Experience F1 Like Never Before
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The Ultimate F1 Access Experience
Two exclusive private meet and greets with Formula 1 royalty. Current racing excellence meets championship legacy in the most intimate setting imaginable.
For those who demand access to the impossible, Hit the Apex delivers what no other retreat can: unprecedented private access to both a current Formula 1 driver and a World Champion, combined with world-class pickleball instruction and luxury experiences that transcend the ordinary. Over four extraordinary nights at the private Texas CEO Ranch, just 15 select participants will experience the pinnacle of motorsport access, discover the unifying power of pickleball with elite instruction, and indulge in curated luxury experiences including award-winning culinary journeys and exclusive concert access.
This is not merely an event. It is the convergence of impossible access, athletic excellence, and authentic luxury – creating memories and connections that last a lifetime.
Friday evening transforms the Texas CEO Ranch into an exclusive setting for an unprecedented experience: a private meet and greet with current Formula 1 driver Liam Lawson.
The 22-year-old New Zealand sensation, currently competing for Racing Bulls, joins you for an exclusive 90-minute evening session at the ranch. This intimate gathering, limited to our 15 participants, offers unparalleled access to one of Formula 1's rising stars.
Private cocktail reception with Liam Lawson on the ranch's outdoor terrace
Exclusive Q&A session covering current F1 season insights, racing technology, and the mental demands of competing at motorsport's highest level
Personal conversation opportunities during a curated dinner experience
Professional photography and videography capturing this once-in-a-lifetime moment
Signed memorabilia and exclusive access typically reserved for team sponsors
Lawson shares insights into the current state of Formula 1, the intense preparation required to compete alongside legends like Max Verstappen and Lewis Hamilton, and his perspective on racing at the sport's pinnacle. This is authentic, unscripted conversation with a driver actively competing in the world's most prestigious racing series.
Experience the United States Grand Prix from our exclusive Turn 6 Suite with unprecedented access to racing royalty.
PRIVATE HELICOPTER TRANSFER Your journey begins with a private helicopter departure directly from the Texas CEO Ranch helipad, completely bypassing the hours-long traffic jams and parking nightmares that plague typical F1 attendees. While others sit in gridlock for 2-3 hours each way, you'll arrive at Circuit of the Americas in just five minutes of scenic flight over the Texas Hill Country.
This is an entrance reserved for only the most privileged attendees – the same level of access typically reserved for F1 team owners, major sponsors, and VIP guests. You'll land directly at the circuit's private helipad, steps away from your exclusive suite, while thousands of others are still searching for parking miles away from the track.
EXCLUSIVE TURN 6 SUITE Experience the race from our private Turn 6 Suite, offering unparalleled views of three turns and the challenging S-curves where driver skill is pushed to its limits. The climate-controlled environment features:
Chef's table (breakfast, lunch & afternoon snack) and open bar (premium spirits, soda, beer, wine, etc.)
Dedicated hospitality staff
Private outdoor viewing deck
During the race experience, you will enjoy an exclusive private session with Jacques Villeneuve, the 1997 Formula 1 World Champion and one of only three drivers to achieve motorsport's Triple Crown (Indianapolis 500, CART Championship, and Formula 1 World Championship).
Villeneuve joins you in the Turn 6 Suite for an intimate 60-minute session, sharing championship insights, race strategy analysis, and behind-the-scenes stories from his legendary career spanning four decades of motorsport excellence. This is unprecedented access to racing royalty – a candid conversation with a true champion during the most prestigious F1 weekend in America.
After the race, your private helicopter returns you directly to the ranch for continued celebration.
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The Pickleball Program
Immerse yourself in the strategic and joyful sport that has captivated successful professionals worldwide.
These sessions, led by our hand-selected professional instructors on 3 lighted, professional-grade pickleball courts, create the perfect environment for skill development and authentic connection.
Comprehensive Instruction Includes:
Personalized skills assessment and development plan
Advanced strategy sessions covering court positioning and shot selection
Equipment fitting with premium paddles and gear
Open play sessions with fellow participants and select Austin players
Whether you are a seasoned player or new to the sport, our program adapts to your level while fostering the genuine connections that make pickleball special. This is where authentic community is forged, one rally at a time.
Hit The APEX Pickleball Community - ATX Style
Hit the Apex carefully curates not just the content and experiences, but the community itself. Beyond our core group of participants, the retreat welcomes select guests from Austin's dynamic professional and pickleball communities, curated by Brooks Wiley. These connections—spanning business leaders, pickleball enthusiasts, and local luminaries—create an atmosphere where meaningful relationships form naturally through shared experiences rather than forced networking.
These spontaneous connections might be the most valuable and unexpected benefit of the retreat, leading to both personal friendships and professional opportunities that would never have materialized in conventional settings. During your stay, you'll experience this distinctive Austin pickleball culture firsthand, as we welcome select local players who embody the city's dynamic spirit and competitive excellence. The city's unique approach to the sport—combining athletic pursuit with genuine social engagement—perfectly mirrors the ethos of our retreat.
Award-Winning Experiences
Texas Monthly's "Best BBQ in Texas"
Friday evening features an exclusive dining experience with Interstellar BBQ, the reigning champion of Texas barbecue.
Chef John Bates, whose restaurant earned the coveted "Best BBQ in Texas" designation from Texas Monthly, will guide you through a progressive tasting menu that elevates Texas barbecue to fine dining status. This is not just a meal – it's a culinary journey through the heart of Texas tradition, featuring:
Signature brisket with Bates' proprietary smoking techniques
Premium cuts prepared exclusively for our group
Artisanal sides that redefine barbecue accompaniments
Texas bourbon pairings selected to complement each course
This is authentic Texas at its finest – a genuine taste of the state's culinary heritage elevated to extraordinary heights.
Japanese Culinary Artistry
Saturday evening transforms the ranch into an intimate Japanese dining room for an 18-course omakase experience.
Our specially flown-in sushi master creates a personalized culinary journey featuring the finest ingredients sourced from premium fish markets. This is not just dinner – it's an authentic connection to the artistry of Japanese cuisine, featuring:
18 meticulously crafted courses tailored to the evening's finest ingredients
Rare fish and seasonal specialties flown in specifically for our experience
Sake and Japanese whisky pairings selected by our sommelier
Interactive preparation where you witness the master's craft firsthand
Cultural insights into the philosophy and technique behind each dish
This intimate setting allows for genuine appreciation of culinary artistry while fostering meaningful conversations among participants.
George Strait VIP Concert Access
Saturday night elevates your F1 weekend with exclusive VIP access to the legendary George Strait concert at the Super Stage.
As part of your F1 experience, you'll enjoy premium access to one of country music's most iconic performers in an intimate venue setting. This includes:
VIP viewing areas with optimal sightlines and comfort
Dedicated transportation to and from the venue
Premium hospitality with exclusive bar access
Professional photography to capture the evening
This authentic Texas experience perfectly complements your F1 weekend, showcasing the unique culture and entertainment that makes Austin special.
Learn From Legends, Play With Champions
Each Social Serve Retreat features a carefully selected team of world-class professionals who share not only their technical expertise but their passion for the game and genuine interest in your improvement.
Our featured pros become your personal coaches, dining companions, and fellow adventurers throughout your retreat—creating meaningful connections that extend far beyond the court.
Authentic Connection With a Proven Leader
Joel Trammell, successful 5-time CEO and owner of the Texas CEO Ranch, will be joining us for the weekend as a fellow participant rather than in any formal capacity. Having built and sold companies valued at over $1 billion, Joel brings a wealth of experience and perspective to our community.
While there are no formal sessions or presentations, you'll have opportunities for informal conversations with someone who has navigated the challenges of building and scaling successful businesses. Joel's presence adds another dimension to the authentic networking and relationship-building that defines Hit the Apex.
Texas CEO Ranch
Nestled on 150 acres just 30 minutes east of Austin—officially crowned "America's Pickleball Capital for 2024"—the Texas CEO Ranch offers the perfect balance of luxury and authenticity.
This exclusive property, typically available only for private corporate retreats, provides the ideal setting for both intensive play and meaningful connection. The ranch features:
15 luxurious private suites with premium bedding and amenities
3 lighted, professional-grade pickleball courts with tournament-quality surfaces
Private helicopter pad for seamless F1 transfers
Resort-style pool and spa for relaxation and recovery
9-hole putting green and golf simulator for additional recreation
Miles of private hiking and biking trails through Texas Hill Country
Private lake for fishing and reflection
State-of-the-art conference facilities for group gatherings
A Glimpse Into Your Journey
Thursday, October 16
Arrival & Welcome
Private arrival and personalized suite check-in
Welcome reception and participant introductions
Welcome dinner and ranch orientation
Whiskey tasting and cigar lounge
Evening pickleball for early arrivals
Friday, October 17
Pickleball Mastery & Liam Lawson Experience
Sunrise wellness options (yoga, meditation, fitness)
Gourmet breakfast featuring local ingredients
Comprehensive pickleball skills assessment and clinics
Advanced pickleball strategy sessions and open play
Ranch activities and relaxation
Equipment fitting and personalized instruction
Exclusive private meet & greet with F1 driver Liam Lawson
Award-winning Interstellar BBQ experience with Chef John Bates
Texas bourbon pairings and tastings
Evening pickleball under the lights
Saturday, October 18
Competition & Culinary Artistry
Sunrise wellness options
Gourmet breakfast at leisure
Pickleball clinics and competitive play
Open play with select Austin pickleball community
Pool, spa, and ranch amenities
Preparation for evening experiences
Private 18-course Omakase experience
Sake and Japanese whisky pairings
VIP access to George Strait concert at Super Stage
Sunday, October 19
F1 Grand Prix Experience
Breakfast and final pickleball sessions
Skills assessment and improvement review
Private helicopter transfer to Circuit of the Americas
Arrival at exclusive Turn 6 Suite
United States Grand Prix viewing from private suite
Exclusive 60-minute meet & greet with 1997 F1 World Champion Jacques Villeneuve
Gourmet hospitality and premium beverages
Post-race champagne celebration
Helicopter return to Ranch
Farewell dinner and celebration
Final pickleball sessions under the stars
Monday, October 20
Departure
Breakfast and final connections
Private vehicle transfer to Austin Bergstrom International Airport
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While participants engage in pickleball sessions, spouses and partners enjoy curated luxury experiences:
Boutique winery visits featuring exclusive tastings
Gourmet lunch at a premier Hill Country restaurant
Private transportation and expert sommelier guide
Scenic tour of Texas Hill Country's most beautiful landscapes
Professional massage therapists providing personalized treatments
Wellness services including facials and relaxation therapies
Pool and spa amenities for ultimate relaxation
Ranch activities including hiking trails and lake access
Spouses and partners join all meals, both F1 driver meet and greets, the complete F1 race experience, and George Strait concert access, ensuring a complete luxury experience for couples.
Hit the Apex is limited to just 15 participants to ensure an intimate, high-impact environment.
This is not a mass-market event. It is a meticulously curated journey for those who demand the exceptional – unprecedented F1 access, world-class pickleball instruction, and luxury experiences that create lasting memories and meaningful connections.
Due to the highly exclusive nature of this experience, participation is strictly by application and personal interview only. We seek individuals who are not just successful, but who are committed to excellence, authentic experiences, and building meaningful connections through shared passions.
To express your interest and begin the qualification process, please complete our confidential application form. Upon review, selected candidates will be invited for a personal interview with our program director.
This selection process ensures that every participant contributes to the exceptional caliber of the group, fostering an environment of genuine connection and mutual appreciation for extraordinary experiences. This commitment to an in-person, deeply authentic experience ensures that every participant is fully present, engaged, and ready to extract maximum value from the direct mentorship and peer collaboration. Spaces are extremely limited, and demand is significant. We encourage you to apply promptly to avoid disappointment.
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Apply Now
This exclusive experience sells out quickly. To secure your place among this select group of participants, complete your application today.
Limited to 15 participants. By invitation only.
Hit the Apex - An Austin F1 Pickleball Experience: Where unprecedented F1 access meets world-class pickleball and luxury experiences that create memories for a lifetime.
Contact us to begin your application process and join this extraordinary convergence of motorsport excellence, athletic pursuit, and authentic luxury.
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