As co-owner of 23XI Racing, alongside NBA icon Michael Jordan, Denny Hamlin has witnessed firsthand the evolution of Bubba Wallace’s racing journey. When Wallace was hired as the team’s first driver before the 2021 NASCAR Cup Seriesseason, Hamlin never doubted his talent but had concerns about his motivation and mental resilience during both challenging and near-successful race weekends.
By the summer of 2024, Wallace experienced a significant change in mindset that Hamlin credits for laying the foundation for the biggest victory of his career—the win at the Brickyard 400 held at the historic Indianapolis Motor Speedway.
How Competition and Life Changes Fueled Wallace’s Improvement
During Wallace’s initial season with 23XI Racing, he was the sole driver for the nascent team. The dynamics shifted in 2022, when the organization expanded to include a second car driven by 2004 NASCAR Cup Series champion Kurt Busch. After Busch’s early retirement due to injury, 23XI brought on up-and-coming driver Tyler Reddick in 2023.
The presence of accomplished teammates pushed Wallace to sharpen his performance and commitment. Hamlin explained after Wallace’s Indianapolis victory,
“When we started the second team with Kurt, that pushed him a little bit,”
and
“Then when we brought in Tyler, that pushed him a little bit more. I think he understands that this is a performance-based business. Me and Michael (Jordan) want to win. We’re not out here just to field cars going around in circles. We want to win. We put a lot of resources into doing that.”
Hamlin added that Wallace has felt the pressure to excel not only from himself and Michael Jordan but also from the competitive atmosphere among teammates:
Image of: Denny Hamlin
“Bubba has felt pressure. I think he’s felt the pressure from not only me but Michael and everyone. You want to perform the best among your teammates.”
Hamlin noticed a distinct shift in Wallace’s approach around mid-2024, which he partially attributes to Wallace becoming a father the previous September. He observed a notable transformation in attitude and work ethic, stating,
“Something changed mid-last year. You can relate it to (Wallace) having a child, or whatever. But something happened mid-last year where I saw a change in attitude that then changed work ethic.”
Reflecting on the recent success, Hamlin expressed hope for Wallace’s continued progress:
“What I’m hoping he takes from (winning the Brickyard 400) is that hard work pays off. It really does pay off. Hopefully, we see more of this.”
Developing Resilience Through Handling Adversity
Beyond strengthening his focus and work habits, Wallace has also improved how he reacts to setbacks at the track. Hamlin recognized this change alongside the other improvements, remarking, “His valleys weren’t as low,” and quoting,
“I think it seemed like on the bad days he was able to compartmentalize that and then think about the positives versus (saying), ‘Everything sucks,’ all the time. That’s a tough way to live.”
Hamlin credits a piece of advice from one of his former Cup Series crew chiefs, Mike Ford, as instrumental in Wallace’s mental growth. This guidance helped Wallace accept the sport’s challenges and find satisfaction beyond simply winning. Hamlin shared,
“We’re in a business where if you can win 5 percent of the time, you’re a Hall of Famer,”
and added,
“Mike Ford told me that early in my career. And that was the best advice I’ve ever been given. It’s something that certainly needed to be told to Bubba — that you’ve got to find these little goals that you feel good about, because it’s tough out there.”
This mindset shift has now translated into measurable progress, as Hamlin noted after the win,
“It just seems that over the last 12 months, the performance is definitely better,”
and the victory at Indianapolis stands as strong evidence of Wallace’s ongoing development as a driver.
Why This Moment Matters for Wallace and 23XI Racing
Bubba Wallace’s transformation, shaped by Denny Hamlin’s advice and the competitive environment at 23XI Racing, highlights the crucial intersection of talent, mindset, and experience in NASCAR. His breakthrough win at the Brickyard 400 not only validates his hard work but also raises expectations for his future performances.
With the organization committed to winning and providing resources to support their drivers, Wallace’s progress signals growing strength within 23XI Racing. As Wallace continues to refine his skills and mental approach, both he and the team look poised to contend consistently at the highest levels in upcoming NASCAR seasons.
Our Reader’s Queries
Q. How did Denny Hamlin get so rich?
A. Denny Hamlin started his full-time Cup Series career in 2006 with Joe Gibbs Racing. Since then, he has achieved 51 Cup Series wins. He also won the Daytona 500 three times—in 2016, 2019, and 2020—and earned a lot of money in the process.
Q. How is Denny Hamlin so rich?
A. Denny Hamlin has made $65 million mostly from NASCAR contracts and race winnings, which total over $100 million.
He also earns a lot from endorsements with companies like FedEx, Jordan Brand, and Toyota.
Additionally, he co-owns 23XI Racing, a racing team valued at over $100 million.
