If you are a motorsport fan and involved in any way in the online community, you are most likely familiar with Ash Vandelay and her content, in which she is sharing her knowledge and, in my humble opinion, constantly setting the standards for fellow creators. Currently based in Charlotte, North Carolina, but originally from Brooklyn, she is a Twitch streamer and motorsport content creator for multiple different series. She focuses on commentary of latest news, educational content and historical facts, as well as advocating for women in motorsports. I had the pleasure to ask her a few questions about her career, the digital opportunities in motorsports and any advice that she might have for aspiring content creators.
How did AshVandelay start?
Ash first became a fan of Formula 1 because of her father, who had an interesting reason to share his interest for racing with his family. Indeed, Ash’s parents, having immigrated from Poland in the 80’s, still held an important attachment to their home country when, in 2006, polish driver Robert Kubica started racing in Formula. It’s by supporting him that Ash started watching motorsports. Later, as she attended college in Florida, she became more and more familiar with the International Motor Sports Association and NASCAR.
But, even with her growing interest for motorsports during her youth, it’s not until much later in life that she got involved in the world of content creation.
“During 2020, which I’m sure a lot of us can relate to, my anxiety and depression we’re really not doing hot. COVID had me stuck in a basement DC apartment with a view of the apartment garbage dumpsters. I started watching Twitch streams of video games I played as a way to socialize in the chat and started playing games with internet friends.
When I mentioned this to my therapist, she asked if I would be interested in starting a motorsport stream and being that community for someone maybe looking for motorsport spaces. Honestly thought she was insane and it was a goal we worked towards. (...) March of 2021, I started streaming race watchalongs of the Formula 1 season and eventually it grew so much my community asked me to start watching other series as well.”
Digital opportunities
It is no secret that content creators, especially women, face a whole new category of challenges when it comes to their career. The motorsports community, being still a relatively new and small one, can be challenging to navigate through. When asked about this, Ash shared about her personal experience:
“There are a variety of challenges so the top ones include: not being seen as “traditional media” but also not a stereotypical “influencer.” (...) I still struggle to prove I provide value, if sometimes not more with viewership that I have.
There is also the challenge of being a woman, which is ridiculous that that's even a sentence I am typing in 2024. On social media, it’s not being taken seriously or “having as valid an opinion” because I am a woman; so what can I possibly know about motorsports? There is also the side that motorsports is the good ole’ boys club, however I do see that actively changing in front of my eyes.”
Ash also mentioned how not being afraid to voice her opinions have affected her opportunities in the past, closing certain doors in her journey.
Promoting women in motorsports
My first introduction to Ash and her work was during the fall of 2023, with the introduction of Red Bull Rokt the Rig sim racing development driver competition, where the 20 women with the fastest lap time set in online could race against each other for a chance at a spot in Red Bull’s sim racing team. This project offered a new opportunity to women, one that was never done to this scale before.
“The whole Rokt the Rig competition has really fueled my girl power fire in me. (...) Giving a space for women to try their hand at sim racing and then continuing to develop their skill set is amazing to see. For me to be included in all of that has meant the world to do actionable and tangible steps to helping women in sim racing. Commentating a group full of women sim racing was an incredible eye opening experience and made me tear up at the final race.”
What changes can be made?
Ash shared with me about how, from her personal experience, a lot of the tools and spaces in sim racing are not designed with a female user in mind.
“It’s insane how women don’t get thought of at all in certain spaces. There wasn’t a sim racing glove I could easily find for my hand size (thank you Moradness!) Even with my sim racing wheel I cannot reach across with my hand if I need a certain button, and the sim racing seats, they are not made for people with thighs. And this is the equipment I am talking about - then we get to the actual aspects of racing virtually where women are often met with comments that we aren’t as good as men, and sim racing is for girls/women.”
When asked about what can potentially be done differently, she points out how visibility is important, and highlighting women’s work and achievements can inspire others. Online communities, where women sim racers can connect, share experience and facilitate networking and overall offer each other support is also a potential course of action to help women break through this typically masculine industry. According to Ash, it is also important that women have a space where they can report feedback on their experience when sim racing.
What Ash wants you to know
When it comes to the motorsport community, it is still one that is small, with almost everyone being connected to each other one way or another. If you are considering starting your own content creation journey, here’s what you need to know.
“My general advice is to be kind and professional. You wouldn’t realize how many of your favorite creators might have missed opportunities or are about to because they are a pain and rude to work with. Motorsports is a REALLY small community so be kind, say please and thank you. You’re also not going to make everyone happy or be liked by everyone. Don’t be nervous to have your own opinions.”
Ash also wants you to know that there are opportunities everywhere, and that you should not be afraid to seize and pursue them. From PR or social media with teams, writing for online publications, commentating, participating in esports or starting your own content series of any kind, as long as you create content you find interesting, others will find you and share your interests. She also shared how, at the start of her career, she knows she missed out on opportunities because she was too shy or scared to ask, or simply because she did not feel like she deserved them. This is why she
“Ask for opportunities, sponsorship, money etc. Worse someone can say is no, then you’re right where you started.”
Comments