Businesses That Cater to Extreme Adrenaline Junkies
Lutz also founded his chief competition – the Richard Petty Driving Experience – in 1993 and has watched the thrill-seeker business market evolve. And while there are substantially more opportunities for people to peer over the edge, he thinks the thirst for unique experiences like race car driving and other adrenaline-fueled activities is on the rise.
"There are more opportunities, but people are more adventurous now," he says. "I'm really seeing our customer change. When I first got into this biz in 1990 … there were concerns that we were going to run out of race fans to market this to. As the business grew and we added more locations and more people came through, though, it started branching out and attracting thrill-seekers, rather than hardcore race fans."
While there's plenty of adrenaline-fueled fun in the U.S., most companies that cater to adventure seekers note that if you're looking for terrestrial extreme fun, you'll often have to leave the country.
"You can do more outside the country in terms of high adrenaline because of the legal climate," says Reifert. "The U.S. government tends to regulate the fun out of things. You can't buy a ride in a fighter jet in the U.S. It's illegal. You can do more to attract sharks in the Bahamas. You can skydive in front of Mt. Everest in Nepal, but you can't get a permit to do that in front of mountain here in the U.S."