In this latest instalment of the Trinity Impact Series, we are delighted to feature Alex Denning. In this engaging interview, Jonathan Totterdell, Head of Communications for Trinity Business Alumni, speaks with Alex about his journey through motorsport and his aspirations for the future.
Alex, a Lamborghini GT driver, has raced with some of the most prestigious teams in motorsport, including McLaren and Aston Martin. He was crowned Motorsport Ireland Young Driver of the Year 2022.
Competing at such a high level has taught him invaluable lessons, not just about racing but about resilience, business acumen, and maintaining a positive mindset.
Alex is one of the most advanced drivers on the starting grid today. Alongside his racing career, Alex studied and graduated from Trinity College Dublin, where he earned a bachelor’s degree in business and economics, demonstrating his commitment and dedication both on and off the track.
Beyond his own racing career, Alex is a Grade ‘A’ ARDS licensed instructor, offering tailored driver coaching to help racers of all levels excel on the track. As a brand ambassador, he represents renowned companies, connecting their brands to the fast-paced world of motorsport.
Lessons from the Top
When asked about the key lessons learned from competing at such a high level, Alex is quick to point out that racing is much more than just track performance. Developing as a racer involves multiple components: the psychological aspects, technical skills, and the economics of racing.
The Psychological Side of Racing
Can you start by telling us about the key psychological factors that are at play in your career?
“Resilience is crucial,” Alex explains. “You have great support from companies, family, and manufacturers, but at the end of the day, it all comes down to you. There is pressure as you are managing everything yourself, and it’s about delivering on the track.”
Accountability: A Key Theme
Accountability seems to be a key theme in your approach. Can you elaborate on that?
“Absolutely,” he says. “You are accountable for your own actions, even on bad days. It’s important to come with a positive light and be a good loser. This mindset helps in maintaining focus and improving performance.”
The Business Side of Racing
How important is the business side of racing?
Alex is clear about the importance of economics in motorsport. “The economics play a huge factor in racing, not only to keep the momentum going but it actually affects how you drive. To win, you need to take risks, like driving faster and overtaking others on the track. This increases the likelihood of a crash or damage to the car. All of this comes back to the financials, you need to have the financial backing to race fast, or you will end up without a car to race.”
Coping with Setbacks
You mentioned you had a crash in 2023. Can you describe what this meant for you?
“In 2023, after our most successful year, I had a big crash that cost quite a bit to repair, which knocked my confidence,” Alex recalls. “Self-belief is huge in this sport to navigate through these moments, so I set high goals. With my mindset performance coach, Alan Heary, I learned to deal with uncontrollable factors and kept pushing forward. He taught me some great methods using visualisation as a tool.”
Securing Sponsorships
What advice do you have for securing sponsorships?
Alex believes that proactivity is essential when it comes to sponsorship. “Don’t sit back and wait for sponsors to come to you. Be proactive, show people your achievements and potential. Authenticity is key; people in motorsport love characters because it makes the racing emotive.”
Looking Ahead: Long-Term Goals
What are your long-term goals?
“By 2025, I aim to win the Lamborghini Championship outright,” Alex states confidently. “Longer term, I want to race at Le Mans and become a Lamborghini Factory driver by 2027.”
Business and Motorsports
How has your business education helped in your motorsport career?
“My degree in Business and Economics was essential to understanding the commercials,” he explains. “Motorsports is a business, and it costs money to run. To get to the top, you need big financial support, and for that, you need a solid business case that is financially viable for sponsors.”
Advice for Aspiring Drivers
What advice would you give to young aspiring drivers?
“Time management is crucial,” Alex advises. “Learn to manage your academics in a timebound manner, this will complement whatever you are pursuing. If you have a unique skill, take the first step and take that risk. You are in a very marketable position as someone who is pursuing your passion alongside your academics.”
As Alex continues to push toward his goals, he remains committed to sharing his knowledge and experience with others. In the upcoming academic year, he will be mentoring students at Trinity College Dublin, offering them insights into both the racing world and the business strategies behind success.
