Lorin Cassidy

Motor racing is one of the fastest growing sports in the world today. Whether premium tours like NASCAR and Formula 1 or more rugged ventures like dirt track, sprint cars, and super bikes, the industry is rapidly attracting new drivers and fans, many of whom are women. But the clothes available for female professionals and fans are still limited.

Lorin Cassidy wants to level the playing field by introducing a new line of apparel created by women for women. The venture which she founded with her business partner Stacie Hogya, will provide a complete line of stylish yet functional motor racing clothing.

"The sport is growing fast and women continue to embrace it enthusiastically," Lorin says. "It's time we design clothing to serve the needs of professional female drivers, enthusiasts, and fans."

In pole position

Lorin was introduced to the world of professional motorsports in 1998, when she joined the shop and pit crew of the Hendrick NASCAR racing team. One of the only women in the industry at the time, she struggled to find appropriate clothing. "I had to wear a pit-crew uniform that was five sizes too big and my own jeans since the team pants were ill-fitting," she recalls.

She went on to manage an extreme off road race team and engineer, test drive and market for Land Rover, Jaguar and BMW. Years after her NASCAR debut, she was still unable to find appropriate clothing, a problem shared by other women. "There are female mechanics out there without flame-retardant attire, drivers without proper-fitting race suits and fans with disappointing choices."

Lorin decided to take matters into her own hands and set up her own company. She enrolled in Harvard Business School to gain the skills she needed to launch a winning plan.

Racing ahead

With her Master's degree now in hand, Lorin is devoting all her time and energy to giving her project a flying start.

The company plans to sell flame-retardant suits, driving shoes, gloves and other safety gear for professional female drivers. It is also looking to develop a range of flame-resistant breathable athletic clothing for pit-crew members and industry participants. For female fans, Lorin wants to create a line of comfortable, fashionable clothing, providing an alternative to the revealing racing attire designed by men for women. "We're giving women the chance to define what style means in motorsports, showing that fashion and function can go together."

Lorin already has a designer lined up for her prototypes, and is now seeking investors to finance her business venture. She will eventually outsource manufacturing to Li & Fung in China and distribute her apparel through retail, wholesale and online channels.

Lorin also hopes that the business will bring together female motor racing enthusiasts and professionals across the globe. The website will include an online membership community and chat forum where women can discuss their passion for motorsports in a secure social network.

As the community expands, the management team plans to sponsor young female competitors in the motorsports industry and partner with racetracks and Porsche and BMW to offer training opportunities to its members.

"Starting a company as a woman focused on a product for women is exciting," Lorin says. "This idea has huge potential, and I think the way we're approaching it is unbeatable!"