were combined to form
Cascadia Capital, an investment bank serving middle-market clients globally, is pleased to announce that it served as the exclusive financial advisor in connection with the formation of F=ma. F=ma is an automotive and motorsports media platform uniting immersive experiences, marketing, and live events into a single scalable ecosystem.
Headquartered in Irvine, California, F=ma brings together RACER, GRIDLIFE, and The ID Agency to create the first fully integrated car-culture platform across a broad range of media and experiential channels. James Schiefer, a multi-generational automotive entrepreneur and operator, serves as CEO of F=ma. Chris Dyson, a multi-time professional racing champion, team owner and business executive, will serve as Chairman of the Board, and Chris McMurry, an accomplished international racing driver, entrepreneur, and business leader, will serve as Board Member and Operating Partner. The company’s name draws inspiration from Newton’s second law of motion, Force equals Mass times Acceleration, reflecting its belief that aligned assets, when accelerated together, create an outsized impact.
“This platform wasn’t built by outsiders looking in. It was built by racers, creators, and operators who understand how this culture actually works,” said James Schiefer. “Cascadia was a great partner who helped us refine the platform strategy and investment thesis, while executing a disciplined process to prioritize a target pipeline aligned with our long-term vision.”
Together, RACER, GRIDLIFE, and The ID Agency form a complementary ecosystem spanning media, live events, and brand strategy. RACER provides scaled, multi-platform distribution and editorial authority. GRIDLIFE delivers immersive live experiences at racetracks nationwide. The ID Agency contributes deep automotive marketing expertise and strong brand relationships. Collectively, the three platforms combine reach, authenticity, and experiential engagement into a cohesive platform.
Cascadia supported financial and strategic diligence and advised on valuation, transaction structuring, and negotiations. In parallel, the firm identified and engaged a select set of enthusiast media-focused strategic and financial sponsors to support the platform’s growth objectives.
“This transaction highlights Cascadia’s deep expertise across media, entertainment, automotive, and enthusiast-driven sectors,” said Muizz Kheraj, Managing Director at Cascadia Capital. “It reflects the firm’s continued commitment to helping visionary entrepreneurs build, scale, and strategically position differentiated platforms for long-term growth.”