Richard West

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Motorsport Businessman

To book Richard West please contact your JLA Agent.


Working with the likes of Prost, Senna and Schumacher, Richard held senior commercial positions with several racing teams. Drawing lessons from Formula One and his own book Performance At The Limit, he demonstrates the need for open communication, alignment of goals and having the ability to make quick decisions. Richard also shows the role of leadership at every level, and how real gains come at the boundaries.


Richard West has held senior positions in the world of Formula 1 motor racing; with the McLaren, Arrows and Williams Teams and as a Director of the 24 hour Le Mans winning Jaguar sports car team. He’s also served as Administrator of the British Touring Car Championship.

Richard emphasises the importance of strong leadership, excellent teamwork, the need for controlled and constant change and the allocation of time and resource to best effect. In his career he has raised in excess of $160m in sponsorship revenues whilst working with a total of eight World Champions, including Alain Prost, Ayrton Senna, Damon Hill and Michael Schumacher.

In speeches Richard uses dynamic examples drawn from his personal experience, his series of business books and his award-winning BBC World eight part series Formula for Success. The high-pressure, high-cost world of motorsport provides a wealth of lessons incorporating planning, definition of goals, communication, risk, teamwork and agility, throughout which Richard maintains his mantra of ‘performance at the limit’.

Richard has applied his parallels between Formula 1 and business in his book, Performance at the Limit, and as a Visiting Fellow at Cranfield School of Management.

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