What this is
The unseen force behind the driver
We make one deal, and it is with you. Everything brought in for you stays one hundred percent yours, and you are the one who signs.
That is what lets us say the true thing at the moment it is worth something, and stay next to you in the seasons that ask the most of you. One interest, one agenda.
Every day
The contact that is never delegated
100%
Of what you bring in stays yours
1
Deal, and it is with you
All year
Intake
How it works
Three moves, and they only work in this order
01
Break the pattern
Every driver arrives with a way of doing things that got him this far. We find where it stops working, and we open it up.
02
Build new ones yourself
Not our pattern put in place of yours. You learn how to build one, so you can do it again next season without us in the room.
03
Adaptability follows
That is the point of the first two. Not a driver who is ready for this year, but one who can handle whatever the next one puts in front of him.
We do not change characters. We build the ability to adapt. A step back feels worse at the time and pays two to three years later, so we never promise a fast outcome.
“Look closely at what you do, and at how things land with you.”
We hold up the mirror. You draw the conclusion.
What we carry
Off your plate
- Finding partners that fit you, and preparing the approach
- Contracts read, obligations turned into deadlines
- Invoices, planning, the season calendar
- Your story, written once and kept current
- The daily contact, which is the part that is never delegated
Everything goes out in your name, from your mailbox. You read it and you approve it. We are not on the signature.
What we ask
What you bring
- The hard worker rather than the talent
- No plan B
- Open to feedback and to changing your mind
- Willing to take a step back when that is the step forward
- Discipline you bring yourself. We can offer without limit, we cannot train for you
What a year looks like
It runs to the end, and then into the next one
- January
- The season opens and the plan is already standing.
- Every day
- The daily contact. There is no fixed ritual and no protocol, because what works for one driver gets tested again for the next.
- Race weekends
- We are at the track when there is a reason to be, judged on what you are working on at that point. Most of the year happens away from the circuit, and that is where most of the change comes from.
- Mid season
- If a year turns out harder than planned, nothing scales back. This is usually where the support is worth the most.
- 31 December
- The year runs to the end. All of it, whatever the results have done.
- And on
- The preparation for the next season is already included, which is why the line does not stop here.
What it costs
One package, one number
EUR 69,500
per year, excluding VAT
1 January to 31 December, reviewed and renewed each year.
Included
- The whole year of work, and the daily contact that carries it
- Time at the track when there is a reason for it, judged on what you are working on at that point
- No day rates and no additional guidance fees
Not included
- Travel when we do come out, passed on transparently: flight, hotel, rental car
- Shared when more than one driver is at the same event
Being at the track is a decision
The daily contact is the constant. Being at the circuit is not, and the year is not built on it. We come out when there is a reason to: something is being tested, a question needs eyes on it, a goal is aimed at the next session. That is judged on where you are at that point rather than set as a number of weekends in advance. The work runs either way, and it is the work that moves a season.
Zero commission
Nothing is earned from a sponsor contract, a team agreement or a manufacturer deal. Not a percentage, not a fee. That is what makes one interest possible.
And it is built to end
In the success phase the Front Row fee stops. The support carries on, on a success basis if that is what fits. The driver chooses.
Where the method comes from
Written in a car, not at a desk
Front Row was founded by Larry ten Voorde. Everything above came out of a career rather than a curriculum, which is why it is specific about the things that are hard to get right.
- 3x Porsche Mobil 1 Supercup
- 4x Porsche Sixt Carrera Cup Germany
- 1x Porsche Carrera Cup Italia
- Winner, 24H Dubai 2024, Porsche Cup class
- 2x WEC GTE-Am race winner, Bahrain
- P4 at Le Mans
It is on this page once, because it is where the method comes from. The programme is about the driver in it, and that is where the rest of this page stays.
Who is inside
As many as the daily contact allows
We are growing and we intend to keep growing. What sets the ceiling is not a target we picked, it is the daily connection with each driver, because that is the part that does the work. So the number moves, and it is never the thing being optimised.
Nobody is dropped halfway
Once a driver is in, the year runs to 31 December with the next season's preparation included. Nothing is scaled back because results are late.
Intake is open all year
A conversation can start at any time. After that, availability, resources and commitment decide together whether it goes ahead.
The drivers are not named here. That is theirs to agree to, one by one, and we ask first.
One step
This starts with a conversation
Intake is open all year, so there is no month to wait for and no window to miss. Send a message and we will find half an hour.