08/14/2025
RFK Racing Hosts Annual TeK Alliance Summit to Showcase Cutting-Edge Innovation and Industry 4.0 Strategy
RFK Racing Hosts Annual TeK Alliance Summit to Showcase Cutting-Edge Innovation and Industry 4.0 Strategy
CONCORD, N.C. (August 14, 2025) – Embracing the continuous technological shift, Roush Fenway Keselowski (RFK) Racing — one of NASCAR’s most storied and forward-thinking teams — hosted its annual TeK Alliance Summit on Wednesday at The Helix, Booz Allen Hamilton’s Center for Innovation in Washington, D.C.
The invite-only event brought together a dynamic mix of RFK Racing’s technical partners, engineering experts, and innovation leaders to discuss how the race team is evolving into a fully integrated Industry 4.0 operation. It featured in-depth sessions focused on emerging technologies, digital transformation, and the practical applications of artificial intelligence in motorsports to gain a competitive edge on and off the track.
RFK Racing co-owner and driver Brad Keselowski helped pioneer the RFK TeK Alliance, which was launched in January 2024 as a strategic initiative to position the team at the forefront of technological advancement in NASCAR. Through this alliance, RFK Racing is developing and deploying next-generation solutions in engineering, data analysis, software development, and systems integration — all aimed at optimizing performance and improving decision-making.
“Every race today is like a science experiment,” said Keselowski. “We’re constantly testing theories, analyzing data, and fine-tuning performance. Technology, and the collaboration within our TeK Alliance, allows us to fail virtually so that we don’t fail in reality. That’s a game-changer. We’re combining racing instinct with data-driven precision to push the limits every single week.”
Wednesday’s event featured remarks from Keselowski, who emphasized the importance of embracing evolving technologies in motorsports. He was joined by Sam Lunt, a University of Pennsylvania graduate and Director of Vehicle Dynamics and RFK TeK Alliance, a position she was recently promoted to after years of demonstrating her engineering expertise. Drawing on her background and experience, Lunt delivered a standout keynote that took attendees through RFK Racing’s evolution—from basic tools and handwritten notes to today’s AI-driven simulations and connected systems.
“This transformation isn’t just about racing faster, but thinking smarter,” said Lunt. “About building a foundation that can adapt to whatever the future of motorsports throws at us”
Lunt brings a strong blend of technical expertise and industry experience to the RFK TeK Alliance, contributing directly to the team’s continued emphasis on data, innovation, and performance. Her deep understanding of the sport’s demands, paired with knowledge of emerging technologies, positions her to effectively support the Alliance’s mission and guide its future technical direction.
The summit also featured live demonstrations of AI-powered analytics and digital twin technology, providing attendees with an in-depth view of simulation and data modeling to optimize workflows. This focus on Industry 4.0 principles reflects the team’s broader commitment to digital transformation across manufacturing and design processes, enabling greater precision and efficiency.
Further sessions explored advancements in quality control and the role of digital tools in optimizing human performance by enhancing communication, decision-making, and team coordination.
“Data is only powerful if you can use it to drive results,” said Josh Sell, Competition Director at RFK Racing. “Through the RFK TeK Alliance, we’re transforming how we collect, analyze, and act on information — building a smarter, faster team that’s engineered to win.”
The TeK Alliance Summit builds on the mission of the RFK TeK Alliance — serving as the innovation engine behind RFK Racing. The initiative has played a pivotal role in redefining how the team integrates emerging technologies across engineering, data analytics, and software solutions to enhance performance and gain a competitive edge in the fast-paced world of NASCAR.
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About RFK Racing
RFK Racing, in its 38th season in 2025, features an ownership lineup pairing one of the sport’s most iconic names, Jack Roush, along with NASCAR Champion, Brad Keselowski, and Fenway Sports Group owner John Henry. Roush initially founded the team in 1988 and it has since become one of the most successful racing operations in the world, propelling him to be the first NASCAR owner to amass three hundred wins and capturing eight championships, including back-to-back NASCAR Cup titles in 2003 and 2004. Keselowski, a former owner in the NASCAR Truck Series, is the 2012 NASCAR Cup Series Champion. In 2007, Roush partnered with Henry, who also owns Major League Baseball’s Boston Red Sox, English Premier League’s Liverpool F.C., and the NHL’s Pittsburgh Penguins, to form Roush Fenway Racing. Off the track, RFK is a leader and proven winner in NASCAR marketing solutions, having produced multiple award-winning social media, digital content and experiential marketing campaigns. Visit rfkracing.com, and follow the team on all social platforms @rfkracing.
