SimCraft founded
Newly retired William Dexter MacDonald establishes company.
We have been here since the early days; hear our story. A small manufacturer that has grown into a professional powerhouse of original designs and technology.
To redefine humanity’s expectations of high-fidelity simulation by delivering precision-engineered motion technology rooted in physics. We are dedicated to creating the most immersive simulated environments, where our measure of realism is based on the brain’s response to optimal motion cues. Driven by the persistent desire to create the most authentic virtual experiences, providing a simulation that connects users to the real-world dynamics of vehicles with proven and unmatched accuracy.
SimCraft is a profitable, privately held company with over 25 years of unwavering commitment to excellence in the simulation industry. Our success is driven by a dedicated small team of partners who are deeply involved in every aspect of the business operation. This tight-knit group shares a unified vision and a hands-on approach, ensuring that each decision is made with the long-term stability and growth of SimCraft in mind. The cohesion within our leadership team fosters a culture of reliability, innovation, and excellence, which has been key to our longevity and sustained profitability. Together, we continue to build on a strong foundation, delivering high-quality simulators and exceptional service to our clients. At SimCraft, we don’t just build simulators; we build lasting relationships with our clients, partners, and employees, driving our continuous success and future growth.
Our journey began in 1997, conceptualized by the late William MacDonald, driven by a vision to add a third dimension to his flight sim hobby. His vision for a balanced “center of mass” architecture, reducing the need for high-force actuation, laid the foundation for a new era in motion simulation. Under the guidance of William’s son, Sean Patrick MacDonald, we’ve refined this vision, developing the only motion simulation architecture based on rigid body dynamics, and evolving into a driving force that’s redefining how vehicles move and behave in the virtual world, bridging the gap between real-world dynamics and simulation.
As pioneers in the field of motion simulation technology, SimCraft has continually pushed the boundaries of what is possible in virtual dynamics. Our proprietary system architecture, based on rigid body dynamics, represents a significant leap forward in realism and immersion while simultaneously being more energy efficient. Unlike traditional motion platforms, which often rely on inefficient brute force methods to create movement, our innovative approach simulates the nuanced physical interactions that occur in the real world. This allows for a more accurate and authentic replication of vehicle dynamics, whether it’s in motorsports, aviation, or other high-fidelity simulations. By focusing on the science of motion and the subtleties of human perception, SimCraft has set new standards in the industry, enabling professionals and enthusiasts alike to experience the most lifelike simulations available today. Our commitment to innovation and excellence continues to drive us forward as we pioneer new technologies that shape the future of simulation.
In 2011, our ideas outpaced our contract manufacturers, leading us to bring all production in-house. This pivotal decision allowed us to have greater control over the quality and timing of our production, and increased our iteration rate five-fold. Today, four teams—R&D, MAKE, BUILD, and SERVICES—collaborate to turn these ideas into reality, making mind-blowing simulation possible.
By keeping production in-house, we ensure that every step of the process meets our high standards, ultimately delivering products that amaze and inspire.
Manufacturing hardware starts with design. At SimCraft, this is where innovation takes its first step. We transform concepts into precise blueprints by harnessing the power of cutting-edge CAD software. Our design phase is not just about sketching ideas; it’s about engineering the foundation for high-performance simulators. We focus on every detail, from ergonomics and aesthetics to functionality and user experience. This meticulous process is what allows us to turn creative ideas into reality, setting the stage for the subsequent steps of development and production.
Hardware comes to life with software. At SimCraft, development is where the true essence of our simulators takes shape. This phase is about integrating advanced software that controls and enhances the hardware’s performance, creating a seamless interaction between the two. This software not only brings the hardware to life but also ensures that each simulator delivers an unparalleled, immersive experience. Our software turns sophisticated machinery into intuitive, responsive simulators that push the boundaries of what’s possible.
From raw materials, we craft our product. The manufacturing phase at SimCraft is where craftsmanship meets advanced technology. We begin by selecting the highest quality raw materials, ensuring that every component—from chassis assemblies to mounts and brackets—meets our rigorous standards. Our master welder/fabricators then transform these materials into the essential structural elements of our simulators. This phase is the backbone of our product’s quality, laying the groundwork for the final assembly and tuning stages.
Bringing thousands of parts together is where the magic of SimCraft truly comes to life. This phase is about more than just construction; it’s about creating a cohesive, finely-tuned machine where every element works in harmony. From the smallest bolts to the largest sub-assemblies, every piece is carefully integrated to form a simulator that meets our high standards of quality and reliability. The build phase is the culmination of design, development, and manufacturing, where all the groundwork laid in the previous steps comes together to create a product that is ready for final tuning and installation.
Hundreds of settings and millions of combinations—this is where our commitment to excellence truly shines. Our expert technicians meticulously adjust the motion settings, force feedback, and software parameters, ensuring that every simulator responds exactly as intended. This phase is all about achieving the perfect balance, making sure that every input translates into an accurate, immersive experience. The result is a simulator that feels as close to the real thing as possible, giving users the confidence and edge they need to excel.
White glove delivery, installation, and training ensure that our customers receive not just a product, but a complete, seamless experience. At SimCraft, we understand that a high-performance simulator requires expert setup to function at its best. Our white glove service includes careful transportation of the simulator to your location, professional installation by our trained technicians, and a thorough, hands-on training session. Our team will guide you through every feature, ensuring that you are confident and comfortable with the system.
After nearly 30 years at Eastman Kodak as an engineer and later Director of Government Contracts overseeing a $400M division, "Skip" embarked on his retirement project in 1997 by founding SimCraft. With a deep passion for flight simulation and computing, Skip conceived the core architecture and philosophy for SimCraft's motion technology that remains foundational today.
Utilizing gimbal mechanisms to rotate a simulator cockpit at its center of mass, Skip ingeniously built a 3DOF motion simulator featuring Roll, Pitch, and Yaw—powered solely by the forces generated from a standard household vacuum cleaner. No kidding. Using readily available materials and his multidisciplinary engineering expertise, he demonstrated his invention to his family in December 1998.
This 15-minute lifelike simulation experience inspired Skip's second son, Sean Patrick, to pursue a new career path: developing the SimCraft concept into a state-of-the-art, advanced motion simulation technology. Although Skip passed suddenly in January 2002 at the age of 62, his visionary dreams for SimCraft continue to drive the company's innovations and achievements.
Exposed to BASIC programming at the age of 8 in 1981, SimCraft's co-founder Sean Patrick left a successful career in software development in 2005 to dedicate himself to realizing his father's vision for SimCraft. Pivoting towards motorsport simulation and employing electromechanically derived forces for motion control, Sean directed SimCraft’s evolution into a small-volume manufacturer of racing simulators. In just three years, he launched the APEX product line at CES in January 2009.
Along the way, Sean acquired expertise in mechanical engineering and design for manufacturing, while leveraging his extensive software background to architect and develop SimCraft's system code base, comprising over 350,000 lines of C++ code. Since 2005, SimCraft's core motion technology has been integrated into nearly 1,000 motion simulator products. However, as Sean likes to say, "We are just getting started!"
Outside of SimCraft, Sean enjoys brewing beer, playing guitar and bass, and is an avid cornhole player.
With a penchant for details and a keen sense of administration and financial planning, Laney is credited with guiding SimCraft to year-over-year profitability. Drawing from her paralegal background at multiple firms, she also oversees legal and HR affairs for SimCraft's team.
Laney's journey with SimCraft began in 2006 during the garage startup days when she fell in love with a NASCAR-style simulation in an early prototype. Since then, she has been Sean's biggest cheerleader and supporter in achieving SimCraft's full potential. Known for her favorite word, "nope," Laney ensures that the company stays on track and focused.
Outside of SimCraft, Laney enjoys cooking and baking, watching crime drama shows, and is an avid cornhole player, earning her the nickname "The Holey Cheese."
A resourceful and versatile presence on the team, Matthew first joined the SimCraft ecosystem as a client for competition in the Skip Barber Racing Series in 2011. With a background in real estate operations and hometown roots at Road America, Matthew's lifelong passion for motorsports drives his dedication at SimCraft.
Known for his unique ability to make things happen, Matthew's innovative spirit and commitment to excellence are invaluable to our team.
Outside of SimCraft, Matthew is an owner of the Green Bay Packers, a collector of diecast racecars, and is always known for his impeccable style.
A jack of all trades and a master of some, Matt Nix is SimCraft's do-it-all resource. An adventurer who has traveled to all 50 states and all 7 continents, Nix brings a wealth of experience and a diverse skill set to the team.
Formerly the host of the motorsports radio show "Racin' Nation" on NBC Sports, Nix has a deep-rooted passion for motorsports. As a former US Army Ranger, he embodies initiative and dedication, practicing these values every single day at SimCraft.
With his unique background and adventurous spirit, Nix is an invaluable asset, always ready to tackle any challenge that comes his way.
As an FIA Bronze-rated driver, TJ Halsema brings a wealth of racing experience and passion to the SimCraft team. Having attended nearly every Indy 500 since 1992, TJ's dedication to motorsports is unparalleled.
TJ's extensive knowledge of racing dynamics and firsthand experience on the track make him an invaluable asset to our team. Whether driving or supporting SimCraft's mission, TJ embodies the spirit and expertise that drive our innovation and success.
Chelsea Nix, our bedazzled queen, runs SimCraft production with unmatched effectiveness and flair. What takes others three hours, Chelsea can accomplish in one. As the Director of Production, her leadership ensures smooth operations and high-quality output.
Chelsea's determination and resilience are evident in all she does. Formerly on track to become a cheerleader for the Tampa Bay Buccaneers, she shifted her focus when sidelined from this dream due to pregnancy. Today, she brings that same energy and passion to SimCraft, making her an invaluable part of our team.
Ian Watson, our APEX Installation Manager, brings a wealth of experience from his background as a tradeshow build and implementation specialist. Joining the SimCraft team during the COVID-19 shutdown, Ian made an immediate and lasting impact.
As the lead installer for SimCraft's APEX product line, Ian navigates every challenging situation with grace and class, despite his own claim of not being a people person. Known for his favorite saying, "20 bucks is 20 bucks," Ian's efficiency and expertise ensure that every installation meets the highest standards. His dedication and skill make him an invaluable asset to our team.
Newly retired William Dexter MacDonald establishes company.
The first 3 DOF roll, pitch, yaw motion system is completed and shared with the world.
William Dexter MacDonald passes unexpectedly.
Sean Patrick MacDonald leaves software career to focus on SimCraft.
The garage start-up finishes its first prototype featuring an aluminum chassis and electromechanical forces.
SimCraft is accepted into Georgia Tech's Advanced Technology Development Center, the leading business and technology incubator.
The first simulator featuring a DOM tube steel construction.
Project participants include Team O'Neill Rally Racing School & the Army Corps of Engineers
The revolutionary APEX line of professional racing simulators is launched. APEX systems empower both drivers and engineers to optimize their skills and setups, setting a high-performance benchmark and inspiring diverse SimCraft applications.
SimCraft works directly with Marvel Entertainment to place an APEX system in Tony Stark’s garage.
SimCraft integrates a race used Indy Lights tub into a custom 3DOF APEX chassis, a first of its kind. This system effort would kick start SimCraft pedal development.
Turn 10 teams up with SimCraft to launch the next installment of their iconic title at Petit Lemans
SimCraft turns racecar pedals into simulator pedals with leading race engineering brand Tilton
Ubisoft teams up with SimCraft to launch their groundbreaking title “The Crew” at Gamescom, E3 and PAX.
SimCraft designs and builds a 2-seater enclosed 5DOF flight simulator leveraging their motion technology and architecture. Both rotary wing and fixed wing controls are integrated.
Governor’s Office of Highway Safety orders 39 custom driving simulators. SimCraft goes on to design, produce and deliver all systems in 6 months.
Jordan Taylor signs as our first Ambassador Athlete, sparking new partnerships with Wayne Taylor Racing and the Austin Hatcher Foundation.
Since installing a SimCraft APEX at home, Hamlin has clinched victories in prestigious races including the Coca-Cola 600 (2022), Daytona 500 (2016, 2019, 2020), and Southern 500 (2010, 2017, 2021), among others.
Launch of the small footprint APEX.
APEX expands to 4 DOF, adding surge to the SimCraft architecture.
Joe Gibbs Racing buys a SimCraft APEX for Ty Gibbs' driver development.
APEX expands to 5 DOF, adding sway into the SimCraft architecture.
APEX expands to 6 DOF, adding heave into the SimCraft architecture.
A pioneer for simulation in professional race driver training, Scott Pruett joins the SimCraft family.
Denny Hamlin, in a SimCraft APEX, edges out Dale Earnhardt Jr. in a thrilling door-banging finish to the checkered flag at the debut event of the eNASCAR iRacing Pro Series Invitational.
SimCraft clients post 75 wins, 151 podiums, and 7 championships.
Jimmie Johnson joins the SimCraft family.
Yaw motion racing simulator platform launched, including a Kart configuration
SimCraft announces partnership with racing talents Oliver and Sebastian Wheldon.
The premier racing school where our Co-founder learned the art of car control partners with SimCraft
SimCraft completes expansion to new HQ
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