Solenza did not begin as a business idea. It began as a feeling. A sense of freedom, curiosity, and possibility that has followed me for as long as I can remember.

Some of my earliest memories are of long drives through Europe on the way to races with my family. I remember seeing the Swiss Alps rise for the first time and realising that the journey could create just as many memories as the destination. As I grew older, racing became my world. Speed, discipline, precision, the pursuit of perfection through a unique blend of focus, planning, and resilience. 

Motorsport shaped me in ways that extend far beyond the track. It taught me to trust my instincts, to prepare meticulously, and to appreciate the small details that transform an experience from good to exceptional.

Yet racing also introduced me to another kind of discovery. Travelling from country to country, often with little time to explore, I found myself drawn to the quieter corners of each place. A family-owned trattoria tucked into a side street. A small hotel with only a handful of rooms. A stretch of shoreline that seemed to appear out of nowhere. These were the moments that stayed with me long after the chequered flag fell.

Before racing took over fully, I also spent years building experiences for others. Through track days, private coaching, manufacturer activations, boutique events, and hosting driving and travel clients across Europe and North America, I learned what it means to create something unforgettable. I saw the power of thoughtful hospitality, the importance of story in a journey, and the beauty of bringing people together through a shared passion. Some of those projects were created with no blueprint, yet the results felt effortless. That was where I realised that magic comes from intention, not excess.

Along the way, the idea for Solenza formed quietly. Not as a sudden inspiration, but as the natural intersection of everything I love: driving, discovery, hospitality, and human connection. I have always believed that a supercar should do more than take you from place to place. It should shape the journey, elevate the senses, and give you the freedom to experience a region in a way that is impossible from behind a window or in a crowd. But the heart of a journey is never just the car. It is the road, the people, the food, the landscape, the conversations, the quiet moments in between.

Life has a way of aligning things at the right time. As my career in racing matured, I found myself surrounded by extraordinary people from motorsport, hospitality, luxury travel, and creative fields. A collective of specialists who share the same values: detail, discipline, care, professionalism, and the desire to craft something meaningful. Many of us have crossed paths before through previous projects, events, racing, and client experiences. Solenza is the place where all of those threads finally come together.

This is not about spectacle or excess. It is about understated luxury and genuine connection. It is about shaping drives with the same precision as the perfect racing line. It is about dinners that feel like they belong exactly where they are. It is about small groups, effortless hospitality, seamless transitions, and a sense of calm that allows guests to be fully present. It is about creating the kind of journeys that linger long after they end.

Solenza exists because I believe great experiences are not created by chance. They are crafted and curated. They are shaped by passion, curiosity, discipline, exclusivity, and care. They require a team that obsesses over the details no one sees and a desire to build something that feels honest, intentional, and deeply personal.

We are only at the beginning of this journey, but the vision is clear. Solenza is a place where my racing life and my love for hospitality meet. A place built on adventure, craft, and the joy of discovering the world by road. A place created not to impress, but to inspire.

Thank you for being here at the start.

Alex Sedgwick, Founder of Solenza