Shannon Tobin’s journey from racing novice to working for a top F1 team shows how women are steering the future of motorsport.
Formula 1 is a sport often dominated by men. Throughout history, women’s voices have often been silenced, but stories like Shannon Tobin’s deserve to be heard. Hers is a journey through racing, business management and marketing, which encapsulates the true spirit of feminism in motorsport. Her story isn’t just about the cars or being on track: it’s about paving the way for future generations of women to follow.
The starting line
Tobin’s welcome to motorsport was unexpected. “I got into motorsport quite late in life. I’d competed with horses all my life, and I had to retire them, I was like ‘I need a new sport, I need a new venture, I’m not great at being on the sidelines doing nothing’,” she says.
It was a casual online advert which sparked her interest. “Are you a woman who’s always wanted to get on track? Would you like to participate?”
“I only live once, so I might as well,” she says.
Alongside a group of like-minded women, Tobin entered C1 endurance racing, which involves a 24-hour race around Silverstone every year.
“We were the only all-female team on the grid.”
That team became Valkyrie – a name from Norse mythology. They aimed to challenge the stereotype that if women want to be competitive, they have to ditch their femininity.
“There’s this perception that you have to be that kind of tomboy vibe… we didn’t want that. We wanted to be fierce and feminine.”
The race at Silverstone was just the beginning for the team. “It was about really working together, mucking in and just getting out racing. It meant we could say ‘Yes, we can definitely do this’,” says Tobin.
However, driving skill alone is not enough to start a race team.
“Sponsorships are the ones who maintain a race car and its team. It’s hard… It’s expensive. 90% of your time is looking for sponsorship, talking to people that will never answer, cold emailing, cold calling – just continuous asking for money.”
Despite limited followers or race history, her persistence finally paid off.
“We saw that there was an OnlyFans car at the British GT, and we were joking in the paddock about whether we could get sponsored by them, but at the same time, I was like, we could contact them. And that’s when I dropped them an email.”
The adult content platform OnlyFans is often associated with controversy, but it could be argued that they’re breaking stigmas for females.
“I was shocked they got back to me, and they were really interested in helping us get on the grid.”
Team Valkyrie OnlyFans Citroen C1 was born.
However, this sponsorship initiative was often met with prejudice. “Some people found it quite controversial. There’s a stigma around that company, and there are a lot of preconceptions about their platform.”
“I think OnlyFans wanted to step away from the stigma around it. They wanted to step into the idea that they’re also a platform for sport,” she says.
“At the end of the day, you can have your opinions, but they’re the ones supporting us. They’re cheering us on. They’re providing us with the opportunity. They were just really excited to see women in motorsport.”
Tobin’s embraced the controversy; she wanted people to talk about it.
“We were the only all-female team there, and we were in an OnlyFans car, and it came with all the jokes, but it also came with a lot of talking points. To this day, I still bump into people sometimes and explain what series I was in, and they’re like ‘was that the OnlyFans car?’, “says Tobin.
“I think the fact that they were somewhat controversial, I enjoyed it because I wanted them to come talk to me. Let me change your mind!”
Transitioning from track to industry
While racing became a part of her identity, her career took a similar trajectory. She got a job at Alpine F1 Team as a Business Analyst, which has naturally transitioned into a Digital Workplace Analyst.
At Alpine, Tobin works behind the scenes, looking after digital platforms, project management tools, and communication channels that keep a complex racing operation running smoothly.
“Every day, I might be in meetings, doing system improvements, or data analysis. I work on a massive variety, and I still don’t know everything about the business, and that’s okay. I’m constantly learning.”
This simply shows that when you champion women, gender representation can translate across industries, breaking down barriers in multiple ways.
Women in motorsport
The landscape in the sport is still complex. Typically, there are fewer than 15% of women in F1 race teams.
“I’ve been very fortunate in my team, but I’ve heard stories from other women that are quite different.”
Tobin emphasises the importance of initiatives which empower women, such as Alpine’s own ‘Rac(H)er’ foundation, which encourages young girls into STEM careers and feeder series karting.
“You can really see the amount of pickup that’s coming through in those feeder series. Initiatives like that really help.”
Tobin remains optimistic, highlighting how programs like ‘Girls on Track’ and the growing number of women in F1 Academy allow girls to see themselves in the industry and believe they belong there.
But the progress requires confronting uncomfortable truths. Tobin often feels like the only woman in a meeting, facing sexist ‘banter’ or experiencing subtle exclusion.
“I remember we were at a test day at Brands Hatch and all the girls were there. We stood in the garage, and a car crashed. The first thing that happened after was the guy next door to us in the garage popped his head around and went, ‘Which one of the girls crashed the car then?’ I remember thinking, ‘What?’ It’s a very bantery male-oriented vibe, and I love a joke but sometimes it’s just timing and some level of logic applies.
“Sometimes you feel like you’re just there to be a token. You need to have those difficult conversations, to explain how certain behaviours are unfair.”
Inspiring future generations
Tobin’s story can motivate women who are dreaming of a future in motorsport and beyond.
“Never put yourself down. Network. Believe in yourself. It’s never too late to change your path – whether that’s a career, a passion or both,” she says.
“Find your support system, never be afraid to ask questions and remember – what’s the worst that can happen? You might just surprise yourself.”
The journey Tobin has been on – from racing a 24-hour endurance race to working at one of the world’s leading F1 teams – shows her courage to pursue one of her passions.
Tobin’s story deserves to be shared as it proves women have a place ON and OFF the track. It proves that motorsport is constantly moving forward when women are given a space to thrive.
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