Denny Hamlin knows every inch of the NASCAR world—behind the wheel and behind the scenes. As the 2025 season unfolds, his dual role as a driver and the co-owner of 23XI Racing is coming into sharper focus. The team is not only winning races but setting itself apart with its bold structure, smart driver development, and legal push for reform. Hamlin’s rare perspective from both pit road and the boardroom shows exactly where 23XI Racing is headed next.
Key Highlights
23XI Racing operates under a shared, collaborative team model with cross-car cooperation.
Bubba Wallace’s Brickyard 400 win signals the team’s rising competitiveness in 2025.
Hamlin faces the pressure of managing costs amid the Next Gen car’s increased expenses.
Strong emphasis on developing young talent with leadership from crew chiefs like Charles Denike.
Legal battles over NASCAR’s charter system highlight Hamlin’s leadership beyond racing.
Building a Team Around Unity, Not Division
Denny Hamlin’s approach to team ownership flips the script. Unlike traditional NASCAR organizations that silo their teams by car number, Hamlin ensures every 23XI Racing team member operates as part of one cohesive unit. This philosophy began at the team’s inception in 2020 and continues to drive results in its fifth year.
“We have a very different chain of command at 23XI. Unlike most teams where roles can be siloed, we’ve built a culture where everyone pulls together across all cars. You’ll see our crew members moving freely between cars, helping each other out—everyone wears the same uniform and works as one team.” – Denny Hamlin
That unity was on full display when Bubba Wallace captured the win at the 2025 Brickyard 400, marking a significant high point in the team’s history. Behind that win was the strategic mind of crew chief Charles Denike, whose military background and no-nonsense leadership helped stabilize the team under pressure. It’s a testament to how Hamlin’s personnel choices mirror his leadership style—organized, focused, and unafraid to challenge old norms.
Racing with a Business Brain: Facing Rising Costs
Owning a NASCAR team in 2025 is not for the faint-hearted. The introduction of the Next Gen car was supposed to bring cost balance. Instead, it’s elevated vendor expenses, parts turnover, and equipment outlays across the board. Hamlin, both as a team operator and driver, has been candid about these shifting economics.
“As a team, we’re seeing vendors talk about price hikes. The costs of the Next Gen cars have escalated, and naturally, those costs filter down to us. It’s a big challenge all team owners face. You have to carefully manage budgets while maintaining competitive performance.” – Denny Hamlin
23XI Racing does benefit from the global appeal and financial strength of co-owner Michael Jordan, yet Hamlin’s hands-on presence keeps the team grounded in racing’s week-to-week challenges. He understands the importance of trimming waste while investing where it counts—driver performance, engineering, and innovation. As one of the few owners who still straps in every weekend, his perspective is rooted in real-time racing conditions, not just spreadsheet management.
Talent First: Building the Next Generation
Developing talent is as much a priority for 23XI as winning trophies. Hamlin views the process as a long game, shaped by discipline, readiness, and the ability to learn from both failure and success. The current 23XI roster features a mix of veteran and rising talent: Bubba Wallace, Tyler Reddick, Riley Herbst, and developmental driver Corey Heim.
“We want to give them everything possible—the best cars, support, strategy guidance—but ultimately, it’s up to them to put in the work and seize their moment. The team gears up for success, but the driver’s mindset and talent make the difference.” – Denny Hamlin
Hamlin is especially invested in Herbst’s development. With Daytona looming, it could provide the breakthrough moment Herbst needs to solidify his future. Meanwhile, Wallace and Reddick are both on track to make the playoffs, affirming 23XI’s driver investment strategy. That success stems from Hamlin’s belief in shared knowledge and collective growth, allowing younger drivers to thrive under the mentorship of experienced figures.
Beyond Wins: Vision, Balance, and a Legal Stand
Denny Hamlin doesn’t see 23XI Racing as a five-year project. He sees it as a foundation for the next era of NASCAR. That vision goes far beyond race-day results. It’s about changing the way teams operate, how drivers are prepared, and even how the sport governs itself.
“Having two cars likely making the playoffs is a big milestone for us. The next step is helping Riley [Herbst] get his first win; Daytona might be his best shot. We want all three cars in the postseason—it would be monumental for 23XI.” – Denny Hamlin
That ambition includes challenging the NASCAR charter system in court, a bold legal step that has positioned Hamlin as one of the sport’s most vocal leaders for change. The antitrust lawsuit has implications far beyond 23XI—aiming to reshape how teams are valued and supported by the league.
“We’re fully committed to 23XI Racing’s future. The answers will come in court this December. Until then, our focus is on competing and supporting our drivers to perform at their best.” – Denny Hamlin
Balancing driving and ownership means Hamlin splits his week between high-speed laps and boardroom decisions. He’s quick to credit his leadership team with handling operations while he races. But there’s no doubt his unique position gives him leverage few others can match—he knows what works on track and what needs fixing off it.
News in Brief: Denny Hamlin Builds 23XI Racing’s Culture
Denny Hamlin is driving 23XI Racing into a new NASCAR era. As a co-owner with Michael Jordan, Hamlin’s philosophy of shared teamwork, sharp business insight, and long-term planning is reshaping how a modern Cup Series team functions. Bubba Wallace’s Brickyard 400 win and strong playoff positions for Reddick and potentially Riley Herbst underscore the team’s rising success. With escalating costs, a legal fight over charters, and a focus on developing talent, Hamlin’s leadership is pushing 23XI toward championship contention while influencing the sport’s future.
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