James Sofronas is the Owner and President of Global Motorsports Group, specializing in high performance tuning and servicing of European automobiles and motorsports. Race car driver, husband and father, this Pirelli World Challenge veteran has over 150 starts in the series since 1994 and over the last six years has finished in the top 5 five times in the GT Drivers’ Championship.

GMG is the combination of a Motorsport Center, European Shop and parts manufacturer. Now do these different activities influence each other?

The old adage “win on Sunday and sell on Monday” is a cliché, but it’s absolutely true for our business. It’s no secret that the different facets of our business benefit the other, and I think that’s a huge part of the quality of both our products and our service. Racing is the ultimate environment to test different products for performance, longevity, and ultimately to get an understanding of the whole package. And in the fast pace of environment of racing, what we learn on the track shows huge benefits in our performance tuning products for the street.

With all of that being said, I think the human element of how this all translates is perhaps one of our biggest secrets. The motorsport environment requires perfection on all levels: preparation, engineering, attention to details, organization, you name it. Our engineers and technicians translate that same attention to our shop as well as R&D, and I believe this is a huge part of our ability to deliver.

The same is true for our customers, as we have a unique capability when it comes to providing education and opportunity for our clients. It’s common for someone to come in for a simple upgrade to their street vehicle, but once we educate them on the process, many will then begin to dip their toes in amateur and professional racing, and we have the ability to nurture them through all levels.

You are very successfully driving the Audi R8 LMS Ultra in the Pirelli World Challenge. What makes this car a winner?

Well it’s definitely getting tougher as I get older! We’ve been very fortunate to have earned many accolades in the Pirelli World Challenge and TUDOR United SportsCar championship. We were the first team to take the R8 to victory in the World Challenge Series in 2013, we were the fastest Audi for the Sebring 12 Hours last year, and I think our most noteworthy accomplishments have been taking the championship all the way to season finale for two years straight, and currently holding more victories for the R8 than any other team in North America.

Like any successful product, there is no one element that makes the Audi so good, it’s a combination of a terrific platform, coupled with great support, and of course I like to think the team has something to do with it as well! Trackside support from a manufacturer makes a big difference when it comes to having resources that help you win, which is why companies like Audi and Porsche always run well at this level.

You offer very specialized high performance related services that are extremely demanding. How do you train your technicians to deliver the quality of work required?

I think the key to success in any business is investment in your client’s success. In our case, that means ensuring our clients are educated and walked through the process of whatever the project is, be it for a simple service, a performance upgrade, or even a racing experience. I’m very fortunate to have a staff that wholeheartedly understands this. Over the years as we’ve grown, we’ve put a focus on ensuring that our technicians and engineers all understand this requirement. Anyone who purchases a vehicle that comes to our shop is clearly someone who has a love affair with their car, and there isn’t a person in our shop who doesn’t understand that.

What are your next goals for GMG and your racing career?

Specific to me, I absolutely love driving and it will always have a place with me. However, in the world of professional racing I think you’ll start to notice a progressive scaling back. GMG has experienced monumental growth in recent years, and admittedly I’m at a point in my career where I take more satisfaction seeing my customers flourish more than myself, and that’s where I put most of my time. It’s a very special time for GMG as we continue to grow, and I want to make sure that my focus is 1 00% on the company’s success and everyone in it… more than another trophy for myself.

If I were to outline goals for the next few years, I’d say continuing to expand our product line is at a premium.

Do you have different expectations when choosing parts manufacturers for regular service vs. performance upgrades?

The key for any product we sell is quality. Our clients come through our doors with an expectation of performance. “Regular service” is a bit of a vague term, but the first priority for us is to ensure everything exceeds OEM standards, and provides the level of performance or longevity that is expected from our shop. Upgrades are all about doing the job we said they would do, whether it’s related to performance, acoustics, aesthetics, you name it.

Performance Improvements are becoming more and more a software challenge. How does a specialty shop like GMG outperform the car manufacturers?

Our clients come through our doors with an expectation of performance. The first priority is to ensure everything exceeds OEM standards, and provides the level of performance and longevity that is expected from our shop. Upgrades are all about doing the job we said they would do: performance, acoustics, or aesthetics.

How do spend your limited time that is not dedicated to engines and tires?

There is nowhere I’d rather be on a day off than with my family. My wife Nargis and I have two kids — Chloe who is six and Jenson who is four — so it’s a really fun age. Everything is new and exciting to them. I know I’m going to wake up one day and they’ll be way too cool to hang out with Dad, so I have to savor that time now. I couldn’t be more fortunate to have a wife who understands the demands of our business and supports it, so I make sure that when I’m with them I’m dedicated to having a good time.

– Many thanks to AutoFocus for the interview. Check out more from them at their site.