Racesquare: Scaling the experience, not the complexity

How Gen25 helped Racesquare connect its customer journey, streamline operations and build a digital platform ready for growth.

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What started as a single racing venue in Utrecht has grown into one of the Netherlands' leading immersive motorsport experiences. Today, Racesquare operates seven locations, with more than 300 racing simulators and thousands of visitors annually. From friends and families to large corporate events, Racesquare brings the excitement of Formula 1 racing to a growing audience.

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But scaling the experience also meant scaling the business behind it. With more locations, customers and increasingly complex bookings, Racesquare's disconnected systems and manual processes were becoming a barrier to growth.

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Together with Gen25, Racesquare transformed its digital operations, bringing reservations, sales, customer data, race operations and finance together in a connected platform built around Salesforce, AWS and GoMeddo.

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The challenge: Growth was creating more complexity

Racesquare had built a successful business, but its technology landscape had become increasingly fragmented. Ticketing, customer information, race operations, payments and administration were managed across different systems. The existing ticketing platform was designed for straightforward reservations, while Racesquare needed to manage more complex experiences involving multiple activities, participants, locations and resources.

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Corporate quotations were prepared in Excel, capacity had to be reserved separately and changes to group bookings often required cancelling and recreating entire orders. Product and pricing information was scattered across systems, making reporting and further automation difficult. As Racesquare introduced new locations and activities, administrative work threatened to increase at the same rate.

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The ambition was clear: Grow the business without growing operational complexity.

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Coen van Gorkom, Director at Racesquare

"We were growing quickly, but our systems weren't growing with us. Every new location or product added complexity behind the scenes. We needed a platform that could support our ambitions without creating more manual work."

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The solution: One connected customer journey

The collaboration started when Racesquare selected GoMeddo, the Salesforce native reservation and scheduling solution, to replace its existing ticketing approach. Gen25 initially provided advice and ran the implementation, but the project quickly developed into a broader transformation. The goal became connecting the entire customer journey, from the first enquiry and booking to planning, payment and the experience at the venue.

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A faster, more flexible booking experience

Gen25 worked closely with Racesquare to develop a custom booking frontend, connected to Salesforce and GoMeddo. Customers can now independently book more complex experiences, including corporate groups of up to 30 people. They can select activities, create programmes and choose to pay by invoice. Confirmations, programme details and payment reminders are automated, reducing the need for manual customer service.

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Connecting sales, reservations and operations

Salesforce now connects enquiries, quotations, availability and reservations in one process. When a corporate enquiry arrives, the sales team can create a quotation and provisionally reserve capacity. Once the customer confirms, the reservation becomes final.

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Group bookings can also be adjusted at participant level. If the number of guests changes, Racesquare no longer needs to cancel and recreate the entire order. Gen25 also helped bring the previously separate Race Manager application into Salesforce. Race marshals now work directly with customer information, driver names, race grids and seating arrangements, connecting the booking process with operations at the venue.

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Greater control over products and pricing

Racesquare can now centrally configure products, arrangements and pricing in Salesforce. Different locations can offer their own products and prices, while new packages, activities and promotions can be introduced more easily. This flexibility is particularly valuable for a leisure business where experiences involve combinations of people, activities, facilities and time.

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The impact: Less administration, more room to grow

The transformation has changed how Racesquare operates.

• Less manual work. Sales, reservations, confirmations and invoicing are handled through more connected and automated processes.
• More customer self-service. Customers can book complex experiences online instead of relying on staff to organise their visit.
• Greater flexibility. Group sizes, activities, products and pricing can be adjusted more easily.
• Better business visibility. Centralised reservation, product and pricing data provide a more consistent foundation for reporting.
• More scalable operations. New locations can be introduced without expanding central administrative teams at the same rate.

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Racesquare is already seeing customers move from offline interactions towards online booking. The new platform also gives the business greater freedom to introduce new products and expand its operations.

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Coen van Gorkom, Director at Racesquare

"The biggest difference is the flexibility we have today. We can introduce new experiences, change our offerings and expand into new locations without having to rethink our entire booking process. That gives us much more freedom to grow."

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The next step: From racing to a broader leisure platform

Racesquare's ambitions go beyond racing simulators. The company is preparing for a broader leisure offering where customers can combine racing with activities such as bowling, darts and other entertainment. The platform has been designed to support these combinations, creating opportunities to connect Racesquare with Hollywood Entertainment, a related leisure business, and introduce new cross-selling opportunities.

Racesquare is also exploring how to make better use of its customer and reservation data. Future developments include more personalised marketing, campaigns based on available capacity and AI-supported customer service and planning. Rather than treating each new requirement as a separate technology project, Racesquare now has a foundation it can continue to develop.

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Technology and implementation by Gen25

Gen25 supported Racesquare across several connected technology projects. This included implementing GoMeddo as its Salesforce native reservation and scheduling engine, configuring Salesforce as the central platform for customer information, products, pricing, quotations and orders, and rebuilding the custom Race Manager functionality within Salesforce. Gen25 also developed a custom, API-connected booking frontend, supported by AWS cloud infrastructure, replacing the previous Azure-based setup. The work included automating reservation and customer communication processes, connecting invoicing with Exact, and supporting the use of Salesforce Marketing Cloud for transactional communications and further customer journey development. Together, these projects replaced a fragmented application landscape with a connected platform designed to support future growth.

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