
Speed Secrets monetizes professional services through one-on-one coaching at $2,250 per day, group coaching at $4,000-$6,000 per day for 2-4 drivers, seminars and workshops starting at $2,500 per day, and keynotes at $2,500 per appearance, plus the exclusive 2-day Level-Up Program at Vancouver Island Motorsport Circuit in Duncan, BC, priced at $2,500 CDN per driver and capped at 10 drivers. Information products (including the Speed Secrets book series with 250,000+ cumulative copies sold) and merchandise are sold as one-time purchases; the Sim Racer Academy and the SpeedSecrets.ai app represent recurring subscription streams. Free content channels including the Speed Secrets Podcast (192+ episodes since December 2016), the Driving Directions newsletter on Substack, the "Ask Ross" Q&A column, and YouTube serve as top-of-funnel acquisition.
The core strategic relationships are with Garmin (Ross Bentley consulted on the Garmin Catalyst 2 data system and co-developed the "5-15-1 Process" methodology), Vancouver Island Motorsport Circuit (where he is Head Driving Coach), BFGoodrich (he authored a free Performance Driver's Guide), and EPIC Motorsports Insurance. The business model is dependent on Ross Bentley's personal brand, racing credentials, and coaching capacity; the company is wholly founder-owned with no external funding, no disclosed revenue, no headcount growth, and no succession infrastructure evidenced in the source data.
Speed Secrets firmographics
Firmographics- Name
- Speed Secrets
- Legal name
- Speed Secrets
- Website
- https://speedsecrets.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Speed Secrets is a founder-owned performance driving education business founded by Ross Bentley in 1997 that sells books, coaching, digital courses, merchandise, and the Sim Racer Academy subscription to HPDE drivers, club racers, sim racers, and motorsport organizations globally.
- Ownership category
- akta.pro rank
Speed Secrets industry classification
Industry- Product category
- Performance Driving Education
- NAICS
- Automobile Driving Schools (611692)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsport Driver Training Schools & Racing Academies (MPAKAJAJ)
- akta.pro secondary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
Keywords
Where Speed Secrets is headquartered
LocationHeadquarters
- HQ city
- Woodinville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Speed Secrets business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Driver Coaching Services: One-on-one coaching at $2,250/day plus travel expenses; group coaching at $4,000-$6,000/day for 2-4 drivers. Coaching is delivered at tracks and covers all aspects of performance driving — skills, techniques, mental game, racecraft, and self-coaching development.
- Level-Up Program: An exclusive 2-day in-person program at Vancouver Island Motorsport Circuit. Registration fee is $2,500 CDN (approx. $1,835 USD), limited to 10 drivers. Includes coached lapping, drills, data/video review, and pit-lane debriefs.
- Presentations & Keynotes: Seminars, workshops, and keynote presentations delivered to car clubs, race teams, and corporate groups. Fees: 1-day seminar $2,500 + travel; 2-day $4,000 + travel; keynote $2,500 + travel; custom track programs priced individually.
- Information Products (Books, eBooks, Courses): The 'Speed Secrets' book series (250,000+ copies sold) along with eBooks, Masterclasses, Playbooks, Track Maps, Virtual Track Walks, and Sim Boot Camp — all sold through speedsecrets.com/store. These are downloadable or streaming digital products and physical books.
- Sim Racer Academy: A massive training library specifically for sim racers at simraceracademy.com. Referenced as a separate platform with its own branding and subscriber base. Revenue model is subscription/membership based.
- Merchandise: Branded merchandise including t-shirts ($29), hoodies ($60), hats ($30-$40), and beanies — sold through the e-commerce storefront.
- Driving Directions Newsletter: Free newsletter that drives awareness and conversion to paid products and services. Serves as a top-of-funnel acquisition channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | One-on-One Coaching — $2,250/day at track, preparation and reports included, travel expenses extra |
| Other | Pay-as-you-go | Group Coaching — $4,000/day for 2 drivers ($2,000/driver); $5,250/day for 3 drivers ($1,750/driver); $6,000/day for 4 drivers ($1,500/driver), travel extra |
| Other | Pay-as-you-go | Level-Up Program — $2,500 CDN (approx. $1,835 USD) per driver for 2-day program, limited to 10 drivers |
| Other | Multi-year contract | Seminars/Workshops — 1-day: $2,500 + travel expenses; 2-day: $4,000 + travel expenses |
| Other | Multi-year contract | Keynote Speaker — $2,500 + travel expenses |
| Unit Pricing | Pay-as-you-go | Merchandise — T-shirts from $29, hoodies $60, hats $30-$40 |
| Subscription | Monthly | Sim Racer Academy — pricing not publicly disclosed |
| Freemium | Monthly | Driving Directions — Free newsletter |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Speed Secrets product offering
Product offeringCore offering
Speed Secrets provides performance driving education through physical and digital books, eBooks, online masterclasses, playbooks, track maps, virtual track walks, sim racing training (Sim Racer Academy), and a free Driving Directions newsletter. Core paid services include one-on-one and group on-track coaching with founder Ross Bentley, the exclusive 2-day Level-Up program at Vancouver Island Motorsport Circuit, and seminars/workshops/keynotes delivered to car clubs and corporate groups.
Product overview
Speed Secrets is a performance driving education business offering a diverse portfolio of products and services. The core offerings include educational content products (Masterclasses, Playbooks, Books, eBooks, Track Maps, Virtual Track Walks), a Sim Racer Academy training platform for sim racers, and the SpeedSecrets.ai app for AI-powered driving knowledge retrieval. Subscription services include Driving Directions (email tips and stories) and Ask Ross (Q&A). Coaching services range from One-on-One and Group Coaching to the exclusive 2-Day Speed Secrets Level-Up Program at Vancouver Island Motorsport Circuit. Additional offerings include Presentations (seminars, workshops, keynotes), Sim Boot Camp for real-world drivers, and branded merchandise. The company is led by former IndyCar and sports car racer Ross Bentley, who founded Speed Secrets in 1997 with his first book.
Differentiator
Problem solved
Functional benefit
Brands
- Sim Racer Academy: A massive training library for sim racers, with dedicated website at simraceracademy.com
- Driving Directions
- Speed Secrets Level-Up Program
- Speed Secrets AI
Products and services
- Speed Secrets Books The Speed Secrets book series written by Ross Bentley covering performance driving techniques and strategies, including braking, cornering, car control, mental skills, and racecraft.
- eBooks
Quantifiable outcome
- Drivers trained: 10,000+
- +4 more outcomes
Companies that use Speed Secrets
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles5 records
Speed Secrets technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Speed Secrets partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- EPIC Motorsports InsuranceminorEPIC Motorsports Insurance is a specialized motorsports insurance program built by motorsport enthusiasts and insurance professionals, particularly Ryan Staub — a friend and co-driver of Ross Bentley. The partnership provides insurance coverage solutions (HPDE/track day, time trial, commercial) marketed to Speed Secrets' driver audience. Ross Bentley endorses EPIC based on shared motorsport community values and personal relationship.
- GarmincoreRoss Bentley served as a consultant on the development of the Garmin Catalyst 2 — the first data system to provide real-time audio coaching based on his own coaching advice and cues. He developed the '5-15-1 Process' methodology for using the Catalyst and distributes it as a free resource. Ross also promotes the Garmin Catalyst R1 radar system for multi-class racing awareness. Garmin products are sold through affiliate links on the Speed Secrets site.
- BFGoodrichminorRoss Bentley authored a free Performance Driver's Guide for BFGoodrich tires, distributed through the BFGoodrich website. This creates cross-brand content marketing and introduces Speed Secrets to BFGoodrich's customer base.
- Vancouver Island Motorsport Circuit (VIMC)coreRoss Bentley serves as the Head Driving Coach at Vancouver Island Motorsport Circuit — described as 'one of the very best driver development facilities I've seen in the world.' The facility hosts the exclusive Speed Secrets Level-Up program. This is a deeply integrated relationship where Ross's coaching brand and VIMC's facility are co-marketed.
- Sam Smith & Jeff Braun ('It's Not the Car' Podcast)minorRoss Bentley co-hosts the 'It's Not the Car' podcast with Sam Smith (award-winning journalist, former Road & Track executive editor) and Jeff Braun (championship-winning race engineer). This extends the Speed Secrets brand into storytelling/content while leveraging co-host credibility.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
Speed Secrets competitors and assessment
Company assessmentDirect peers
- Bondurant Racing School: One of the largest dedicated performance driving schools in the US, offering multi-day programs covering road course, rally, drifting, and high-performance driving. Operates its own facility and competes for the same entry-level-to-advanced driver development spend.
- Allen Berg Racing Schools: Performance driving school founded by former F1 driver Allen Berg, offering track-based coaching, racing schools, and one-on-one instruction. Direct competitor in the high-end on-track coaching market.
- Apex Racing Academy: Sim racing coaching and education platform offering structured courses, track guides, and live coaching for iRacing and other sim platforms. Direct competitor to Speed Secrets' Sim Racer Academy subscription business.
- Skip Barber Racing School: Long-established professional racing and driving school with structured curricula from beginner through full competition licensing. Overlapping customer base of aspiring racers and HPDE drivers seeking formalized skill development.
- Hooked on Driving: US-based HPDE and track day organization with structured driving event programs. Comparable in delivering organized track-based driving experiences and works with many of the same car clubs and driver segments.
- Coach Dave Academy: Sim racing coaching, setups, and educational content platform serving iRacing, ACC, and other sim titles. Overlaps directly with Speed Secrets' Sim Racer Academy on subscription-based sim driver education.
- Driver61: Online performance and racing driving education platform founded by former pro driver Scott Mansell. Closely comparable product offering — online masterclasses, track guides, and coaching-style content aimed at enthusiast and aspiring racing drivers globally.
- Panoz Racing School: Performance driving school at Road Atlanta offering structured programs from beginner to advanced road course driving. Direct competitor in the high-end on-track driver coaching market.
Broad incumbents
- Sports Car Club of America (SCCA): Largest US club racing organization, hosting HPDE, Time Trial, and club racing events across the country. Acts as both a customer base and indirect competitor for driver development services.
- National Auto Sport Association (NASA): Large, established HPDE and club racing sanctioning body that organizes the events Speed Secrets coaches at. Not a direct competitor, but a major ecosystem player in the same driver development pipeline.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Speed Secrets social profiles
Digital presenceSpeed Secrets financial estimates
Financial estimateRevenue estimate
Valuation estimate
Speed Secrets leadership team
Management profileNumber of profiles
Profiles1 record
Speed Secrets funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Speed Secrets 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 Speed Secrets
What does Speed Secrets do?
Speed Secrets provides performance driving education through physical and digital books, eBooks, online masterclasses, playbooks, track maps, virtual track walks, sim racing training (Sim Racer Academy), and a free Driving Directions newsletter. Core paid services include one-on-one and group on-track coaching with founder Ross Bentley, the exclusive 2-day Level-Up program at Vancouver Island Motorsport Circuit, and seminars/workshops/keynotes delivered to car clubs and corporate groups.
Is Speed Secrets a public or private company?
Speed Secrets is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Speed Secrets founded?
Speed Secrets was founded in 1997. It employs 1 to 10 people.
Where is Speed Secrets based?
Speed Secrets is headquartered in Woodinville, United States, in the North America region.
How does Speed Secrets make money?
Seven revenue lines are on record. Driver Coaching Services are the primary driver. The others are level-Up Program, presentations & Keynotes, information Products (Books, eBooks, Courses), sim Racer Academy, merchandise and driving Directions Newsletter.
Who are Speed Secrets's main competitors?
Direct peers on record are Bondurant Racing School, Allen Berg Racing Schools, Apex Racing Academy, Skip Barber Racing School, Hooked on Driving, Coach Dave Academy, Driver61 and Panoz Racing School. Broad incumbents are Sports Car Club of America (SCCA) and National Auto Sport Association (NASA).
Does Speed Secrets have an API?
No public API is recorded for Speed Secrets.
What industry is Speed Secrets in?
Speed Secrets's product category is Performance Driving Education. Its primary akta.pro industry code is MPAKAJAJ, Motorsport Driver Training Schools & Racing Academies, with a secondary code of HSADAAAM, Online/Remote Personal Training & Programming. Its NAICS code is 611692 and its SIC code is 7948.