The Mercedes Formula 1 (F1) motor racing team has unveiled a commercial deal with life coaching firm BetterUp.

Through a North American supply deal announced by the heavyweight F1 side yesterday, BetterUp will give Mercedes staff and personnel access to its services, to “prioritize their well-being and sustained focus to achieve peak performance during the high-stakes season ahead.”

BetterUp provides coaching sessions and AI content as part of its package as a human transformation partner of various high-profile organizations.

The F1 2024 season – containing a record 24 races – begins on Saturday (March 2) in Bahrain.

In mid-January, it was revealed that Mercedes F1 team principal and chief executive Toto Wolff had agreed to remain at the helm of the organization until the end of 2026.

The 52-year-old Wolff has been at Mercedes since January 2013 and owns around one-third of the team. Ownership of the outfit is equally split between Wolff, the Mercedes-Benz automotive giant, and a subsidiary of the Ineos petrochemicals company (which took its stake in early 2020).

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The UK-based outfit won eight F1 constructors’ (team) titles in a row between 2014 and 2021, but have finished second for the last two seasons, behind rivals Red Bull. Indeed, last season they failed to win a single race.