As motorsport fans gather for this year’s Formula 1 British Grand Prix at Silverstone, premium hospitality brand The Pop Up Hotel (TPUH) is in pole position in its mission to deliver an unforgettable experience for guests. Combining temporary accommodation with a star-studded package that excels in convivial luxury, customers are set to revel in chats with champion drivers, fine dining courtesy of a Michelin star chef and a first-of-its-kind trackside swimming pool.

Now accelerating growth with expansion in the sports events sector TPUH made its debut in 2011 with a site next to the Glastonbury Festival. Since then founders, property development expert Mark Sorrill and wife Vicky, have maintained that relationship and taken their operation to events and special occasions across the world.

As highly choreographed as a pitstop, TPUH’s process covers all bases, from hire and construction to run and remove, creating “not conventional luxury but shared, immersive experiences,” declares Mark. “Our goal is to provide the true essence of iconic events, allowing guests to live and breathe the atmosphere over several days within a dedicated community of fellow enthusiasts. We curate a complete environment, combining tailored programming, unique site infrastructure, and an end-to-end premium vibe.”

Its expanding footprint includes one pop up accommodating 8,000 guests while its second Silverstone this year is tripling in size with 360 units. Having just featured at Monaco’s Grand Prix TPUH is heading for Monza in September and a major move next year into golf with the Ryder Cup in Ireland.

“Consumers increasingly prioritise human connection, shared real world spaces and memorable experiences over material goods,” says Mark.“Event accommodation used to be polarised between basic uncomfortable camping and standard off-site hotels. We’ve bridged that gap creating a village in the heart of the action. We saw the sports market was underserved creating a new opportunity. Now the demographic is changing shaped by rapidly growing international traveller and female audiences.”

The brand maintains end-to-end control and its biggest challenge today is the pressure of “delivering on time,” he explains. “An event is set and there’s no leeway on dates.”

But while guest satisfaction is its prime target, TPUH’s worth is multi-faceted. Beyond its small management team, it collaborates extensively with hundreds of smaller companies and contractors as well as attracting visitors boosting local economies and individuals’ CVs. By providing valuable learn and earn foundational work for young people the Sorrills have seen them progress from banging in tent pegs to becoming entrepreneurs and business professionals.

A recent £350,000 crowdfunding raise has built a committed community with an equity stake and last year the business generated £2.9m. Based on running six flagship events a year, is forecasting a £5m to £8m turnover for 2027/28.

Landmark horse racing and tennis events such as Ascot and Wimbledon offer potential too. New partner Rufus Mountain Lawrence has recently joined and Mark pays tribute to motorsport chiefs Nick Read and Stuart Pringle “for having the foresight to partner with us to extend and diversify the guest experience at Silverstone”. But could a budget TPUH be possible too? “Yes,”, confirms Mark who thinks the Marriott Hotel offers a good accessible model with celebrities “on stage rather than at breakfast”. www.thepopuphotel.com, www.silverstone.co.uk

It’s been a fast and furious debut for Full Send, a new motor racing themed venue where state-of-the-art, bespoke simulators featuring thrilling experiences are wowing long term lovers of the sport, new fans and gamers. Founded by 19-year-old Felix Baggott, a successful Formula 3 driver, he became a first-time entrepreneur after seeing a gap in the market in his home area of Hampshire for a place with the latest tech where people could race and socialise.

“Enjoy, compete, belong: that’s our appeal to guests,” he declares and it’s one revving up backers too with Baggott securing £270,000 of angel investment to kickstart the venture earlier this year. Well positioned in Portsmouth’s Gunwharf Quays shopping centre with the university nearby, the lounge – whose name in racing means no holds-barred commitment – offers eight simulators. These can run together for groups or individually, with 60 car brands ranging from a balanced Dallara to a lightning speed McLaren. Among 100 track choices is the Azerbaijan street circuit, an ultimate test of precision and focus.

The simulators, made according to Baggott’s wishlist, are produced by cutting edge developer Pro Racing Simulators in Dorset. Underpinned by Baggott’s own motorsport cred, Full Send is delivering a premium, but affordable package with session prices from £15. For 2025/26 the firm, which has a team of seven including students and Baggott’s brother, is forecasting a £300,000 turnover then 50% to 100% growth after that as it expands its services and clientele.

Its Arrive and Drive packages that encourage repeat visits, corporate team-building events and membership programmes with special benefits have all proved really popular. It’s hoped the latest addition of gift cards will solve a few gift headaches.

“The rise in competitive socialising made it a good moment for our launch. First customers were motorsport and gaming enthusiasts but now we are seeing a broader audience of casual groups, families, corporate clients and the nightlife crowd,” explains Baggott. “We’ve increased dwell time with good food and drink and the launch of Track of the Month, our first in-house competition really boosted footfall.Unlike arcades or bars, we’re a destination venue offering realistic, competitive racing for many in a comfortable, stylish environment. We bridge the gap between a home simulator and the real thing.

“Males as expected were our first customers but now this is changing with more female. The age range is wide too – from 10-year-olds to those in their 80s. We can vary the experience, tailoring it to the customer, for example adjusting the steering to make it lighter or reducing braking to intensify the challenge.”

Collaborations with esports (competitive video gaming) league teams and potentially schools are now on the agenda with a further investment raise planned for early 2026.

“Full Send is about memorable moments but I know from my own journey beginning with go-karting and training on simulators how they are terrific at building skills,” says Baggott. “For us it’s about the UK’s next generation of motorsport stars and the engineers who keep them on track. We’re a powerful pathway for that.” www.fullsendracinglounge.co.uk