MADLAB

What MADLAB does

MADLAB is a subscription-based video streaming and membership community platform serving automotive enthusiasts, founded by professional New Zealand motorsport driver Mad Mike Whiddett. The platform offers 25+ hours of exclusive long-form automotive video content including build series (FD RX-7, MADMAC), event coverage (Goodwood Festival of Speed, World Time Attack Challenge, Japan tours, Dori Dore), an educational Mad Masterclass series on drifting and tuning, the Mad Mic motorsport podcast, and live streams. A members-only community forum enables build discussions and direct engagement with Mad Mike and his team. Bimonthly Mega Giveaways distribute race-used parts, exclusive merchandise, and custom-built prizes to members.

The platform is built on Uscreen's white-label video streaming infrastructure, which provides video hosting, payment processing, member management, and the iOS/Android mobile apps that support TV casting and offline playback. Legal entity Traction Hosting, operating under New Zealand jurisdiction, maintains the service under a white-label arrangement. MADLAB distributes directly to consumers via web (members.madlab.tv), mobile app stores, and a separate merchandise e-commerce storefront (shop.madlab.tv).

MADLAB's business model is consumer subscription revenue with merchandise and gift subscriptions as supplementary streams. Pricing tiers include a $7.99/month membership (or $12.99/month variant on the main page), an annual plan at $82.99/year (or $144.99/year variant), and a $179.99 annual bundle including a branded t-shirt; a free trial is offered. Members also receive 5-30% discounts at partner brands including Haltech, NRG Innovations, Turbosmart, and Mad Mike Motorsport, plus 30% off own-brand merchandise. Go-to-market is community-led and product-led, driven by Mad Mike Whiddett's personal brand, word-of-mouth within the motorsport community, exclusive content drops, and event-driven content around major motorsport events. The platform serves a global but niche audience of car enthusiasts, builders, and motorsport fans with an active presence in New Zealand, Australia, the United States, the United Kingdom, France, South Africa, Greece, Ireland, and Japan.

Name

MADLAB

Legal name

Traction Hosting

Website

https://madlab.tv

Company type

Private

Founded year

2004

Operating status

Operating

Short description

MADLAB is a subscription video streaming and membership community platform founded by New Zealand motorsport driver Mad Mike Whiddett, serving global automotive enthusiasts with exclusive build series, event coverage, a private community, partner discounts, and bimonthly giveaways via web and mobile apps.

Ownership category

akta.pro rank

Product category

Online Video Streaming and Automotive Community Membership

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Educational Live Streaming Platforms (Classes/Tutorials) (MPACACAH)

Keywords

• Video streaming platform
• Automotive community
• Subscription content service
• Motorsport media platform
• Creator-led membership

Headquarters

HQ city

Portsmouth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Monthly Subscription: Recurring monthly subscription providing access to exclusive video content, community features, partner discounts, and bimonthly giveaway entries.
2. Annual Subscription: Annual subscription at discounted rate compared to monthly, offering 1 month free with commitment. Includes same benefits as monthly.
3. Merchandise Sales: Sale of premium MADLAB branded merchandise including t-shirts, hats, and limited edition products through the online shop at 30% member discount.
4. Gift Subscriptions: Gift cards and subscription packages available for purchase to share membership with friends and family.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

MADLAB is a subscription-based video streaming and membership platform created by professional drifter Mad Mike Whiddett for automotive enthusiasts. It delivers exclusive long-form video content (build series, event coverage, and educational masterclasses), a private members-only motoring community, bimonthly prize giveaways, and exclusive discount codes with automotive partner brands. Access is provided via website, iOS/Android mobile apps with TV casting and offline playback.

Product overview

MADLAB is a unified video streaming and membership platform for automotive enthusiasts, created by professional drifter Mad Mike Whiddett. The platform combines multiple product lines: a core video streaming service delivering exclusive build series (FD RX-7 Build Series, F1 Drift Build, MADMAC), educational content (Mad Masterclass), and a podcast (Mad Mic); a private community forum for member discussions; a bimonthly giveaway program featuring prizes tuned by Mad Mike; and a partner discount program offering up to 30% off automotive brands. Access is available via web, mobile apps (iOS/Android with TV casting and offline downloads), and subscription tiers (Monthly at $7.99/month, Yearly at $82.99/year, or MAD Member Package at $179.99). The platform also operates a merchandise e-commerce store at shop.madlab.tv.

Differentiator

Problem solved

Functional benefit

Brands

• Mad Member Package: Annual membership bundle including 12 months membership plus premium yearly members-only shirt valued at $35 USD
• Monthly Membership
• Yearly Membership
• Mad Mic Podcast
• Mad Masterclass
• MADLAB Live
• MADLAB Merch

Quantifiable outcome

• Members receive 5-30% discounts on partner automotive brands including Haltech, NRG, Turbosmart, and MADLAB merchandise.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• Haltech Engine ManagementcoreGTM or Marketing PartnerHaltech provides exclusive 5% discount codes to MADLAB members for ECUs, wiring harnesses, displays, sensors, and modules. Code: MADLAB5.
• NRG InnovationscoreGTM or Marketing PartnerNRG Innovations provides exclusive 10% discount to MADLAB members for helmets, seats, steering, shift knobs, and sims. Code: Q2A6BY6RWHE0.
• TurbosmartcoreGTM or Marketing PartnerTurbosmart provides exclusive 10% discount to MADLAB members for turbos, wastegates, blow-off valves, and boost controllers. Code: RED10.
• MM Motorsport (Mad Mike Motorsport)coreGTM or Marketing PartnerMad Mike's own brand provides 10% discount to MADLAB members for merch, products, and event entry. Code: M8LXV8Z113.
• UscreencoreTechnology or IntegrationMADLAB is built on Uscreen's video streaming platform infrastructure, providing the video hosting, mobile apps, payment processing, and member management systems.
• Traction HostingcoreTechnology or IntegrationTraction Hosting is the company that operates and maintains the MADLAB service, handling privacy policy, terms of service, and data protection.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Patreon: Largest subscription platform enabling creators to monetize exclusive content and community access through recurring monthly memberships — the same D2C creator-led subscription model MADLAB uses for its automotive audience.
• Mighty Networks: Community-plus-subscription platform combining paid memberships, content hosting, and discussion forums. Directly comparable to MADLAB's combination of paid video streaming, private community, and member tiers.
• Donut Media: Automotive-focused video brand producing build series, educational content, and YouTube programming for car enthusiasts with monetization through ads, merch, and premium tiers — directly comparable audience and content format to MADLAB.
• Hoonigan: Lifestyle and motorsport media brand delivering car culture content, merchandise, and event coverage to enthusiast audiences. Closely comparable content verticals (drifting, builds) and D2C monetization approach.

Broad incumbents

• Uscreen: The white-label video subscription platform MADLAB is built on; broadly comparable as a video membership infrastructure and creator monetization business serving niche content verticals.
• GRID (Formula 1 video platform): Motorsport-focused digital video subscription service offering exclusive racing content, masterclasses, and behind-the-scenes programming. Comparable motorsport subscription video model at a larger scale.
• OnlyFans: Major creator-led subscription platform enabling individuals to monetize exclusive content through recurring fees. Same fundamental D2C subscription mechanics as MADLAB, though operating at vastly different content verticals.

Emerging players

• Substack: Subscription platform for individual creators offering paid newsletters, podcasts, and community posts. Comparable business model (recurring individual-anchor subscriptions) though primarily text/podcast rather than long-form video.
• Whistle (motorsport creator network): Digital sports media brand focused on athlete-led storytelling and video content. Comparable to MADLAB's athlete/creator-anchored, motorsport-specific video distribution model.

Others

• Memberful: Membership infrastructure provider enabling independent creators and publishers to run paid subscriptions. Adjacent enabling technology peer rather than direct competitor — comparable role to Uscreen in MADLAB's stack.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@madmike.123
• Facebookfacebook.com/madlab.tv
• Instagraminstagram.com/madlab.tv
• LinkedInlinkedin.com/company/madlab-design-llc

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 MADLAB