5 Tech And Racing Ventures Pushing The Norris Name Beyond F1

There’s a version of Lando Norris most people know from race weekends – helmet on, radio crackling and occasionally swearing when a strategy call goes wrong. But the Norris name goes way further than the F1 paddock, with the family involved in racing, gaming, simulation and electric mobility.

On 2 September 2026, Norris announced his own junior racing team, LN4 Fusion, near Monza during Italian Grand Prix week, with both Sky Sports and Formula1.com reporting on the launch. It adds another project to a family that has spent years working across different corners of technology and motorsport.

Why The Norris Name Keeps Showing Up In Tech

Motorsport has become closely tied to technology, especially through simulation, data, gaming and digital media. Norris himself grew up racing on simulators before making it into a real F1 car, while gaming and streaming helped him build an audience outside the typical motorsport fans.

His family have their own connections to the tech industry with his brother Oliver running a professional sim-racing company, while his father Adam founded an electric scooter business that he still runs today. Lando’s F1 career may have brought the surname to millions of people, but the businesses around it have developed in their own light.

1. LN4 Fusion

LN4 Fusion is the newest addition to the Norris family’s racing ventures, with Lando launching the team during Italian Grand Prix week on 2 September. Sky Sports reported that the team has acquired selected assets from AIX Racing and will compete in Formula 3 from 2027, alongside entries in Italian F4 and Formula Regional. The team has also begun the application process for Formula 2, giving it a route through different levels of junior single-seater racing.

The project isn’t just about putting cars on a grid: the LN4 Legacy Programme designed to support young drivers as they work towards the higher levels of motorsport. The programme is being run through Norris’s management company, ADD Management, with former Alpine sporting director Julian Rouse leading it. Lando has also been involved in karting through LN Kart, his chassis collaboration with OTK Kart Group. That means his involvement in racing now goes from karting through to the junior single-seater categories.

2. Quadrant

Founded in 2020 with Veloce, the Quadrant brand brought together gaming, racing, content and apparel; the company describes itself as a brand built around the newer generation of motorsport fans. It also moved into competitive esports, with teams competing in games including Halo and Rocket League.

Quadrant has since grown into a broader gaming, apparel and content brand rather than just being an esports team. That makes sense when you look at the audience Norris has built online. People who follow him aren’t necessarily watching every F1 session; some know him from gaming, some from his streams and some from the endless clips that come out of both, and Quadrant gives that side of his audience somewhere to go.

3. Lando Store Website

A driver’s website might not sound like the most exciting thing to put in a technology list, but Norris’s website isn’t something to overlook. Built by creative agency OFF+BRAND, the site uses WebGL, custom animations and cinematic scrolling, turning what could have been a standard collection of race results and photographs into something much more interactive. It has also picked up recognition from Awwwards for its design.

It’s playful, interactive and a little less polished in the traditional “professional athlete” sense, which fits someone who’s built so much of his following through gaming, streaming and showing more of his personality online. Even the way the site moves and responds to you feels closer to the digital world he spends so much time in than a normal driver website would.

4. Cool Performance

Lando’s brother Oliver founded Cool Performance in 2013, building professional racing simulators for drivers and teams. Lando has used the company’s simulators since his early teens, with Cool Performance saying its equipment played a major role in his development from Formula 4 through to Formula 1. The company’s current Formula Pro simulator is also used by professional drivers, with Kimi Antonelli being one of the F1 names to have one.

A serious racing simulator isn’t just a steering wheel and a screen in someone’s bedroom. Drivers can use specialist hardware and software to practise circuits, work on braking and driving techniques and prepare away from the track. Lando still uses his Cool Performance simulator at home, so the same technology that helped him develop as a young driver is still part of his training today. It shows us how useful simulation can be when you’re trying to get as much practice as possible without actually being at a circuit.

5. Pure Electric

Lando’s father Adam went in a completely different direction when he founded Pure Electric in 2018. The Bristol-based company develops electric scooters for urban transport, and The Times reported that Adam has invested more than £60 million of his own money into the business. Pure Electric has also expanded internationally, while its work with McLaren has brought the company further into the world of automotive technology.

It probably seems weird to put electric scooters next to F3 cars and racing simulators, but there’s a shared idea running through the business. Pure Electric is trying to solve a transport problem with electric technology, just as the other Norris ventures use technology to solve problems in racing. One is about getting around town; the other is about getting around a circuit, but both involve taking engineering and asking how it can make something work better.

The Drive Behind The Norris Family

The Norris name might be best known for F1, but there’s a lot to admire in what the family has built around racing. Oliver has turned his own experience behind the wheel into a serious simulation business, Adam has backed his ideas in electric mobility and Lando has taken his love of racing and gaming into everything from Quadrant to his own junior team. They’ve all gone in their own direction, but there’s a shared ambition and love running through it all to build something of their own and keep pushing the things they care about forward.

You can see that in the things they’ve built: drivers are using the simulators, people are getting involved with the gaming side and young racers will now have another route into the sport through LN4 Fusion. But what really stands out just as much is how much they’ve actually managed to build around their love of racing. For a family with racing at its heart, they’ve got quite a lot to be proud of.