Chris Stewart, Founder of Gridlife, Shares Vision for Grassroots Motorsports and Expansion
During an engaging session at EPARTRADE’s 5th Annual Race Industry Week, Chris Stewart, Founder of Gridlife, discussed the explosive growth of the Gridlife series, its unique approach to blending motorsports and music, and plans for the future. Stewart detailed the series’ commitment to grassroots motorsports, its emphasis on delivering exceptional experiences, and the strategic evolution that continues to attract a younger, diverse audience.
Record-Breaking Growth and Expansion
Gridlife’s 2024 season saw a remarkable 30% increase in entries, driven by regional expansion and the addition of innovative programs like the Rush Spec Series. “More events and new motorsports products have opened the door for participants from all backgrounds,” said Stewart. Gridlife introduced three California events and broadened its reach, bringing in new communities and offering unique grassroots motorsport opportunities.
Stewart highlighted the challenge of balancing growth with accessibility, ensuring long-time fans and newcomers alike have access to the events. “We remain focused on keeping Gridlife grassroots, affordable, and inclusive while providing more opportunities for motorsport enthusiasts to get on track,” he explained.
Curating a Unique Experience
Central to Gridlife’s appeal is its immersive event experience, which blends high-energy motorsports with live music. The series is known for attracting the coveted 18-34 demographic, with nearly 75% of attendees fitting into this age group.
“The experience is our most crucial element,” Stewart emphasized. “From the energy in the paddock to the open accessibility of our events, everything is curated to foster a vibrant, welcoming atmosphere. Music plays a huge role—it’s a universal connector that enhances the vibe of our events and brings in what we call the ‘car curious.’”
Managing Growth While Staying True to Roots
As Gridlife has grown, Stewart and his team have remained steadfast in their commitment to grassroots accessibility. He acknowledged the tension between business goals and community-driven ideals. “We’re building events we want to attend and a community we want to be part of,” he said. “It’s important that we stay true to our principles while balancing the operational realities of scaling up.”
The addition of a CEO, Michael Hirschon, has brought fresh perspectives and strategic guidance to Gridlife’s long-term planning. Stewart noted that Hirschon’s experience as a racer and executive helps align the brand’s grassroots ethos with its future growth.
Looking Ahead: 2025 and Beyond
Stewart teased exciting developments for the upcoming 2025 season, with the official schedule set to be unveiled at the PRI Trade Show on December 13 during Gridlife’s annual “State of the Grid” presentation. The 2025 calendar will feature both festival-style events and expanded club racing weekends, further blurring the line between grassroots and professional motorsports.
“We’re reaching a point of repeatable excellence with venues like Lime Rock, Road America, and Laguna Seca as staples,” Stewart shared. “We’re also exploring new motorsports offerings and potentially adding a new track to the mix.”
Blending Motorsports and Music for Cultural Connection
Stewart reflected on the enduring connection between car culture and music, which is a cornerstone of the Gridlife experience. “Music is universal, and it pairs naturally with the adrenaline and energy of motorsports,” he said. “Whether it’s punk, metal, or electronic, music helps bring people together and enhances the atmosphere at our events.”
Driving Passion Among a New Generation
Gridlife has made a mission of introducing car culture to younger audiences, but Stewart stressed the importance of doing so authentically. “It’s about creating an inclusive environment and presenting motorsports in an accessible, exciting way,” he said. “We want attendees to see themselves in the community, whether they’re longtime enthusiasts or newcomers.”
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