What SIM RACING LIMITED does

Sim Racing Limited (SRL) is a privately held UK software company founded in 2002 and headquartered in Winchester (with the company registered in Eastleigh). The company develops and licenses the Venue Management System (VMS), a cloud-based management platform purpose-built for commercial racecar simulation centres and esports racing operations. VMS orchestrates simulator pods, automates event execution (tournaments, hotlap competitions, leagues), captures telemetry, manages driver and membership data, and integrates payments, bookings, and staff rotas — supporting both staffed and unattended (kiosk-mode) operations. The platform integrates with leading racing simulation titles (Assetto Corsa, rFactor 2, iRacing, Project CARS, Automobilista 2, Le Mans Ultimate, Live for Speed, BeamNG) and hardware partners (D-BOX motion platforms, Heusinkveld pedals), and is documented at docs.simracing.co.uk.

The product surface comprises VMS Desktop (central management console), VMS Connect (pod-side client, formerly PMTS), VMS Kiosk Mode (self-service), VMS Presenter (spectator display management), SimLauncher (title launching), and a cloud-based account management portal. VMS is offered under three annual subscription tiers — Starter, Standard, and Premium — with quote-based pricing and volume discounts for multi-venue operators. Distribution combines direct enterprise sales (Calendly-driven demos) with a channel partner network of simulator manufacturers (Vesaro, CXC, Motion Simulation, Base Performance, Pro Racing Simulators), system builders, and venue consultants; VMS is available globally without territorial restriction and the company reports deployments in 30+ countries.

SRL is founder-operated (Adrian Thomson is a Director and primary contact) with a headcount of 1-10 and no external institutional investment disclosed. Reported customer outcomes include 40%+ year-on-year venue revenue growth, 20X typical ROI on the Standard tier, and qualitative claims of doubling revenue and halving costs. The company has no disclosed AI/ML capability and relies on third-party analytics tools (RaceData.AI, Track Titan, VBOX) for advanced telemetry insight. Named customers span commercial sim venues (TracksVR, The Race Centre, Drive-Gym, Simfactory, ProRacing, Rush Racing eSports) and high-profile enterprise logos (McLaren, Porsche, BMW, Lamborghini, Formula E, Goodwood, University of Hertfordshire, The Henry Ford Museum).

Name

SIM RACING LIMITED

Legal name

Sim Racing Limited

Website

https://simracing.co.uk

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Sim Racing Limited develops the Venue Management System (VMS), a cloud-based platform that automates operations for commercial racecar simulation centres and esports racing venues across 30+ countries. The software integrates with major racing sim titles and hardware, serving operators from single venues to multi-location brands via tiered annual subscriptions and a channel partner network.

Ownership category

akta.pro rank

Product category

Simulator Venue Management Software

NAICS

Amusement Arcades (71312)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

Keywords

• Simulator management software
• Venue management system
• Race center operations
• Sim racing software
• Kiosk self-service software

Headquarters

HQ city

Eastleigh

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licensing (VMS V5.0): Three-tier subscription model (Starter, Standard, Premium) for Venue Management System software licensing. Revenue generated through annual subscription fees with tier-based feature differentiation and volume pricing for multi-venue operators.
2. Support Services: Included support varies by tier: Community pages for all, Email/Zoom/WhatsApp/Remote Desktop for Standard and Premium. Development prioritization for Premium tier. Additional paid support sessions available via scheduled Zoom calls.
3. Membership & Stripe Integration: Automated membership sign-ups and subscription payment processing. Starter allows 1 manual membership, Standard allows 2 manual, Premium allows 5 automated Stripe integrations.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Sim Racing Limited develops and licenses the Venue Management System V5.0 (VMS), a cloud-based venue management software platform that automates race simulator setup, control, event orchestration, driver management, telemetry capture, membership processing, and payment handling for commercial racecar simulation centres. The platform is delivered through annual subscription tiers (Starter, Standard, Premium) and supports multi-venue operators, both staffed and unattended kiosk operations, and integration with leading racing simulation titles and motion hardware.

Product overview

Sim Racing Limited offers the Venue Management System V5.0 (VMS), a unified simulator management platform comprising VMS Desktop (central management console), VMS Connect (pod connectivity software), VMS Kiosk Mode (self-service operations), VMS Presenter (display management), and SimLauncher (simulator launching automation). The system is available in three pricing tiers: Starter, Standard, and Premium. Core capabilities include event orchestration, driver management, telemetry gathering, membership processing, payment integration, and API access for custom integrations. The platform supports all major racing simulation titles including Assetto Corsa, rFactor 2, Project CARS, iRacing, Automobilista 2, and Le Mans Ultimate. Supported hardware includes D-BOX motion platforms, Heusinkveld pedals, and integrates with tools like CrewChief, RaceData.AI, Track Titan, and VBOX Circuit Tools. The system operates globally across 30+ countries with cloud-based licensing and multi-venue support.

Differentiator

Problem solved

Functional benefit

Products and services

• Venue Management System V5.0 (VMS)
• VMS Desktop
• VMS Connect
• VMS Kiosk Mode
• VMS Presenter
• SimLauncher
• VMS V5.0 Starter Plan
• VMS V5.0 Standard Plan
• VMS V5.0 Premium Plan
• Account Management Pages
• VMS API
• VMS Community Pages

Quantifiable outcome

• 20X typical return on investment (Standard tier)
• +4 more outcomes

Named customers18 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature8 records

Partnerships

23 partnerships are on record, tiered core, key and supporting.

• rFactor 2 (Studio 397)coreTechnology or IntegrationSupported racing simulation title integrated with VMS for data gathering, remote control, and kiosk operations. Part of the portfolio of major simulation titles including Assetto Corsa, Project Cars, Automobilista 2, iRacing, and others.
• Assetto Corsa (Kunos)coreTechnology or IntegrationPrimary simulation platform with deep integration including Content Manager support, AC server integration, and comprehensive data telemetry. VMS supports Assetto Corsa Content Manager for streamlined operations.
• D-BOX TechnologieskeyTechnology or IntegrationIntelligent and safe D-BOX motion management integration with VMS for simulator motion control. Motion platforms featured in venues like Simfactory using 90° and 180° curved screens.
• CrewChief Race EngineersupportingTechnology or IntegrationIntegration with CrewChief race engineer software for enhanced driver experiences with voice commands and telemetry feedback.
• Emperor ServerssupportingTechnology or IntegrationIntegration with Emperor hosted and local servers for multiplayer racing scenarios and server management.
• HeusinkveldsupportingTechnology or IntegrationIntegration with Heusinkveld Race Center pedals for professional-grade hardware support.
• RaceData.AIsupportingTechnology or IntegrationSeamless online integration with RaceData.AI for advanced data analysis and telemetry insights.
• Track TitansupportingTechnology or IntegrationIntegration with Track Titan for data export and performance tracking capabilities.
• VBOX Motorsport (Circuit Tools)supportingTechnology or IntegrationData export capability to VBOX Circuit Tools for circuit analysis and professional motorsport tooling integration.
• AC Content ManagersupportingTechnology or IntegrationIntegration with AC Content Manager plugin for Assetto Corsa for enhanced content management and user experience.
• iRacingcoreTechnology or IntegrationSupported racing simulation title with telemetry data gathering and integration capabilities.
• Project CARS / Project CARS ProcoreTechnology or IntegrationSupported racing simulation title with data collection and telemetry support.
• Automobilista 2coreTechnology or IntegrationSupported racing simulation title with beta data gathering and limited automation support.
• Live for SpeedcoreTechnology or IntegrationSupported racing simulation title with dedicated remote control and launch support.
• Le Mans UltimatecoreTechnology or IntegrationLimited beta support for Le Mans Ultimate with contact Sim Racing Limited for more details. VMS Connect supports telemetry and session management.
• StripekeyTechnology or IntegrationPayment processing integration for automated membership sign-ups and subscription payment processing (Premium tier: 5 automated Stripe integrations).
• MailchimpsupportingTechnology or IntegrationCustomer contact synchronization with Mailchimp for GDPR-compliant email marketing integration (Premium tier).
• Pro Racing SimulatorssupportingImplementation/ SI/ Consulting PartnerSystem solution partner specializing in complete simulator builds who integrate VMS into their venue solutions.
• Base Performance SimulatorssupportingImplementation/ SI/ Consulting PartnerSystem solution partner building complete simulators who recommend VMS for venue management.
• VesarosupportingImplementation/ SI/ Consulting PartnerPremium simulator manufacturer partner providing complete simulator solutions with VMS integration.
• Motion SimulationsupportingImplementation/ SI/ Consulting PartnerSystem solution partner providing motion-based simulator solutions with VMS integration.
• CXC SimulatorssupportingImplementation/ SI/ Consulting PartnerSystem solution partner providing professional motion simulators with VMS integration.
• Virtually EntertainedkeyImplementation/ SI/ Consulting PartnerUK-based venue operator and advisor who uses VMS for their own race centre and includes it in client proposals for building new centres. Reports 40%+ year on year revenue growth.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CenterEdge Software: CenterEdge provides point-of-sale and venue management software for family entertainment centers (FECs), bowling alleys, and amusement venues. It is directly comparable to VMS as a back-office/operations platform serving entertainment venues with multi-station management, payment processing, memberships, and event scheduling - the same operational backbone SRL provides for sim racing centers.
• DynaTouch: DynaTouch delivers point-of-sale and venue management software for entertainment centers, bowling centers, and family entertainment complexes. It overlaps with VMS in providing self-service kiosks, event booking, membership processing, and operational reporting for venues running paid, time-based entertainment activities - the same use case profile as commercial sim racing centers.
• Semnox Solutions: Semnox provides end-to-end venue management solutions (Parafe, Touchnet) for FECs, water parks, trampoline parks, and amusement venues globally. It is comparable to VMS as a multi-venue entertainment software platform with kiosk mode, membership management, payment integration, and event/booking functionality aimed at leisure venues with similar operational complexity.
• Embed: Embed (formerly Embed International) provides cashless POS, kiosks, and venue management software for family entertainment centers, trampoline parks, and arcades. Comparable to VMS as a venue operations platform offering self-service kiosks, contactless payments, and membership management - the same unattended/kiosk operational architecture SRL sells to sim racing venues.

Emerging players

• ClubReady: ClubReady provides club management software for boutique fitness studios and recreation businesses, with features including memberships, scheduling, billing, and member engagement. It overlaps with VMS in providing subscription venue management for paid leisure activities, though ClubReady's focus is fitness studios rather than simulator-based entertainment.

Others

• iRacing: iRacing is the leading subscription-based online sim racing platform, providing the simulation software and online competition infrastructure that VMS integrates with. iRacing is an ecosystem participant rather than a direct competitor, but its position as the dominant sim racing platform gives it potential leverage to expand into venue operations or partner economics that could affect VMS.

Broad incumbents

• Daxko: Daxko provides operations, membership, and engagement software for YMCAs, fitness clubs, and recreation centers. While broader in scope than VMS, Daxko is comparable as a venue management platform selling subscription software with member management, payment processing, and multi-location support to leisure and recreation operators.
• Jonas Club Software: Jonas Club Software provides management software for private clubs, golf clubs, and fitness/recreation facilities. It is comparable to VMS as a subscription venue management platform handling memberships, billing, scheduling, and POS for member-based leisure venues, although Jonas focuses on traditional clubs rather than simulator-based entertainment.
• ACTIVE Network: ACTIVE Network (part of Global Payments) provides activity and event management software for races, endurance events, sports organizations, and recreation providers. It is comparable to VMS as a technology platform serving event-driven leisure and racing-adjacent use cases, though ACTIVE focuses on real-world endurance events rather than simulator-based competitions.

Regional players

• Sandbox VR: Sandbox VR operates a global chain of location-based VR entertainment venues with proprietary booking, scheduling, and venue management infrastructure. It is comparable to VMS as a consumer-facing entertainment venue operator dependent on sophisticated software to manage sessions, payments, and multi-station operations, though Sandbox focuses on VR experiences rather than racing simulators.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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 SIM RACING LIMITED