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 deal was first reported by Grassroots Motorsports and has since been confirmed by officials connected to the series, with founder Chris Stewart staying on as president and chief creative officer under the new structure.
Who’s Actually Running The Show Now
The new ownership group brings together several motorsports-focused businesses and leadership figures with deep industry ties. Chris Dyson, a veteran driver in the American Le Mans Series, will serve as chairman of F=ma, while Gridlife co-founder Adam Jabaay continues as the series’ motorsports director, keeping oversight of the competition side of events. Stewart remains responsible for the creative direction and overall vision of the brand as Gridlife continues running its festival-style race weekends across multiple U.S. tracks.
F=ma also owns Racer, the longtime motorsports media brand operating a print magazine, news website, television network, and mobile platform, along with The ID Agency, a public relations firm that has represented major automotive companies including Porsche, Bridgestone, Mobil 1, and Hot Wheels. Bringing those organizations under one roof gives Gridlife access to media coverage, marketing reach, and industry partnerships that were largely out of reach as a smaller independent operation.
A CEO With Motorsports In His Blood
F=ma CEO James Schiefer has confirmed the plan is to build on Gridlife’s existing formula rather than overhaul it. Schiefer comes from a family with deep roots in the industry: his grandfather helped found the Specialty Equipment Market Association, better known as SEMA, one of the largest automotive trade organizations in the world, and his father competed professionally in drag racing, winning a world championship during his career. Those connections are very much part of the strategy behind the acquisition, with leadership across F=ma drawing on direct experience in racing operations, motorsports media, and automotive brand partnerships.
What Actually Changes For Fans
Gridlife has carved out a distinct niche in American motorsports by combining grassroots racing accessibility with large-scale entertainment. Its events typically pair time-attack competition and track-day sessions with live music stages, vendor areas, and enthusiast car showcases, drawing everyone from amateur track-day drivers to serious competitive racers, alongside thousands of fans who show up just as much for the festival atmosphere as the racing itself.
Officials involved in the transition say the goal is to expand that format and add more events and collaborations, not replace what already works. The plan going forward has Stewart and Jabaay focusing more heavily on improving the racing programs and festival experience directly, while the broader F=ma organization takes on the operational and business responsibilities that come with scaling a growing series.
With new ownership and experienced industry leadership now behind it, Gridlife is positioning for its next phase of growth while keeping the format that turned it into one of the more recognizable grassroots motorsports events in the country. The series will continue operating under the Gridlife name, with Stewart and Jabaay still steering the creative and competition direction as the organization moves forward under F=ma.
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