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.

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