Gala Performance
South Yorkshire’s Alex Cox Fast-Tracked from Sales Desk to Racing Grid by Gala Performance21-year-old joins senior directors behind the wheel of endurance race team after helping deliver 61% sales growth over the same period last year
Rotherham native Alex Cox has swapped the showroom for the starting grid, as the 21-year-old Business Development Manager for Gala Tent motorsport brand Gala Performance prepares to make his motorsport debut in the Silverlake C1 Challenge — an endurance racing series that pushes drivers to their limits across the UK’s most iconic tracks. Since joining Gala Performance just three months ago, Alex’s energy and commercial drive have already contributed to a remarkable 61% sales increase compared to the same period last year. His rapid impact hasn’t gone unnoticed. In recognition of his success, Gala Tent’s Senior Leadership Team is investing in his racing future, backing his ARDS racing licence and officially welcoming him to the company’s factory-backed Gala Performance Racing team.
He’ll be joining company directors Mark Thompson and Andrew Scott in the driving seat of the team’s Citroën C1, taking on gruelling multi-hour endurance races — including 3-hour and 24-hour events — at top circuits such as Silverstone, Snetterton, and Donington Park.
“Alex has thrown himself into the role with real passion,” said Mark Thompson, owner at Gala Performance. “He’s been a brilliant fit for the team, and when we saw how committed he was — not just in the office but on the track — it was a no-brainer to back him. He’s already putting in strong lap times in testing. We’re proud to be helping him take this next step.”
A former motorcycle sales advisor, Alex has always been drawn to the world of motorsport. His new role combines his commercial savvy with an on-the-ground involvement in racing, offering him a unique dual perspective on what teams really need — both behind the wheel and under the awning. “This opportunity is massive for me,” said Alex. “To be able to work in the sport I love, then compete in it with the people I work alongside — I couldn’t ask for more. I’m training hard, learning from the directors, and I can’t wait to hit the grid.”