Elevating NASCAR’s VIP Experience: Driving Engagement, Sponsor Value & Scalable Growth

We reimagined the Trackhouse VIP experience at 200 mph—transforming the chaos of NASCAR into a seamless, multi-device journey powered by Flutter.

‍

A Straightforward Opportunity

When Trackhouse, one of NASCAR’s most innovative teams, came to us, their ask seemed straightforward: build an iPad app for their pit box. They wanted a way for VIP guests to feel more connected to the action—a digital brochure with information about the team, the drivers, and the race day experience.

But as soon as we got on the ground at Daytona, it became clear that the challenge was bigger than a single app. The pit box was loud, chaotic, and disorienting even for experienced fans. Guests struggled to follow the race, lost context once they stepped away from the box, and missed opportunities to engage with Trackhouse and its sponsors throughout the day.

A brochure-style app would have checked the box. But it wouldn’t have solved the problem.

Expanding the Frame

Instead of designing for a moment, we mapped the entire VIP journey—before, during, and after the race. That’s when we saw the real opportunity: this wasn’t about building an app, it was about building an experience.
‍
We used a prototyping-first approach, rapidly testing concepts trackside with real guests. Flutter let us move fast, building functional prototypes we could deploy directly in the pit environment. Through overlapping cycles of design research and prototyping, we gained confidence in what would truly matter:

• Context for newcomers to understand what they were seeing.
  ‍
• Awareness so VIPs could track their car no matter where they stood.
  ‍
• Connection to the team, the drivers, and each other.
  ‍
• A way to extend the experience beyond a single device or moment.

By thinking in terms of ecosystems—not apps—we could maximize ROI with minimal extra effort. Features and data pipelines designed once for iPads could be reused for Jumbotrons, kiosks, and mobile apps.

‍

More Than an App

This is the real magic: by looking beyond a single request, we unlocked an ecosystem. Trackhouse asked for an app, and we gave them a comprehensive, multi-device experience—one that turned chaotic race days into unforgettable moments of connection.

‍

This wasn’t just a win for Trackhouse. It was a demonstration of how Flutter and a build-first mentality can deliver outsized impact: rapid prototyping, confident product definition, and a scalable foundation for physical/digital experiences that thrive even in the most extreme conditions.

‍

A Multi-Device Experience

The result was a suite of connected solutions that transformed race day:

‍

• Pit Box iPad App: A real-time dashboard with car telemetry, in-car video, live race tracking, and evergreen team content—putting VIPs in the driver’s seat.
  ‍
• Jumbotron Displays: Large-scale, branded race info screens for fans standing behind the pit box—reusing the same core data and visualizations, with almost no new code.
  ‍
• Localized Pit Box Server: A hybrid edge/cloud setup using Mac Minis to deliver uninterrupted telemetry and media streams—even under extreme race-day network congestion.

Together, these platforms elevated the Trackhouse VIP experience into something seamless, immersive, and resilient. Guests no longer had to piece together what was happening; they were brought closer to the race than ever before. Sponsors gained richer visibility. And Trackhouse gained a scalable digital foundation for future innovation.

“F1 is the world’s gold standard, and this interactive user experience positions Trackhouse among the best that motorsports currently offers.”

— Andrew Lukanich, CRO, Trackhouse Entertainment Group

‍