TheFOAT

TheFOAT is not a conventional marketing website; it is a working event platform serving promoters, racers, car-show participants, and attendees. Sage’s work had to account for a product experience where usability directly affects ticket revenue and event-day operations. The interface supports event discovery and purchase on the customer side while giving organizers tools for setup, registration, ticketing, scanning, reporting, results, and other motorsports-specific workflows behind the scenes.

The product is differentiated because it was built for automotive events rather than adapted from a generic ticketing system. The experience therefore emphasizes the workflows promoters actually use, including racer registration and event-specific operational needs. Mobile usability is critical because ticket buyers and staff often interact with the platform at the venue. The resulting digital product gives TheFOAT a specialized, scalable platform that supports both sides of the marketplace: helping enthusiasts find and enter events while giving organizers the infrastructure to sell, manage, and measure them.