You have a diverse background in motorsport and business. How did your experience shape your approach to managing Power Maxed Racing?
I’ve been involved in sponsoring different disciplines over the years. We initially focused on motorsport because we couldn’t afford to advertise to everyone who might have a car-related problem. Our first product, Steel Seal, needed to reach the “car guy” in the group—the person everyone goes to with car issues. Motorsport provided a targeted way to reach that audience.
We got involved with the team through sponsorship, and over time, we felt there were areas being underutilised. I thought if we approached it like a normal business rather than just a passion, we could do better. I didn’t want to be one of those people who complains about how things are run without taking action. So, we decided to prove to ourselves that we could do it better.
How has the sponsorship with the team benefited your brands, such as Power Maxed and Steel Seal?
Power Maxed has been in motorsport for over ten years now, and we’ve built strong brand recognition among the fans. Motorsport has been a great networking opportunity as well. For example, Briggs Equipment, one of our sponsors, is the largest supplier of access equipment in the UK. They have about 600 vans on the road, and many of the products we offer are useful for their fleet, like chain lube and wax. They tested our products, were impressed with the quality, and now they’re a substantial customer. This partnership wouldn’t have been possible without our motorsport connections.
You are both Managing Director of Automotive Brands and Team Principle of Power Maxed Racing. How do you balance the two roles?
It’s all about having the right people in the right roles. Sometimes that means making tough decisions about personnel. But once you have the right team in place, you need to give them the autonomy to do their jobs. At Automotive Brands, I have a fantastic team of directors who take the pressure off me. Similarly, at Power Maxed Racing, we have experienced professionals like our Team Manager, Martin Broadhurst, who handle the day-to-day operations. My focus is on securing funding and finding drivers.
Speaking of drivers, you’ve been successful in retaining top talent. What qualities do you look for in a driver?
Of course, they need to be quick on the track, but there’s more to it. Building a successful team is about chemistry and attitude. We’ve had drivers in the past who were abrasive and made the environment difficult. Our team members work long hours, often through the night, and they need to feel respected and appreciated. So, I look for drivers who are not only talented but also good team players with strong support systems.
Last season saw some great achievements for your team, including podium finishes and winning the Jack Sears Trophy. How do you plan on building on that in the future?
Yes, we won the Jack Sears Trophy last year, and we’re on track to compete for it again this year. This success shows that we can provide a solid base car for new drivers to develop and succeed in the championship. It’s tough because motorsport is an expensive business. We need household brands to come on board. I don’t understand why the BTCC hasn’t attracted more big names. It’s a cost-effective way to reach a family audience, yet it seems to be overlooked by major brands. It would be great to see more national brands that aren’t necessarily car-related getting involved. The demographic is perfect for a wide range of products.
What are your long-term goals for Power Maxed Racing?
My ultimate goal has always been to win the overall championship—the drivers’ championship. To do that, we need the right drivers and the right budget. The difference between us and the front-running teams is budget—those teams are spending at least £100,000 more per car than we are. However, we’re leading in the independent categories, which should help us attract more partners and increase our budget over time.
Finally, you’ve been successful in both motorsport and business. What advice would you give to young entrepreneurs looking to follow in your footsteps?
It’s tough, and you need to be sure it’s what you want. Motorsport and business both require a lot of sacrifices. You’ll face more challenges and frustrations than moments of happiness. If you’re prepared to make those sacrifices, the rewards will come eventually. But it’s a long journey—it can take 15 or 20 years to achieve real success. It’s not something that happens overnight, despite what social media might suggest. Just be patient and persistent, and understand that it’s a marathon, not a sprint.
