Driven By Us Launches in the U.S., Evolving from the Legacy of Driven by Diversity
“Driven By Us North America” Marks the Next Chapter in a Global Mission to make motorsports more accessible.
Over 1,000 students and individuals impacted by the organisation before launch.
Las Vegas, Nevada – Driven By Us North America officially launches today, marking a bold new chapter in the fight for equity and representation across motorsport in the United States. The new initiative builds directly on the foundation laid by Driven by Diversity, and will serve as the North American chapter of the global Driven By Us network, an international effort to transform who gets to participate, succeed, and lead in motorsport.
“Building on the work of Driven by Diversity, we’re proud to introduce Driven By Us North America , the next chapter in our mission for equity and inclusion in motorsport,” said Patrick Hayes, Executive Director for Driven By Us North America. “This evolution allows us to unify under a single identity while expanding our programs, reach, and community impact.”
This transition was made in collaboration with the UK-based Driven By Us team, founded by James Dornor, a longtime advocate for inclusion in the motorsports industry. Under James’ leadership, Driven By Us has become one of the most respected grassroots motorsport inclusion organizations in Europe, known for its community support through lived experience, safe space and role models, dynamic STEM programming, driver development, esports, and high-impact trackside activations at Formula 1, Formula E, Extreme H, BTCC, and beyond.
“We always envisioned this organisation as global, not just local,” said James Dornor, CEO & Founder of Driven By Us. “With the launch of Driven By Us North America, lead by Asha Earle, who is one of our founding members, we’re expanding our organisation & support of underrepresented groups which prioritize talent in an exciting and growing motorsports & automotive market.”
Since 2023, Driven By Us has delivered community pilot programs, STEM education, and motorsport access initiatives across the U.S., engaging over 1,000 individuals ahead of its official North America launch. Here are some highlights:
Driven By Us North America @ the F1 Las Vegas Grand Prix (2023)
500 students reached across Clark County
Esports & engineering workshop with Red Bull Racing Esports ambassador, Ashley Kaita (@ashvandelay)
Supported through donations by Topps & F1 Las Vegas GP Foundation
Driven By Us North America - Girls Program, SPARK (2024)
31 girls in a year-long STEM + leadership program
Workshops focused on building confidence, engineering concepts, VR teamwork, sustainability & chemistry
Multiple hands-on activities to apply beginner level mechanical and motorsports industry knowledge
Driven By Us North American Delivery Partner with Aston Martin Aramco Formula One Team at F1 Miami GP (2025)
Delivery partner for the Aston Martin Aramco Formula One Team’s Make-a-Mark Program with Xerox
200+ students reached through school programming
15 students + teachers hosted trackside at F1 Miami Grand Prix
Driven By Us Community Launch Event with General Motors at IMSA Petit Le Mans, Road Atlanta (2025)
70 university students from five schools
94% increased confidence in pursuing motorsport careers
First-race access for over half of participants
Total Impact to Date:
1000+ individuals engaged, between participants, members, and partners
Youth, university, and early-career programs across Las Vegas, Miami, and Atlanta
OEM, race team, and community collaborations established pre-launch
What to Expect from Driven By Us North America in the Future…
While the U.S. motorsports landscape is uniquely fragmented, Driven By Us North America sees this as an opportunity to fill gaps in representation, access, and support:
Community Building – Establishing local hubs and professional networks for BIPOC and underrepresented talent across all roles in the industry
Career Development – Creating clear, supported pathways into motorsports careers (on and off the track)
Cultural Advocacy – Amplifying underrepresented voices and reimagining what motorsport can look like in the North American Continent
"When I was younger, I was constantly reminded how isolating the sport can be and that’s exactly why this work matters to me. We want to show young people, auto enthusiasts, and professionals alike that motorsport isn’t just for drivers, it’s for engineers, data analysts, designers, marketers, technicians, storytellers, and more,” said Asha Earle, President of Driven By Us North America. “That starts with visibility, education, and building a culture of belonging. There is more than one way to enter into motorsports, and motorsports is for every person.”
The North American team will initially focus on community engagement and professional career access in Year 1, with youth-focused and trackside activations beginning in late 2025.
About Driven by Diversity
Driven by Diversity was founded as a global alliance of experts dedicated to addressing the lack of diversity in motorsport led by Lindsey Orridge & Patrick Hayes. For years, its mission was clear: to open doors, build knowledge, and connect underrepresented communities with opportunities across the industry. Through more than two decades of experience, the team supported aspiring professionals with guidance, mentorship, and connections to organisations such as the FIA, NHRA, SEMA, PRI, and teams including McLaren and Red Bull Racing.
At its heart, Driven by Diversity worked through three tracks: Educate, Access, and Assist. These pillars were designed to inspire and prepare individuals for careers in motorsport, increase accessibility to the sport and its culture, and provide the resources needed to turn ambition into achievement.
What began as a call to action has grown into a movement. As we look ahead, the spirit of Driven by Diversity lives on; its vision and values are carried forward with renewed strength, energy, and unity. Our commitment remains the same: to empower the next generation, to reimagine what motorsport can look like, and to ensure that talent and passion, wherever they come from, always find a place on the grid.
About Driven By Us
Driven By Us is a global, community-led organisation dedicated to making motorsport more inclusive, equitable, and accessible. With organisations in the UK and North America, Driven By Us empowers people from underrepresented groups to discover and thrive in the automotive & motorsports world. Through access, programmes, education, mentorship, and advocacy, Driven By Us is redefining who belongs in the industry and who gets to shape the future of the industry.
👤Contact: Savannah Thomas
📧Email: media@drivenbyus.org
🌐Website: https://www.drivenbyus.org/
🔗 North America Website:https://www.drivenbyus.org/regions/north-america
📱 Socials: All - @Driven.By.Us
