Who we are

The Instructory ApS. is a Danish based event and instructor agency, run by Jan Kalmar. With over 15 years of racing experience and 10 years in events management, Jan has obtained a high level of experience. Knowing nearly every aspect of event organization, management, event transportation, offering creative and effective solutions, Jan always follows his motto ”Power to Surprise”. His diverse track record in the automotive field (from vehicles sales manager to race driver), complete understanding of all business processes and a large network of automotive contacts makes his cooperation with car manufacturers easy, clear and successful. Being passionate about the cars and travelling a lot, Jan also conducts world record drives across the continents.

Sarah Kalmar is an internationally recognized expert within the range of special events planning, technical production, and organizational management. From conceptualization through design and execution, Sarah’s work has empowered numerous private and corporate clients. Sarah has extensive experience in organizing both large scale and intimate special events at well-known venues, as well as non-traditional event spaces worldwide. Her attention to detail combined with her well-honed organizational skills support her expertise in all aspects of special events planning.

Tetyana Laduba is an experienced event manager in the automotive industry. More than 8 years in automotive brand management, communications, advertising and PR has sharpened her knowledge of the automotive market as well as managerial, communication, organizational skills. Being attentive to details and customers’ wishes, having comprehensive knowledge of production and technical aspects of event management, understanding brand culture and corporate standards, Tetyana turns event preparation and implementation into a smooth, budget-wise and effective endeavour.

The Instructory ApS. gathered a perfect international team of instructors with prominent achievements in racing, as well as in personal instructing and coaching. Motorsports background, comprehensive knowledge of the product, perfect communication skills are the necessary premises for a successful automotive event and satisfied participants. But The Instructory’s enthusiasm and personal approach make customers’ experience really exciting and unforgettable. Proactive, confident and self-reliant, our instructors can successfuly work with the most demanding customers in groups and individually.

Gary Parravani is an experienced photographer specialising in Motorsport. He travels around the world supplying images to major car manufacturers. He has a recognisable style and creative approach. He has the ability to work under pressure and meet tight deadlines. He’s never more at home than in the motorsport environment.

Sebastian Bierhalter started 7 years ago as a mechanic in prototype Motorsport and Porsche sports cup. His professionalism was recognized and appreciated and he was invited to Porsche Carrera Cup and Super Cup. Owing to his rich experience, outstanding personal qualities such as punctuality, responsibility, reliability, he has been invited to participate in Porsche Sports Driving School and Winter Driving Programs during the last 5 years. Moreover, he was also involved in Porsche World Road Show project, Porsche Performance Drive and numerous independent automotive projects.