Podbit · Armchair Expert with Dax Shepard

Susie Wolff (Managing Director of F1 Academy)

Explore episode Jun 24, 2026

Business

Rebuilding F1 Academy from Near-Collapse

Susie Wolff (Managing Director of F1 Academy) · Jun 24, 2026 Business

Susie arrived at her first F1 Academy race at Paul Ricard to find an almost empty paddock and no security guard on the gate. Drivers immediately told her they couldn't raise their required €150,000 in sponsorship. Team managers said they were out. She called the CEO and said it wasn't working — then spent months restructuring the entire model around F1-team partnerships and commercial sponsors.

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