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It only takes one track day experience to sow the seeds and people become hooked. Once a few more have tasted it they will be queing up! If interest is not what you expected it is their loss, maybe highlight the fact that it doesn't cost anything to be a passenger, then it is one step from driving.
For me track days and other forms are a great way to get the red mist out of your system and to do it in a controlled environment. Safer for everyone.
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Some useful links:
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