“I didn’t think it would be this tough.” Nobody would have expected these words to come out of a 7-time Cup Series champion’s mouth. Jimmie Johnson laid down a golden legacy in NASCAR for Hendrick Motorsports. He became the only driver to win consecutive Cup titles, five straight from 2006-2010. However, Johnson’s vision as a full-time driver was narrow – it was only after he assumed team ownership duties that he understood how difficult it is to emulate Rick Hendrick.

Jimmie Johnson bought into Petty GMS Motorsports at the end of 2022, soon rebranding it into Legacy Motor Club. However, the team barely scratched success. Although John Hunter Nemechek showed sparks in the first year, in 2024 his runs were dismal. Erik Jones was a far cry from his twin victories at Joe Gibbs Racing. Despite this failure, Johnson is still focused on competing with the best.

Jimmie Johnson is expanding his horizon

In NASCAR, the wealthiest survive the longest. The top two Cup Series teams – HMS and Team Penske – have been thriving for decades. Both are involved in various side businesses that allow B2B forms of sponsorship. While Rick Hendrick is involved with NAPA Auto Parts in this way, Roger Penske deals with Shell Oil. Such assured revenue streams sustain both team owners’ continued success as well. Hendrick is the winningest owner at present, holding 312 Cup race wins and 14 championships. Penske holds 47 team championships including 17 in IndyCar and 5 in the NASCAR Cup Series. The latest came with Joey Logano, who ensured Penske was the only champion since the Next-Gen car debuted in 2022.

So going up against these NASCAR giants is no mean feat. But we are talking about Jimmie Johnson, after all. The man placed himself on par with legends like Richard Petty and Dale Earnhardt Sr. So the LMS co-owner is branching out his revenue channels to grow his NASCAR team, as he explained in a recent interview. “When you look at stick and ball sports…media companies, hospitality companies, real estate, other championships to compete in… There’s a lot going on this year with Toyota in the GR brand itself… If I can parlay those opportunities into more than one-offs or a couple of races next year and bring those inside the walls of our race shop and figure out a logical and smart expansion program that does not hurt our core product, that is NASCAR, we’ll look hard at it…that’s how you create longevity for a race team.”

Along with seizing opportunities, Johnson has also been proactive in changing up his garage after a tumultuous 2024 season. He replaced both, John Hunter Nemechek and Erik Jones’ crew chiefs with Ben Beshore switching from JHN to Jones while Travis Mack will be the crew chief for JHN in 2025. They also hired Brian Campe as a technical director for the team. Travis Mack, having worked with Johnson at HMS before this, expressed his delight in a reunion, saying, “There are a lot of talented people here at LEGACY M.C. I worked with Jimmie (Johnson) at Hendrick Motorsports, and I know his work ethic and determination – so his vision for the CLUB is really exciting, and I’m ready to get to work.”

Jimmie Johnson admitted though, how challenging the entire ordeal can be. “It’s tough for myself to look at Mr. Hendrick or Mr. Penske and think, ‘Oh yeah, I could go dollar for dollar with those guys,’ – it’s impossible. So I have to figure out other ways to make that happen. I think the charter system helps tremendously. The discussion around a cost cap in NASCAR would help teams like myself. Now that we’re down to three cars… So there are a few elements here that can help former drivers be successful owners.”

Despite being away from the comfort of the HMS garage, Jimmie Johnson is still enthusiastic.

An unabated will to thrive in racing

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When Jimmie Johnson was under Rick Hendrick‘s umbrella, everything was hunky-dory. His former crew chief Chad Knaus led the No. 48 team since Johnson’s 2002 rookie year, clinching 7 titles together. Car chief Ron Malec has been on the No. 48 Lowe’s team road crew for all seven championships. But that precious company is no longer there to support Johnson. Ever since he assumed responsibility for LMC, he realized how complicated juggling the needs of an entire team can be. Additionally, he is pursuing his racing interests – with disastrous failures. Not being able to adapt to the Next-Gen car, the veteran driver could not score better than 26th in 9 Cup starts this year.

Despite the drastically changed scenario since his HMS stint, Jimmie Johnson is still hopeful. He admitted to his unabated will to succeed after finishing 33rd at this year’s Indianapolis 500. “[At Hendrick], there was such a comfort knowing the car, knowing the track and the smaller details from a driver standpoint,” he said. “Now, it’s halfway through the race before I’m like, ‘Oh, that’s what I’m supposed to do.’ And there are insecurities that come with that, but where I am on this journey, enjoying marquee events and trying to grow our race team, I’ve just got to remind myself of the objective.”

As 2025 rolls into view, so do new hopes and aspirations. Let us wait and see how far Johnson’s aspirations take him and his team.