Susie Wolff on F1 Academy, Breaking Barriers and Leadership

The conversation opens with a look at Susie Wolff’s path from karting to the brink of a Formula One race seat. Early family encouragement gave her a “give it a go” mindset that later proved essential. She describes the physical toll of piloting an F1 car—neck strain remains intense despite power steering, requiring cushions and a specific head‑leaning technique through high‑G corners such as Turn 3 at Barcelona.

In the male‑dominated world of motorsport, Wolff felt pressure to hide her femininity to be taken seriously. Over time she realized that performance is the ultimate equalizer: “If you’re really good at what you do, it kind of becomes irrelevant if it’s a male or a female in your team.” That insight helped her pivot from the cockpit to team management and eventually to the role of Managing Director of the F1 Academy.

The F1 Academy Initiative

Wolff explains that the F1 Academy was born to close the talent gap for women and to eliminate the prohibitive cost of entry. The program funds drivers and races, running alongside the main F1 calendar to maximize exposure. All 11 F1 teams committed—a historic first for a series that normally does not brand non‑F1 cars.

Securing that buy‑in required relentless tenacity. Wolff refused to accept “no,” turning skepticism into partnership by offering flexibility: sponsors such as Charlotte Tilbury and Tommy Hilfiger received the option to walk away, which lowered the barrier to entry and created momentum. The sponsorship model shifted from individual driver fundraising to a centralized commercial asset, making the Academy financially sustainable.

Leadership Philosophy

When navigating “uncharted waters,” Wolff advises admitting uncertainty and then collaborating with experts to find solutions. She stresses the need to “get comfortable in the uncomfortable” and to give partners room to negotiate, noting that offering the possibility of walking away can actually bring people to the table.

Collaboration, compromise, and consensus building are central to her approach. To win over hesitant teams, the strategy focused on securing a “magic six” majority first; once that momentum built, the remaining teams joined to avoid appearing unsupportive.

Lessons in Resilience

Failure, according to Wolff, is an inevitable part of any journey. The ability to rise after a setback defines long‑term success. She points out that 85 % of executive women played sports in their youth, a statistic that underscores how athletic experience builds grit and determination.

Trusting gut instinct is another recurring theme. Whether making a career pivot or launching a new initiative, Wolff believes that “if you can see it, you can believe it.” She concludes with a vivid metaphor: “Put yourself in the deep water. You will swim.”