That Haas to be profitable? Engineering success for small businesses

Haas F1 team, the team founded by NASCAR team owner Gene Haas, debuted in Australia in 2016. Nine years later, it is on track to be profitable for the first time in the Formula 1 team’s history. Following the success under Team Principal Ayao Komsatsu in 2024, Haas have signed rookie driver Oliver Bearman, the youngest ever Ferrari driver, and seasoned driver Esteban Ocon for 2025.

One of the most fascinating things about Haas is how small its staff is, relative to its competitors. Although it only has around 320 employees, it has nonetheless consolidated its position as a genuinely competitive F1 team.

Although 300+ staff feels a far cry for a three-person start-up, some of its competitors have more than three times that. McLaren Racing, the 2024 Constructors’ Champions, has around 1000 employees. Not only does Haas have the fewest staff of any team, but it also has the smallest, most basic factory. Despite this, Haas finished 7th in the Constructors’ Championship, ahead of Williams and Red Bull’s sister team, Racing Bulls. It had 54 more points than Kick Sauber, due to become Audi in 2026, who came plum last but notably share the same Ferrari engine.

But what makes the Haas story so interesting, and how does that relate to my small business? The David v Goliath story of the Haas F1 team shows that even in a million-dollar industry, smaller organisations can struggle to be profitable.

Have a clear vision
When Gene Haas founded the team, he brought his expertise from his NASCAR winning team and had a clear vision for the Haas F1 team. Having a clear vision for your business is fundamental to success as it can help keep you motivated and guide strategic decisions.

Leverage partnerships
One notable strategic decision Haas took was developing its key commercial partnerships, from Ferrari engines to sponsorships. Forming strategic partnerships is crucial for the success of small businesses as it can open doors to further relationships and resources.

Problem solving
As a new F1 team, Haas faced a plethora of challenges. When its competitors were struggling to stay within the budget, it didn’t have the funds to even reach it. A universal experience for small businesses is that there will be financial constraints and competitive pressures, but utilising problem solving, being adaptable and persisting are key to overcoming obstacles.

Build a strong team
Haas has continued to build and develop the skillsets of those within its team, which has been essential to attracting top talent and in turn attracted more sponsors. Recruiting and maintaining skilled employees is vital for reaching your business’ goals.

Utilise technology
Regardless of the sector you work in, embracing technology is crucial, as it can help with efficiency and reduce costs, both of which can help you stay competitive.

Embrace being the underdog
Everyone loves an underdog story, and the Haas story is no exception. Its growth and development can be applied to a range of companies looking to break into a new market.

If you require any business-related advice, contact our Corporate, Commercial & Regulatory team.