Laser Tools Racing with MB Motorsport are delighted to welcome AI-driven CX and performance intelligence platform Serve First to the team’s growing family of proud partners. Exclusively unveiled at the team’s recent season launch event, the new partnership brings together a sporting organisation whose success depends on making the right decisions under pressure, with a technology business built around helping multi-site organisations do exactly the same.
Serve First combines customer feedback, operational audits and real-time action management into one intelligent platform. Its AI-powered technology collects and analyses insight from in-store surveys, online reviews, mystery shopping and operational checks, turning complex data into clear actions for frontline teams. The result is faster decision-making, improved service performance, reduced risk and stronger customer loyalty.
At Laser Tools Racing with MB Motorsport, we run on data, precision and constant evaluation loops to extract every possible performance gain. That mindset makes this partnership with Serve First a natural fit.
The partnership signals Serve First’s first move into supporting elite sport and reflects the scale and momentum of the business’s current growth. It also aims to unlock new relationships, incentivise staff and enable customers and key partners across the UK to enjoy the sport as plans for the latest campaign of the UK’s premier motorsport series ramp up.
CEO and Founder of Serve First, Erol Ayvaz, said:
“Since day one, we’ve had a clear vision for the business we wanted to build. Not a company that talks about performance, but one that measures it, manages it and improves it every day. In MB Motorsport, we’ve found a partner that operates with the same discipline. Races are won or lost on fractions of a second. In business, competitive advantage is often just as marginal, and every interaction matters.
In elite motorsport, success demands extraordinary attention to detail and a constant drive to improve. That is the same focus we bring to our customers. This partnership reflects who we are, what we value, and the ambition behind Serve First as we continue to scale.”
MB Motorsport Founder, Mark Blundell, said:
“Like us, Serve First moves fast and makes decisions based on evidence. From our first conversations, it was clear there was strong alignment in this partnership. The team have been excellent to work with and are a great fit for our network. We look forward to introducing them to our partners and showcasing why the British Touring Car Championship is the place to be.”
About Serve First
Serve First is an AI-driven CX and performance intelligence platform for multi-site organisations. It brings together customer feedback, mystery shopping, operational audits and real-time action management in one connected system. By turning insight into clear, accountable actions at location level, Serve First helps businesses improve service performance, reduce operational risk and build stronger customer loyalty.
Serve First operates across sectors including retail, hospitality, health and wellness, franchise and facilities management. Key clients include Alphega Pharmacy, Aramark and Elior Group.
For further information, visit www.servefirst.co.uk
