In this episode of The BeDifferential Podcast, Julie Giese—one of motorsport’s most respected executives—shares the journey that led her from a dairy farm in Colby, Wisconsin, to shaping some of NASCAR’s most ambitious modern events. Julie reflects on the work ethic forged in her early years, the moment she realized motorsports was where she wanted to build her career, and how those foundations continue to guide her leadership in high-pressure environments.

We dive into her experience leading major properties like Phoenix Raceway and the groundbreaking Chicago Street Race—an event that exceeded expectations and redefined what a NASCAR weekend could look like. Julie breaks down what fueled the event’s success, how she balances community impact with fan experience, and the lessons she’s carrying forward as the race pauses for strategic refinement in 2026.

Throughout the conversation, Julie offers insight into what “authentic leadership” means to her, the misconceptions people often have about leading large-scale events, and the trends she’s watching as NASCAR continues to evolve. She also shares stories about key mentors who shaped her journey, how she supports the next generation of industry leaders, and the legacy she hopes to leave behind.

This episode is a candid look at grit, vision, community, and the intentional leadership behind some of NASCAR’s most transformative moments.