Sim racing is officially mainstream thanks to Formula One and these simulator builders are reaping the rewards Published on Apr 30, 2026 at 12:06 AM (UTC+4) by Henry Kelsall Last updated on Apr 30, 2026 at 12:06 AM (UTC+4) Edited by Emma Matthews For several years, sim racing has been seen as ‘uncool’ or a ‘sweaty gamer’ pastime, but thanks in part to Formula One drivers, Cool Performance Simulators have helped make it mainstream. Cool Performance Simulators work with some of the best drivers in the world, including 2025 Formula One World Champion Lando Norris and seven-time NASCAR Cup Series Champion Jimmie Johnson. At Supercar Blondie, we were lucky enough to chat with Joel Somerville, the CMO of the company, about how it started and the success the company has had. The simulators it offers are some of the coolest in the world, and best of all, you can buy one to use in your own home. How Cool Performance Simulators started While you might think sim racing is quite new, it actually started much longer ago than you’d expect. “We’ve been in the business for around about 15 years or so now, quite a long time now,” Somerville told Supercar Blondie. When the business started, it was a far cry from what the company offers today. “It was much more on the one-to-one driver training side of things, working with drivers in a lot of different racing categories, from I guess when they start single seaters,” he added. That includes series such as Formula 3 and Formula 4, as well as endurance and GT racing. Back then, it was more than just a game, as drivers found track time in real life was often hard to come by. As Somerville said, driving a simulator helped drivers to train and