Helena Hicks is a British motorsport journalist, content creator, and the founder of Females in Motorsport, a platform that has reached over 2.5 million people and become one of the most influential voices championing women in racing.

EARLY YEARS

Growing up in Colchester, England, Helena developed an obsession with motorsport early on—the kind that wasn’t passive Sunday afternoon viewing but a full-throttle fascination with every aspect of the sport. From engineers to drivers, from the drama of race strategy to the glittering world of pit lanes, she was hooked. While most teenagers were figuring out their next Instagram post, Helena was plotting her route into one of the world’s most male-dominated industries. She wasn’t just a fan; she was intensely career-driven, angling everything toward one goal: working in motorsport media.

OTHER INTERESTS

While motorsport consumed much of her focus, Helena’s interests extend to broader sports communications and social media strategy. Her work spans PR, content creation, and brand management across various sports properties, demonstrating versatility beyond the race track. She’s proven equally comfortable crafting narratives for futuristic flying car racing series as she is analyzing traditional Formula 1 dynamics.

EARLY SUCCESS

At just 18, Helena scored a seat at an Autosport assessment day in Twickenham—and nailed it. She was accepted into the Autosport Academy for budding journalists, a launchpad that gave her legitimate credentials in an industry notorious for shutting doors on newcomers, particularly young women. That same year, she began working with Formula 1 teams, including two stints with Mercedes AMG Petronas Formula 1 Team. She wore their full uniform at car launch events and worked behind the scenes, absorbing everything she could about how elite racing operations function. Helena also gained experience with Sauber F1, The Daily Mail, and Mark Blundell Partners (MB Partners), a global boutique sports management agency run by ex-F1 driver Mark Blundell, where she handled public relations.[1][2][3]

In 2016, at age 18, Helena won the prestigious Sir William Lyons Award, which celebrates its 50th anniversary by recognizing young automotive journalism talent. Her winning entry included an interview with a prominent motorsport figure, showcasing her ability to ask the right questions and tell compelling stories.[4][5]

NOTABLE ACHIEVEMENTS

• 2016: Won the Sir William Lyons Award for automotive journalism at age 18.[4][5]
• 2017: Founded Females in Motorsport, a platform dedicated to showcasing women working across the motorsport industry.[6]
• 2018: Visited Williams F1 headquarters in Oxfordshire to conduct interviews, expanding her portfolio of elite motorsport access.[7]
• 2020: Graduated with her degree while continuing to build Females in Motorsport’s reach.[8]
• Ongoing: Females in Motorsport’s Twitter account has reached over 2.5 million people and grown to over 10,000 followers, establishing it as a leading voice for women in racing.[6][7]

INSPIRATIONS

Helena found her role model in Anna Pamin, who served as Press Officer for Red Bull Racing. Seeing a woman successfully navigating the high-pressure world of F1 communications gave Helena a tangible blueprint for her own career. It wasn’t about dreaming of an impossible path—it was about following one that had already been blazed, even if it was narrow and steep.[7]

REPUTATION

Helena has built a reputation as someone who doesn’t just report on motorsport—she actively shapes the conversation around women’s participation in it. Her work with Females in Motorsport transformed from a personal blog into a widely respected platform that journalists, teams, and fans turn to for coverage of female racers, engineers, mechanics, and team personnel. By the time W Series launched its inaugural season in 2019, Helena was covering the qualifiers and providing nuanced commentary on what the all-female championship meant for the sport.[9][10]

Journalist Helena Hicks, who runs femalesinmotorsport.com, initially approached W Series with skepticism but grew intrigued by its potential impact, demonstrating her willingness to evolve her perspective based on evidence rather than ideology.[11] She’s contributed to major outlets including Forbes, Sunday Mirror, and Eurosport, while also working as Social Media Manager for Airspeeder, the world’s first flying car racing series, where she applies lessons from traditional motorsport to an entirely new frontier.[12][13]

As a Content Manager at Bright Partnerships, Helena has worked with global brands including Castrol and DHL, proving her ability to translate motorsport’s energy into commercial storytelling.[8] She’s also worked with MPA Creative, the PR team behind the Dare To Be Different initiative founded by Susie Wolff, which encourages young women to pursue careers in motorsport.[14]

FUTURE GOALS/PLANS

While specific future plans beyond her current roles aren’t documented in available sources, Helena’s trajectory suggests continued expansion of Females in Motorsport’s influence and her own work at the intersection of traditional racing and emerging motorsport technologies. Her work with Airspeeder positions her at the forefront of how motorsport evolves in coming years, while her platform continues advocating for systemic change in how the industry views and supports women.

REFERENCES

[1] Formula Careers – Helena Hicks: My motorsport story
[2] Helena Hicks – About and Contact
[3] Helena Hicks – Portfolio
[4] Helena Hicks – Sir William Lyons Award Winner 2016
[5] Just British – Sir William Lyons Celebrates 50 Years with new winner Heléna Hicks
[6] Females in Motorsport – About Us
[7] On The Pit Wall – Helèna Hicks: “You have to make the sacrifices, but it is all worth it.”
[8] Females in Motorsport – About (graduation reference)
[9] Helena Hicks – A look at the W Series qualifiers
[10] Helena Hicks – Meet the W Series qualifiers
[11] The Independent – Why is it taking so long for motorsport to embrace women racers?
[12] Muck Rack – Helena Hicks’s Profile
[13] Behind Sport – Helena Hicks | Social Media Manager for Airspeeder
[14] Formula Careers – Helena Hicks motorsport story (MPA Creative reference)