Surge Brands has been appointed the global licensing agent for Skip Barber Racing School, America’s most recognized racing school and a motorsports powerhouse with a 50-year heritage of competitive and cultural influence.
Founded in 1975 by Motorsports Hall of Fame inductee John “Skip” Barber, the Skip Barber Racing School has trained more than 400,000 drivers, making it the largest and most successful racing school in North America. Its impact extends across professional motorsports, driver safety, automotive training, and experiential events. The school has produced champions and industry icons across NASCAR, IndyCar, IMSA, and F1!
Today, Skip Barber operates a complete motorsports ecosystem, including the Skip Barber Race Series, its championship-winning professional race team, the rapidly expanding Driving Academy, and a top-tier Simulator Center. From bucket-list experiences like the One Day Racing School to personalized Advanced Coaching, Skip Barber offers a program for every driver. The brand reaches millions of motorsports fans annually through its digital channels, boasting 2.5 million annual social media views, 475,000 unique web visitors, and a fast-growing audience with 20% year-over-year follower growth.
As Skip Barber expands its footprint across both motorsports culture and mainstream consumers, Surge Brands will develop a comprehensive global licensing program spanning lifestyle, apparel, accessories, gaming, collectibles, experiential categories, automotive products, and more.
Ari Freedman, Vice President of Licensing, Surge Brands, commented:
“Skip Barber isn’t just a racing school; it’s one of the most influential motorsports institutions of the last half-century. The brand represents performance, discipline, adrenaline, and aspiration, and its legacy is filled with world-class drivers who began their journey under the Skip Barber banner. With its extremely engaged community, rapidly expanding digital reach, and unmatched credibility in motorsports, Skip Barber is perfectly positioned for a global consumer products program that brings the brand’s energy to fans around the world. We are honored to develop this next chapter together.”
“For 50 years, Skip Barber has been where drivers become champions. Our influence spans from the racetrack to consumer driving safety, from championship racing to corporate experiences,” said Anthony DeMonte, CEO, Skip Barber Racing School. “With the demand for motorsports lifestyle products at an all-time high, now is the perfect moment to expand our presence beyond the track. Surge Brands has a proven ability to build powerful global licensing programs, and we’re excited to partner with them to bring the Skip Barber brand to new audiences everywhere.”
