In this episode of the Restaurant AI Podcast, hosts Matt Wampler, Co-Founder and CEO of ClearCOGS, sits down with professional racing driver and entrepreneur Jacob “Jake” Williamson, Co-Founder of GP Lab Motorsport and owner of multiple businesses spanning motorsports, catering, and more. Together, they explore the fascinating overlap between data-driven decision-making and instinct — from how predictive analytics shape Formula racing to how gut feel still defines performance behind the wheel.

Jake shares how simulators, telemetry, and AI eye-tracking are transforming driver training and how lessons from the racetrack apply to running small businesses. The conversation dives into the evolution of motorsport accessibility, the power of content and storytelling in modern team building, and what AI-driven coaching could look like in the near future.

Throughout, Jake emphasizes that while technology can predict, measure, and refine performance, true excellence still comes from human intuition, preparation, and the relentless drive to push beyond what the data says is possible.

Episode Links:

00:00 Intro

01:41 Welcome, Jacob Williamson!

02:00 F1 as predictive analytics

04:38 Talent vs training

07:22 Risk taking, simulators and AI vision training

13:00 How data prepares drivers

16:52 Driver skill vs car quality

20:30 Analyzing data in real-time

22:33 Transition from race car driver to business owner

25:57 GP Lab Motorsports

30:34 Sponsorships, media and the Drive to Survive effect

34:05 From flying to racing

36:38 Social media strategy for racing teams

39:07 Making motorsports accessible

43:54 AI and the future of food service

48:00 Mental capacity training and proactive thinking

50:34 Analytics vs instinct on the track

53:28 AI's influence on workflows

56:13 AI's impact on the future of racing

57:55 Democratizing talent discovery

59:51 The draw of racing

1:08:03 What to know about sponsoring a race car

1:11:32 Outro