GP Lab was founded by two professional racing drivers raising sponsorship for their race team. Danny Soufi and Jake Williamson ignored the traditional "logo on the car" pitch and focused on driving value first, hosting networking events filled with race cars, racetracks, and culinary adventures. They were a huge hit, and they uncovered a need in the industry. In 2027 we're taking that format on the road with Race to Connect: five events alongside Tech Week, built for founders, operators, investors, and the companies that want to meet them. Register your interest to attend or to partner with us.
Most events and activations have gone stale. It's all been done before, so people lose interest, and the format fails to bring the right people together and engage them. We built Race to Connect to fix that: an opportunity to leverage motorsport as a platform to engage customers, clients and strategic partners.
The Season
Tech Week 2027
Five events, each one alongside Tech Week in a prime market.
- New York
- San Francisco
- Los Angeles
- Austin
- Seattle
The Format
GP Lab hosts a group of 40 at five circuits around the country, following Tech Week. Guests ride in a race car with a professional driver. It's a rare kind of corporate event, one that gets people to let their guard down and turns a stiff networking session into something far more relaxed and meaningful. Every event includes a race car ride along, a culinary experience, guest speakers, and dedicated time to connect.
GP Lab x Entre
For Race to Connect we've partnered with Entre, a leading founder and investor event network hosting events year-round across the US. Together we bring founders, operators, capital allocators, and growth-stage executives into the same room. We don't just give you access to motorsport. We give you access to the room where decisions get made.
Partner With Us
Race to Connect 2027 has a limited number of partnership opportunities for brands that want to be part of the series, from a single city to the full season. Partners can put their name on the invitation, at the event, on the car every guest rides in, and in GP Lab & Entre media from the series.
On Track All Season
Partnership can reach beyond the events themselves, with your brand on GP Lab's race car for the 2027 season, an opportunity usually reserved for the biggest brands.
Led by
Professional
Racing
Drivers.
GP Lab co-founders Danny Soufi and Jake Williamson race in LMP3 and GT3, and host every Race to Connect event themselves. Every guest rides with the same drivers who race GP Lab's cars all season.
"The cars were incredible, but honestly the room afterward was the real win. I made more genuine connections in that room than I do at three normal investor events combined. GP Lab figured something out."
Dr. Dave Heitmann
Experiential Integration
Corporate events are a $330 billion market, on track to reach $730 billion by 2035. For companies selling to enterprises, raising capital, hiring senior talent, or building partnerships, the deal happens when the right connection is made. Make offline events and experiential hospitality part of your client acquisition strategy.
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Replace Your Conference Budget
The average company spends $30–80K a year on conferences. GP Lab gives you denser, warmer relationships with your ideal customer profile.
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Client Acquisition at Speed
Our events put you next to the kind of people you'd normally spend months trying to get a meeting with. The setting does the work.
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Team Culture & ROI
A track day or race weekend creates loyalty that slides and catered lunches never will. The best people remember experiences, not amenities.
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Media & Brand Value
Race car branding, event content, and a year-round presence in a highly visible, high-aspiration sport.
Interested in attending or becoming a sponsor?
Register below to join us as a guest, or email us about sponsoring the 2027 series.