In the hallowed halls of NASCAR, where tradition and dominance are fiercely guarded, one team is daring to challenge the status quo. Front Row Motorsports (FRM), once a scrappy underdog clinging to the back of the pack, has thrown down the gauntlet against NASCAR itself. The team’s ongoing antitrust lawsuit, launched in partnership with 23XI Racing, questions the fairness of the sport’s charter system. As the legal drama unfolds, it’s hard not to admire the audacity of a team that has not only survived against the odds but thrived—redefining what it means to be an underdog in NASCAR.

It’s a story that began humbly in 2009 and has crescendo-d into a tale of perseverance, risk-taking, and innovation. FRM’s rise to prominence, culminating in Daytona 500 glory and a burgeoning reputation as a serious contender, feels almost as improbable as their legal crusade. So, how did Bob Jenkins’s team, fueled by fast-food franchises and dreams, make it this far? Let’s dive into the past to understand FRM’s meteoric ascent and the moves that are now reshaping their future.

A humble start: Bob Jenkins and the struggle to compete

The story of Front Row Motorsports is inseparable from its founder, Bob Jenkins. A fast-food entrepreneur with over 200 franchise locations, Jenkins entered NASCAR’s chaotic mid-2000s landscape determined to build a team. Early on, FRM’s existence was a testament to perseverance. In an era when well-funded teams ruled the sport, FRM faced an uphill battle just to qualify for races.

Their first full-time foray in the Cup Series came in 2009, with journeyman John Andretti piloting the No. 34 car. The results were predictably grim: two top-20 finishes and a meager 16th-place best at New Hampshire. Sponsorships were often provided by Jenkins’s own restaurants, a sign of just how tenuous the operation was. But the 2008 financial crisis proved to be a strange blessing. As NASCAR’s entry lists shrank, FRM capitalized, securing a partnership with the faltering Earnhardt-Ganassi Racing to claim valuable owner points. This move guaranteed them spots in races and laid the foundation for their survival.

By 2011, small glimmers of hope began to emerge. David Gilliland’s third-place finish in the Daytona 500 that year was a watershed moment, giving FRM its best-ever result. But it was David Ragan who delivered the breakthrough that changed everything. On a chaotic, crash-filled day at Talladega in 2013, Ragan and teammate Gilliland executed a perfect tandem draft to claim FRM’s first Cup Series win. The underdog victory shocked the NASCAR world and proved that even small teams could dream big.

Building blocks: From survival to success

The Talladega triumph was a turning point, but it was far from the end of FRM’s struggles. The team continued to hover near the back of the pack, with occasional flashes of brilliance. In 2016, Chris Buescher capitalized on foggy conditions at Pocono to secure the team’s second Cup win. These rare victories were crucial morale boosters, but FRM remained a backmarker—until a confluence of factors helped them turn the corner.

In 2018, Michael McDowell joined FRM and became a pivotal figure in their transformation. McDowell’s steady performance culminated in an unforgettable Daytona 500 win in 2021, where he avoided late-race chaos to claim victory in NASCAR’s crown jewel. Suddenly, FRM wasn’t just an afterthought; they were contenders.

Behind the scenes, FRM was making strategic moves to ensure its long-term viability. They launched a Truck Series program in 2020, creating a pipeline of talent that could feed into their Cup operation. Todd Gilliland, son of former FRM driver David Gilliland, became one of the first beneficiaries, making his Cup debut in 2022. That same year, McDowell posted career-best stats, with 12 top-10 finishes and an average finish of 16.7—unheard of for a team of FRM’s size.

As FRM enters 2025, the team is brimming with potential. In the wake of Stewart-Haas Racing’s closure, FRM acquired a third charter, marking their first expansion to a three-car operation. They’ve assembled one of the youngest lineups in the Cup Series, featuring Todd Gilliland, Zane Smith, and Noah Gragson. All under 27 years old, these drivers represent the future of the sport—and FRM’s bold gamble on youth.

The team has also strengthened its ties to Ford, becoming a Tier 1 partner and aligning with powerhouse Team Penske. This alliance has already borne fruit, with improved qualifying efforts and consistent performances. Meanwhile, FRM’s Truck Series program continues to flourish, with prospects like Chandler Smith and Layne Riggs poised to climb the ranks.

Yet, amidst their on-track success, FRM’s antitrust lawsuit against NASCAR looms large. Alongside 23XI Racing, they’ve challenged the sport’s charter system, arguing it unfairly limits opportunities for smaller teams. It’s a move that is telling of FRM’s commitment to leveling the playing field—both for themselves and for the future of NASCAR.