Podbit · Armchair Expert with Dax Shepard

Susie Wolff (Managing Director of F1 Academy)

Explore episode Jun 24, 2026

Business

Why F1 Academy Exists — and Why It Almost Didn't

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

F1 Academy originally split costs three ways: driver, team, Liberty Media. The driver third was €150,000 nobody could raise. Susie scrapped the model, brought all 10 F1 teams on board (including going to Christian Horner, Toto's rival, who came in quickly), got Sephora, American Express, LEGO and Pepsi as sponsors, and created the only race series in the world that funds over 80% of its drivers' costs.

Where this was said

What F1 Academy Is, Where It Came From, and the Fan Demographic Shift

At 1:24:20 · chapter starts 1:22:30

Dax admits he only got into Formula 1 because of Drive to Survive, which reframed the sport from boring to a 'science fair with drama.' The female fan demographic had shifted massively. Liberty and Stefano Domenicali recognised the opportunity: create a funded pathway for female talent. Susie is clear that F1 Academy is the only race series in the world where over 80% of driver costs are covered — roughly €500,000 per driver per season. She also notes the philosophical complexity: does an all-female series represent progress or a step backwards? She distinguishes F1 Academy from the failed W Series by pointing to its backing: F1 teams, Liberty Media investment, and a sustainable commercial model.

Business

Driver budget was originally €150,000 from drivers

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

When F1 Academy launched, each driver was expected to find €150,000 of their own sponsorship — a requirement that proved immediately unworkable and nearly collapsed the series.

Toto and I, I think if we would have a free weekend, we would love nothing more than to get on a racetrack with a GT car or something. But then it can always end up with us not speaking to each other because we both want to beat each other.

Susie Wolff

Susie Wolff (Managing Director of F1 Ac…

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