UK - Area Four Industries Direct UK, provider of structural solutions and trussing systems for the entertainment, events, and motorsport industries, has announced the appointment of Alistair J. Frary as its new director of motorsport.
With over two decades of experience in motorsport engineering and live event infrastructure, Alistair brings a combination of technical expertise, operational leadership, and industry insight to the role. His appointment marks a significant step in Area Four Industries Direct UK’s ongoing commitment to innovation and excellence within the motorsport sector.
Alistair J. Frary has a distinguished track record working across premier motorsport series, including Formula 1, WEC, and touring cars, where he has led the delivery of bespoke structures, paddock solutions, and event infrastructure. In his new role, he will oversee the development and expansion of Area Four’s motorsport offerings, focusing on advanced structural systems, modular solutions, and turnkey support tailored to the unique demands of racing teams, circuits, and organisers.
“Being asked to join A4 Industries Direct UK, completes a very large circle that all began back in the '90s,” says Frary. “I am told that at that time, I became the first ever client to support what was known then as Milos in the UK. Since that time, in my role as supplying walling panels and many other pit box accessories, I have worked with Milos and then Area Four Industries UK, on many projects across the world.
“Whilst the motorsport market may be a much smaller part of Area Four these days, it is nevertheless a very important aspect of the global market. From truck facias to internal garage supports to hospitality, our gantry systems are now an integral part of a team’s productive and innovative performance.
“What excites me most however, about joining up with Area Four UK, is the continuous product research and development of the products and also the additional introduction of a number of new ideas and innovations that undoubtedly will be seen throughout the motorsport and hospitality community as complete solutions to some of the issues currently being experienced.”
Alistair will be based at Area Four Industries Direct UK and will work closely with global partners to develop bespoke solutions that meet the unique demands of the motorsport industry.
