Daytona was founded in 1990 and has been delivering excellence in kart racing events for individuals, groups and corporate clients ever since.
Daytona was launched in December 1990 with the opening of the company’s first indoor circuit at Wood Lane, London – opposite the BBC Television Centre
A second indoor circuit was opened in London in 1992. The company rapidly achieved recognition as the premier supplier of kart racing events in the UK.
In 1994, the circuits were joined to create the now legendary GP Circuit – the favourite circuit for racers, corporate event organisers and hollywood A-listers – such as Tom Cruise, Brad Pitt and Sandra Bullock.
In 1996 the company opened Daytona Milton Keynes, a 1200 metre outdoor circuit – which is widely recognised as the UK’s leading kart racing venue.
All the circuits including Daytona Sandown Park have been a stepping stone in the career of numerous successful and high profile drivers including Sam Bird, who’s career highlights so far include test driver for Mercedes AMG Petronas Formula One Team and Virgin Racing Formula E driver, along with Rob Huff (World Touring Car Driver) and Duncan Tappey who was a finalist in the 2007 McLaren Young Driver Award.
Formula 1 greats have also raced at our venues including Lewis Hamilton (Triple F1 World Champion), Sebastian Vettel, Daniel Ricciardo, Martin Brundle, David Coulthard and Damon Hill, 1996 Formula 1 World Champion.
Late in 1998 an approach by Brands Hatch Leisure Group who recognised the value of the Daytona brand led to an offer for outright purchase . One year after purchasing Daytona the Brands Hatch Leisure Group was itself purchased by Octagon, the sports marketing arm of US advertising group Interpublic.
In 2003 the Interpublic Group board approached the Daytona founders to investigate the possibility of a buyback. A deal was quickly reached and the original management team was back in control and ownership by June 2003.
Since resuming control, the management team has built further upon Daytona’s reputation and invested significant sums in all three venues to maintain the company’s industry leading position.
Daytona is regularly asked to create bespoke events – including a private test track for Dire Straits at Wembley, a temporary circuit at Silverstone for Vauxhall, a street circuit in Cardiff for Red Bull, a 24 Hour Race at Wembley Stadium, the Daytona Cup inside London’s Olympic Stadium and countless special events throughout Europe.
In 2010 Daytona launched the Dmax Championships – a ten round annual racing championship featuring Daytona’s unique fleet of Rotax 125cc powered karts. The TW Steel Dmax attracts entries from over 300 drivers who compete in the fastest Arrive&Drive kart race series in the UK.
In 2015 Daytona opened a brand new 1000m outdoor circuit in Tamworth which was immediately recognised as the best venue in the Midlands.For insights into Daytona’s unique customer-focussed culture click to read our CEO Blog or here to read our Tech Blog