Garmin × Ryan Shehan Racing
BEAT
YESTERDAY.
EVERY LAP.
Where tenths of a second separate progress from plateau, and data is the difference.
Training load. Recovery. Travel. Race day.
One athlete. Every Garmin touchpoint. Real data.
Why Now
The
Opportunity
$7.1B brand. Five segments. Minimal motorsport presence. Until now.
The Gap
- Garmin sponsors cycling, triathlon, running, ultra, minimal motorsport presence
- 75M+ U.S. motorsport fans who train, travel, and live on data
- Racing audiences index high for Fitness, Outdoor, and Auto, three of Garmin’s five revenue segments, one partnership
- IMSA fans: $109K avg. income, 57% bachelor’s, 84% own 2+ vehicles, and 86% likely to try sponsor products. Garmin’s ideal customer is already in the grandstands
Why RSR
- Not a logo-on-car deal, but a storytelling platform with owned media
- Wingman Fan Hub (Q2 2026): owned member platform for the racing community. Perks, tiers, challenges, and CRM, built to scale with partners like Garmin from day one
- European racing ladder: Barcelona, Portimão, Spa, Le Mans pathway
- Multi-product canvas: wearables, Tread, inReach, Garmin Connect
Narrative Pillar
The Story
#BeatYesterdayOnTrack – Yesterday’s limit is today’s baseline.
Content Alignment: Product Truth × Ryan’s Rhythm
- Training: Forerunner tracks Training Load and Readiness, the watch decides push day vs. recovery
- Travel: fēnix Body Battery + sleep score through airports and time zones. inReach for off-grid legs
- Race day: 160+ BPM sustained during stints. HRV, stress, recovery between sessions, all on camera
- Debrief: Recovery Time and HRV bridge to the next event. Garmin Connect logs the full arc
Ryan as Proof, Not a Spokesperson
- Real usage: Barcelona test week – gym, sim, track walk, qualifying, race. Every session logged
- Compounding story: LES → LMC → ELMS. Demands increase, data gets more compelling at every level
- Community proof: Raw data screenshots and Training Load updates fans benchmark against their own Garmin
Dual-Community Activation
Community
& Hub
Garmin Connect: 30M+ registered users. Wingman Fan Hub: RSR’s own platform, rolling out Q2 2026. A co-built lane on the karting → young-pro ladder, where participation spend runs deep and digital infrastructure is still fragmented.
Garmin Connect Challenges
- “Race Week Ready” : hit Training Load targets before each round
- Ryan’s real data sets the benchmark
- Completers earn hub perks + Garmin badges
Wingman Hub — Launch Window (Q2)
- Dedicated partner perk experience: product storytelling + exclusive offers
- Tier-gated access for Crew / Insider as membership grows
- Challenge leaderboard tied to Garmin Connect
Distribution
- Hub (from Q2): owned destination for perks, challenges, and repeat touch. The audience builds with the platform
- Email: segmented CRM as the list matures.
- Social: Ryan’s channels + Bite Point : always-on proof and funnel to the hub
- Earned: motorsport press + fan UGC
Content Engine
Content &
Assets
Five series. Every one maps a Garmin product to a real moment in Ryan’s racing life.
Five Series
- “The Load” — Weekly Reels. Training Load + Readiness, 60 seconds, fans benchmark their own data
- “Race Week Rhythm” — Race weekends. Multi-day arc: travel → track walk → qualifying HR → race HRV → recovery
- “Miles Between” — Monthly. Travel between circuits: fēnix Body Battery through time zones, sleep score, jet lag recovery
- “Beat My Yesterday” — Bi-weekly. Ryan sets a benchmark, community competes via Garmin Connect
- “Pit Wall Data” — Quarterly editorial. Training science applied to motorsport, pitched to press
Product × Content Map
- Forerunner 970: Training Load, VO2 max, Training Readiness, daily training series hero
- fēnix 8: Body Battery, sleep score, HRV Status. Travel + race-weekend recovery arc
- Enduro 3: Ultra-long battery + endurance metrics. Showcase a multi-day race weekend without a charger
- Garmin Connect: Challenges, badges, leaderboards. Community connective tissue
- Garmin Coach: Adaptive training plans, Shehan Strong youth mentorship angle
- Body Battery / Training Readiness: The “should I push or rest” decision, a recurring story beat across all series
Strategic Execution
The Rollout
Four phases from alignment to scale, timed to the 2026 European racing calendar.
- Lock product categories
- Approve messaging
- Capture first pieces of content
- Legal review
- Partnership reveal
- Hub perk goes live
- Coordinated push campaign
- RSR starts Garmin Connect challenge
- “Race Week Rhythm” content
- Full data arc. From leaving home to the podium
- “Can you handle a race weekend?” challenge via Garmin Connect
- Continue to execute content strategy at all race weekends
- Tie in Shehan Strong, our 501(c)(3) nonprofit
- “Data From The Pit Wall” editorial launches
- Continue to grow and scale partnership
Impact & Fit
Reach &
VISION
The numbers that make this partnership inevitable.
Why Garmin × RSR
- Authentic: Ryan’s data is the content, not a logo placement
- Multi-product: Fitness + Recovery + Lifestyle. Three segments, one deal
- First-mover: No wearable brand owns motorsport yet
The Ladder
- 2026: Ligier European Series — Access to a top-tier European racing environment
- 2027: Le Mans Cup — Same paddock, expanded reach
- 2028+: ELMS / WEC — global audience, 24-hour format
Higher stakes = more compelling Garmin data at every level.
The athlete who measures everything. The brand that makes the instruments. One story.
Proof of Scale
Numbers &
Metrics
Scale meets story. Racing is a journey, everyone is chasing something.
Why It Works
Everyone chases the checkered flag. The journey is the story. Garmin fit: data-driven storytelling, participatory content through Connect challenges, authentic human moments measured in real time.
Platform Scale
As Ryan advances (LES, LMC, ELMS), Garmin gets compounding visibility. Series velocity (+35% growth), ladder potential, and integrated reach into Garmin’s fitness and lifestyle brand equity.
The Data Doesn’t Lie.
Campaign Execution
Solutions
Social, ecosystem, and on-track. Three surfaces, one integrated Garmin × RSR experience.
Appendix
Market
Context
Karting through young-pro: macro tailwinds, sponsorship growth, and whitespace below the top series, synthesized for Garmin.
Global motorsport economy
Industry analyses size the worldwide motorsport market at roughly USD 5.9–9.5 billion (2024), with projections toward ~USD 11–12 billion by the early 2030s and high single-digit annual growth.
Source: Global Market Insights, “Motorsport Market” — summarized in Bite Point Media, MaaP Research — Deep Dive v1.5, Appendix A.
Sponsorship trajectory
Global motorsports sponsorship estimated ~USD 3.4 billion (2023), projected to exceed USD 7 billion by 2033 (~7% CAGR). Growth tied to content-led activations, digital, and measurable fan engagement.
Source: Market.us, “Motorsports Sponsorship Market” — Appendix A (v1.5).
Karting & participation spend
Reported go-kart / karting market figures (equipment, tracks, recreational ops) often cluster ~USD 140–180 million, a floor, not the full picture. Competitive families routinely deploy five- to six-figure all-in season spend (karting) and six- to seven-figure budgets in junior formula and young-pro categories, per public series and driver discussions.
Sources: GMI Insights, “Go Kart Market”; ladder budget references — Appendix A (v1.5).
Why the ladder is different from F1 / NASCAR / Indy
Commercial and media infrastructure concentrates at the top of the pyramid. Karting through young-pro remains fragmented. High family and partner investment with limited unified platforms for story, data, and partner ROI. That mismatch is the whitespace RSR, Wingman, and MaaP™ address.
Framing: MaaP Research — Deep Dive v1.5, Executive Summary & Market Overview.
Fan scale — cultural halo
Formula 1 global audience cited ~826–830 million fans with strong growth among younger demographics, lifting attention on racing as a whole and the participation tiers beneath the premier series.
Source: Nielsen / Formula 1 reporting — Appendix A (v1.5). Not a count of junior-racing participants; use as macro context only.
Appendix
Bite Point
THE MOMENT THAT MOVES YOU
Appendix
Shehan Strong
PUSH YOUR LIMITS.
Next Steps
Start Your
Activation
Contact
Chris Yates
e11even Sports + Entertainment
chris@e11evense.com
+1 646-573-8878
Campaign window: Q2 – Q4 2026
Key activations: LES Rounds + Wingman Hub Launch
Ready to Beat Yesterday?
Let’s build a data-driven partnership that lives on the wrist, on track, and in the community. Real stories, real metrics, and compounding visibility at every level of the racing ladder.