THE STORY BEHIND IGNT INTERNATIONAL - A CONVERSATION WITH MLLE RACING
From international luxury hospitality to top-level motorsport — this interview with the Founder & Managing Director of IGNT International, Lisa-Marie Thomas, highlights the journey, mindset, and experience behind the company.
A conversation about brand activation, strategic partnerships, leadership, and the importance of creating meaningful experiences in high-performance environments.
Thank you to Mlle Racing for the feature and the opportunity to share more about the vision behind IGNT International and the industry perspectives that continue to drive us forward ✨🏎️
CAN YOU INTRODUCE YOURSELF AND YOUR WORK IN MOTORSPORT?
"My name is Lisa-Marie Thomas, and I am the Founder and Managing Director of IGNT International, a consultancy specializing in brand activation, experiential marketing, and partnership engagement across global sport, motorsport, and premium brands.
Before launching my own company, I spent several years working in international motorsport, gaining firsthand experience on the race team side as well as in agency roles supporting manufacturers and partners being active in the FIA World Endurance Championship, the IMSA WeatherTech SportsCar Championship and the ABB FIA Formula E World Championship. My work sits at the intersection of sport, business, and brand experience—designing and delivering programs that connect partners, engage guests, and bring brands to life within a fast-paced environment like motorsport."
WHAT INITIALLY DREW YOU TO THE WORLD OF MOTORSPORT, AND HOW DID YOU BEGIN YOUR JOURNEY IN THIS EXCITING ENVIRONMENT?
"Motorsport fascinated me because of its intensity. Few industries combine technology, performance, global travel and teamwork at such a high level.
In my case, the connection to motorsport actually started much earlier. I grew up in a family of real car and racing enthusiasts — both of my parents raced themselves, so my siblings and I were practically raised around engines, racetracks and racing stories. Naturally, we all caught the racing bug as well and started out the classic way: with karting. From there, we spent a lot of time on different tracks with various vehicles, so motorsport was always part of my life long before it became my profession.
My professional entry point into the industry came through event and hospitality management. Coming from luxury hospitality and large-scale event operations, I realized that motorsport is essentially the ultimate live event platform — combining world-class sport with incredibly passionate audiences and powerful global brands on top level. Once I started working on endurance racing programs and experienced races like the 24 Hours of Le Mans or the Rolex 24 at Daytona firsthand, I was immediately drawn in."
AS A WOMAN, HAVE YOU ENCOUNTERED SPECIFIC CHALLENGES OR OPPORTUNITIES IN THIS TRADITIONALLY MALE-DOMINATED INDUSTRY?
"Motorsport is still very male-dominated, particularly in technical and leadership environments. Early in my career there were moments where I felt I had to prove my expertise before being fully taken seriously. Over time, however, I learned that credibility comes from consistency, preparation, and delivering results—regardless of whether you are a man or a woman.
At the same time, I see being a woman in this industry as a real opportunity. Diversity of perspectives strengthens teams, and motorsport is increasingly recognizing that leadership is not only about technical excellence but also about emotional intelligence, empathy and strong communication.
I also believe that women should not feel the need to adapt to a traditionally masculine leadership style. Bringing feminine energy into leadership — such as empathy, awareness of team dynamics and the ability to connect people — can be a powerful asset. Especially in high-pressure environments like motorsport, understanding and supporting the people around you is often just as important as performance itself.
My approach has always been to combine professionalism and preparation with these human qualities. Ultimately, respect in this industry comes from competence, collaboration, and the ability to deliver as a team—while staying authentic and not trying to play a role or be someone else in order to earn it."
WHAT DOES A TYPICAL DAY OR WEEK LOOK LIKE IN YOUR ROLE?
"My work varies significantly depending on whether I am preparing projects or working at race events.
During preparation phases, my days involve strategy meetings with teams or partners, planning hospitality concepts, coordinating guest programs, and ensuring that brand activations align with broader marketing objectives.
During race weeks, everything becomes more operational. It’s about delivering flawless guest experiences, managing partners, solving problems quickly and making sure the brand and the team are represented at the highest level."
WHAT SKILLS ARE ESSENTIAL TO SUCCEED IN YOUR FIELD WITHIN MOTORSPORT?
"For me personally, there are three key areas of skills.
First, organizational and operational excellence — sport and motorsport events in particular are complex and require precision planning.
Second, communication and relationship management, because you work with many different stakeholders: teams, partners, guests, sponsors and media.
And third, adaptability and resilience. Motorsport is dynamic and things change quickly. The ability to stay calm, think strategically and solve problems in real time is essential."
MOTORSPORT IS A HIGH-PRESSURE ENVIRONMENT. HOW DO YOU MANAGE STRESS DURING RACES OR MAJOR PROJECTS?
Preparation is the best way to manage pressure. If the groundwork is solid, you can handle unexpected situations much more calmly.
During events, I focus on staying structured and solution-oriented. Motorsport teaches you that things rarely go exactly according to plan — but the team that adapts fastest usually succeeds.
Outside of work, sport plays an important role in helping me manage stress. Spending time in the gym, practicing Taekwondo, or playing tennis or golf helps me reset mentally and stay balanced.
Equally important is having a strong personal support system. Family and friends who understand and value what you do — and who can handle that you are not always around — are incredibly important. Motorsport is such an intense environment that in many ways it becomes more than a job; it truly becomes a lifestyle. Maintaining that balance helps me stay motivated and focused even during the most demanding periods.
WHAT ADVICE WOULD YOU GIVE TO YOUNG WOMEN WHO WANT TO WORK IN MOTORSPORT?
"First, don’t be intimidated by the industry. Motorsport needs diverse talent across many disciplines — engineering, marketing, communications, operations and more.
Second, be proactive. Build networks, attend events, ask questions and look for opportunities to gain hands-on experience.
And finally, believe in your value. Confidence, professionalism and persistence are often the key factors that open doors. At the same time, embrace who you are — especially as a woman. There’s no need to be anything other than yourself. Your perspective, your energy and the qualities you bring are exactly what make you stand out and add value to the industry."
WHAT IS THE MOST MEMORABLE MOMENT OR GREATEST SOURCE OF PRIDE IN YOUR CAREER SO FAR?
"Some of the most powerful moments in my career were working on major endurance races such as the 24 Hours of Le Mans or the Rolex 24 at Daytona, where the atmosphere is truly unique. Seeing a program come together after months of preparation — and watching partners and guests experience the race weekend for the first time — is incredibly rewarding.
What makes it even more special is being part of a team from the very beginning and watching it grow over time. In motorsport you experience everything together — the wins, the setbacks, the highs and the lows. That shared journey creates a very unique bond within a team.
On a personal level, launching my own company, IGNT International, has also been a major milestone. It represents the step of turning years of experience into my own independent vision.
Above all, I am proud that I followed my passion and pushed my own limits to get there. Along the way I had the privilege to work for companies and manufacturers that I truly admire and whose philosophy I genuinely stand behind — organizations I am proud to represent."
HOW DO COLLABORATION AND COMMUNICATION FUNCTION WITHIN MOTORSPORT TEAMS?
"Teamwork is absolutely fundamental in motorsport. A race program involves hundreds of people working toward the same objective, often under immense time pressure.
My role usually sits between multiple groups — the race team, partners, sponsors and guests — which makes communication and coordination essential. The goal is always to ensure that everyone understands the priorities and that the overall experience reflects the professionalism of the entire organization.
What is often underestimated is that this involves every single department. Everyone needs to understand and respect the importance of the work their colleagues are doing. What happens in the front row of the action is just as important as the work happening behind the scenes that may not always be visible.
Clear and open communication is therefore key — sharing what is happening, what is needed from one another, and what is working well or not. Only when everyone is aligned and supports each other, a team casn truly perform at its best and become the best version of itself."
WHAT MOTIVATES YOU TO CONTINUE EVOLVING IN MOTORSPORT?
"Motorsport is constantly evolving — technologically, commercially and culturally. That dynamic environment is incredibly motivating.
For me personally, the motivation also comes from creating meaningful experiences. When brands, partners and guests truly feel the energy of a race weekend, it shows how powerful motorsport can be as a platform."
HAVE YOU HAD MENTORS OR INSPIRING FIGURES IN YOUR CAREER?
"Yes, I have been fortunate to work with many experienced professionals across teams, agencies and organizations who were generous in sharing their knowledge. Motorsport is an industry where learning often happens directly in the field.
Interestingly, mentors do not always carry that label openly. Very often, it is simply someone you look up to because of certain skills, experience or the way they approach their work. Many of those mentoring relationships happen naturally and without formal definition — it’s almost an unspoken understanding that you learn from someone and grow through observing and working alongside them.
Looking ahead, I would absolutely like to support and mentor younger professionals — especially women entering the industry — because guidance, encouragement and simply having someone who believes in your potential can make a significant difference early in a career."
HOW HAS YOUR ROLE EVOLVED SINCE YOU STARTED IN MOTORSPORT?
"When I started, my work focused primarily on operational delivery of events, guest and hospitality programs.
Over time, my responsibilities evolved into more strategic roles—managing partnerships, developing guest experience concepts, and collaborating more closely with the race team and media.
Founding IGNT International was the natural next step, allowing me to combine operational expertise with strategic consulting and brand activation."
IF YOU COULD CHANGE ONE THING IN MOTORSPORT TO MAKE IT BETTER, WHAT WOULD IT BE?
"I would like to see even greater diversity and inclusion across all areas of the industry — not only in terms of gender but also background, culture and professional disciplines.
Motorsport thrives on innovation and fresh perspectives. The more diverse the people working in the sport are, the more creative and forward-thinking the industry will become."