Shifting Gears: The Impact of Women Driving Change in Motorsports
As a former sponsor and longtime motorsport enthusiast, I’ve had a front-row seat to the exciting transformation of this traditionally male-dominated field. When my former company, Merchants Fleet, chose to sponsor the Extreme E series, we saw an opportunity to align ourselves with values we believed in: gender equality, sustainability and pushing boundaries. The increasing presence of women in racing is revolutionizing the sport, redefining its essence and paving the way for a more inclusive future
Fearlessness: The Driving Force of Change
Breaking barriers in any field requires a special kind of fearlessness. In motorsport, this fearlessness isn’t just about the courage to get behind the wheel of a high-speed vehicle — it’s about challenging norms and showing resilience.
I’ve seen this fearlessness firsthand in drivers like Emma Gilmour, the first female driver for McLaren’s Extreme E team. When Emma signed that contract, she wasn’t just agreeing to race — she was taking on the mantle of a role model and pioneer. Her courage has inspired young women to envision themselves in roles they may have once thought impossible.
But fearlessness isn’t just required from the women entering the sport. It’s equally necessary from those in positions to effect change. When Merchants Fleet decided to sponsor the Extreme E series, we were stepping into uncharted territory. We didn’t know exactly what the race series would look like, but we saw it as a chance to support gender equality, sustainability and innovation.
Challenging Perceptions On and Off the Track
Women’s growing presence in motorsport is redefining leadership and competition perceptions. Once the flag drops and the race begins, gender becomes irrelevant. It’s all about skill, strategy and speed. The car in front of you or behind you isn’t driven by a man or a woman — it’s driven by a competitor. This level playing field that exists during the race itself is a powerful metaphor for what we’re striving for in the broader industry.
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Off the track, however, is where the real work of changing perceptions happens. It’s in the pit crews, the engineering teams, the boardrooms and the sponsor meetings where women are proving that talent and passion for motorsport know no gender.
The Power of Mentorship and Visibility
Mentorship and support networks are imperative for women entering male-dominated fields like motorsport. But visibility is just as essential; the presence of women in high-profile roles itself serves as mentorship.
When Emma Gilmour took the stage at our Fleet Summit, she was there as a race car driver. But to the women in the audience — from college students to seasoned executives — she was so much more. She was living proof that barriers can be broken and dreams achieved.
This visibility is indispensable as seeing women like Emma succeed helps young girls envision themselves in these roles. Beyond the driver’s seat, they can gain inspiration for engineering, team management, sponsorship and every other aspect of the sport.
Fostering Sustainable Growth
For the motorsport industry to truly foster sustainable growth and inclusion, it needs to go beyond passive acceptance of women. It requires active cultivation of talent and creating opportunities.
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McLaren, for instance, has been a leader in this regard. They’ve implemented shadow programs for female drivers and have female race engineers, demonstrating their commitment to equality. These initiatives are effective business strategies that expand the sport’s fan base and attract sponsors.
Other teams and organizations in the sport would do well to follow suit. Creating programs that actively invite women into the sport, from grassroots levels to the highest echelons, is crucial for building a pipeline of talent and ensuring long-term diversity.
Challenges and the Road Ahead
Despite the progress we’ve seen, significant challenges remain. Unconscious bias is still a hurdle that many women in motorsport face. From resumé reviews to pit lane decisions, these ingrained biases can create invisible barriers to entry and advancement.
Addressing these challenges requires a multi-faceted approach. It involves education and awareness programs to combat unconscious bias. It requires creating more visible pathways for women to enter and advance in the sport. And perhaps most importantly, it demands a commitment from everyone in the industry to actively champion diversity and inclusion.
Inspiration for the Next Generation
Motorsport has a unique platform to inspire the next generation of female athletes, engineers and leaders through success and storytelling.
For the women who have broken through barriers and secured positions in the sport, there’s an added responsibility: to succeed. Every success story chips away at unconscious biases and paves the way for more women to follow. These successes must be celebrated and shared widely.
Programs like McLaren’s Women at the Wheel and driver development initiatives for girls aged 12–18 are excellent examples of how the industry can actively inspire young talent. By creating these pathways and showcasing the achievements of women in the sport, we are transforming motorsport and redefining perceptions of what is possible for women in all fields.
The Checkered Flag
The future of motorsport is accelerating towards a thrilling new era — the increasing participation of women is not just changing the face of the sport, it’s revving up its cultural relevance and global appeal. From the racetrack to the boardroom, women are proving that talent, passion and determination are genderless qualities.
The journey towards true equality in motorsport is far from over, but the momentum is building. With every woman who steps into a race car, every female engineer who innovates and every girl who dreams of motorsport, we move closer to a future where gender is irrelevant in determining success.
As leaders in this industry, it’s our responsibility to keep our foot on the accelerator of change. The finish line of true equality may still be in the distance, but with the talent, determination and fearlessness I’ve witnessed from women in motorsport, I have no doubt we’ll get there. And when we do, we’ll all be winners.