Become a Professional Racer in 3 Steps (without going into a new class)

The program, not the racecar, defines a professional racer.

I think it’s a common misconception that a professional racer is someone who drives a specific vehicle and competes in an elite class. Truth is, you can be a professional racer in any car, in any series, and in any class of racing. And conversely – even those drivers in professional classes can run a program that is anything but professional.

What does it even mean to be a professional driver? A professional driver gets paid by businesses they’ve partnered with. That’s it. You could drive a pedal cart, and if you’re getting paid to do it, congratulations, you’re a professional pedal cart driver.

I know, it’s easier said than done to join the ranks of paid drivers. I’ve got a couple steps to help you get there, in combination with other topics I’ve written about in other blog posts like OMG! You can't say that word anymore!, What is value and how do you create it?, and Stop Pitching and Start Listening. Here’s how:

Step 1: Invest in yourself.

You won’t blink twice at buying a new wheel bearing when you find a sloppy one, but when was the last time you invested in making yourself less sloppy? Now I’m not saying that you’re a slob, I’m just pointing out that I don’t know anyone in racing who’s doing it all perfectly. Find the parts of your program that you could be doing better and put your time and money into making them the best they can be. Here are some examples:

• Chris wasn’t great at answering questions on the podium. Fox Valley Technical College offered a 4-hour class on Impromptu Speaking. It cost us $150 and four hours of time. I put together some of his key takeaways in the blog post Master the Podium Speech, and I’m sure you can see how this was money well-spent.
• If writing isn’t your forte, use the tools at your disposal to improve your written communications. ChatGPT or Bing Chat are free and easy ways to proofread, edit, and even rewrite your emails and social media posts. Have High Gear Success or SpeedMotive write your sponsorship decks and proposals for a better conversion rate when talking to potential sponsors.
• How is your track presence? Take the time to make sure your pit site, race vehicle, trailer, and even your hauling vehicle look nice for fans stopping by your pits. Put a little money aside for branding your area so you’re more easily found and recognized. Make sure fans know how to support you with clear communication on how to buy merch, how to follow your social media updates, and set aside time to talk with folks who want to get to know you.

There are countless ways you can invest in yourself to build the best program you can have, and it doesn’t mean you have to buy a new racecar in a different class.

Step 2: Focus on building connections.

In my experience, racers don’t put nearly enough emphasis on this step. This is a real shame because most of the racers I know are naturally talented at building connections, so this could come pretty easily! Whether you’re at the track, talking face-to-face with a fan, or sitting on the couch interacting on social media, always be working toward building real, meaningful connections with those who support your program.

There are two groups of people you should be intentionally connecting with: your potential fans and your potential sponsors. The most effective way to connect with both is by authentically sharing your story and consistently representing your brand. Forget trying to make a viral post or emulating a famous personality. Think about what makes you unique and marketable and tell your story, emphasizing those values. In the blog post Why would someone buy a T-shirt with your logo on it?, I walk you through an exercise to pick out a few differentiating values that you can lean on to relate with fans and sponsors.

Once you attract like-minded fans and sponsors that align with your brand, take the time to recognize and interact with them regularly. Sign autographs at the track. Give your sponsors updates and send them thank-you notes. If you’re reaching out to a fan or sponsor once a year, you’re doing it wrong. Make friends. Odds are, the fans and sponsors you interact with know more people who align with your values and, with a deep enough connection, would be willing to introduce you to them.

You’ve heard the phrase “It’s not what you know, it’s who you know” and that rings true in motorsports as much as it does anywhere else.

Step 3: Think and act like a business.

Your race program is a business and you should be treating it like one. Does that sound far-fetched? Think about it: you’ve got a budget, brand, consumers, value, and investments. You’re responsible for selling a product – and that product is your program, your story, and your time. Here are some ways to make sure you’re running your business professionally:

• Set goals for your program. These could be lofty goals like winning a championship or landing a manufacturer-backed sponsorship, or they could be smaller-scale like posting on social media every day or finishing top-half in your field. Goals keep you looking forward and you should have short-term and long-term goals in place for yourself.
• Differentiate your product. Imagine if you were doing an oil change on your car and you had 100 different brands of oil to choose from, but all of them advertised the exact same benefits. How would you choose? It’s critically important that you differentiate your race program from others by highlighting what makes you different. It’s not enough to highlight the benefits of supporting a racer – fans and sponsors need to understand what makes you stand out from the crowd.
• Recognize your customers and know what they want. Your customers are the fans and sponsors who support you, who will support you in the future, and who align with your values and brand. Get to know them and think about what other commonalities exist. If your brand is heavy on enjoying the outdoors, people who follow you probably like camping, grilling out, hiking, fishing, etc. You’d probably be better at reaching more folks who fit your brand by partnering with companies like REI and Weber Grill than you would be partnering with Joann Fabrics or Whirlpool. A professional race program takes advantage of the common interests of their customers.
• Think in terms of value and ROI (Return on Investment). In racing, it can be tempting to think in terms of winning and losing – after all, that’s the name of the game. But that’s not how your fans and sponsors interact with you. Instead, they’re always asking the question “What’s in it for me?” and it’s up to you to respond by providing value and a return on their investment. Fans invest in you by buying merch and rooting for you – what are you giving them in return? Moreover, what return are you giving the businesses who partner with you? Before you can upgrade your race program, you need to be able to answer these questions.

To upgrade your race program, you need to think like a professional and focus on what makes you unique, what your customers want, and what value you can offer. Remember, racing is not only a sport, but also a business, and you need to stand out from the competition and deliver results. By following these tips, you can take your race program to the next level and become a professional driver without changing the class you race in.