Meet the millennial leading the Miami Grand Prix

Katharina Nowak has quickly become one of the most talked-about young executives in Formula 1 after being appointed president of the Miami Grand Prix, marking a significant shift in how modern race events are led and delivered.

At just 29, she represents a new generation of leadership in a sport traditionally dominated by long-established motorsport figures. Nowak’s entry into Formula 1 was not conventional; she was not a lifelong motorsport insider, but rather came to the sport through its growing entertainment footprint — particularly after being drawn in by the global popularity of the Netflix series Drive to Survive.

Her interest aligned with the rapid expansion of Formula 1 in the United States, especially as Miami was preparing to join the calendar. Since its debut in 2022, the Miami Grand Prix has become one of the most commercially significant events on the schedule.

Nowak’s leadership role places her at the centre of managing one of the sport’s most high-profile races, balancing sporting integrity with entertainment, sponsorship growth, and fan engagement.

Her rise reflects a broader transformation within Formula 1, where commercial strategy and event presentation are becoming just as important as on-track action. A bit more important, if we are to be brutally honest. Under her leadership, the Miami event has continued to expand its global reach, with record attendance figures and growing international attention.

"Obviously in 2022, when we launched the Miami GP, it was a perfect storm, but last year ESPN reported record-breaking viewership numbers in the United States for 22 out of the 24 races," Nowak told The Guardian. "We’ve seen it in our success in our ticket sales this year that there is strong demand for the Miami GP and for F1."

Nowak has spoken about the challenges of maintaining authenticity in a rapidly expanding market while still delivering a spectacle that appeals to new audiences. Her approach has focused on accessibility, fan experience, and long-term growth rather than short-term hype.

Within the wider Formula 1 ecosystem, her appointment is seen as part of a gradual diversification of leadership roles, with younger and more varied voices entering senior positions. This shift mirrors the sport’s evolving identity under the ownership and management of the broader Formula 1 organisation.

As Miami continues to cement its place on the calendar, Nowak’s role will be closely watched as a test case for how future race weekends are led in an increasingly global and entertainment-driven championship. Her trajectory highlights how Formula 1 is reshaping leadership for a new global audience.

"I’ve actually grown into F1," she said. "While I knew what the sport was and I remember summers sitting in front of the TV, I didn’t understand it fully and have a respect for it like I do now."

Jehran Naidoo is sports reporter for Independent Media and social media coordinator of the our YouTube channel The Clutch.