Track Rabbit, the motorsport event platform headquartered on West Chester's Gay Street, now lets grassroots organizers use its registration tools without routing payments through the platform.

The new feature, announced Tuesday, Sept. 22, separates Track Rabbit's event-management side from its built-in payment processing. Organizers of local track days, car shows, cruise-ins and cars-and-coffee gatherings can collect fees through cash, Venmo, PayPal, a card reader or whatever method they already use. Participants still register and manage their information through Track Rabbit.

"This new option opens up new opportunities to those organizers to utilize everything our platform offers for tracking, collaboration, and more, while continuing to run payment exactly as they always have," Director of Operations Tori Drach said in the company's announcement.

The change targets smaller operators who rely on informal payment setups and prefer not to bundle registration with merchant processing. Organizers decide how and when participants pay and keep their own records of who has paid.

Track Rabbit will charge what it calls a small registration platform fee for the option. The company did not disclose the dollar amount. No separate pricing tier or additional setup is required, according to MyChesCo, which covered the feature's launch.

Organizers who use a different registration provider can also list events on Track Rabbit at no charge without moving registration onto the platform. Track Rabbit said in its Sept. 22 announcement that it lists thousands of automotive and motorsport events each year.

Track Rabbit, founded in 1999 according to CB Insights, operates from 44 W. Gay Street, according to the same profile. The company is part of the ALIVE brand, a marketing and technology firm serving automotive enthusiasts. Co-founder David Atadan said in a November 2025 press release that the company built Track Rabbit for the motorsports community because generic event platforms did not meet the industry's needs.

Pricing details for the outside-payment option are listed at trackrabbit.com/pricing.