WEST CHESTER, PA — Track Rabbit, a West Chester-based event registration and membership platform built for the automotive and motorsports community, is making a major push into artificial intelligence (AI) to strengthen its client support and operational efficiency. The company announced a $50,000 investment in AI technology aimed at enhancing event management, marketing performance, and overall return on investment for organizers.
Founded as a community-driven alternative to large, impersonal platforms, Track Rabbit has steadily evolved into a robust, professional-grade system supporting a wide range of business models—from small weekend track events to multi-location racing organizations. The platform now offers more than 60 administrative and 30 user-facing features designed to streamline event operations and foster long-term engagement.
“Our mission has always been to empower and reinforce the organizations that fuel this industry—tracks, clubs, schools, and leagues,” said Co-Founder David Atadan. “By investing in new technologies, we’re also investing in the community itself, helping to create a more sustainable and vibrant future for motorsports.”
The company’s latest investment will focus on integrating AI-driven tools to improve efficiency and insight across its platform, while maintaining its emphasis on personal service. According to Tommy Atadan, AI Transformation Leader at Trellist Marketing and Technology—Track Rabbit’s parent company—AI will be used to enhance, not replace, the human touch. “The consultative nature of our teams makes AI powerful,” he explained. “We can translate insights into action, helping clients operate more efficiently and achieve stronger marketing results.”
That balance between innovation and accessibility has earned Track Rabbit a loyal following among motorsports professionals. Pete Stolz, Principal and Instructor at Level Up Racing School, praised the platform’s responsiveness and affordability. “Every update feels like it was created to solve real challenges we face day to day,” he said. “Their pricing structure makes it possible for smaller organizations to thrive while still delivering a first-class experience.”
In an era when many competitors are increasing costs and automating service, Track Rabbit stands out for its commitment to affordability and personal support. The privately held company continues to offer pricing that undercuts industry leaders by 50–90 percent, positioning itself as both an innovator and an ally to the motorsports community.
“Track Rabbit has always put our needs first,” said Becky Meyer, Owner of Fast Line Trackdays. “They’re quick to respond and dedicated to helping us make our events successful.”
With its latest investment in AI, Track Rabbit aims to maintain that hands-on approach while driving the next wave of intelligent, customer-focused innovation in motorsports management.
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