There are events you work…and then there are events you feel.
A Formula 1 Grand Prix is one of them.
From the noise of the track to the energy of the fans, working behind the scenes at F1 is fast-paced, demanding, and unforgettable. In 2025, our event staff supported our client stichd, Formula 1’s chosen vending partner for retail trackside, continuing a collaboration that began in 2024 and helping deliver merchandise experiences across multiple Grand Prix weekends.
We asked two of our team members to share what it was really like – the highs, the challenges, and the moments they’ll never forget.
From F1 fan to trackside staff
For many, working at Formula 1 starts with a simple love of the sport.
Ellis had already been part of the Elevate team for several years when the opportunity came up. When she got the call asking if she’d like to support more races, even travelling internationally, her reaction said it all.
“I said yes immediately…then got off the phone and cried.”
For Cole, it was a recommendation from a fellow event professional that opened the door. After learning more about the project and the people behind it, he knew it was something special.
“Formula One events are like no other that I’ve worked. Seeing how passionate the fans are about their favourite drivers is incredible.”
What a day at the track really looks like
Working trackside retail at an F1 Grand Prix means being right in the heart of the action, but it’s not just about selling merchandise.
Days are long, stores are busy, and fans arrive in waves. You’re part of a tight-knit team, representing a global brand, while thousands of people pass through your space.
And sometimes, the unexpected steals the show.
At Circuit of the Americas in Austin, Cole recalls serving customers while being joined by cowboys on stilts, racer lookalikes and roaming performers.
“You’d just be selling merch, and suddenly a whole new character would appear in front of the store.”
For Ellis, one unforgettable moment came before the crowds even arrived – driving the old Monza track during build day.
“Ending up on one of the biggest slopes on one of the most historic F1 tracks was completely unexpected…and so much fun.”
The challenges - and how teams handle them
F1 weekends don’t come without pressure.
Weather is one of the biggest variables. One weekend it’s pouring rain at Silverstone, the next it’s intense heat in Monza or Hungary. Managing energy, hydration and morale becomes just as important as the work itself.
“We make sure people have water, shade, breaks, or layers and hot drinks if it’s cold. We’re in it together. Sometimes it’s just a smile someone needs.”
There are also performance challenges. High footfall doesn’t automatically mean high sales, and teams often need to adapt quickly.
“We wanted to be the standout store. Elevate supported us with incentives and encouragement, and that lifted morale and results.”
The moments that make it all worth it
Ask anyone who’s worked an F1 Grand Prix what they loved most, and the answer is rarely just the racing.
For both Ellis and Cole, it was the people.
Meeting fellow staff from around the world. Reuniting with teammates from past events. Sharing a passion for F1 with fans and colleagues alike.
One quiet moment stayed with Ellis long after the weekend ended – watching the race on a break in Hungary, the sun setting over the track, surrounded by teammates.
“It was one of those moments you stop and take in, knowing it won’t come around often.”
Thinking about working your first F1 event?
Both Ellis and Cole say the same thing: do it.
Be prepared. Expect long days. Pack for every type of weather. Bring energy, teamwork and a positive mindset.
“Bring extra socks, jumpers, waterproofs, and also shorts and a hat. Be over-prepared.”
And maybe a few personal essentials too.
“Electrolytes, blister plasters and Haribo. They save me every race.”
Because while Formula 1 is demanding, it’s also one of the most rewarding experiences in live events, and for many, a true career highlight.
Be part of future race weekends
If you’re passionate about live events, thrive in high-energy environments, and want to be part of iconic sporting moments, there are opportunities to get involved across future race weekends and other major live events.
You don’t need years of experience, just the right mindset, a strong work ethic, and a willingness to be part of something bigger.
Register your interest in upcoming event opportunities and be ready when the next call comes.
