Strategic Management Theory Applied to San Diego Sports Business: DRIVE

Throughout the Spring semester, the Sports MBA Class of 2022 cohort took a Strategic Thinking course taught by Dr. John Francis. This course included a semester-long project applying the modern analytical frameworks and techniques used in strategy analysis. After being divided into teams, students designed strategic solutions to different business challenges for three San Diego based sports businesses: DRIVE, Hookit, and Surftech.  

SMBA '22 candidates (from left to right) Carlo Genovese, Sam Galaif, Devin Wilson, and Vasili Dallas (not pictured) presenting their strategic solutioins to DRIVE Executives.

DRIVE is an online sim racing education/training platform created by entrepreneur and motorsports expert, Loxely Browne, to broaden the sim racing community in support of its parent company, Athena Racing. The company has ventured into uncharted territory as an online education and training program targeting young women interested in motorsports and sim racing, but it has also struggled to reach its target audience. Three groups of SMBA ‘22 students evaluated DRIVE, its positioning in the industry, and the challenges it faces to formulate different marketing strategies and increase sales. 

The students prepared by meeting with DRIVE’s CEO and founder, Loxley Browne, to identify challenges and discuss potential solutions. These challenges focused on creating a new marketing strategy in order to promote the growing business and introduce it to the motorsport and sim racing communities. Students devoted their time and resources throughout the semester to develop multiple strategic solutions, in addition to a new business plan, and presented these to Browne and her Board of Advisors at San Diego State University in April. 

To assist with the preparation of their  projects, teams of students partnered Sports MBA program alumni, who assisted with research, strategy and presentation development. Alumni Oumar Ganame, Torrey Winchester, and Joe Shemanski, all graduates of the Sports MBA Class of 2011, worked closely with student teams, oversaw the research and outreach, and provided recommendations based on their professional experience.

Torrey Winchester (SMBA '11) speaking with SMBA '22 team in preparation for their presentation.

“The alumni engagement in this course was such a great opportunity to gain an outside perspective on our project,” said current student Sirena Lopez (SMBA ‘22). “It was helpful to hear their advice and learn about their own experiences in the business world since graduation.” 

For the presentations, Loxley Browne was joined by associates John Hayes, Gary Clasen, Lance Smith, and Alexander Becker at SDSU. Students presented strategies on how to implement a variety of marketing plans, reduce expenses, and increase brand awareness. The executives at DRIVE were given an array of potential solutions to create a new marketing plan for the business. Browne said, “We will definitely be combining some of the ideas we’ve seen today for our new marketing plan launching in the Summer of 2022.” 

This project provided SMBA ‘22 with the experience to consult and present to real clients, design strategic solutions, and apply common frameworks used in business. Additionally, teams received constructive feedback from the client that they can apply throughout their careers. 

Thank you to DRIVE for partnering with SDSU Sports MBA and thank you to Dr. John Francis for providing an opportunity for students to apply the frameworks and concepts from the Strategic Thinking course in a real world setting.