Berg and Bowie Commit to Revitalize The Racing School Experience
Monterey, California (April 9, 2019) – Allen Berg, founder and President of Allen Berg Racing Schools (ABRS) announced today that motorsports executive Jim Bowie has joined the racing school effective immediately. Bowie will be tasked with drafting and executing a new strategy and vision for the future of ABRS.
“Of course, Jim brings an incredible history of success in all aspects of the business side of motorsports” explained Berg. “His background is comprised of very diverse and relevant experience, but it is his innovative way of thinking that we need today at ABRS.”
This union, however, is not about the past and how things have always been done. Berg and Bowie are committed to re-energizing the category by completely changing the customer experience. The customer’s expectations have evolved – the racing school experience has not, and ABRS is committed to change that.
Bowie explains, “I’ve known Allen for nearly two decades and his attitude, his habit of thought, was always a lap ahead. ABRS is a racing school led by a racer that went from karting to Formula 1. He’s raced with and against Senna, Schumacher, Prost, Mansell and so many more and the teachings are based on those lessons learned. There’s no other racing school with this foundation. He’s shown year-on-year growth in his current school through a focus on customer service. The foundation is there and the market is ready for innovation – or maybe all-out disruption – and Allen has the experience and intellect to know the time is now.”
While Berg and Bowie are not ready to disclose new programs today, the duo is well down the road with ‘never-been-done’ racing school enhancements which will be announced soon.
“The core of ABRS will be a world-class, legitimate racing school that will become THE required step on the path to professional racing,” confirms Berg, “but how we get there is going to be re-engineered and this will be the foundation upon which we roll out additional programs and offerings. Jim’s achievements while heading marketing and communications at Skip Barber Racing School (1991-2001) are, even by today’s standards, revolutionary, but those strategies and tactics will not work in today’s market, and we know that. Jim and I will bring ‘new’ and ‘next’. Stay tuned!”
About Jim Bowie
- Treadway Racing, 1997 Indy 500 Champs (Arie Luyendyk): Marketing Director
- PacWest Racing Group: Director of Business Development
- Skip Barber Racing School*: Marketing Director
- Champ Car World Series: Director of Team, Manufacturer + Supplier Partnerships
- Formula BMW USA: Series Manager
- Mazda Motorsports: Agency of Record. MRTI, MRT24, Mazda Team Joest, Mazda MX-5 Cup, Mazda STEM, MRTI $200K Shootout, grassroots
- Also created the “Mayor of Hinchtown” persona, brand, and marketing strategy for IndyCar star James Hinchcliffe
Note: Bowie was head of marketing and communications at Skip Barber Racing Schools during the company’s heydays (1999 – 2001). The racing and driving schools utilized over 200 open-wheel race cars and 110 road cars while operating at 21 race tracks from coast-to-coast. SBRS boasted over 700 amateur racers annually and launched the careers of many Champion racers during Bowie’s tenure, including 2012 IndyCar Champ and 2014 Indy 500 winner – Ryan Hunter-Reay, IndyCar, and NASCAR star AJ Allmendinger and too many more to list.
About Allen Berg
Allen Berg is a retired professional race driver from Calgary, Canada. His experience includes Formula 1, Formula Two, Formula Three, Formula Atlantic, Sport Prototypes and Touring Cars.
Berg competed against Ayrton Senna and Martin Brundle in perhaps the greatest year ever in British Formula 3 (1983), and qualified for nine starts in Formula 1 (1986), a record bettered among his countrymen only by George Eaton, Gilles, and Jacques Villeneuve, and most recently Lance Stroll. Berg also raced the mighty Porsche 962 at Daytona (1989) and Le Mans (1990) followed by the ultra-competitive 1991-era DTM Championship.
His Allen Berg Racing Schools operation is based at WeatherTech Raceway Laguna Seca as well as operating programs at a number of other locations in Southwestern USA.
About Allen Berg Racing Schools
Founded in 2007, Allen Berg Racing Schools offer the only instruction led by a former Formula 1 driver. ABRS has operated exclusively in the USA since 2012 and is now the #1 open wheel racing school in the country. The race cars feature a carbon tub, racing slicks, front and rear wings and onboard data acquisition combined with onboard video. One- two- and three-day racing schools are on offer as well as corporate entertainment programs, manufacturer programs and more. ABRS is based at WeatherTech Raceway Laguna Seca as well as other locations in the USA. Please visit our website for more information and to book your racing school.