The Motorsport Show in Karlstad – A success story

With motorsport in her blood and a desire to create something unique, Suzanne Walfridsson, project manager for the Motorsport Show, turned an idea into reality. In November 2023, the first Motorsport Show was launched – a meeting place that quickly became a favourite among enthusiasts, companies, and organisations, where collaboration and inclusivity take centre stage.

While Suzanne was contemplating her future during an event management course in the spring of 2023, an idea came to her that would change everything. During her internship at the Företagssalongen business fair in Karlstad, she was inspired by the successful B2B format and began dreaming of doing something similar – but within motorsport, a world she had grown up in.
“I come from a rally family and have worked at a car dealership for most of my life. It felt natural to combine my background with what I learned during the course,” Suzanne explains.

In November 2023, her dream became a reality as the Motorsport Show opened its doors for the first time. The choice of Karlstad as the location was, of course, influenced by Suzanne being a native of Värmland. But Värmland is also one of the epicentres of motorsport, with many gold medalists originating from the region. The fact that the Swedish Rally has been held here more than 50 times and that Höljes attracts tens of thousands of visitors every summer certainly contributed to Värmland’s strong association with motorsport.

Suzanne highlights the importance of collaboration as a key success factor for the Motorsport Show. Together with dedicated partners and exhibitors, a unique meeting place has been created where combined efforts drive motorsport forward.

From left: Jerry Kyrk, Folkrace driver; Racingräven Mascot; Jonas Kruse, moderator of the Motorsport Lounge; Maximus Viking Shield, Road Racing; Suzanne Walfridsson, organiser of the Motorsport Lounge; Henrik Rahm, project manager of the Motorsport Lounge; Emil Engelbrekt, Hankook Tyres.

More than just a fair
The Motorsport Show is about far more than simply showcasing cars, motorcycles, and products. Suzanne describes three core pillars for the event: collaboration, regeneration, and inclusion.

“Everyone in motorsport needs each other to develop, from clubs and racing teams to businesses and training programmes. Without new members, clubs won’t survive, and without mechanics, we can’t develop future team managers,” she says.
Free entry was an important aspect of the event to ensure that more people felt welcome.
“Maybe we can spark an interest in someone who doesn’t yet know that motorsport could be their thing,” Suzanne adds.

“An incredible feeling”
After two years, the Motorsport Show has grown rapidly, attracting an estimated 5,500–6,000 visitors in 2024. The feedback from both visitors and exhibitors has been overwhelmingly positive.
“Hearing that it was better than last year and that the exhibitors are satisfied is an incredible feeling,” says Suzanne.