CATEGORY CREATED

Driver Development Platform

CHALLENGE

“Aimless AI” in a sea of features.

Fire Laps came to us with real technology and a forgettable tagline: “Your AI Driving Coach.”
They had a game changing product—a mix of lap data, AI analysis, and community features—but no clear story, no sharp identity, and no category to lead.

Worse, they were swimming in a space full of fragmented competitors:

• GPS loggers

• Coaching apps

• Driving Optimizers

• Sim telemetry overlays

Each one had their pitch. Fire Laps was trying to out-feature them all—and getting lost in the noise.

It was time to stop explaining.
And start owning the lane.

TRANSFORMATION

Category Creation
Strategic Messaging
Full-Funnel Realignment

STORY

We started with a simple truth: racers don’t care about features—they care about getting faster.

That was the core. Not “AI.” Not “app.”
Development. Real improvement. Real results.

So we reframed Fire Laps around a powerful new idea:
The World’s Only Driver Development Platform

This wasn’t just a rename. It was a redefinition:

• From a product with features → to a platform with purpose

• From an app for data nerds → to a system built for racers, coaches, and aspiring pros

• From selling tech → to delivering progress

We built their new narrative from the ground up:

• Defined the category POV to draw a line in the sand against passive telemetry and "data dumps"

• Refined the messaging architecture to speak clearly to HPDE drivers, grassroots racers, and instructors alike

• Crafted new hero lines, UI prompts, email flows, and content strategy that tied every feature back to development

• Designed a launch roadmap with performance marketing, community-building, and driver storytelling at the center

This wasn’t a pivot. This was a declaration.
Fire Laps wasn’t just another tool.
It was the path to driving mastery.

Then came the lightning strike.

LIGHTNING STRIKE

To cement the new category and prove it in the wild, Fire Laps became the official data partner of Gridlife’s brand-new GLGT racing class.

GLGT isn’t just another race series—it’s Gridlife’s most ambitious platform yet:
Purpose-built for high-performance GT-style cars, serious wheel-to-wheel racing, and massive community attention from the jump.

Fire Laps didn’t just show up. It was baked in:

• Standard data platform across all GLGT entries

• Integrated into driver prep, coaching sessions, and live broadcast insights

• Embedded within the actual driver development journey—race after race

The result? Fire Laps went from “a tool” to the backbone of GLGT’s driver improvement ecosystem.

IMPACT

• Transformed Fire Laps from an “AI coach” into a category-defining brand
• Messaging and identity realignment drove higher engagement across site, app, and email
• Increased paid plan conversion rates through focused storytelling and onboarding clarity
• Lightning strike with Gridlife GLGT positioned Fire Laps as the development standard for the next generation of pro-am racing
• Created a halo effect across HPDE, time attack, sim, and coaching communities—solidifying Fire Laps as the platform that actually helps you get faster

TAKEAWAY

You don’t just become the category leader by saying it.
You prove it—on track.

Fire Laps stopped chasing features.
We helped them build the Driver Development Platform.
And then they lit the fuse with GLGT—bringing the entire category to life.

Data is the input. Development is the outcome.
That’s the difference owning a category makes.