Selland Technologies

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Selland Technologies

Design. Build. Grow. We build custom technology and software that powers the biggest names in motorsports.

09/03/2026

Our owner, Ben Selland, has been having some conversations about how AI will change the way we operate and what that means for the future of technology development. See what he had to say below:

I think that change is inevitable, and I don’t think it’s a bad thing. If you understand your job to be simply taking a fleshed-out request and converting that into code, then AI is getting really good at that, and it’s going to take a lot of the work out of that part of the job. But our job isn’t simply writing code.

Is writing code a part of what we do? Absolutely, and AI has made us much more efficient at it. But a much, much larger portion of our work is upstream of that. It’s working with an organization to understand their problems, documenting those problems, figuring out how or if technology can address them, deciding what the right technology looks like, and then figuring out the way to build it in a sustainable and reliable way. Once you’ve done all that work, sure, AI can help you write the code and do it well. But then there’s the other side of that: making sure what you build continues to work, is maintainable, is reliable and is actually an asset that an organization can use for the next five, ten or fifteen years. That’s much more than just writing code.

And honestly, I think there’s going to be a lot more software built because of AI. I don’t think that developers are going to lose their jobs. They just may be able to do a higher percentage of work with the same number of people. That’s what I find interesting.

We’re using AI in software development, but we’re also finding really good ways to use it for things like documentation, technology research, project planning and QA. Those parts of the industry aren’t as far along with AI enablement as software development itself, and we’re seeing some really good results there.

For us, AI isn’t about replacing the work. It’s about being able to do better work with better tools.

09/01/2026

We’re trackside in Indianapolis for the U.S. Nationals, one of the biggest weeks on the NHRA calendar! From the cars to the data and technology behind them, there’s a lot happening at the track. We’re looking forward to being part of it and watching the week unfold.

https://selland.technology/

08/28/2026

We were back on site last weekend for the Lucas Oil NHRA Nationals in Brainerd, MN. From the energy in the pits to the fans in the stands, this is always one of the most anticipated stops on the NHRA schedule.

Every event is a chance to see how technology performs in live settings, talk with the people using it, and find ways to make it even better. There’s just no substitute to being where the action is.

https://selland.technology/

08/20/2026

One size rarely fits all, yet that’s often how technology is expected to work. In motorsports especially, every organization has different goals, workflows, and challenges. A local track, a sanctioning body, and a national series all operate differently. So expecting one approach to fit every operation often creates more friction than it removes.

The best technology starts with an understanding of how people work, where the friction is, and what success actually looks like. Whether it’s credentialing, timing, data management, or race operations, the right solution should support the way an event runs and not force teams to adapt.

If you’re evaluating your current systems or planning what’s next, we’d be happy to talk about building technology that works the way you do.

https://selland.technology/our-process

08/17/2026

Sturgis is always a big week for motorsports, and this year American Flat Track brought two nights of racing to the Jackpine Gypsies during the 86th Sturgis Motorcycle Rally.

The Super TT on Saturday and Short Track on Monday made for a pretty exciting weekend of racing in South Dakota. Events like this are a great reminder of how much goes into putting on a race weekend, from what happens on the track to everything happening behind the scenes.

We always enjoy seeing all those pieces come together and watching another race weekend unfold. Sturgis was a great backdrop for a weekend of Flat Track racing.

08/07/2026

There’s a difference between knowing technology and knowing the technology motorsports depends on.

With more than 30 years of experience in the industry, we understand that no two organizations operate the same way. Every series, track, and sanctioning body has its own processes, priorities, and challenges.

From streamlining back-office operations, connecting systems that don’t work well together, or building something completely custom, we don’t believe in one-size-fits-all solutions. Our experience helps us identify where technology can have the biggest impact.

Your technology should fit the way your organization works, not the other way around.

https://selland.technology/our-process

08/04/2026

Sim racing has come a long way from just being a game. Today, it’s where drivers, engineers, and technology teams can test ideas, gather data, and make better decisions before a car ever rolls onto the track. The level of realism is striking, as simulators can replicate tire surfaces, tire behavior, weather changes, fuel loads, and even subtle setup adjustments with an accuracy that simply wasn’t possible a decade ago.

F1 teams rely heavily on sim racing and advanced simulators throughout the season, and drivers like Max Verstappen have been vocal about how much time they spend in the sim, not just to race online, but because it’s become another way to sharpen skills and stay prepared. NASCAR drivers have been known to regularly use simulators to learn new tracks and evaluate setups before race weekend.

The technology behind sim racing continues to push innovation, beyond the training aspect. Better physicals models, more advanced telemetry, improved data visualization, and increasingly sophisticated software are continuing to make virtual testing more valuable. When virtual environments can accurately reflect real-world conditions, teams can experiment faster, reduce risk, and arrive at the track with more confidence.

As simulation continues to evolve, the gap between virtual and real-world testing will keep getting smaller. It’s not just changing how teams prepare, but also accelerating innovation across the entire motorsports technology industry.

If you’re interesting in where motorsports technology is headed, visit https://selland.technology/ to learn more about what we’re building.

07/29/2026

Whether he’s working through a challenge with a client or helping move a project across the finish line, Mike thrives on solving problems and finding practical solutions. As one of Selland Technologies’ Delivery Managers, no two workdays are the same, and that’s exactly what he enjoys. From collaborating with clients to working alongside our development team, he likes helping turn new ideas into real-world solutions.

Mike takes great pride in helping bring projects from idea to reality. One of the most rewarding parts for him is seeing our technology in action during a live NHRA National or Divisional event. Watching something the team built or worked on appear on the “big screen” never gets old, and it’s a reminder that our work has a real impact in an industry that is constantly evolving. His mindset that every task has a solution, even if you do not have one right now, carries into each project he completes.

“𝐍𝐨 𝐩𝐫𝐞𝐬𝐬𝐮𝐫𝐞 𝐦𝐞𝐚𝐧𝐬 𝐧𝐨 𝐝𝐢𝐚𝐦𝐨𝐧𝐝𝐬!”

One of his favorite parts of working at ST is the people. He enjoys collaborating with teammates across the globe, not only to solve complex problems but also to learn from one another. Whether they’re sharing ideas to complete a project or swapping stories about everyday life in different parts of the world, Mike appreciates the relationships that come from working with an international team. As one of our Canadian teammates he’s always happy to share a little about life north of the border (and share a snow picture or two).

Outside of his work, motorsports are still a large part of Mike’s life. He’s a fan of Formula 1, IMSA, NASCAR, and endurance racing, but he does more than just watch the action. He’s been in sim racing for years and has spent hours competing online with friends. For Mike, it’s more than just a hobby. With a custom-built racing simulator, he enjoys watching the real life race and then taking on the same track in the virtual world not long after. For him, it’s a unique way to experience the same tracks, strategy, and challenges the professionals faced while adding some friendly competition of his own. It’s the perfect combination of technology and a lifelong love of racing.

Mike’s Favorite Car: Mercedes AMG (GT3)
Favorite Track: Nurburgring
Favorite Series: Endurance Racing (24hr events)

Learn more about Mike, our team, and the work we do at https://selland.technology/

07/27/2026

This past weekend, we were back at the track for the NHRA Northwest Nationals in Kent, WA.

Pacific Raceways is one of the few tracks surrounded by towering evergreens, so it has a completely different feel than most race venues. It’s always one we look forward to visiting.

Every race weekend brings new conversations, perspectives, and the chance to see firsthand how each venue operates. No two organizations operate exactly the same. These firsthand experiences help us to build technology that’s flexible enough to support to unique needs of each organization we work with. Being present is such an important part of what we do.

Learn more about how we support motorsports organizations at https://selland.technology/

07/24/2026

When people hear “modernization,” they often assume it to mean replacing everything they already have. More often than not, that’s not the case.

The best place to start is understanding how your team actually operates. We look at the technology you’re using today alongside your day-to-day processes to find where time is being lost, where manual work can be reduced, and where everyday tasks can be made easier.

Sometimes the right solution is updating an existing system. Sometimes it’s building a custom tool that fills a gap and works alongside the technology you already have. Every organization is different, so the right approach should be too.

Modernization isn’t about starting over. It’s about making the systems you rely on work better for the people using them every day.

Looking to improve the systems you already rely on? Learn more about how we help motorsports organizations build technology that fits the way they work: https://selland.technology/our-process

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14008 Pinoli Pine Circle
Charlotte, NC
28078

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https://selland.technology/

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