‘We have seen a real shift in motorsport’ - Susie Wolff on challenging perceptions and driving F1 ACADEMY’s next chapter

From empty grids and grandstands to fans flocking to paddocks around to world to catch a glimpse at their favourite drivers, F1 ACADEMY has transformed in just three seasons into a driving force for change. Now entering its fourth season, the ambition is clear — to build a global platform that creates opportunity, shifts culture and strengthens the pathway for young women in motorsport.

Few could have predicted the pace of change since its launch in November 2022. Starting out as a Formula 4-level development series, F1 ACADEMY has grown into the second-most followed series after Formula 1, according to the 2025 Global F1 Fan Survey.

Ahead of the opening round in Shanghai, we sat down with Managing Director Susie Wolff to discuss F1 ACADEMY’s evolution, her drive to dispel outdated misconceptions and what year four has in store.

“It was up to us to demonstrate that F1, which now has such a strong female fan base worldwide, wants to create opportunity and see more female representation,” Wolff explains.

“We can be proud of how far we’ve come. It’s been a collective effort from Formula 1, from the F1 ACADEMY team and from the F1 teams. There’s been a real shift in the sport and F1 ACADEMY speaks to that.

“We’re not just giving young women opportunities on-track. We’re proving that this sport is no longer a man’s world. But I’m even more ambitious about what we can go on to achieve in the long term.”

THE JOURNEY SO FAR

Back in 2023, F1 ACADEMY arrived as a virtually unknown entity. Drivers battled to find the funding to compete, races were run in front of empty circuits and fans at home had no live broadcast to follow the action. What followed last November was a vastly different proposition, as the series wrapped up its season in spectacular style in Las Vegas.

In 2025 alone, F1 ACADEMY expanded to three new circuits, premiered F1: The Academy on Netflix and launched its Driver Development Guide. The inaugural Rookie Test saw 18 drivers competing for a place on the 2026 grid — a sign of how competitive the pathway has become.

“Women’s sport has seen huge investment and growth in popularity and without a doubt this has accelerated our momentum,” notes Wolff. “It’s still early. We’re only in year four, but the scale of F1 ACADEMY’s progress in such a short space of time shows what’s possible when the intent is clear.”

COMMERCIAL RELEVANCE

Future proofing a series means making it financially sustainable — but F1 ACADEMY has gone further, reshaping the sport through its partnerships. The Charlotte Tilbury announcement became 2024’s most engaged motorsport partnership, breaking the outdated belief that glamour and intense competition can’t coexist and paving the way for more beauty brands to enter motorsport.

Partnerships with Gatorade and Wella Professionals keep that momentum growing, and the LEGO Racing F1 ACADEMY car gives young girls a tangible way to see themselves in motorsport — and ignite their creativity.

“We can bring collaborations to life which show that feminine and fierce can sit alongside each other, that you don't need to be a tomboy to like racing,” says Wolff.

“Our partners see the relevance and have chosen to come on the journey with us to build F1 ACADEMY as they see the long-term value. The fact that they're all showing up is a testament to how much F1 ACADEMY has found its place and is speaking to that new audience of fans globally.”

A powerful reminder of how far F1 ACADEMY has come came in Las Vegas as F1 ACADEMY was the only support series to feature at one of F1’s biggest races, becoming the first single-seater support category to race down the Strip.

With the paddock positioned right next to F1, the series was at the heart of the action. The landmark weekend also saw the launch of F1 ACADEMY’s first merchandise collection with Hello Kitty, which became an instant hit with fans.

“The reaction to that collaboration was incredible,” Wolff remarks. “Seeing how strongly it resonated shows we’re tapping into something fresh.”

THE NEXT GENERATION ARE HERE

It’s not just the F1 ACADEMY grid that’s evolving — the shift is happening in karting too. Young boys and girls now race each other without the outdated stigma that once surrounded it.

“Society has changed,” says Wolff. “When my son races against a girl, it’s not unusual. It’s not a statement, she’s simply another competitor. That mindset shift matters.”

Girls aren’t just turning up, they’re excelling. Last year, F1 ACADEMY DISCOVER YOUR DRIVE karters claimed 25% of podiums in the Champions of the Future Academy Program’s OK-N Senior category.

If proof of the pathway’s strength is needed, look no further than the 2026 F1 ACADEMY grid. Eight of the 15 full-time drivers are 18 or younger, of which five competed in the Rookie Test. Meanwhile, eight former Wild Card drivers from the past two seasons have earned full-time seats.

Critics questioned the level of F1 ACADEMY, but the impact speaks for itself. A deepening talent pool means competition for places couldn’t be higher.

“That kept me up at night at the beginning — would there be enough young drivers?” Wolff says. “That’s no longer the worry. At kart tracks, I've never seen so many young women racing. I think the creation of role models and the inspiration for the next generation is now increasing our talent pool and is fundamental to the long-term success of F1 ACADEMY.

“Many young drivers are now connected to F1 Junior Academies earlier in their careers. They have the opportunity from a much younger age to get all of the help and support they need to progress in the sport.

“Crucially, there is now a visible destination. There's a defined route - perform in karting, progress to F1 ACADEMY. Deliver there, and the pathway continues. That clarity didn’t exist before.”

Selection, Wolff emphasises, remains merit-based: “The opportunity is there, but performance decides. We will always take the best talent globally and aim to have the 18 best drivers at any one time in F1 ACADEMY.”

The progression continues for most talented. After winning the 2025 title, Doriane Pin steps up from the Mercedes Junior Programme to becoming a Development Driver with the team. Runner-up Maya Weug earned a GT test funded by F1 ACADEMY with AF Corse, the official factory-supported team for Ferrari which competes in the FIA World Endurance Championship among others.

Abbi Pulling progressed to the GB3 Championship with a fully-funded seat of the back of her 2024 title success. The first woman to achieve a podium in the Championship, she returns for a promising second season. Their trajectories underline the quality of drivers the series is producing and F1 ACADEMY’s commitment to helping its brightest talents rise.

CRAFTING A CALENDAR WITH PURPOSE

The 2026 season spans seven of Formula 1’s most demanding circuits, with Silverstone making its highly-anticipated debut, while Austin returns for the first time since 2023.

Every addition is intentional, designed to broaden reach while anchoring the series within the biggest weekends in motorsport. It reflects not just expansion, but confidence in what F1 ACADEMY can deliver.

“When we build the calendar, it’s about more than geography,” she explains. “We need to be global. We need strong promoters who believe in the mission. Every year the momentum builds — the crowds get bigger and our impact widens.”

‘IF WE DO OUR JOB, GETTING A WOMAN INTO FORMULA 1 WILL BE INEVITABLE’

F1 ACADEMY is often framed around a single objective — placing a woman in Formula 1. Wolff rejects the idea that the mission is that narrow.

“It simplifies it so much to think that all we can do is get a woman into F1, we can do way more than that” Wolff says. “We can strengthen the entire talent pipeline. We can build a commercially sustainable model. We can reshape how this sport connects with new audiences.

“If we do our job, getting a woman into Formula 1 will be inevitable. But our responsibility is broader than that. It’s about creating structural change — and ensuring the most talented young female drivers have a genuine chance.”

The mission extends beyond one driver or one season. F1 ACADEMY is building foundations designed to last — redefining the game for every young girl or woman watching and securing its place in the future of the sport.