Why First Focus Sponsors Radical Cup Australia

Ever since he was a kid, our founder Peter has loved race cars and the feeling of driving fast. That passion never left. It grew with him. From early dreams of flying jets to getting behind the wheel, competing, and chasing the rush that comes with doing something hard and doing it well.

Today, that same love of motorsport is one of the reasons First Focus proudly sponsors Radical Cup Australia.

Peter’s story. From childhood passion to the track

Peter’s connection to racing started early. As a young kid he was drawn to speed, machines, and the idea of pushing limits. That interest turned into real time on the track, then into real results. After some early success and a couple of race wins, the sport got under his skin in the best way.

There’s the adrenaline of racing itself, of course. But for Peter, it’s also the reward at the end. The discipline of training. The competition. The moment of standing on the podium after a hard-fought win. Those experiences shaped not just how he races, but how he thinks about performance in general.

The overlap between racing and business

One of the reasons this sponsorship feels so natural is that motorsport and business reward the same habits.

On the track, success depends on high performance engineering, precision, efficiency, teamwork, and getting the smallest details right. It’s never just one thing. It’s preparation, discipline, and a strong team around you.

Peter sees those same drivers of success in great businesses.

At First Focus, we care deeply about culture, mission, purpose and values. We believe high performing teams are built on consistency, practice, and a clear shared goal. Whether you are racing a Radical or running a company, you don’t get results by accident. You earn them through the one percenters.

A decade in Radical, and a commitment to give back

Peter has been racing in the Radical category in Australia for about ten years. Over the last couple of years, First Focus has stepped up to sponsor the category.

For Peter, it’s a chance to give back to a community he’s been part of for a long time. For First Focus, it’s also a sponsorship that makes sense on every level because of the shared mindset between our work and the sport.

It’s about performance. It’s about teamwork. It’s about backing people who take pride in doing things properly, even when nobody is watching.

That’s why the Radical Cup Australia partnership feels like a genuine fit rather than a logo on a car.

Bringing customers and partners into the experience

This sponsorship is not just something we support from the sidelines. Each year we get race days and lap days that give us the chance to share the experience with the wider First Focus community.

That means inviting customers and prospects to join us trackside, meet the people involved, and get a close-up look at what high performance feels like in real life. For many guests, it’s a memorable day out. For us, it’s a chance to connect in a setting that reflects the standards we care about. Preparation, professionalism, and a love of doing things well.

If you’d like to join us at an upcoming race day, let your account manager know or get in touch through our contact page. We’d love to have you there.

Why it matters to us

For Peter, Radical Cup Australia is personal. It’s a sport he has lived for years. It’s a community he respects. And it’s a reminder that the best outcomes, on track or in business, come from discipline, teamwork, and the drive to get better every time you show up.

We’re proud to support Radical Cup Australia and excited to keep building on what this partnership represents.