In sports, legends aren’t just defined by their victories, but by how they evolve beyond them. Whether it’s on the track like Dale Earnhardt, or in the boardroom like Roger Penske, the greatest figures find ways to leave a lasting impact. As the landscape of racing shifts, those who adapt and innovate become more than just competitors—they become pioneers.

Jimmie Johnson has never been one to back down from a challenge. Whether it was dominating the NASCAR Cup Series with seven championships or stepping into the unknown with IndyCar, he’s always been driven by reinvention. Now, he’s taking on an entirely different challenge of team ownership—one that pits him against some of the biggest names in the sport, including his former boss and mentor, Rick Hendrick. After three years of mediocre results, he has decided to shift his pursuits to a venture that makes him stand apart on the Cup Series grid.

Jimmie Johnson ventures into the world of sports media

When Jimmie Johnson bought a stake in Petty GMS Motorsports in 2022, he knew it would be a long road ahead. Formerly known as Richard Petty Motorsports, and now rebranded to Legacy Motor Club, the team has gone through some wholesale changes after a long period of struggle. Despite having the oversight of legendary Richard Petty, since their NASCAR journey started in 2009, they won only 5 Cup Series races in 900 starts. After 2022, 7-time Cup Series Champion Richard Petty sold all shares to Maury Gallagher, who now co-owns the team along with Johnson.

In their three years as co-owners, LMC hasn’t exactly hit the ground running. Firstly, they declined to form a technical alliance with Joe Gibbs Racing as fellow Toyota drivers as they wanted to build their legacy in the series. However, this was followed by just one win and five top-5 finishes in three seasons. Johnson had even got into the Next-Gen car part-time and couldn’t finish higher than 21st! Now, in a recent episode of the Racing Writer’s podcast, Johnson opened up on ways he wants to generate revenue and help Legacy Motor Club progress, and for starters, he will be hosting a podcast!

Jimmie Johnson and Marty Smith will be co-hosting the ‘Never Settle’ podcast on SiriusXM from February 12th. “When I get into something, I am all in,” Johnson said. “Marty Smith has been a 25-year friend, and we’ve talked about this over and over. When I think about these different opportunities to build brands off of Legacy Motor Club, you know, I think there’s a real pathway with a media company.” But it’s not just about talking shop—it’s part of a bigger vision, one Johnson sees a future where media, hospitality, and business ventures combine.

The move signals Jimmie Johnson’s realization that competing at the top level of NASCAR isn’t just about speed—it’s about resources. He’s racing against juggernauts like Hendrick Motorsports, Joe Gibbs Racing, and Team Penske, all of which have decades of financial muscle behind them. Rather than relying solely on traditional sponsorship dollars, Johnson is looking for new revenue streams that will help his team stay competitive. “It’s going to be hard to go and compete against Rick Hendrick. It’s going to be hard to compete against Joe Gibbs or Mr. Penske,” Johnson admitted. “They have some deep pockets. So I just need to be really smart and try to continue to create revenue and not solely depend on sponsorship dollars.”

Johnson recognizes that the landscape of NASCAR is changing. Sponsors want more than just their logos plastered on a car. They want full-blown experiences, deeper engagement, and multi-platform storytelling. That’s where his passion for documentaries and podcasts comes into play. “We’re in a time and era here where sponsors want more than just paint on a car,” Johnson said. “That, again, feeds the business opportunities I just spoke about—from experiences of hospitality to the show.”

For fans, this means they’ll get a closer, more personal look at their favorite drivers and the behind-the-scenes world of racing. For Johnson, it means breaking new ground, just as he did behind the wheel for decades. Rick Hendrick, Joe Gibbs, and Roger Penske have built their NASCAR legacies through sheer dominance and shrewd business acumen. Now, Jimmie Johnson is carving his own path—not just on the track, but in the broader world of sports media and entertainment.

If history has shown anything, it’s that when Jimmie Johnson sets his mind to something, he usually ends up in victory lane.

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JJ was so close yet so far from conquering the Great American Race once again

Jimmie Johnson had a rollercoaster of emotions as he emerged from his No. 84 Toyota at Daytona International Speedway on Sunday evening. The seven-time NASCAR Cup Series champion and two-time Daytona 500 winner experienced relief and unbridled pride following a great performance in “The Great American Race.” Taking third place behind winner William Byron and runner-up Tyler Reddick, Johnson earned his highest Daytona 500 finish since his last win in 2013. It also equaled his highest overall Cup Series finish since his final full-time year in 2020.

More than just a strong finish, Johnson’s performance was a testament to his undying love for racing and his evolution within the sport. No longer just a driver, he is now a co-owner of Legacy Motor Club, balancing the emotions of competing behind the wheel with the responsibilities of running a team. Reflecting on this new dynamic, he shared, “I love racing. A long time ago, my give-a-s— meter malfunctioned, and I’m not here for me. I know that other people feel differently. But I’m not here for me… I’ve never been in this position as an owner. It’s actually a different emotional set. The pride that I have in this commitment and the pride I have in this company, knowing what we’re working to do and the path we’re on, I am so content, so joyful right now.”

Johnson’s statement speaks of a man who has nothing left to prove but still derives enormous satisfaction from the grind. His Daytona podium finish is confirmation that his fighting spirit is as strong as ever, but with it comes an expanded vision one that’s about more than him and looks towards forging the destiny of his organization and his favorite sport. Expect to see even more historic moments from one of motorsports’ all-time greatest icons as this saga goes forward.