EXOTICS RACING: FROM WHITEBOARD TO FULLY AUTOMATED ERP

About the Client

Exotics Racing is a Las Vegas-based entertainment company operating the world’s largest fleet of supercars for driving experiences. Founded by professional racecar driver Romain Thievin and his partner David Perisset, the company delivers high-intensity, time-sensitive racing experiences to thousands of customers every year.

CHALLENGE

While the driving experience itself lasts only minutes, the full customer journey spans several hours and includes registration, briefings, fleet preparation, driving sessions, upsells, and checkout.

By 2016, Exotics Racing already had a live website, but rapid growth exposed several challenges:

• Manual coordination caused delays and bottlenecks
• Key business processes were fragmented and not integrated
• Infrastructure was costly, inefficient, and risky
• Customer flow lacked real-time visibility
• Upsell opportunities were not systematically supported
• A separate website was required for karting services

To scale operations and maintain premium customer experience, the company needed deep automation and system consolidation.

SOLUTION

We began with a technical and operational analysis to identify infrastructure risks, automation opportunities, and process bottlenecks. Based on this, we modernized the platform and built a unified system to support both customer-facing and internal workflows.

CHALLENGE

The existing on-premise server setup created several risks:

• Outdated operating system (CentOS 6.9) restricted upgrades and performance
• Manual server management caused delays
• No reliable backup strategy exposed the business to data loss

SOLUTION

We migrated the platform to AWS cloud infrastructure, enabling:

• Automatic backups and fast recovery
• Scalable traffic handling during peak demand
• Reduced operational overhead and infrastructure costs
• Improved security and built-in DDoS protection

CHALLENGE

In spring 2018, Sergey Opanasenko, the Greenice co-founder, and Alexandra Gromova, Project Manager at Greenice, visited Exotics Racing in Las Vegas and were able to go through the EXR’s customer flow in person. They went through the step-by-step procedure from the registration to check out. Here is the overview the customer journey at EXR:

BEHIND THE SCENES

After that, Sergey and Alexandra got an opportunity to see how everything worked behind the scenes: how personnel collected data about customers, how guests got assigned to driving instructors and cars, and much more.

We must note that the EXR’s team had already perfectly organized a step-by-step process of tracking the customer experience, but everything was handled manually with paper documents and whiteboards. This wasn’t scalable.

So, we sat down with the client to figure out the best way to automate the current processes.

Sergey Opanasenko, co-founder of Greenice,and Alexandra Gromova, PM at Greenice

SOLUTION

We created a dashboard that provides a smooth way to track customer statuses during the entire experience from check in to check out. The software is connected to the ERP which allows for the synchronization of such data as customer orders, instructor schedules and a car readiness information. No more whiteboards!

We eliminated manual tracking and enabled real-time decision-making. In result, the platform got such key capabilities:

• Automatic ticket uploads per session
• Real-time customer status tracking
• Time tracking across each step
• Instructor and vehicle assignment
• Vehicle usage and readiness monitoring
• On-the-fly experience changes (extra laps, upgrades)

CHALLENGE

Managing customers, fleet, schedules, orders, and finances through spreadsheets and disconnected tools was inefficient and error-prone.

SOLUTION

We built a custom ERP system tailored to Exotics Racing’s operations, covering:

• Human Resources: staff data, qualifications, and roles
• Fleet Management: vehicles, pricing, and availability
• Scheduling: instructors, vehicles, tracks, pitlane flow
• Inventory Management: merchandise and pricing
• Orders: online and phone bookings
• Track Management: configuration and usage
• Finance Management: payments, refunds, transactions
• Content Management: website pages and media
• CRM: customer profiles and sales channels
• Reports: operational and financial insights

BENEFITS FOR THE CLIENT

TECHNOLOGIES

As usual, we made the pre-development analysis to identify the main hurdles, elaborate the solution and choose the appropriate technology stack.