Selland Technologies

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Selland Technologies

Design. Build. Grow. We build custom technology and software that powers the biggest names in motorsports.

09/08/2026

The U.S. Nationals at Lucas Oil Indianapolis Raceway Park is one of those events that puts everything to the test. Big crowds, big pressure, and racing where precision matters. With decades of history behind it, Indy is a place where the details matter just as much as the big moments. From qualifying to eliminations, there’s very little room for error when the difference between winning and losing can come down to thousandths of a second.

We were there putting our technology to work. It’s always rewarding to see the work behind the scenes come together throughout one of drag racing’s biggest events.

From the track to the technology behind it, see how our motorsport solutions keep racing moving: https://selland.technology/motorsports-solutions

$There’s a different standard for technology when the result can come down to a fraction of a second. Timing and scoring ...$

09/07/2026

There’s a different standard for technology when the result can come down to a fraction of a second. Timing and scoring is an example of this.

What looks like a simple number on a screen is the result of data being captured and processed in real time, then turned into information that people can actually use. And the timing matters just as much as the accuracy.

During a race, everything changes constantly, laps complete, positions shift, data updates. Building for that environment isn't just about whether something works. It's about whether it performs when the pace is high and the information matters immediately. That’s the kind of challenge that makes motorsports technology so interesting.

Because when every second counts, the technology has to keep up.

Learning more about the technology behind race-day operations: https://selland.technology/our-process

09/04/2026

The 2026 Baja Brawl kicks off today at Baja Acres. Off-road racing brings a different set of challenges than track racing. The terrain changes, conditions can shift quickly, and decisions often have to be made in real time.

That unpredictability is part of what makes the technology behind off-road events so interesting. The tools supporting these events have to be able to adapt to what’s happening on the ground, not just what was planned ahead of time.

We’re excited to be part of this weekend and see it all come together.

https://selland.technology/

09/03/2026

Our owner, Ben Selland, has been having some conversations about how AI will change the way we operate and what that means for the future of technology development. See what he had to say below:

I think that change is inevitable, and I don’t think it’s a bad thing. If you understand your job to be simply taking a fleshed-out request and converting that into code, then AI is getting really good at that, and it’s going to take a lot of the work out of that part of the job. But our job isn’t simply writing code.

Is writing code a part of what we do? Absolutely, and AI has made us much more efficient at it. But a much, much larger portion of our work is upstream of that. It’s working with an organization to understand their problems, documenting those problems, figuring out how or if technology can address them, deciding what the right technology looks like, and then figuring out the way to build it in a sustainable and reliable way. Once you’ve done all that work, sure, AI can help you write the code and do it well. But then there’s the other side of that: making sure what you build continues to work, is maintainable, is reliable and is actually an asset that an organization can use for the next five, ten or fifteen years. That’s much more than just writing code.

And honestly, I think there’s going to be a lot more software built because of AI. I don’t think that developers are going to lose their jobs. They just may be able to do a higher percentage of work with the same number of people. That’s what I find interesting.

We’re using AI in software development, but we’re also finding really good ways to use it for things like documentation, technology research, project planning and QA. Those parts of the industry aren’t as far along with AI enablement as software development itself, and we’re seeing some really good results there.

For us, AI isn’t about replacing the work. It’s about being able to do better work with better tools.

09/01/2026

We’re trackside in Indianapolis for the U.S. Nationals, one of the biggest weeks on the NHRA calendar! From the cars to the data and technology behind them, there’s a lot happening at the track. We’re looking forward to being part of it and watching the week unfold.

https://selland.technology/

08/28/2026

We were back on site last weekend for the Lucas Oil NHRA Nationals in Brainerd, MN. From the energy in the pits to the fans in the stands, this is always one of the most anticipated stops on the NHRA schedule.

Every event is a chance to see how technology performs in live settings, talk with the people using it, and find ways to make it even better. There’s just no substitute to being where the action is.

https://selland.technology/

08/20/2026

One size rarely fits all, yet that’s often how technology is expected to work. In motorsports especially, every organization has different goals, workflows, and challenges. A local track, a sanctioning body, and a national series all operate differently. So expecting one approach to fit every operation often creates more friction than it removes.

The best technology starts with an understanding of how people work, where the friction is, and what success actually looks like. Whether it’s credentialing, timing, data management, or race operations, the right solution should support the way an event runs and not force teams to adapt.

If you’re evaluating your current systems or planning what’s next, we’d be happy to talk about building technology that works the way you do.

https://selland.technology/our-process

08/17/2026

Sturgis is always a big week for motorsports, and this year American Flat Track brought two nights of racing to the Jackpine Gypsies during the 86th Sturgis Motorcycle Rally.

The Super TT on Saturday and Short Track on Monday made for a pretty exciting weekend of racing in South Dakota. Events like this are a great reminder of how much goes into putting on a race weekend, from what happens on the track to everything happening behind the scenes.

We always enjoy seeing all those pieces come together and watching another race weekend unfold. Sturgis was a great backdrop for a weekend of Flat Track racing.

08/07/2026

There’s a difference between knowing technology and knowing the technology motorsports depends on.

With more than 30 years of experience in the industry, we understand that no two organizations operate the same way. Every series, track, and sanctioning body has its own processes, priorities, and challenges.

From streamlining back-office operations, connecting systems that don’t work well together, or building something completely custom, we don’t believe in one-size-fits-all solutions. Our experience helps us identify where technology can have the biggest impact.

Your technology should fit the way your organization works, not the other way around.

https://selland.technology/our-process

08/04/2026

Sim racing has come a long way from just being a game. Today, it’s where drivers, engineers, and technology teams can test ideas, gather data, and make better decisions before a car ever rolls onto the track. The level of realism is striking, as simulators can replicate tire surfaces, tire behavior, weather changes, fuel loads, and even subtle setup adjustments with an accuracy that simply wasn’t possible a decade ago.

F1 teams rely heavily on sim racing and advanced simulators throughout the season, and drivers like Max Verstappen have been vocal about how much time they spend in the sim, not just to race online, but because it’s become another way to sharpen skills and stay prepared. NASCAR drivers have been known to regularly use simulators to learn new tracks and evaluate setups before race weekend.

The technology behind sim racing continues to push innovation, beyond the training aspect. Better physicals models, more advanced telemetry, improved data visualization, and increasingly sophisticated software are continuing to make virtual testing more valuable. When virtual environments can accurately reflect real-world conditions, teams can experiment faster, reduce risk, and arrive at the track with more confidence.

As simulation continues to evolve, the gap between virtual and real-world testing will keep getting smaller. It’s not just changing how teams prepare, but also accelerating innovation across the entire motorsports technology industry.

If you’re interesting in where motorsports technology is headed, visit https://selland.technology/ to learn more about what we’re building.

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14008 Pinoli Pine Circle
Charlotte, NC
28078

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https://selland.technology/

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