Cool Performance Simulators links 15‑year growth to F1 and NASCAR partnerships
How 15‑year operation and driver partnerships helped Cool Performance Simulators push sim racing mainstream.
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TL;DR
Cool Performance Simulators credits 15‑year growth and partnerships with F1 and NASCAR champions for pushing sim racing into the mainstream.
Context
Sim racing has moved from a niche hobby to a mainstream activity as Formula 1 drivers and esports events raise its profile. Companies that build high‑fidelity rigs are seeing increased demand from both professionals and home users.
Key Facts
Joel Somerville, the company’s CMO, said Cool Performance Simulators has been operating for about 15 years. The firm collaborates with 2025 Formula 1 World Champion Lando Norris and seven‑time NASCAR Cup Series Champion Jimmie Johnson. It also works with eight Formula 3 drivers and twenty Formula 4 drivers.
What It Means
The long‑standing operation shows the firm has weathered early skepticism and adapted as technology improved. Partnerships with current champions lend credibility and attract enthusiasts who trust the gear used by top racers. Engagement with junior single‑seater drivers builds a pipeline of future talent familiar with the brand.
To watch next, the company plans to announce two additional Formula 1 drivers joining its roster and is expected to release a new home‑rig model later this year.
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