16. Mai 2026
THE STOTY 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.
