We Joined Forces

I’m excited to officially announce a new collaboration between DriveInnovator and Anabela Costa Carneiro and the brilliant minds at Dust In The Pit Lane. I’ve long respected Anabela’s energy and her ability to make things happen in a space that demands both vision and tenacity.

This is a partnership built on shared values, deep motorsport expertise, and a shared mission: to create high-level, strategic storytelling across the motorsport landscape by two women-led motorsport forces.

“This collaboration with Marion feels like a natural step for Dust In The Pit Lane. We’ve always believed in working with people who bring not just skills, but heart and vision into what they do – and Marion brings all of that! She understands the soul of motorsport and the power of storytelling. I’m excited to see what we’ll build together, especially in a space where women leading the way is still the exception, not the norm.”
Anabela Costa Carneiro, Founder & Creative Director, Dust In The Pit Lane

“Teaming up with Anabela and Dust in the Pit Lane hits home on every level: Creative chemistry, shared values, and a mutual love for the world of motorsport. I’ve always admired Anabela’s ability to translate the soul of the sport into something that moves people. This mirrors my own passion for pushing limits. As two women with fuel in our veins and vision in our sights this partnership feels natural. We’re both driven by passion, building stories that challenge limits and serve as a reminder what creativity looks like at full speed – fast, loud, and with purpose.”
Marion Englert, Founder & Brand Architect, DriveInnovator

Interested in working with us? Let’s talk!

#DustInThePitLane #WomenInMotorsport #MotorsportMedia #MiddleEastRacing #DriveInnovator

 

Le Mans – Endurance, Strategy and Resilience

Brace yourself. I’m getting a bit nostalgic. It’s race week.

This week, the 24 Hours of Le Mans returns. The 93rd edition of “the mother of all races”.

I can’t count the number of times I’ve stood at the Circuit de la Sarthe – listening to the engine sounds, headlights flickering in the dark, and having in-depth discussions about the strategy being developed with my journalists and the teams. Eat. Sleep. Race. Repeat. Minus the sleep of course, because who wants to sleep during a race like this?

It’s a place where time stretches and every second counts. Unfortunately, I’ll be keeping a close eye on things from afar this year. Le Mans will always be a race I follow, regardless of my location.

With the race approaching it got me thinking. What is it about endurance racing, and in particular this one, that keeps you drawn to it? The 24 Heures du Mans teaches us valuable lessons about endurance, strategy, and resilience.

This race is a demonstration of resilience, self-discipline, and the ability to handle pressure with determination. It’s not just about speed, either. The formula for winning endurance racing is rarely to achieve a perfect score. Learning when to push and when not is key. The objective is to manage risks, stay alert over a prolonged period (or years), and align every decision with achieving long-term objectives. In that sense, it’s akin to both life and business.

The new qualifying structure this year and the added difficulty of combining schedules with F1 has highlighted that conditions change. Strategies must undergo rapid changes when they occur.

The Human Machine

This race has always impressed me with the demands placed on its drivers and those working behind the scenes. A 24-hour chess match is played as drivers battle fatigue, pit crews strive for flawless execution, and strategists take charge of the game.

I find it to be a demanding, exhausting and immensely inspiring task. Great results are only possible when a team is prepared, has bold decisions, and stays composed when things go down. When it matters most, stay resilient.

Yet one theme continues: resilience. Le Mans will always be affected by failure. The most successful teams will adapt and carry on, regardless of the circumstances – a punctured tire, thrown foul, or rain at 3AM.

Lessons learned from this race

Why is that? Endurance over intensity. Strategy over spontaneity. Teamwork over ego. Race week is approaching, and I need to remind myself that victory doesn’t (only) entail running for the finish line first. Tom Kristensen Dindo Capello and Allan McNish I hear you… (to finish first…). But it’s more, it’s about sticking to the game, making wise decisions, and being present consistently throughout the day. It’s about staying in the game, making smart calls, and showing up. Because whether you’re into racing cars or chasing goals, life isn’t a sprint. It’s a 24-hour race.

The 24 Hours of Le Mans are intense, exhausting and deeply inspiring. I’m wishing all an amazing race, I will be glued to the live stream and relive the great memories and lessons learned from this race.

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