Meet Motorsport Marketing & Change Management Expert, James Bailey
Tell us a bit about your background—what’s shaped your career so far?
My career started in marketing in the homewares industry, but saucepans and kettles weren’t satisfying my petrolhead needs, so I set up a budget racing championship, in my spare time. I was passionate about lowering the entry level cost of motorsport, something we talk about in Module 3. I then joined Goodyear, with a 20 year career covering Corporate Communications, Public Affairs and Brand Marketing across the EMEA region. A highlight of this period was being a Director of the company’s Dunlop-branded Motorsport operations, working on the commercial side of contracts in BTCC, WEC and MotoGP.
Since 2018, I’ve run PitBox91, a Communications, PR, Social Media and Event Management company with clients including Kawasaki, Autosport International, Revolution Race Cars and, I’m proud to add, my former colleagues at Goodyear.
PitBox91 has its roots in motorsport, but it is not a pure motorsport agency. We communicate for clients across the automotive, motorcycle and commercial vehicle markets.
What’s your area of expertise, and how do you bring it to life in your teaching at NMA?
Working for a company that makes a huge investment in motorsport, with the Goodyear brand in WEC and NASCAR and the Dunlop brand in motorcycle racing, gave me an insight into why companies go racing. I had to ensure racing delivered value through driving the Return on Investment, communicating through marketing and PR activity and building relevance and engagement with customers.
My other speciality is Change Management. We cover this in Module 6. Big companies are always having to change to adapt, but a motorsport mindset can help them. We look at how to apply those principles to the boardroom.
What’s been the highlight of your motorsport career so far?
Most recently, the transformation of PitBox91 into a colleague-owned company began. That’s crucial to reward and retain talent and build a specialised and sustainable business.
When did you join the National Motorsport Academy, and what inspired you to get involved?
I joined the NMA at the end of 2021. Course Leader, Gen, convinced me that the Business of Motorsport course would fill a talent gap in the motorsport business world. The number of people working in the commercial side of the sport, rather than in pure technical roles, is increasing. This course accelerates the careers of those in the sport.
What do your modules cover, and how do they help prepare students for the industry?
I currently teach on 2 different modules within the MA Business of Motorsport
Module 3 – Commerce in Motorsport
From karting to Formula 1, commerce and budgeting play a vital role in determining success. Students will explore why financial strategy is just as important as talent in the journey to motorsport’s elite.
Module 6 – Change Management
Students will explore how global megatrends are creating commercial opportunities and risks faster than most traditional organisations can respond to them. We will look at how to identify the need for change, how to galvanise a team to move in one direction and how to define success.
What do you enjoy most about working with NMA students and supporting their development?
I learn something from the students! I’ve had brilliant conversations and assignments that have inspired me. In return, I hope I can mentor students to bring broad business relevance to their studies.
What’s one thing you make sure every student experiences during your module?
That we will use real business cases and discuss why companies succeed or fail. An assignment has to be academically focused, but in business it needs to be as compelling as a successful Dragon’s Den pitch!
How do you like to unwind when you’re off the clock?
Away from the racetrack, I seek some peace through hiking on free weekends. I’m learning Spanish, to support our goal of expanding PitBox91 globally.
What’s the first motorsport memory that really stuck with you?
My dad took five-year-old me to rallycross at Knockhill. I remember the noise and drama.
What’s the best motorsport memory of your career so far?
Winning a British GT-supporting Ginetta race against some tough competition in 2005 was a personal highlight, but my thrills as a spectator come from watching robust racing in categories such as BTCC or Moto3. Overtaking aplenty, without DRS…
Who is your motorsport hero or biggest influence?
Every year brings a new hero. What Nick Tandy achieved at Daytona in 2025, becoming the first driver to win the Daytona 24h, Nurburgring 24h, Spa 24h and Le Mans 24h is an incredible achievement.
It’s a pity that media is so F1-focused, that this is unknown by the mainstream media. Championship promoters and the governing body need to be telling these stories to inspire others into our sport.
