Travis Auld | From Tatura to the Top

Every so often, a truly authentic and unassuming leader steps onto the stage at the QUT Business Leaders' Forum (BLF) and on Wednesday, 7 August, that leader was Travis Auld, CEO of the Australian Grand Prix Corporation. His story was proof of the power of seizing opportunities, following your instinct and staying true to your leadership style —a story that began in a rural Victorian town and climbed to the pinnacle of motorsport.

Seize Obscure Opportunities

When sharing candidly about his childhood, he reflected on his ‘wonderful upbringing’ in small town Tatura, where there was such a strong sense of community… but Travis's career goal back then was simple: not to become a greyhound trainer like his family. Commencing his career as a chartered accountant seemed an unlikely fit for his charismatic personality but it proved the perfect starting place for Travis, who gave the crowd a masterclass in seizing obscure opportunities. 'There are opportunities all around you, and you just need to spot them,' Travis insisted, as he shared an entertaining anecdote about the time he landed his first ‘real’ job... As a recent graduate, Travis had a friend who was about to turn down a coveted offer at a big firm in Melbourne. Seeing the opening, Travis asked his mate if he could take the job instead. His sheer tenacity and bold confidence led Travis to meet with the company executive and secure the job—a move that would set the tone for the rest of his career.

Know Yourself as a Leader

As the inaugural CEO of the Gold Coast Suns and a guiding force in the AFL through the COVID-19 pandemic, Travis has had nearly 30 years at the helm of Australia’s largest sporting institutions through some of the most unprecedented trials. Where some leaders might avoid the challenge, Travis would throw himself into unchartered territory. ‘I love to lead in difficult circumstances, and I work at my best when I’m nervous,’ he confessed. ‘Working in sport is like that; It's one of those industries where everything you do is highly public and heavily scrutinised on a daily basis.’ And how does he deal with that? ‘You have to know yourself really well as a leader and trust who you have around you.’

I love to lead in difficult circumstances, and I work at my best when I’m nervous.

Authentic Connection Equals Success

Travis’s leadership style became very clear. He’s deeply relational and loves to build community and connection – a reflection of growing up in Tatura. And that's also his general view of how to achieve success as a sporting organisation. ‘It comes down to authentic engagement with your fans. True connection is so valuable and it’s perhaps what some sports need more of… Bringing your fans "into the car" is the key.’ This strategy has been a game-changer for the Grand Prix as they ride the wave of ongoing popularity from the Drive to Survive reality television series. Viewers have been drawn in droves to watch the behind-the-scenes lives of Formula 1 drivers, and by making the athletes more relatable, the sport has amassed thousands of new fans and a surprising shift in demographics, with 30% of their audience members now female.

Always a Student, Never an Expert

Travis’s journey from Tatura to the top echelons of Australian motorsport is a testament to his belief in lifelong learning. ‘You’re always a student, never an expert,’ he declared. ‘If I’m a leader now, then I’m a student of leadership.’ It’s a humbling thought, and one that keeps his feet firmly on the ground. His life is akin to the sport of motor racing itself, characterised by ongoing change, with incremental yet important adjustments along the way. ‘In motorsport, the track is dismantled and rebuilt every year and its exciting because that gives us the opportunity to constantly innovate,’ he said. Likewise in Travis’ ever-changing career, he would ‘Get himself to a point by instinct so he was close enough to take a jump, and then he would just leap.’ It sounds like an exhilarating way to live.

----
As the Q&A wrapped up for another inspiring Forum, there was a resolute assurance that the future of the Australian Grand Prix is in safe hands. Ellen’s parting question to Travis was ‘Are you still there in 2037?’ His response, ‘If it feels like it does today and I’m still the right leader, then yes.’ We hope so too!

Have a question for Travis? Connect with him on LinkedIn

We look forward to another inspiring QUT Business Leaders’ Forum on 18 November 2024, featuring BHP President Australia, Geraldine Slattery, as we prepare to be inspired by leadership lessons and fresh perspectives.