your dream, our drive

We support athletes through talent development, partnerships, and brand building. From social media and visibility to long-term commercial strategy.

By taking care of the work around the sport, we save you time and headspace, so you can stay focused on your performance and expertise. Our team handles the rest.

The mission

At AspiraX, we believe every great journey is built on stepping stones. No overnight jumps, no shortcuts, just steady, meaningful growth. We start small, build you up, and guide you toward each next step in your career, one milestone at a time.

Your passion is your power. Our job is to clear the noise so you can focus on what you love most. While you put in the work, we think alongside you, strategize with you, and open the doors that bring you closer to your goals.

With AspiraX, you never move alone. You have a team beside you, always, everywhere, no matter where your dreams lead you. And wherever that next step is, we’ll help you get there.

  • We believe progress isn’t one big leap, it’s a series of stepping stones, built specifically for you. No fixed paths, no one-size-fits-all plans. We look at where you are now, where you want to go, and design the steps in between so they truly fit your journey.

    As you grow, the approach grows with you.

  • We value clear and open communication. Saying what we mean and meaning what we say.


    We believe in a positive outlook on the future, while staying realistic and adaptable when things change.


    Above all, we value honesty. Honest conversations about what you want, what we believe is best, and how we move forward together. That’s how trust is built, and how real progress happens.

  • AspiraX was born from seeing the reality female drivers face when trying to move up in their sport. We saw the gaps, the extra hurdles, and the lack of tailored support. Our dream was to change this.

    Through acquaintances, the right people connected, ideas started flowing, and AspiraX took shape.

    You might have even met or seen some of us in Las Vegas during the final F1 Academy race ‘‘25, where we refined our vision, spoke with potential partners and drivers, and did a bit of team bonding along the way.

    That moment turned ambition into action. And now, we’re here, ready to build what comes next!

MEET THE TEAM

Bay maddocks

Co-founder/Director

Bay is a commercially focused professional with experience across sales, marketing, and brand partnerships in elite sport. She has managed key partnerships with UK Premier League football clubs and national teams, overseeing customer experience, campaign delivery, and the launch of new products.

With hands-on experience in brand creation, content planning, and campaign execution, Bay brings a strong understanding of how visibility, partnerships, and commercial strategy drive performance-led brands. She is particularly skilled at translating commercial objectives into clear, actionable strategies that deliver long-term value. By building meaningful partnerships and creating opportunities off the track, she helps athletes and teams maximise their impact on it.

sIMON fitchett

Co-founder/Director

Simon Fitchett is a motorsport professional with over 20 years of experience, including seven years in Formula 1 and contributions to DTM, Nissan’s GT Academy, The World’s Fastest Gamer and other racing championships.

Initially a fitness coach and sports therapist, he transitioned to specialising in mental coaching and psychotherapy. Fitchett has worked with elite drivers, athletes, and corporate teams, focusing on enhancing mental resilience and performance.

His innovative methods and mentoring aim to optimise focus and efficiency, as well as mindset and personal development, making him a leading figure in motorsport coaching.

Renee roozen

Co-founder

Renee is an aspiring engineer and operations professional with experience in high-performance, multidisciplinary environments. She previously served as Team Manager of Formula Student Team Delft, one of the world’s most successful Formula Student teams, leading over 80 engineers and overseeing operations, management, and partner relations throughout the development of a fully electric race car from concept to international competition.

Known for her composed and energetic leadership style, Renee combines technical understanding with strong organisational and people skills. She specialises in operational strategy, team alignment, and partnership development, helping ambitious teams and projects perform at their highest level.

Aspirax ambassadors

Ambassadors

AspiraX is supported by a small group of trusted ambassadors with extensive experience in high-performance, multidisciplinary environments. They contribute behind the scenes through strategic insight, operational guidance, and strong industry and partner networks, supporting AspiraX across commercial, organisational, and international contexts.

Coming from diverse professional backgrounds, including entrepreneurship, investment, technology, manufacturing, and sponsorship acquisition, our ambassadors bring decades of international experience across multiple industries and cultures. They are recognised for their ability to create structure in complex environments, align teams and stakeholders, and support ambitious projects from concept through to execution.

Beyond expertise, they are valued for their positive energy, collaborative mindset, and strong presence within the paddock and partner ecosystem. As part of the AspiraX team, they help open doors, strengthen relationships, and support long-term growth, allowing athletes and partners to stay focused on performance.