TikTok, training & telemetry: how Gen Z female racers are building careers online.

credit: F1 Academy

On a Sunday evening, after a long weekend at the circuit, a young racing driver balances her phone on a stack of tyres and hits record. The camera captures a blur of overalls, a flash of a smile, and a swipe of tyre dust across her cheek. Within hours, the clip has hundreds of thousands of views on TikTok. It might look like a casual behind-the-scenes moment, but it is part of strategy.

For a growing number of young women (and men!) in motorsport, social media is as important as the stopwatch. Gen Z racers are blending training, telemetry and the all-too-powerful TikTok to build careers in an industry that has never been easy to break into. They are managing their own marketing, sponsorship, and fan engagement through their phones, and changing what it means to be a professional driver in the process.

A new route to the grid

Motorsport has always been expensive. For drivers who do not come from wealthy backgrounds, finding the budget to compete can feel almost impossible. Traditionally, sponsorship was about convincing companies to stick their logo on a car and hope it reached enough eyeballs on race day. Now, racers can reach those same audiences directly, or prove to businesses that their personal platforms are worthy avenues for engagement. 

Platforms such as TikTok, Instagram and YouTube have become tools for self-promotion and connection. A well-edited reel can showcase both talent and personality in a way that resonates with fans and brands alike. Followers become potential backers, and every post is a chance to attract attention from sponsors or teams.

Every driver on the F1 Academy grid, for example, has built a strong online following by sharing glimpses of their training routine, their life in the paddock, and their love of racing. They connect with fans through humour and honesty,which helps them connect with younger audiences who see them as approachable. That visibility brings value in an era where sponsors are looking for personality as much as podiums.

Data, content and the love of detail

One of the more interesting trends among these drivers is how they use technical data in their content. Instead of posting generic highlight clips, many share data overlays, lap analysis, and on-board footage that gives fans a taste of what it is like to drive at speed.

This blend of storytelling and science appeals to motorsport enthusiasts who want to understand more about the craft of racing. It also helps establish credibility. When a driver explains how they adjust brake bias mid-corner or talks about reading tyre temperatures, they are showing skill and intelligence that go far beyond the surface.

Some have even turned their passion for data into brand collaborations, working with simulation companies or training tech brands to create educational content. In doing so, they bridge the gap between entertainment and engineering, while broadening the audience for women in motorsport.

Beyond the feed

Of course, a strong online presence cannot replace the need for talent, hard work, and funding. But for many, it can be the thing that keeps their dream alive. Social media helps drivers find sponsors, attract scholarships, and connect with mentors. It also provides a space to share their stories on their own terms, without waiting for traditional media to notice.

As motorsport continues to evolve, this generation is setting a new standard. They are as fluent in analytics as they are in algorithms, as comfortable with data logs as with dance trends.