Gridlife, the traveling racing series and music festival known for blending grassroots motorsports with large fan gatherings, has been sold to a newly formed organization called F=ma. The acquisition was first reported by Grassroots Motorsports and confirmed by officials connected to the series. Gridlife founder Chris Stewart will remain involved with the organization as president and chief creative officer following the sale.
The new ownership group includes several motorsports-focused businesses and leadership figures with deep ties to the automotive and racing industry. F=ma also owns the Racer brand, a longstanding motorsports media company that operates a print magazine, news website, television network, and mobile platform. The organization also includes The ID Agency, a public relations firm that has worked with major automotive companies including Porsche, Bridgestone, Mobil 1, and Hot Wheels.
Officials said the acquisition is intended to strengthen the foundation of the rapidly growing racing festival series while preserving the culture that built its fan base. The leadership structure of F=ma places several experienced motorsports figures in key positions overseeing the organization’s future direction. Chris Dyson, a veteran driver in the American Le Mans Series, will serve as chairman of F=ma under the new structure.
Gridlife co-founder Adam Jabaay will continue serving as the series’ motorsports director, maintaining oversight of the competition side of the events. Stewart will remain responsible for the creative direction and overall vision of the Gridlife brand as it continues operating its festival-style race weekends across multiple tracks in the United States.
The series has built a reputation for combining grassroots racing, car culture gatherings, and large-scale music performances into a single event format. Track sessions featuring time attack competition and track-day participation are typically paired with live music stages, vendor areas, and enthusiast car showcases.
Under the previous structure, Gridlife operated as a smaller independent company managing the growing series. Officials involved with the transition said the new ownership arrangement provides financial stability and infrastructure that can support the brand’s long-term growth.
Leadership within the new parent organization said the goal is to expand Gridlife’s reach without altering the identity that made it popular with participants and fans. Organizers indicated that upcoming events will continue to follow the same format that has defined the series since its launch.
F=ma CEO James Schiefer confirmed that the company plans to build on the existing Gridlife formula rather than overhaul the concept. The organization’s leadership includes individuals with direct experience in motorsports, automotive marketing, and enthusiast communities.
Schiefer comes from a family deeply connected to the automotive industry. His grandfather played a role in founding the Specialty Equipment Market Association, widely known as SEMA, one of the largest automotive trade organizations in the world. His father also competed in professional drag racing and earned a world championship title during his career.
Those industry connections are part of the strategy behind the acquisition. The leadership team overseeing F=ma includes figures familiar with racing operations, motorsports media, and automotive brand partnerships.
The Racer media brand, which now sits alongside Gridlife under the same ownership umbrella, has operated for decades as a news and information outlet covering motorsports worldwide. The company’s media network includes traditional publishing alongside broadcast and digital distribution platforms.
Meanwhile, The ID Agency has built a reputation within the automotive marketing space by representing major brands tied to motorsports and enthusiast communities. The agency has previously worked with companies including Porsche, Bridgestone, Mobil 1, and Hot Wheels on communications and promotional campaigns.
Bringing these organizations together under the F=ma structure gives Gridlife access to expanded media coverage, marketing capabilities, and industry partnerships that were previously outside the reach of the smaller independent operation.
Officials involved with the transition said the goal is to scale the events while preserving the culture that draws drivers and spectators to the series. Gridlife events are known for combining competitive track sessions with relaxed fan access and a festival atmosphere.
Drivers ranging from amateur track-day participants to highly competitive time-attack racers participate in the events. At the same time, thousands of fans attend for concerts, car shows, and motorsports demonstrations that run alongside the racing schedule.
The events have become a destination for enthusiasts who want both track action and the broader culture surrounding performance cars. That balance between motorsports competition and entertainment has helped the series grow in popularity over the past several years.
Leadership within the new ownership group said the intention is to continue expanding the number of events and collaborations tied to the Gridlife brand. Organizers believe the structure provided by F=ma will allow the series to pursue opportunities that were more difficult to achieve as a smaller standalone operation.
The current leadership team will remain in place to guide the next phase of development. Stewart and Jabaay are expected to focus more heavily on improving the events themselves while the broader organization manages operational and business responsibilities.
Officials involved in the transition said that shift will allow the founders to concentrate on developing the racing programs, festival experience, and community elements that built the brand’s reputation in the first place.
Gridlife has carved out a unique position in American motorsports by combining grassroots racing accessibility with large-scale entertainment events. With new ownership in place and experienced industry leadership behind it, the organization is preparing for a new phase of expansion while maintaining the format that helped it grow into one of the most recognizable enthusiast events in the country.
The series will continue operating under the Gridlife name with Stewart and Jabaay still leading the creative and motorsports direction as the organization moves forward under the newly formed F=ma ownership group.
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