Coventry Arena Retail Limited wanted to create a simulator experience inside Cov Store at Coventry Arena, bringing racing activity into a venue that also includes a bar and social space.

The project was designed to give visitors a dedicated simulator experience within the store environment, with racing options for both adults and younger drivers. Rather than installing a single attraction, the setup needed to work as a complete venue experience, with multiple simulators, leaderboard functionality, race control software and staff training in place before launch.

Exsim worked with the team to deliver a full simulator installation that could support day-to-day operation, customer bookings and the opening of the new experience.

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Exsim installed 12 simulators at Cov Store inside Coventry Arena, including 10 Fanatec ClubSport Formula Sims and 2 KRT Junior Racing Sims.

The simulator setup was supported by leaderboard functionality and Exsim’s RCS software, helping the venue manage the racing experience and create a more competitive environment for visitors. The combination of adult racing simulators and junior racing simulators gave the venue a wider customer offering, allowing different age groups to take part.

As part of the project, Exsim also provided staff training, helping the on-site team understand how to operate the simulator experience, manage sessions and support customers during use.

The final setup brought together simulator hardware, race software, leaderboard features and operational handover, creating a ready-to-run racing experience inside the Coventry Arena retail environment.

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Before launch, the venue had already received strong booking interest, showing clear demand for the new simulator experience.

The opening day was completed successfully, with the simulator setup ready for public use and the on-site team trained to support visitors. The experience was well received, with positive feedback around the launch and the new racing activity within the venue.

For Cov Store, the installation added a dedicated simulator experience alongside the venue’s bar and social space. For visitors, it created a new way to race, compete and take part in a motorsport-style activity inside Coventry Arena.

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