•⁠ ⁠A racing driver from Barnsley breaking into motorsport with zero connections

•⁠ ⁠Track days that are more than just a few laps on an airfield

•⁠ ⁠And a business quietly rewriting the rulebook on how to drive productivity.

James Merrills has built Raidillon Racing & Race Competitions, both startups; one turning high-performance track days into a serious customer engagement tool, the other a high-end exclusive ‘day in the life of a racing driver’ experience with the ultimate concierge experience.

Think UHNWI-level racing experiences, VIP guests arriving by helicopter, and 1:1 coaching in actual race cars. Not Lambos in car parks.

We talk:

•⁠ ⁠Why first-time founders obsess over product — and why second-time founders don’t

•⁠ ⁠What it’s really like to race with Jenson Button (and fail at golf)

•⁠ ⁠How pricing too low made him look like a scam

•⁠ ⁠And what happens when you go from 0 to revenue in just 6 weeks

This episode’s for anyone building a niche business, raising investment, or just trying to do something different, properly.

If you’ve ever dreamed of being a racing driver, or you’re bored of the same old steak and golf invites… give it a listen.