Turn One is a motorsport content and commercial agency founded by Nick Lambert. We work with racing drivers, families, teams, championships and brands to develop content, build audiences and pursue commercial opportunities.
The service connects creative direction with practical delivery: ideas, recording guidance, production, review, publishing and commercial execution. Responsibilities vary by program and project.
Develop a recognizable presence around the driver's experiences, personality and racing. Families and managers can be involved in planning, access and approvals. Content and commercial work are planned around the driver's actual commitments.
Turn drivers, crew, competition and behind-the-scenes access into a continuing content program. Coordinate contributors, event calendars and partner commitments with the people already responsible for media.
Build driver-led content and activations around a business objective. Agree the creative idea, contributors, distribution, usage and approvals before production.
The figures Turn One publishes about its own work, and what clients look like when they begin.
Those are outcomes built with Turn One rather than the position clients arrive in. Across the drivers who have joined, the median was around a thousand Instagram followers on the day they applied, and two in three had never had a sponsor. A small audience is the normal starting point, not a reason to wait.
Turn One works with individual drivers. It has not delivered a content programme for a racing team or a championship. The team and championship studies published on this site are independent proposals, not commissioned work and not evidence of a client relationship.
The person responsible for the season’s budget is expected on the first call, because the decisions that follow it are commercial ones.
Audience direction, developed ideas, references, scripts, interview prompts and recording guidance. The brief is built around the person, available access and intended audience.
Strategy service ↗Editing, pacing, captions, sound, feedback and the agreed publishing work. Viewer response informs future ideas. Production ownership depends on the program.
Content service ↗On-location interviews, behind-the-scenes filming and partner content. Event access, crew, travel, shot list and delivery are scoped for the shoot. Turn One has recorded at Indy 500, IndyCar, NASCAR, Eurocup-3, Euroformula and USF Juniors events.
Trackside service ↗Shape an offer around content, audience, access and usage rights. Develop relevant brand conversations, proposals, negotiation and campaign delivery within the agreed engagement.
Commercial service ↗Performance is for client-led creation with Turn One's guidance. Partner adds managed production. Your proposal defines the exact deliverables.
| Work | Performance | Partner |
|---|---|---|
| Strategy & briefs | Turn One | Turn One |
| Recording | Client | Client; trackside can be scoped |
| Editing | Client, with training and feedback | Turn One |
| Review | Turn One guides revisions | Client approves the produced work |
| Publishing | Client | Turn One, as agreed |
Trackside shoots and organization projects have their own scope. Commercial responsibilities, content volume, turnaround, fees and any additional terms are confirmed in the proposal.
Commercial work runs alongside the content where included: define the offer, pursue relevant conversations and deliver the agreed campaign.
See the production workflow ↗These examples show different commercial formats. Each named campaign is distinct from the independent creative studies elsewhere on this site.
Austin Jurs × EMF HarmonyCreative for brand advertising
Cristian Cantú × Bentley MexicoDriver-led campaign content
Preston Lambert × Club AvoltaRacing and content partnershipOriginal driver testimonials show the experience in each driver’s own words: their starting point, the work they put in and what changed.
Creative studies are independent proposed creative approaches. They are not commissioned campaigns or evidence of a client relationship.
Nick Lambert built an audience of three million across TikTok and YouTube and ran a content and talent agency working with more than 25 gaming creators. Preston Lambert brought first-hand racing experience. Those perspectives shaped Turn One's approach to content and commercial value in motorsport.
Meet the people behind Turn One ↗The people involved, content requirements, recording access, editing ownership, publishing needs and commercial work. Trackside production also depends on event permissions, travel and crew requirements.
Turn One confirms fees and terms in a proposal for the selected program or project. Use the program comparison to understand responsibilities, then discuss the work required.
Yes, and we put it in writing. We back the work with a one million view satisfaction guarantee: show up, post to the plan and follow the framework, and if you are still not satisfied with the support you get a full refund. The strategy works when it is run. What we cannot do is run it for a driver who will not record, which is why the call exists: we only take families we believe we can fund.
Yes. Agree capture, editing, approvals and publishing ownership so Turn One's work fits the existing team.
Drivers who are not racing yet, and drivers with no budget in place for the coming season. The work compounds across a season and is built around someone already competing and already funding part of what they do.
Start with your racing or organization, your goal and the people already involved. Turn One can then discuss the relevant program or project and its responsibilities.
Austin joined with about 800 Instagram followers. In his original testimonial, he describes learning what to record, posting consistently and having Nick available to review the work. His later Instagram audience passed 300,000.
The work extended into brand partnerships, including CarParts.com, EMF Harmony, Turo, Temu, Asetek Racing and Cannonball Garage. Turn One worked with Austin on content direction, feedback, proposals and sponsorship negotiations; Austin recorded, applied the feedback and kept showing up.
His audience growth and brand work are separate parts of the story. Turn One has not published a verified total for the value of Austin’s sponsorship agreements.
Turn One reports working with more than 100 drivers, securing $8.5 million in verified sponsorship funding for clients, generating more than 25 billion views and gaining more than 7 million followers across client work. These aggregate figures were confirmed by founder Nick Lambert in October 2026. They are company-reported totals, separate from the individual historical accounts below.
These original testimonials describe Turn One’s earlier coaching program. They explain the work clients valued and the results they reported at the time; they do not describe every current service or predict another driver’s outcome.
Austin says he joined in December 2024 with about 800 followers and was approaching 100,000 when he recorded his testimonial the following July. He describes learning how to create content, posting consistently and having direct access to Nick and the team.
Nikita reports growing from 13,000 to more than 60,000 followers in less than two months. He describes how a larger fan base changed the way he presented his personal brand to potential sponsors.
Thomas says he joined in October 2024 after his social growth stalled. In his testimonial he reports reaching 50,000 Instagram followers, more than 3,000 YouTube subscribers and three to five million monthly views. He connects that visibility with commercial opportunities; no sponsorship revenue amount is stated.
Cooper describes his first three weeks in the program, reporting growth from about 900 to about 16,000 Instagram followers. He emphasizes the guidance, accountability and people available when he needed assistance.
Nicky says he had wanted to grow but lacked a consistent plan. He describes beginning to post consistently in September and reaching 60,000 followers on December 31, exceeding his original goal of 50,000.
Austin Jurs × EMF Harmony: driver-created advertising content demonstrates a product in an identifiable racing context. Creative production and permission to use the content are distinct from purchasing a post to the driver’s audience.
Cristian Cantú × Bentley Mexico: the published social campaign shows a driver creating content around a named automotive brand. The example demonstrates a specific collaboration, not representation of every company whose logo appears in racing footage.
Preston Lambert × Club Avolta: a racing and content partnership combines a driver’s story with an agreed brand relationship. It should not be treated as evidence that every viral video leads to a sponsorship.
Read the documented campaign breakdowns · Explore the driver network for brand campaigns
Turn One is the agency responsible for agreed creative and commercial services. Sponsor AI is the separate motorsport sponsorship software product built by Turn One, originally for its own clients. Its official website is getsponsors.ai. It brings company research, offer preparation, reviewed email or DM drafts, and partnership records into one workspace. Drivers, teams and championship organizers use the software; Turn One’s agency team delivers the creative and commercial services agreed in a client scope. A draft or suggested brand match is not a sent message or a sponsorship offer. A result described by a Turn One client is not automatically a result caused by Sponsor AI.
Company reference reviewed October 22, 2026.