Pippa Mann & Shift Up Now Award $250k Grants For Women In Motorsport

Forbes

26-03-2025

Pippa Mann, CEO Shift Up Now
In the world of motorsports, talent alone isn't always enough to secure a seat on the grid. While racing is a sport built on speed, precision, and determination, financial backing is often the deciding factor in a driver's career. This challenge is particularly steep for women in racing, who historically receive fewer sponsorship opportunities and struggle to gain the same level of financial support as their male counterparts. Pippa Mann, a seven-time Indianapolis 500 competitor, saw this disparity firsthand. Rather than accept the status quo, she decided to work toward changing it.
As CEO of Shift Up Now, a company and foundation focused on helping female racers secure funding and career opportunities, Mann and her team are dedicated to ensuring that more women receive the resources necessary to compete—and succeed.
"We're doing something different here," Mann explains. "We're working to provide funding for female racers in a way that ensures they keep control of their careers and the money that supports them. Our foundation is a nonprofit entity, meaning we can accept tax-deductible donations, and every single dollar donated goes to help female racers be on track."
Throughout much of her racing career, Mann was responsible for securing her own funding to compete, especially during her races in the prestigious Indianapolis 500. She found herself constantly fighting against large agencies with much greater resources, relying on local marketing agencies and personal connections to bridge the financial gap. "There were years when I only made it to the starting grid because team owners decided to step in and ensure I could participate," she shares.
Initially, Mann believed that with improved marketing materials, stronger networking, and persuasive engineering endorsements, she could secure more sponsorship. However, over time, she began to recognize that the challenges she faced were not just a personal hurdle but a systemic issue for women in motorsports. "As I connected with more women in racing, I realized this wasn't just my problem—it's an industry-wide challenge."
Sabré Cook, Porsche Carrera Cup North America for 2025
While women's sports are gaining visibility and support in many fields, motorsports still lag far behind in receiving equal attention and funding. A contributing factor is the underrepresentation of female drivers in top-tier racing events. "We haven't yet seen enough women winning races, standing on podiums, and competing for championships at the highest levels," Mann explains. However, this is not due to a lack of talent but the result of systemic funding disparities that start early in a racer's career. Less financial support means fewer testing opportunities, less access to top-tier equipment, fewer new tires, and limited coaching—all of which impact performance.
The real challenge comes when drivers transition from karting to race cars. That's where costs skyrocket, and the funding gap between men and women drivers becomes even more apparent. Without substantial financial backing, many talented women struggle to take that next step in their careers.
"It's a classic chicken-and-egg problem," Mann reflects. "We need more women securing top finishes, but to get there, they need the same level of investment as their male counterparts." This financial gap affects female drivers at every stage of their career, especially as they transition from karting to race cars—a crucial step where the costs skyrocket.
At the grassroots level, the data shows that many women excel, particularly in karting. Women drivers like Hannah Greenemeier, who won one of the biggest karting championships in the U.S., and Sabre Cook, who was the first woman to win a Superkarts USA championship and now competes in the Porsche Carrera Cup, have proven that women can compete at a high level. But the challenge comes when these drivers try to make the leap to race cars, where the financial demands are exponentially higher. Without substantial financial backing, many talented women struggle to take that next step in their careers, limiting their exposure and preventing them from reaching their full potential.
Mann highlights a key challenge: "Motorsports funding is still largely driven by an older, predominantly male demographic. As a result, woman drivers are often viewed as a higher risk by sponsors and investors. When a woman driver makes a mistake—or even if she's involved in an incident that isn't her fault—she faces disproportionate backlash on social media. This criticism doesn't only target the driver; it also affects the sponsors supporting her. Companies that back female racers must have a strong commitment to gender equity and be prepared to handle that scrutiny."
Porsche Sprint Challenge North America. Sebring International Raceway, Sebring, Florida, 2025.
The Shift Up Now Foundation has recently announced the allocation of over $250,000 in grants to women racers across 12 different motorsport series for this season. This initiative is designed to provide critical financial support to help women advance their careers in racing and secure the resources necessary to compete at the highest levels of the sport.
The grants will be distributed to fifteen women drivers and development athletes, including one of the newest members of the Shift Up Now roster, Tatiana Calderon, who will be racing in the IMSA WeatherTech SportsCar Championship with Gradient Racing.
Recipients include:
Three promising development athletes transitioning from karting to the motorsports ladder will also receive grants:
#6 Nicole Havrda, Crosslink Kiwi Motorsport, Valley Kitchens Ltd, Colonial Countertops Ltd
"Being able to make a difference for so many racers, just months after the foundation celebrated its second birthday, is truly a dream come true," said Mann. "I cannot thank all of our donors enough— from brands like PenFed Credit Union, who supported our inaugural event last year as a title sponsor, to Lucas Oil for creating a matching donation, and to Parity and the Women's Sports Foundation for including us in their Parity Week Grants. Their belief in Shift Up Now and the future of women in motorsports has made all the difference."
As the foundation continues to grow, Mann is deeply grateful for the growing network of partners, donors, and advocates who are helping to fuel the movement. "The support we've received has been overwhelming, and it drives us to keep pushing forward. This isn't just about giving women racers the opportunity to compete—it's about creating lasting change that ensures they have the resources, the platform, and the visibility they deserve," she explained.
Shift Up Now plans to expand its efforts to bring even more women into the sport, from development drivers to veterans aiming to reach the top. The foundation's goal is not only to level the playing field but to shift the entire culture of motorsports toward a more inclusive and equitable future. With continued support from donors, sponsors, and fans alike, the dream of achieving gender parity in racing is one step closer to becoming a reality.