Accelerating Growth: How Lynton Delivered Seamless HubSpot and Club Speed Integration for RPM Raceway

The Customer

RPM Raceway engaged Lynton to elevate its digital ecosystem through the strategic integration of HubSpot and Club Speed, reinforced by additional marketing technology solutions. The partnership aimed to unify customer data, optimize lead management, and enable intelligent automation across marketing and operational platforms—driving greater guest engagement and streamlined team workflows.

The Challenge

As RPM Raceway expanded its footprint and enhanced its entertainment offerings, it faced significant operational and marketing challenges rooted in disconnected systems. Guest management (Club Speed) and marketing automation (HubSpot) operated in silos, which prevented teams from having a unified customer view and limited the effectiveness of campaigns and communications. As guest expectations continued to rise, this lack of integration created data gaps, bottlenecked processes, and hindered RPM Raceway’s ability to deliver memorable, timely experiences.

Without real-time data sharing or automation, staff spent excessive time on manual imports, exports, and reconciliations—heightening the risk of errors and missed engagement opportunities. Limited reporting capabilities further restricted insight into guest behaviors and campaign performance, impeding agile, data-driven decision-making as the business scaled.

• Manual campaign execution and data handling created workflow inefficiencies and errors
• No unified guest profile, resulting in disjointed communications and marketing gaps
• Difficulty executing timely, personalized outreach across multiple guest segments
• Incomplete and slow reporting, restricting leadership’s ability to optimize marketing spend
• Operational drag as legacy processes could not keep pace with company growth

The Solution

Lynton led a comprehensive transformation designed to establish seamless, scalable connectivity between Club Speed and HubSpot, laying the foundation for a fully integrated guest journey. The team delivered a robust API integration for real-time, two-way data sync, allowing event and guest information to flow directly into HubSpot for actionable insights and automation.

Alongside the technical build, Lynton mapped existing processes, advising on automation opportunities and reworking workflows to streamline lead capture, campaign management, and follow-up. The project included staff enablement, user training, and custom reporting—ensuring the RPM team was empowered to manage the new tech stack confidently and independently.

• API integration between Club Speed and HubSpot CRM for real-time, two-way data flow
• Process mapping and workflow automation for personalized lead nurture and guest engagement
• Automated triggers for event follow-up, offers, and milestone communications
• Improved campaign execution and audience segmentation
• Hands-on training and documentation for marketing, sales, and operations teams
• Enhanced reporting and analytics for smarter business decisions

The Results

Following the integration, RPM Raceway’s guest engagement soared, and internal operations became measurably more efficient. Personalized, automated communications converted more new visitors into loyal guests, with campaigns triggered exactly when and where they added value. Staff reclaimed hours each week once spent on repetitive data management, while robust analytics dashboards unlocked deep, actionable insights.

The company observed marked increases in marketing ROI, guest satisfaction, and return visits. As RPM Raceway confidently opened new locations and launched new programs, its modernized, scalable digital infrastructure supported measurable, sustainable growth.

• Centralized, always up-to-date guest profiles enabled more relevant, timely marketing
• Automated workflows reduced manual effort and the potential for human error
• Improved guest retention and higher conversion rates for new marketing initiatives
• Enhanced analytics allowed for real-time, data-driven resource allocation
• Scalable systems set the stage for future expansion and continued digital innovation