Racing

Victory in Linköping, 15 years later.

Fifteen years ago, I arrived at Linköping believing my future in motorsport was probably over.

The results in karting had not been enough. The path ahead felt unclear. Somewhere during that season, the mindset quietly shifted from “becoming a professional racing driver” to simply enjoying whatever time remained in the sport before moving on with life.

A few months later, a nearly fatal karting accident at another Swedish circuit changed everything. Lying in a hospital bed later that same year, I made a decision that would end up defining the next decade of my life:
If I was going to race, I would go all in.

What followed was a journey that teenage me walking through the paddock in Linköping could never have imagined. Race cars replaced karting. Teams were built. One was eventually sold. The journey continued to the United States where I broke multiple Nordic and Swedish NASCAR records before the pandemic abruptly paused the international chapter completely.

Then came business. The years after racing were not empty years. Quite the opposite. Businesses, projects, partnerships, commentating, networks and a career outside the racetrack slowly took over everyday life. Motorsport became something people mostly associated with my past.

Honestly, I started doing the same myself. Then, suddenly, Linköping appeared again. This weekend I returned to Linköping Motorstadion together with Gula Garaget Racing for the Nordic Six Hour Cup. A six-hour endurance race around the same arena where I raced go-karts fifteen years ago.

The emotions hit me harder than I expected. Not because I was nervous about driving fast again. That part comes back surprisingly quickly once the visor goes down. But because certain places in life remind you who you used to be before the world shaped you into something else.

Fifteen years ago, my father Micke stood beside me in Linköping as my mechanic. This weekend, he stood there again as we chased an overall victory together. That means more to me today than trophies ever will.

The race itself became a perfect reflection of endurance racing: strategy, patience, trust and controlled aggression. We qualified sixth after choosing to fuel the car almost for race conditions already in qualifying. With limited personnel between sessions, there simply was not enough time to constantly reconfigure the car for qualifying performance and then convert it back again. Some teams had far more people. We didn’t. So we focused on the race instead.

When the lights went out, I did not particularly care about starting sixth. Within three laps, we had the class lead. By the end of the stint, we were leading overall. Emil then took over and immediately showed why he is one of the fastest drivers in Swedish endurance racing. Claes and Peter followed with strong and consistent stints while Musse and the team handled the strategy and mechanics.

When it was time for the final stop, the race became complicated. We chose to fuel the car extremely aggressively in order to maintain track position. Had we fueled properly, we likely would have exited in second place instead of the lead. I told the team to fuel the car as little as they dared and that I would handle the rest somehow.

That “somehow” quickly became stressful.

A few laps into the final stint, I started feeling something unusual in the front end of the car. Possibly rubber buildup, possibly something mechanical. If a steering component breaks at racing speed, your day ends violently. At the same time, the fuel meter suddenly dropped to 0% with several minutes remaining.

So now the mission became balancing three things simultaneously:
Bring the car home.
Protect the lead.
Save fuel.

When I exited the pits, the lead was around eighteen seconds.
At the finish line, it was 52.199.
Overall victory.

What makes this victory special is not only the result itself. It is everything surrounding it. Back in 2022, my relationship with Gula Garaget Racing started in far more dramatic circumstances. During one of my early runs with the team, the engine exploded and the car caught fire while I was trapped inside it. What followed was frustration, chaos and a reminder that grassroots motorsport sometimes exists very far away from the polished professionalism I had become used to in NASCAR.

But the team never stopped believing in me. Claes kept calling. Kept offering seat time. Kept building. And this weekend, years later, we finally stood on the top step together.

The weekend also marked the beginning of a new partnership with Venice Equestrian, the luxury Scandinavian equestrian brand founded by Isabelle Bräck. Ironically, she was one of the people pushing me to start racing again.
At one point I joked:
“Well, then maybe you should sponsor me.”
Apparently she took that seriously. And honestly, maybe it makes more sense than people first think. Horsepower is still horsepower in the end.

For the first time in many years, international racing no longer feels impossible. I’m not pretending this suddenly becomes a full-time comeback story. My life today is deeply connected to business and the career I’ve built outside the racetrack. But endurance racing is different. Experience matters. Strategy matters. Consistency matters. And this weekend reminded me that maybe the international chapter was paused, not finished.

Maybe that kid walking through the paddock in Linköping fifteen years ago had less reason to doubt himself than he thought.

Fresh Off Victory, Gula Garaget Turns To Jonas Fors As Venice Equestrian Joins Him For The Journey Ahead

Last year, I made my return to racing together with Gula Garaget Racing after years away from the driver’s seat. This Saturday, we line up again at Linköping Motorstadion for the Nordic Six Hour Cup, Sweden’s oldest endurance racing series, in what is probably Sweden’s fastest Volkswagen Beetle.

Somewhere over the years, the focus shifted. People started associating me more with commentating, business, projects and entrepreneurship than motorsport, and that makes sense. Life moves on. You build businesses, take on new responsibilities and suddenly racing becomes something people talk about in past tense around you.

The thing is, for me, it never really became the past.

This is not a massive all-in international program like the NASCAR years were, and I’m not pretending that it is. But I’ve always liked the idea that if the right team calls, I should still be able to walk straight out of the office, put the helmet on and deliver. There’s something appealing about becoming underestimated in motorsport. People stop expecting you to be fast after a few years away, even if the ability never actually disappeared.

Also, endurance racing changes things a little bit. A few strong performances in NSHC is enough to reopen conversations and suddenly opportunities that sounded unrealistic a year ago become very real discussions. Based on my background and résumé, an FIA Silver rating is absolutely within reach, and if a team believes in me for 2027 then races like Shanghai 8 Hours, Interlagos 3h and Dubai 24H are not impossible anymore. That’s still far down the road and nothing I’m actively planning around right now, but at the same time I’m fully aware that endurance racing allows drivers to stay competitive for a long time. Realistically, I still have many strong years left if I choose to pursue it seriously again.

For this race weekend, I’m also very happy to welcome Venice Equestrian as partner. Venice is a luxury Scandinavian equestrian brand that now also becomes part of Fors Family, our growing network of entrepreneurs, companies and people who believe long-term relationships still matter.

As part of the collaboration, everyone following this journey gets 10% off all orders until the end of May by using the code JONAS10 at checkout on the Venice Equestrian Official Website.

Partnerships for me have never only been about logos on cars or visibility online. The interesting part is always what gets built behind the scenes over time when ambitious people start helping each other move forward. That has been the core idea behind Fors Family from the beginning and Venice felt like a very natural fit for that vision.

Saturday is not being presented as some giant comeback moment. I already did my comeback last year. This is more a continuation of something that probably never disappeared in the first place.

There’s still some unfinished business left on the racetrack.

Jonas returns to speed.

”If you don’t know the track in three laps, then you’re not talented enough to become a professional.”

His son was a former world champion. He had the authority to be controversial, but teenage me thought it was just crazy talk.
Have you ever fired a new hire five minutes into their first day because they didn’t deliver better than anyone else on the team?
Welcome to the world of motorsport, dear corporate managers – where cut-throat isn’t enough to describe the pressure.

This morning I couldn’t get out of bed. My body felt completely destroyed, sore after yesterday. Last Saturday, my phone buzzed while I was enjoying a cold beer on the flybridge with my dad, admiring the beautiful view of the Stockholm archipelago.

”Are you available next Saturday?”
Just by the sender, I knew what this was about.

Without a thought, I answered:
”Yes, I’m free.”
”Gelleråsen,” was his only reply.

Once again, I’d managed to triple-book myself.

The anxiety over this decision made me sleep-deprived every night this week.
I’m in the worst shape of my life. I’ve rejected every request to even run go-karts with my friends over the past few years. The last time I did a full race stint was at Indianapolis – six years ago.

Lying there in bed, the worst memories of my career flashed by.
Crashes. Pain. The ambulance nurse yelling, ”Stay with me.”
The sound of a cheering grandstand section as I walked out of a car so totaled that pictures of it would be marked as ”sensitive content” by most social media platforms.

I remember how I tore off the helmet and angrily yelled,
”This is the risk I’m taking for your damn entertainment!”
The clapping hands immediately stopped.

I finally fell asleep after midnight between Friday and Saturday.
The alarm went off at 04:00. I went to Solna in the northern outskirts of Stockholm to pick up Musse, the engine tuner of the car – and the one who texted me.

At 8:30 we had the drivers’ meeting.
I asked the Race Director if we followed Appendix L when it came to overtaking regulations.

I sincerely wanted to know, but I also know that the only kind of drivers who find this specific question interesting are the ones aggressive enough to be in the gray area of penalties.
The kind who give you a simple choice:
Let me by, or we crash.

Unfortunately, I’m one of those.
Or at least, that’s what I want everybody to think – so they let me by without fighting.

Gelleråsen is almost legendary in Sweden. It’s been around forever and is located in the dead center of the southern half of the country. Yet, I’d never run a single lap on the track until yesterday.

The track was wet but drying up – one of the most difficult conditions you can face. And I love it. It’s been my favorite challenge since I started karting as a kid. Now though, not even knowing if I’d dare to go fast again after all these years of boating instead of racing, it just made my nerves worse.

I tied my gear on, struggling with the helmet. But the hybrid clicked in like I’d raced last weekend. I started the car and rolled out in the fast lane, parking behind a line of cars waiting for the green light to turn on and let us out for the practice session.

The light turned green. I said to myself:
”Lights out and off we go!” ironically, as the cars started to creep out on the track.

I let the cars in front of me get a bit of a head start I wanted room in case I messed up braking on any of the corners on the first lap.

I passed the pit line and went on the throttle – wheelspin. The RPM-meter hit red. All my doubts disappeared. I slammed the brakes into the first corner, and the car just did as I told it to as it launched toward turn two.

Memories started to flash through my head:
The perfect downhill exit in Spain,
The qualifying lap in France,
The start in Falkenberg in the Camaro,
The first overtake in NASCAR K&N Pro Series in California,
The banks of Daytona in 300+ km/h.

They just kept coming.
Victories. Pole laps. Hugging my dad after the good races. Stepping onto the top of the podium. Meeting the mechanics in extascy. Late evening test runs while being alone on the track in the sunset. The first victory in pouring rain. 20 years of racing.
All of a sudden, I was inside the car I let go out in front of me – passing and clearing him.

This is the rush.
The complete lack of negative thoughts and the overwhelming satisfaction of positive ones.
When negative stress turns into positive stress. It’s the gateway into flow. You forget about the present, and your subconscious makes the split-second decisions. It feels like you and the machine are one – like you’re flying forward as a single unit.

I didn’t get any practice on a dry track until it was time for the race. Claes, the team owner decided that since I was the fast guy, I should start the 6-hour long effort. Our goal was a top 10.

”There’s no real pressure from behind, and the cars in front of you will pull away” he said on the radio.

When the lights went out, I went side-by-side with the cars ahead of me. I couldn’t care less about “the cars in front of you will pull away”.

After the 75-minute stint, I got out of the car. I stood up for not more than 10 seconds – then collapsed to the ground.
The sweat burned in my eyes. My pulse was four beats per minute below maximum.
”This will hurt tomorrow” I thought.

The Claes, the team owner gave me a fist bump while I was still kneeling on the ground beside the refuel station.
”4th time overall, set on the second lap.”

Four hours and forty-five minutes later, my comeback was done. We finished 5th in the class.

Maybe old man Mislijevic was right.
But I don’t agree that if you aren’t fast after three laps on a new track, you can’t become a professional.
All I say is: I only need two.

Merch drop kicks off the hunt for the season of 2022

The pandemic have put the NASCAR ambitions of Jonas Fors on a halt but as the society is starting to get vaccinated and open up the journey from Sweden to the U.S.A. will continue in 2022 for Jonas. First out in a series of new efforts is the launch of a webshop at JonasFors.com

Wow, I’m so happy to present this for all of you. NEH have done a great job helping with design, webdesign and provides all logistics needed. Every supporter deserves well designed quality merchendise and that is the reason why I’ve been waiting this long to share this with you all.

– Jonas Fors

The shop launches at 20th of August and at the same time the partnership sales will start for the 2022 season, including ambassadorship, sponsorship opportunities, business-to-business opportunities, customer activation, NASCAR-travel and almost everything NASCAR or racing oriented activites possible, conventional and viritual.

I’m so proud of what we’ve grown the FORS-organization to in the shadow of the pandemic. We strive to be the cultural leaders of NASCAR in Sweden but also be able to provide services for everyone bitten by the racing bug to enrich their passion for the sport we love. At this point our engagment in the sport have shown to grow the local fanbase for the sport and we can provide opportunities for the casual fan and the multinational corporations aswell as experiences for those who want to experience NASCAR live for a affordable cost aswell as those who demand top end premium treatment.

– Jonas Fors

If you partner with the FORS-organization and want a special edition of the merchendize contact us at partner@jonasfors.com and if you’re interested in asking NEH for a qoute for using them as your company clothes supplier drop Jonas a mail at jonas@jonasfors.com and he will connect you with the right person directly.

Simulatorracing blir en del av E-sporten i Sverige genom Svensk Eracing.

ESEN esports skapar tillsammans med NASCAR-föraren Jonas Fors Svensk Eracing för att ge den växande simulatorracingen i Sverige en plattform att mötas, tävla och växa. Det nya Eracing initiativet kommer att använda ett ligaformat som syftar till att antalet deltagare, fans, engagemang och kunskap om elektronisk racing.

– Det här är precis den serie som Svensk simulatorracing behöver för att ta sig in i E-sport Sverige, något som vi haft som vision när vi satte upp vår satsning på E-Sport. Vi vill bjuda in förarna från oval-communityt och från Road-communityt i Sverige till en och samma serie istället för att dela på dem som man gjort tidigare, säger Jonas Fors ansvarig FORS eSPORTS.

Första tävlingen Kappa Bar Cup sker i Oktober och kommer att innehålla ett tjugotal deltagare som kämpar för chansen att bli krönad som seriens mästare. Fans som tittar kommer att känna som de ser ett race från den traditionella motorsporten då regler och format är direkt taget från sporten. Under fem veckor kommer det att tävlas på fyra av klassiska tävlingsbanor – Charlotte Motor Speedway (Oval och Road Course), Laguna Seca, Phoenix Raceway och final på Pocono Raceway.

– Att Eracing kommer bli en av de största esportsegment är inte något som kommer ske i framtiden utan det händer nu. Vi kommer arbeta hårt för att även engagera de klassiska förbunden inom racing. Många av deras existerande medlemmar kör redan online och här finns också nya möjligheter att öka deltagarantalet. säger Johan Grape vd på ESEN esports AB.

Eracing är ännu inte allmänt förstått av många, men för att företag ska lära sig och delta i samma anda som offline racing har ett tydligt format och sponsormöjligheter skapats. Turneringen erbjuder företag bland annat möjligheten att sponsra en deltagares bil för 10,000 Sek. De sponsorpengar som kommer in kommer även förarna att få ta del av för att stärka deras möjligheter att utveckla sin simracingkarriär.

Ytterligare information och exakta datum kommer presenteras inom kort.

Kontakt
Jonas Fors
+46 704 02 31 52
Jonas@jonasfors.com

Sponsring & samarbeten
Johan Grape
+46 735 81 83 82
johan@esenstudio.com

Om FORS eSPORTS
FORS eSPORTS startades för ett år sedan för att skapa en digital avspegling av racingverksamheten. Sedan starten har FORS eSPORTS vuxit till Skandinaviens största e-racingteam i ovalracing och har för avsikt att bli ledande över hela iRacing-plattformen i Norden.

Kappa Bar 
Är nordens första restaurangkedja inom esport. Kedjan grundades 2016 och har i skrivande stund 7 restauranger inom Sverige. Kappa Bar har på kort tid blivit den självklara mötesplatsen för allt och alla med intresse för esport och gaming.

Om ESEN eSports
ESEN eSports är ett av Sveriges största esportbolag med en komplett infrastruktur för esport vilket innefattar egen esportarena, eventlokal, turneringsplattform, studio och tv-produktion med över 250 sändningar i ryggen. ESEN eSports är experter på liveproduktion och står bakom Nordens största esportturnering ”King of Nordic” under eget varumärke, men tar även på sig externa produktionsuppdrag för arrangörer och spelutvecklare. ESEN eSports är noterade på Spotlight Stock Market och har sina lokaler i Bromma, Stockholm.