In the world of racing, personality is arguably quite essential to build a successful career. But how can teams ensure they bring out the best in each driver, no matter the different pool of personalities they may have?

Denny Hamlin and Michael Jordan’s team, 23XI Racing’s President, Steve Lauletta, recently revealed on the ‘Dale Jr Download’ podcast how they manage the contrasting personalities of their two drivers, Bubba Wallace, and Tyler Reddick.

How 23XI Racing gets the best out of their two very different drivers, Bubba Wallace and Tyler Reddick?

The executive from Charlotte emphasized the importance of supporting their drivers in developing their own personalities, while also making sure they feel comfortable in any given situation.

Lauletta also highlighted the unique challenge of bringing out a driver’s personality in the right instance, without making them come across as phony. On the podcast, we heard Lauletta saying “I think most of the drivers, you know, I’ve been around it for a long time, they all have a unique perspective and personality and the challenge is or the goal is to pull that out in the right instance as you can’t put ’em in a place where they don’t.”

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There has to be a balance between pushing the driver out of their comfort and allowing them to showcase their authentic selves.

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The team president emphasized that partners play a critical role in supporting the drivers’ personality-building efforts, and they bring ideas on how to put drivers in situations they may not have seen before. The team’s focus is not just on winning races, but also on building the drivers’ personalities to engage fans and sponsors.

“I think what I’m excited about Tyler is, I don’t think he’s had partners around him yet that are brought that out or given him the chance to bring that down in terms of big brands and now we’ve got McDonald’s  with him and Jordan brand with him and Moneyline with him and, you know […] he’s gonna excel when we start to give him the chance to do that and I think that’s what you got out of, you know, focus on is, trying to put the right partner in the right situation with the driver and let them take it from there,” added Lauletta.

Additionally, 23XI Racing has partnered with Dr Pepper for the third Dr Pepper and 23XI SPEED Institute Tuition Program. The program offers $5,000 each to 23 college students pursuing a career in the motorsports industry, with two receiving internships at 23XI. The program supports diversity, equity, and inclusion goals and has provided opportunities to nearly 300 students and nine interns.

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By supporting their drivers in developing their unique personalities and finding the right partnerships to showcase them, the team is setting themselves up for success both on and off the track.