Backed by industry leaders and enthusiasts, F=ma aggregates RACER, GRIDLIFE, and The ID Agency into the first integrated media, events, and marketing platform built to power the next generation of automotive culture.
IRVINE, Calif., March 3, 2026 /PRNewswire-PRWeb/ -- Today a new company named F=ma launched to unify and align the media, marketing and experiences surrounding the car culture and motorsports space. F=ma combines three established companies under one roof, giving brands and consumers a clearer, more direct way to participate in and grow car culture and motorsports. James Schiefer, a multi-generational automotive entrepreneur and operator, serves as Chief Executive Officer of F=ma.
One in three U.S. adults demonstrate interest in automobiles and driving*, and one third of Gen Z and Millennials have owned, or currently own, an enthusiast car**. The three companies to join F=ma and aggregate access to this important consumer group are:
- RACER (1992) is the largest North American motorsports media platform that includes RACER Network (TV), RACER.com (web), RACER+ (APP), RACER magazine (print), and RACER Studio (creative and strategic agency). RACER Group CEO, CJ Olivares, is a 35-year TV C-suite executive and the founder of FUEL TV. In his former capacity as President of MAVTV, Olivares shepherded the sale of the MAVTV assets to RACER after a 16-month restructuring effort that repositioned MAVTV as the leading cable network dedicated to motorsports and car culture in North America. In 2024, RACER achieved 1.5 billion media impressions across its media platforms.
- GRIDLIFE (2014) is a one-of-a-kind live events platform that celebrates the full spectrum of car culture and packages it into a festival environment that bridges high-performance racing, drifting, car culture and music at spectator-packed racetracks across the U.S. Michael Hurczyn serves as CEO who is also a championship-winning professional race car driver having competed in 41 professional races across the United States, earning 2 wins, 2 poles, 6 fastest laps, and 16 podium finishes. Chris Stewart is Founder and Chief Creative Officer who has built an award-winning career in Chicago advertising as a creative director for Harley-Davidson, HP, The North Face, Lenovo, and more. Last year, 68% of GRIDLIFE attendees were under 35 years old.
- Born from the vibrant spirit of Los Angeles in 2004, The ID Agency is nationally recognized as the car culture agency. ID is led by car culture insider and marketing expert and enthusiast, Victor Carrillo, whose 25 year career includes work with leading automotive brands Hot Wheels, Porsche, Bridgestone, The Los Angeles Auto Show and Mobil 1, amongst others, as well as trendsetting lifestyle brands that seek to connect with auto enthusiasts, such as XBOX, PUMA, Rockstar Energy and more. In February 2026, the Nike Air Jordan brand tapped the ID Agency to lead its car culture campaign around the 2026 Super Bowl and NBA All Star weekend.
F=ma is backed by, and constructed by, car and motorsports enthusiasts. Schiefer has built culture-first platforms across media, live events, and commerce for more than two decades. He scaled the Schiefer Chopshop from a three-person startup into an Inc. 5000-recognized, $80M global agency before its successful sale in 2023. Chris Dyson, a multi-time professional racing champion, team owner and business executive serves as Chairman of the Board of F=ma and Chris McMurry, an accomplished international racing driver, entrepreneur and business leader, serves as Board Member and Operating Partner of F=ma.
"This platform wasn't built by outsiders looking in. It was built by racers, creators, and operators who understand how this culture actually works," said James Schiefer, Chief Executive Officer, F=ma. "Today's marketing landscape is efficient, automated, and measurable — but cultural connection still happens with humans in the real world. F=ma gives brands the infrastructure to pair modern data and distribution with 'in real life' experiences and authentic storytelling."
F=ma helps resolve the fragmentation between car culture and motorsports into one culture-first platform built by enthusiasts to reach the next generation of enthusiasts. That's the opportunity that Greg Jacobs, Chief Commercial Officer of F=ma, sees moving forward.
"Moments like this are rare. F=ma's authority is earned, the audience is present, and the ecosystem is aligned," shared Jacobs. "Through a commercial lens, that's a strong foundation. From there, execution is everything, and we have the team, infrastructure, and institutional expertise to deliver for our partners."
F=ma takes its name from Newton's second law of motion — Force equals Mass times Acceleration — reflecting the company's belief that aligned assets, when accelerated together, create outsized impact. The corporate headquarters for F=ma will be in Irvine, CA with RACER's offices remaining in Irvine and Indianapolis, IN, The ID Agency based in downtown Los Angeles and GRIDLIFE in Chicago, IL.
Sources:
*SEMA U.S. Aftermarket Size & Forecast (2024) & Liberty Media / Formula 1 fan and engagement disclosures
**Hedges & Company aftermarket participation overview
About F=ma
F=ma is an enthusiast-led automotive and motorsports platform uniting media, immersive experiences and live events. Bringing together RACER, The ID Agency and GRIDLIFE, F=ma operates an integrated ecosystem spanning storytelling, experiential activation and community engagement. F=ma is culture in motion. www.fmagroup.llc
Media Contact
Maddy Zeringue, F=ma, 1 5754050307, [email protected], www.fmagroup.llc
SOURCE F=ma
Share this article