The Brief
As a major Formula 1 Partner, AWS wanted to create an exclusive experience at the prestigious Paddock Club for their most valued clients. The aim was to bring together senior executives and clients in a premium environment to immerse them in the excitement of F1, foster stronger relationships, and explore how technology and innovation drive business transformation.
The Goal
The Grid Club program was designed to:
The Speaker Program
To support AWS’ objectives, Fane secured Guenther Steiner, Former Haas F1 Team Principal and global F1 personality as headline speaker. Through Fane’s established relationship with Guenther and other leading figures in Formula 1, we regularly collaborate with him for corporate speaking and touring. His reputation for straight-talking leadership and insight into high-pressure team environments made him the ideal choice for AWS’s audience.
The session was co-hosted by an AWS Executive and Ruth Buscombe, respected F1 strategy engineer and speaker, who provided both technical context and an engaging lead-in. Together they introduced Guenther for his keynote on “Team Dynamic and Performance”, where he shared candid insights into building high-performing teams, driving innovation, and creating accountability under extreme pressure.
This was followed by an in-depth fireside chat with Guenther and Ruth, allowing guests to explore leadership lessons from Formula 1 and their relevance to business. The program concluded with an exclusive VIP Meet & Greet, offering select attendees the rare opportunity to connect personally with one of Formula 1’s most-recognised personalities.
The Outcome
The event successfully delivered a premium, high-value experience for AWS’s senior executive audience. Guenther’s candid insights into leadership and performance resonated strongly, drawing parallels between the demands of F1 and modern business.
Key outcomes included:
Why It Worked
By pairing the prestige of the Australian Grand Prix with the candid leadership insights of Guenther Steiner, AWS provided its most value clients with an unforgettable experience.
Fane will have multiple F1 personalities in Australia during March 2026, aligned with the Australian Grand Prix, with ongoing access to talent throughout the year. From corporate speaking engagements to brand partnerships and the design of on-track or off-track experiences, Fane connects you with the most compelling voices to deliver unforgettable moments to captivate audiences and elevate brands.
Demand from brands and corporate clients is always high. Enquire now to secure your place on the grid for F1-aligned speaking and partnership opportunities.
Keith Brymer Jones is a master craftsman, bestselling author, and the heart and soul of The Great Pottery Throw Down. His passion for clay is
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