Traverse City’s Hagerty Acquires MotorsportReg.com Car Events Platform

Traverse City-based Hagerty, an automotive lifestyle brand, has acquired MotorsportReg.com, a North American motorsport membership, licensing, and event online management system.
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Hagerty event
Hagerty in Traverse City has acquired membership, licensing, and car-event management platform MotorsportReg.com. // Photo courtesy of Hagerty

Traverse City-based Hagerty, an automotive lifestyle brand, has acquired MotorsportReg.com, a North American motorsport membership, licensing, and event online management system.

MotorsportReg was created as a prototype in 2003 for a car club in San Francisco. It automates event listings, registration, and payment processing for all types of motorsport events.

“MotorsportReg is simply the best at what they do,” says McKeel Hagerty, CEO of Hagerty. “It’s how millions of people connect with their passion, whether it’s track days, autocross, road rallies, driving tours, vintage races, or local car club events. Our goal is to enhance what they already do and make the experience of getting behind the wheel even easier and more immersive.”

The platform is used by millions of motorsports fans and 1,300 clubs, racetracks, and sanctioning bodies to manage 40,000 events and 2 million registrations. Included in the sale is its RaceHero app, which offers information including entry lists, schedules, live timing, and results about race days.

The MotorsportReg team members will continue to serve in their current positions.

“With Hagerty’s resources and expertise behind us, we can speed up our strategic vision of connecting event organizers and participants to live out their passion for all forms of motorsport,” says Brian Ghidinelli, founder of MotorsportReg.

Event organizers won’t see any changes to service or data agreements.

“Hagerty’s audience is 10 times larger than ours, which organizers will love because it means many more people will see their event listings,” says Ghidinelli. “We’ll also be growing our team to improve our products and expand our famous high-touch support.”

MotorsportReg’s customers include Sports Car Club of America, BMW Car Club of America, Porsche Club of America, SuperKarts! USA, MotoAmerica, Canadian Automobile Sport Clubs Ontario Region, Street Survival, and Circuit of the Americas.

Hagerty provides specialty insurance to vintage vehicle enthusiasts and is home to a driver’s club, valuation tool, magazine, YouTube show, roadside service, and peer-to-peer classic vehicle rental marketplace.

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