Behind the
wheel.

The Beginning

Lap24 started with a simple idea: car enthusiasts never really had a coffee brand that felt like it belonged to them.

Coffee has always been part of the culture — early mornings before cruises, late nights in the garage, road trips, track days, conversations in parking lots — but nobody was building a brand around the people living that lifestyle.

So I decided to create one.

I wanted Lap24 to be more than just coffee. I wanted it to feel like part of the community — something built for the people who are driven, obsessed with what they love, and always chasing the next lap.

Early on, I invited my friend Victor to be part of building it with me. A few months later, he passed away at 24.

The loss changed everything.

That’s where the name Lap24 took on its meaning — a reminder that life moves fast, time is limited, and none of us know how many laps we get. What started as an idea turned into something much deeper: a brand built around passion, community, and making every lap count.

Since then, we’ve been building nonstop.

What We Do

We roast specialty coffee in small batches, cater events with our mobile coffee cart, and show up wherever car culture lives — meets, track days, pop-ups, and beyond.

Every roast is built with the same mindset the community understands: details matter, quality matters, and the experience matters.

What We Believe

Small batches. No shortcuts. Every roast gets tested before it ships.

Built for the community. The people around us matter more than hype.

Fuel the drive. Whether you’re building a car, a business, or a life you’re proud of — keep going.

Where We’re Going

More roasts. More events. More stories.

A physical space someday. Wholesale partners that fit the culture. A subscription that keeps shelves stocked automatically.

Most of all, we’re building something car enthusiasts can truly call their own.

Welcome to Lap24.

Shane Jacob | Founder & CEO Lap24 Coffee