Passion and Reason: The Kaiser Formula for Roarington’s Success

Bringing the clarity of reason into the fire of passion is a rare gift. Fritz Kaiser, entrepreneur, philanthropist, and classic car visionary, has mastered this balance all his life. Born in the Principality of Liechtenstein, he represented his country at the 1976 Montreal Olympic Games in judo. “The Olympics are an incredible honor for any athlete and shaped my early life, teaching me fundamental lessons that guided my personal and professional growth”, he recalls.

The thrill of competition soon carried the young Kaiser into motorsport. In the 1980s, he became marketing partner of the German Touring Car Championship (DTM), when the series began building the reputation it enjoys today. Later, in the mid-1990s, Peter Sauber turned to him for help securing partners for his Formula 1 team. Kaiser introduced him to Dietrich Mateschitz, founder of Red Bull, paving the way for the Red Bull Sauber Petronas Formula One Team. As Chairman and a shareholder, Kaiser steered the team through decisive years, securing an engine partnership with Ferrari and bringing Petronas on board as a major sponsor. “Formula 1 is thrilling but incredibly demanding,” he reflects. “The pressure to innovate was relentless, and the global media watched every move – staying calm under pressure was essential. It was a time I truly appreciated, and I’m grateful to have left even a small mark in that world.”

Fritz Kaiser at the 2016 1000 Miglia with his Mercedes-Benz 300 SL Gullwing.

Kaiser stepped away from Formula 1 in 2000, leaving the team in a strong financial position. His passion for cars then took a new turn: towards the timeless beauty of classics. Collecting and racing them became a pursuit, culminating in a victory at the 2013 Morocco Rally in a Mercedes 300 SL Roadster. But reason soon joined passion again. “The business person in me realized this sector needed support to ensure its continuity. That’s why I created TCCT – The Classic Car Trust, a non-profit dedicated to giving the world of classic cars a sustainable future in an age of rapid change and generational transition.”

For Kaiser, the Mille Miglia represented the perfect meeting point between past and future. “Enzo Ferrari called it ‘the most beautiful race in the world’, and it’s truly special when thousands of children, grandparents, and families cheer during the re-enactment of that extraordinary event”, he says with a smile. Small wonder then that Roarington — his most ambitious project yet — has partnered with the Mille Miglia to amplify its timeless appeal through a highly realistic virtual world.

The Key - Top of the Classic Car World Yearbook was born from Fritz Kaiser's idea to promote classic car culture.

The Classic Car Trust became a reference point with its annual publication The Key, international forums inspired by the World Economic Forum in Davos, and initiatives to strengthen the collector community. The Key gained recognition for its ranking of the top 100 collectors, market insights, and feature stories. “When I founded TCCT in 2013, the mission was clear: to preserve the legacy and values of classic automobiles. The real turning point came at a landmark TCCT Forum in 2019 at the FIA headquarters in Paris, co-hosted with FIA president Jean Todt. There it became clear that we must bridge motoring heritage with the digital age. That moment marked the beginning of Roarington.”

Fritz Kaiser, Jean Todt and Antonio Ghini, Director of The Key, at the 2019 TCCT Forum in Paris at the FIA headquarters.

Since then, Roarington has grown from bold idea to global destination for classic car lifestyle, culture, and more. “It is becoming the ultimate virtual dreamland — where timeless beauty meets innovation, and where passion, art, and the thrill of classic cars unite with a vibrant community. Together with leading partners, we are building a platform to celebrate, preserve, and create new value around icons that define this world, and we invite visionary collaborators to shape what’s next”, says Kaiser.

Central to this vision are the high-tech simulators designed by Pininfarina and Zagato, allowing enthusiasts to experience digital twins of legendary cars on iconic tracks and scenic roads. Whether for fun, training, or competition, they connect past masterpieces with future possibilities.

Already today, Roarington has secured significant partnerships: Mercedes-Benz Classic, MAUTO – the Italian National Car Museum, 1000 Miglia, and the Roarington Art Center, soon to launch in partnership with Art Basel. Together, they are extending the reach of classic cars and culture into the digital age.

At the same time, Kaiser remains more than “just” a car enthusiast. F1 Business Magazine named him one of the world’s Top 20 Petrolheads, alongside Lawrence Stroll, Bernie Ecclestone, Jay Leno, Ralph Lauren, and Patrick Dempsey. Beyond motoring, he is a Liechtenstein entrepreneur with wide-ranging interests: a private bank, a renewable energy company, real estate ventures, and philanthropic initiatives.

At the beginning of this story, we spoke of passion and reason. Fritz Kaiser has shown how the chemistry between these opposites can be transformative — for lifelong car lovers and for those just discovering this world. One world? In truth, two: the tangible realm of engines, artistry, design, and culture, and the virtual one, increasingly real for all of us. A universe of exhilarating cars and captivating experiences, marking the beginning of a magnificent new chapter: the world of Roarington.

“This ever-evolving universe”, concludes Fritz Kaiser, “will increasingly become the meeting point of tradition and innovation, keeping the spirit of true classic cars and their luxury lifestyle alive in the digital era.”

Roarington simulators represent the perfect bridge between the past, present and future, allowing you to get behind the wheel of the most beautiful classic cars.