A team of creators and innovators with diverse technical and business expertise, ALIVE delivers customized solutions, consultative services in marketing and technology, and unique products to support the automotive and motorsports industries. This includes technologies that serve fans and enthusiasts looking for a cohesive experience in their passionate pursuits, as well as services and tools that help large and small businesses reach the unique audiences that the automotive and racing industries represent.

As ALIVE integrates their products and services ecosystem, the company will continue to launch additional products and expansive services in the remaining part of 2018 connecting and serving the community of individuals and companies active in the automotive and racing industries.


The digital community for motoring enthusiasts.
  • Patent-pending technology, developed in Q1 2017
  • MotorCrush 3—the first commercialized version—launched in Q3 2018
  • Went global in Q4 2018
  • MotorCrush merchandise store opened in Q4 2018
  • 100K Sweepstakes commenced in Q4 2018
  • Surpassed 100K users in Q4 2018
  • Comprehensive web application equivalent to go live in Q2 2019
  • Goal to have 1M users by Q1 2020

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A registration engine and streamlined event promotion and management platform for automotive and motorsports businesses.
  • Saved clients as much as $20K in 2018
  • Processed largest driver event ever for renowned track in Q2 2018

  • Launched exemplary customer service program in Q2 2018
  • Partners Early Access Version completed in Q3 2018
  • Surpassed 3K users and $1M transactions in 2018
  • Enhanced marketing and account management services launched in Q1 2019
  • Integrated ticketing product to go live in Q1 2019
  • Goal to have $50M transactions in 2019

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A digital auction platform for modded, classic and high performance vehicles.
  • Initial release to be launched in Q1 2019
  • Goal to generate $20M revenue in 2019

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Our Team

ALIVE and its products are the direct result of our team's life-long passion for cars and motorsports, combined with our years of experience and business acumen.

Andy Lally


Andy Lally is a 5-time Daytona 24 Hour race winner and professional sports car champion who has won races and championships in both GT cars and prototypes. His credits include 3 Rolex Grand-Am Championships as well as the North American Endurance Championship.

Lally’s 2016 win at the Rolex 24 Hours at Daytona made him a 5-time class winner at the prestigious race. His other notable achievements include being a 3-time winner of the “6 Hours of The Glen” as well as wins at 12 Hours of Sebring, Petite Le Mans, and the inaugural Brickyard Sports Car Challenge at the famed Indianapolis Speedway. Andy has also been a podium finisher at the 24 Hours of Le Mans. He holds the all-time record for  podium finishes in the Grand Am Rolex Series.

In this next chapter of his career, Lally will bring to marketing and business development the same energy, excellence, and commitment to performance that have marked all his previous endeavors.

Dave Atadan


An entrepreneurial force in the Mid-Atlantic region,
architect of the Trellist operating model and trusted
consultant to our clients, David, Trellist’s CEO, built
the company from the ground up 20 years ago and
is implementing the Trellist vision of a family of
companies that includes sole and joint ventures as
well as philanthropic endeavors.



Championed by co-owner, Lance Miller, Carlisle Events is the most recent partner to join Andy Lally ALIVE. Lance and the Carlisle team bring with them multiple generations’  worth of experience in car culture, undisputed passion, and unique connections to multiple sectors, continuing their tradition as a respected leader in the automotive events industry and now invaluable partner.

Gerald Raffa


Gerald Raffa is a career real estate developer with experience in both commercial and residential. A lifelong racing enthusiast, Jerry has invested heavily in the development of his local racetrack and dedicated himself to supporting and promoting the sport he loves. Jerry is an ALIVE team operating member and strategic investor.

Melanie Schilling Chief Financial Officer

Melanie Schilling

Chief Financial Officer

Leveraging a breadth of experience from her 20-year career, Melanie is a versatile, results-oriented finance leader with wide-ranging, cross-functional expertise in the fields of accounting, auditing, and financial planning. With a focus on maximizing shareholder value, Melanie employs a strategic business partner approach to balancing short and long-term financial goals.


Technology Consultant

Leaning on 20+ years of IT Management experience, Trellist’s co-founder Jie masterminds client technology strategies in collaboration with senior VPs and CEOs to help them increase profits while always delivering a memorable customer experience.