Where did you get the idea?

From a colleague who used to run his own events company and saw an attractive avenue in this area. But I’ve always loved motor sports. And with all the hype around it, there’s a lot of marketing potential for businesses to tap into.

How did you develop the product?

The simulator is designed exactly the same as Formula 1 cars, it’s even made from the cars’ ex-parts. It’s stationary, but there’s a graphics system which allows you to drive anywhere in the world. To fund its six-figure cost, I took out a small business bank loan.

Who are your customers?

Companies use it for promotional events, exhibitions and parties, and advertise their logos on it. Charities also use it at their events and charge a fee per go.

How do you market it?

So far we haven’t done much advertising, instead we’ve been targeting specific companies. We’re now beginning to market more in the UK and are attracting other businesses.

Where next?

We’re currently negotiating with Marks & Spencer to use the simulator in one of its flagship stores when Lewis Hamilton launches his exclusive range of clothing. Further ahead, we’d like to invest in more simulators and franchise the business model abroad.