By Allison Watkinson
TLL Reporter
Surge Brands has been appointed global licensing agent for Skip Barber Racing School, revving up for an expanded consumer products push from one of motorsports’ most enduring training institutions.
Founded in 1975 by Motorsports Hall of Fame inductee John “Skip” Barber, the Skip Barber Racing School marks its 50th anniversary this year with a legacy that spans professional racing, driver safety and automotive education. The school has trained more than 400,000 drivers, making it the largest racing school in North America, and counts alumni and champions across NASCAR, IndyCar, IMSA and Formula 1.
“For 50 years, Skip Barber has been where drivers become champions. Our influence spans from the racetrack to consumer driving safety, from championship racing to corporate experiences,” said Anthony DeMonte, CEO, Skip Barber Racing School. “With the demand for motorsports lifestyle products at an all-time high, now is the perfect moment to expand our presence beyond the track.
“Surge Brands has a proven ability to build powerful global licensing programs, and we’re excited to partner with them to bring the Skip Barber brand to new audiences everywhere.”
Today, Skip Barber operates a broad motorsports ecosystem that includes the Skip Barber Race Series, a championship-winning professional race team, a growing Driving Academy and a simulator center. Its offerings range from introductory one-day programs to advanced, personalized coaching. The brand also maintains a sizable digital footprint, reaching millions of motorsports fans annually through its online channels.
Under the agreement, Surge Brands will develop a comprehensive global licensing program for Skip Barber spanning lifestyle and apparel, accessories, gaming, collectibles, experiential categories, automotive products and related areas. The initiative is aimed at extending the brand beyond the racetrack and into mainstream consumer markets, while retaining its performance-driven identity.
“Skip Barber isn’t just a racing school; it’s one of the most influential motorsports institutions of the last half-century. The brand represents performance, discipline, adrenaline, and aspiration, and its legacy is filled with world-class drivers who began their journey under the Skip Barber banner,” said Ari Freedman, Vice President of Licensing, Surge Brands. “With its extremely engaged community, rapidly expanding digital reach, and unmatched credibility in motorsports, Skip Barber is perfectly positioned for a global consumer products program that brings the brand’s energy to fans around the world. We are honored to develop this next chapter together.”
Anthony DeMonte, CEO of Skip Barber Racing School, said the timing aligns with growing interest in motorsports lifestyle brands. He noted that the school’s influence now stretches from competitive racing and driver development to corporate and experiential programs, creating new opportunities for brand extension.
Surge Brands, headquartered in New York, focuses on building licensing and brand programs across corporate, luxury, food and confectionery sectors. The appointment adds a motorsports property with deep heritage to its portfolio, as Skip Barber looks to accelerate into its next chapter with a broadened global presence.