Laptime Club is the first innovation community for Motorsport. It is inspired by the social innovation trend and its goal is to generate new ideas in our field. The community has been addressed to a high technical profile audience and it has been designed to help developing new products and services to be useful and efficient to racing world. Initial focus has been on Wintax: data analysis tool from Magneti Marelli Motorsport capable to help Race Engineers to match data information with driver performance feeling and vehicle reliability check. Traditional innovation process was limited to customers inspiration and our own selection criteria. We count on a social model to increase number of ideas, benefit from other fields where performance is a must and review our internal decisional and collaborative process guiding our technical and business choices.