SDG advises owners, operators, investors and developers of race circuits, private motor clubs, test facilities and motorsport destinations, from first concept to stable operation.
We bridge the gap between vision, technical concepts and a bankable business case. SDG is headquartered in Dresden, Germany. Led personally by its founder, it works internationally and brings in selected specialists where a project needs them.
More than twenty-five years of developing and operating motorsport and event venues, and of advising on automotive test facilities and private motor clubs, stand behind every project phase: from feasibility, tendering, design and construction through to operations and major event delivery.
1999
The roots
Before SDG: our entrepreneurial journey begins at Germany’s EuroSpeedway Lausitz, today known as DEKRA Lausitzring.
2006
SDG is founded
SDG builds one of Germany’s first professional in-house track safety and operations teams at the Lausitzring: testing, OEM activities, training and event support.
2009
Advisory from Dresden
Headquartered in Dresden since 2009, SDG is repositioned to fill a market gap for experienced professionals in developing and operating motorsport venues, test and training facilities and event destinations.
Today
Five continents
Advisory for owners, operators, investors and developers, with venue projects on five continents.
Engagement models
How we work with you.
We guide our clients through every phase of a project: from the first idea to opening day, and typically through the first one or two years of operation. We set up structures and processes, recruit and train your local team, then hand over – our aim is to make ourselves unnecessary. Where you want continuity after handover, Hans-Jörg Fischer can stay on at board level.
In every format, our role is the same: a constructive, critical sparring partner. We challenge assumptions, numbers and plans before the market does, give you an honest view, even when it is uncomfortable, and help you correct course and optimise while there is still time.
Idea
Business case
Build
Opening
Years 1–2 of operation
Handover to your team
01Pit stop
Ad hoc
Targeted support for a single question, a second opinion, one project phase or ongoing sparring on call. Recommended first step: a Venue Strategic & Commercial Review.
FocusedOn site · Remote
02Co-driver
In your team
Hans-Jörg Fischer embedded in your organisation, with selected specialists where needed, at any stage of the project.
EmbeddedOn site · Remote
03Race team
Full time
A dedicated project team for development or operation, assembled from SDG’s network of experienced specialists and led by Hans-Jörg Fischer.
Full supportOn site · Remote
04Pit wall
On your board
After handover, Hans-Jörg Fischer can stay on as non-executive director, advisory or supervisory board member: strategic oversight without day-to-day management.
GovernanceBoard level
All formats can be combined: on site, remote or both, wherever your project needs us.
Start with a review.
Venue Strategic & Commercial Review. An independent view on whether your venue works as a business – for new developments, existing venues and investment cases. You share your documents under NDA; we come back with a fixed-fee proposal. You receive a written assessment and a management workshop: what works, what doesn’t and what needs deciding first.
We advise and support clients in developing new venues and repositioning existing ones, from small to large-scale projects. For a single phase or the whole journey.
Phase 1 · Business case
Every venue starts with the question of viability. We assess the market, define the positioning and build the revenue and operating model that owners, lenders and public bodies can rely on.
Market assessment
Strategic positioning
Target & user groups
Product & revenue model
Operating concept
Staffing concept
Development phasing
Financial model & investment case
Phase 2 · Tendering
SDG supports clients in identifying and selecting the right partners. With more than 25 years of experience, we combine deep industry knowledge with an established international network of designers, engineers, contractors and suppliers.
We prepare and manage competitive tender processes for key project components: circuit design, architectural and engineering services, master planning and detailed design, as well as the procurement of services, equipment and materials.
Phase 3 · Design & build
Strong project management is essential to deliver complex venues on time and within budget. SDG has been involved in numerous major motorsport developments and large-scale event facilities under demanding technical, regulatory and commercial conditions.
We represent the client’s interests and make sure designers, engineers, contractors and suppliers perform to the agreed scope, schedule and budget. We coordinate with the sporting authorities (FIA, FIM, CIK, ASN), support approval and homologation, identify risks early and help resolve challenges throughout this critical phase.
Phase 4 · Pre-opening
The operating organisation is built in parallel with the final stages of construction. Key staff are recruited, operating procedures defined and the venue prepared for the start of operations.
Operational assets are procured, service providers appointed, and commercial, marketing and event activities launched ahead of the opening. SDG supports clients throughout, for a smooth transition from construction to stable operations.
Phase 5 · Operations
SDG has extensive international experience in operating and commercialising motorsport, automotive and entertainment venues. We help clients establish, optimise or restructure venue operations, from deploying key specialists to building complete operating structures.
For new projects and existing facilities alike, we implement efficient, sustainable operating models that maximise long-term value and commercial performance.
Many new venue projects involve the public sector, as owner, funder, landowner or partner. The ownership model shapes everything that follows: funding, governance, risk, operations and the business case itself. We have worked on every side of the table, and we know where public-private models fail.
PublicPrivate
01Public
Publicly owned
Typical setup
A municipality, district or state owns the venue, often with its own operating company.
What matters
Public mandate and regional impact, balanced with commercial discipline and transparent reporting.
Our role
Operating and utilisation concepts, commercial programme, governance and KPIs that work for public owners.
Nürburgring (1995–1999) · at the time majority publicly owned (State of Rhineland-Palatinate, district of Ahrweiler); privately owned since 2014. Hans-Jörg: Director Marketing & PR, executive leadership team.
02Public-private
Public owner, private operator
Typical setup
Lease, concession or management contract, joint venture or public funding commitment.
What matters
Risk allocation, contract model, incentives and a clear split of responsibilities.
Our role
Structuring, lease and concession models, negotiation, and the full operation of the venue under the agreed model.
Lausitzring (1999–2008) · at the time owned by a public-sector association backed by public bodies including the district; owned by DEKRA since 2017. Hans-Jörg operated the entire 570-hectare site as managing partner and leaseholder under a long-term lease. State funding commitments were in place. During his lease, not a single cent was needed.
03Private
Privately financed
Typical setup
Investors, family offices, developers or member clubs, fully privately financed.
What matters
Return, bankability, member and customer value, exit options.
Our role
Business and investment case, operating set-up, processes and team, and commercialisation: championships, OEMs, sponsors and partners.
Moscow Raceway · 100 % privately owned. Hans-Jörg as adviser: built up the operation, defined the processes and recruited the team. He also acquired the customers: international championships including DTM, FIA GT1, WTCC and the World Series by Renault, as well as OEMs, sponsors and partners like Mercedes-AMG.
“Worked for a publicly owned circuit. Ran one as private leaseholder of a public owner. Set up operations for a fully private one. The asphalt is the same. Who carries the risk is not.”
What we bring
Ownership & operating model selection
Risk allocation
Lease, concession & management contracts
Funding & subsidy strategy
Political & community stakeholders
KPIs for public impact and commercial return
Independent by principle: on any project we advise either the public or the private side, never both. A board seat follows an advisory mandate rather than running alongside it; any overlap is disclosed and agreed with the client. Legal, tax and state-aid questions are handled together with specialised advisers.
Operations
Operational & commercial services.
Four service areas that fill the calendar, protect people and assets, turn venue rights into revenue and develop the site around the track.
01
Event Development
Major events, promotion & venue activation
“From Grand Prix to open-air festival: every date on the calendar is a business case.”
Event services
Acquisition, creation, (co-)promotion and delivery of international, national and regional events, including open-air festivals, product launches, corporate events, meetings, incentives, conventions and exhibitions (MICE).
Music festivals
Product launches
Corporate events
MICE events
Automotive events
Driving experiences
Cycling, running & skating events
Sustainable event formats
and more
Major spectator events
Acquisition, negotiation, (co-)promotion and organisation of major international, national and regional events, based on commercial viability, market conditions and public support.
FIA Formula One World Championship
NTT INDYCAR Series
ABB FIA Formula E World Championship
FIA World Endurance Championship
MotoGP
WorldSBK
NASCAR
IMSA
DTM
Repco Supercars Championship
SRO Motorsports GT Championships
24H Series
Regional championships
Automotive brand events
and more
Own event formats
Build your own calendar.
Third-party events come with rights fees, rotation and decisions made elsewhere. Own event formats and brands reduce that dependence: the venue controls its dates, keeps the revenue and builds an audience that comes back every year.
We develop, launch and grow small and medium-scale events and related brands, tailored to the venue, its region and its target groups.
Control over dates
Revenue that stays at the venue
Brand, media & sponsorship rights
Loyal, recurring audiences
02
Safety & Security
Advisory
“Safety is not a cost line. It is the licence to operate.”
Venue safety & security
Advisory services for investors, developers and operators on safety, security and compliance solutions for circuits, test facilities and event venues.
Support from tender preparation through to implementation and approval by the sporting authorities where required.
Curb systems
Barrier systems
Debris fence systems
Race control systems
CCTV
Timing & marshalling systems
Start light systems
Digital flag systems
Video screens
Public address systems
and more
Transparency: SDG also acts as Strategic Business Development Advisor to Leadertech Motorsport, a supplier of FIA-homologated debris-fence systems.
03
Commercialisation
& marketing
“Beyond the ticket: every right a venue owns is a revenue stream.”
AI-generated illustration
Commercialisation
We advise clients on commercial strategy to maximise the value of their venue assets and commercial rights.
This includes structuring and marketing sponsorship, hospitality, media and branding rights, creating integrated commercial solutions for national and international partners.
Naming rights
Branding
VIP suites & hospitality
Official car programmes
Media & social media
Merchandising
Licensing
Business club concepts
and more
04
Settlements
& venue district development
“The venue is the magnet: businesses settle, jobs follow, the region gains.”
AI-generated illustration
On-site development & customer engagement
Developments on or adjacent to the venue site are key to strengthening the business model and increasing the long-term value of the location.
Focus areas
Creation of thematic clusters
Job creation
Customer acquisition and retention
Reduced reliance on spectator events
Typical uses
New mobility
Smart technologies
R&D
Education & science
Workshops & training
Showrooms
Dealerships
Classic car facilities
Entertainment
E-sports
and more
STEM education & innovation
“Education belongs in the master plan: from day one, not after opening.”
Integrating STEM education and research into a motorsport or mobility venue creates year-round activity, strengthens industry partnerships and supports the development of future technical talent.
Focus areas
Partnerships with schools and universities
Hands-on learning and career pathways
Research, testing and technology transfer
Talent development and skilled job creation
Public engagement and regional impact
Typical uses
School STEM programmes
University research projects
Engineering workshops
Robotics
Autonomous mobility
Vehicle dynamics & simulation
Data analytics & digital twins
EV & battery technologies
Sustainable fuels
Apprenticeships & internships
Innovation challenges
and more
Member clubs · Automotive lifestyle
Member clubs.
“More than a track with garages: driving, hospitality, community and real estate in one business model.”
AI-generated illustration
Private motor clubs are one of the fastest-growing segments in the motorsport world. Across North America, the Middle East and Asia-Pacific, members-only circuits combine driving, hospitality, car storage and real estate into year-round destinations. In Europe, the model is only just emerging, which makes this the right moment to plan it properly.
We advise clients on the development of member club concepts that create recurring revenue, strengthen customer loyalty and expand year-round venue activation.
This includes the commercial structuring and operational planning of automotive lifestyle offerings, combining membership, hospitality, car storage, experiences and community into an integrated business model.
Hans-Jörg FischerFounding CEO | Leaseholder & OperatorSDGIn-house track safety team supporting the venue operator (from 2006)
Lausitzring DEKRA Proving GroundDEKRA test oval
Klettwitz, Germany
Hans-Jörg FischerAs CEO: commercialisation and lease of the test oval to DEKRA, with retained partial-use rights for the venue's own activities, and maintenance of the facility
Nürburgring
Eifel, Germany
Hans-Jörg FischerDirector Marketing & PR, member of the executive management team
Nürburgring Nordschleife
Eifel, Germany
Hans-Jörg FischerDirector Marketing & PR, member of the executive management team
Formula E BerlinTempelhof
Berlin, Germany
SDGProject advisor
Moscow Raceway
Moscow region, Russia
SDGStrategic advisor; set-up of the operating company and commercialisation
Ena Motor Clubformerly Aros Park
Enköping, Sweden
SDGStrategic advisor; concept development and business planning
Formula E Brussels
Brussels, Belgium
SDGProject advisor; feasibility and business planning
Formula E MoscowRed Square
Moscow, Russia
SDGProject advisor
Badlands Motorsports Resort
Canada
SDGIndependent review: consistency & credibility of concept, business plan and financial model; strategic advisor
Gondwana5.0 Proving Ground · G-MATRIX AI · designed to innovate SDVs
Toowoomba, Queensland, Australia
SDGStrategic advisor
Indian Ocean Motorsport Intelligent Green City
Mauritius
SDGStrategic advisor
Fastrack City
Johor, Malaysia
SDGConcept & business planning
References · Advisory & development projects
Beyond the circuit
Motorsport project
Hyundai Elantra N1 Cup, powered by Zakspeed
Strategic advice to Zakspeed on the project.
Case study · Brand development
Zakspeed promotion
Re-energise the brand. Monetise its potential.
Strategy & consulting · Aviation
greenbox aviation training
Sustainably successful
Price leader
Carbon neutral
References · Events
500+
International motorsport events
From Formula One Grands Prix to open-air concerts, product launches and police training: the full range of what a venue can host.
National seriesBERU Top 10 · V8 Star · ASCAR · IDM · Supermoto · Drag racing / ¼ mile
Concerts & festivals
Rock am Ring
Vaja Con Tioz (Böhse Onkelz)
AC/DC Open Air
Herbert Grönemeyer, Mensch Tour
Werner, Das Rennen
Schürzenjäger Open Air
Venue activities
Automotive brand events (VW, Opel and others)
Driver training, racing schools & academies
Ralf Waldmann Motorbike School
Public driving experiences
Security & police training
Off-road courses
Tuning & lifestyle events
Inline skating & cycling
Corporate & media
Product launches
Corporate & MICE events
Film, TV & radio productions
CEO & FounderSpeedway Dienste GmbH
About the founder
Hans-JörgFischer
Owner, CEO and operator. Now on your side of the table.
Over more than 25 years, Hans-Jörg Fischer has built his career at the intersection of finance, operations and complex venue development.
As founding CEO of the Lausitzring, and later as the entrepreneur leasing and operating the circuit, he played a key role in turning a greenfield race track into a functioning business, profitable under his lease: leading teams, managing stakeholders, and aligning commercial realities with safety, regulation and the fan experience.
He advises owners, operators, investors and developers of capital-intensive assets on the positioning, structuring and commercialisation of their projects: circuits, automotive test facilities, private membership club tracks, sports and entertainment venues, mobility destinations and related real assets. He works best with long-term owners, family offices and management teams who see these assets as strategic platforms.
“Through SDG, I bring operator experience, a global industry network and an independent view – from first concept to successful realisation.”
Strategic Business Development AdvisorLeadertech Motorsport
Since 2025
Member of the Advisory BoardCIRCUIT – Global Race Track Summit & Awards
Since 2009
CEO & FounderSDG Speedway Dienste GmbH, Dresden
Advisory for owners, operators, investors, banks and family offices across every phase of a venue project, from the first idea to opening and the first years of operation: asset strategy, business planning, investment cases, financial modelling, due diligence, operating models, operations and commercialisation.
2006–2009
Managing PartnerSDG, within the EuroSpeedway Lausitz group
Built and led the EuroSpeedway Safety Team, one of the first fully professional in-house track safety and operations units at a German circuit.
2004–2008
Managing Partner and leaseholderEuroSpeedway Lausitz GmbH · Speedway Service GmbH
Full entrepreneurial responsibility for utilisation, P&L and lease obligations. Multi-use operating model, catering and merchandising for events of up to 100,000 spectators.
Director Marketing & PR, Executive Leadership TeamNürburgring GmbH
1986–1995
Banker and Diplom-KaufmannSüdwestbank · University of Mannheim
Languages
German (native) · English (full professional) · French (professional working)
Contact
Put your project on the grid.
New circuit, repositioning of an existing venue, operations or a second opinion on an investment case. Hans-Jörg Fischer answers personally. Meetings and documents in English or German.
