Why imsa labs
Real Innovation Requires a Real Proving Ground.
IMSA uses the intensity of sports car racing to prove new technology, then turns those breakthroughs into stories people actually want to watch and learn more about.
IMSA uses the intensity of sports car racing to prove new technology, then turns those breakthroughs into stories people actually want to watch and learn more about.
Governed, but adaptable environments to test a variety of edge-tech concepts together, within existing racing environments.
GTP hybrid platform: The most complex hybrid endurance system in North America. Advanced battery, inverter, cooling, and energy-management tech deployed at race speeds. OEMs use IMSA as their R&D loop — Porsche, BMW, Acura, Cadillac, Lexus, Lamborghini, Ferrari, Corvette.
2021 - Brake by wire (electronic)16 | ultimate expression
2015 - Rear view driving cameras (not for backing up)
2001 - in-car caution light system
1990’s - Flat shifting (electronic clutch control)
1990's - High-performance ABS brakes / HANS device / Electronic clutch control
1994 - First unleaded high-performance racing fuel (Exxon)
1983 - Radial racing tires
1983 - 93- Ground effect aerodynamic development
1977 - Turbocharging development
1970’s - The six-point safety harness / driver window retention nets
18 Automotive OEMs
Acura, Aston Martin, Audi, BMW, Cadillac, Chevrolet (Corvette Racing), Ferrari, Ford, Lamborghini, Lexus, McLaren, Mercedes-AMG, Nissan, Porsche, Toyota (via Lexus programs), Mazda, Hyundai, Cupra
Technology Partners
AMD, AWS, Bosch, Lenovo, Konica Minolta and others.
IMSA Labs is a platform built inside sports car racing that uses real competition to test new technology in the real world. Companies plug into live races to prove what works under pressure, using real data, real conditions, and real consequences.
What makes IMSA Labs different is what happens next: those breakthroughs are turned into compelling stories people actually want to watch. Directly via IMSA broadcast, social media and YouTube, we amplify innovation beyond the track—building trust, excitement, and momentum.
Yes! This is a dynamic opportunity and IMSA is a legendary partner who listens and works with innovators to find mutually beneficial solutions. We have ideas. And we know you have ideas. Let's talk.
Most sports organizations outsource storytelling to agencies or third parties. IMSA works directly on the story, while its happening within our own environment. We're capturing the path to success, documenting it so when the outcome is reached - we help you tell the world.
IMSA collaborates with companies that have a hard time making their tech 'cool' or 'understood' in a variety of ways across social media short format content, broadcast and even custom features or series.
There is NO COOLER BACKDROP for your product than the intensity and visceral environment of IMSA Sports Car Racing. We make the Go-To-Market part a boost for your brand and exposure through a highly engaged audience at some of the most iconic racetracks on the planet.
Hardware, software, and integrated systems stress-tested under real race conditions. Partners prove their technology performs when it matters.
A panel discussion on advanced technology. Participants include NASA, Microsoft, Crowdstrike, AMD, AWS and others.
Documented outcomes. Stories that travel beyond racing into enterprise sales, investor conversations, and OEM partnerships.
Structured captures of decision episodes, stress events, and system behavior. Artifacts designed for repeatability, comparison, and cumulative learning.
When appropriate, governed access to telemetry, timing, and operational data. A variety of output category options are available to early participants.
Schemas, abstractions, and performance baselines that persist across races and seasons. Building blocks for future work.