Racing Unleashed Opens Flagship Lounge and Plans Global Expansion

On 1 July, Swiss company Racing Unleashed opened its flagship racing lounge, offering a combination of high-quality cuisine and racing simulation. The location is also intended to serve as a blueprint for global expansion, which will also take place through a franchise system.

Racing Unleashed itself speaks of a new chapter in the company's development. The opening of the new Flagship Racing Lounge in Zurich is just the beginning. Founded in Cham, Switzerland, in 2018, the company has set itself the goal of transforming motorsport for a new generation. At its core is the simulator technology developed in Maranello, which is of course also used in the lounge. The lounge is equipped with 17 simulators on over 500 square metres, flanked by a modern, high-quality restaurant, the Ascari Bar & Bistro.

The combination of high-end racing simulation and a premium dining experience is designed to appeal to sim racing fans, motorsport enthusiasts and corporate event customers alike. The plan is to roll out the lounge concept in major cities around the world. Dabeil intends to operate Racing Unleashed locations itself, but also to pursue a franchise model.

"The opening of our flagship lounge in Zurich is a decisive milestone for Racing Unleashed," says Adhika Lang, Chief Business Development Officer at Racing Unleashed. "As a blueprint for our global expansion, it will significantly accelerate our growth together with our franchise partners."

According to Racing Unleashed, the opening is a highlight in a year full of change. At the beginning of the year, the company acquired cTelemetry Pro, a SimRacing software for data analysis and telemetry. Later, former Formula 1 driver Kevin Magnussen came on board as an investor. And in June, the official McLaren Racing Motion Simulator was launched.

Never miss anything from the German, Swiss and Austrian games industry again: subscribe for free to our Daily newsletter and get all news straight to your inbox.