Our
Story
Get to Know Schierman Performance
Rooted in Motorsport. Built for High Pressure.
Like many in motorsport, my journey began with a passion, not opportunity. Growing up in Minnesota, I was captivated by Formula 1 long before anyone around me could name a single driver. That early pull toward performance, speed, and strategy eventually became my career path. I watched legends like Ayrton Senna and Michael Schumacher race, completely mesmerised, even though my friends and family had no interest in the sport.
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After years in corporate roles with companies like Kawasaki Motors USA and Nissan North America, I returned to school to pursue my BA and MA while still working full-time. It was during that time I launched my coaching practice, supporting professionals in high-performance, high-pressure environments, specifically in motorsport.
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What began as a side project quickly accelerated. I partnered with Formula Health to support a Formula 1 team through mental performance coaching and later joined Hintsa Performance, expanding my impact into the corporate sphere. Those experiences helped shape the coaching philosophy I use today: calm creates clarity—and clarity drives results.
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I’m proud to serve as a mentor with FIA Women in Motorsport, working with the next generation of women breaking into the industry. My coaching isn’t just about performance, it’s about purpose, alignment, and resilience under pressure.
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Today, I work with clients across motorsport, business, and leadership—those navigating high expectations and complex environments who want more than just success. They want sustainability, confidence, and control. That’s what I help them build.​​
With a career grounded in motorsport and a track record of coaching at the highest levels—including Formula One—Jenni Schierman is a performance coach known for helping individuals thrive under pressure.
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Jenni brings nearly two decades of experience in the motorsport and automotive world—spanning her time in corporate, hands-on, and coaching roles. Her background includes roles at Kawasaki Motors USA and Nissan North America, F&I within motorcycle dealerships, and motorsport program direction for a performance race shop. This diverse foundation informs her coaching style: practical, high-impact, and rooted in the realities of fast-paced, high-stakes environments.
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She holds a Master’s degree in Executive Coaching & Consulting and is a Professional Certified Coach (PCC) through the International Coaching Federation (ICF), with additional credentials from Hintsa Performance. Jenni’s coaching blends empathy and strategic rigor, creating a supportive, growth-focused space for each client.
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She specializes in helping high performers develop psychological safety, cognitive flexibility, and emotional intelligence—the mental skills essential for sustainable performance and leadership. Her global coaching experience has also sharpened her cultural competency, allowing her to support diverse, international clients with nuance and precision.
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Jenni is an active mentor in the FIA Women in Motorsport Mentoring Program and a vocal advocate for inclusion and equity within the industry.
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QUALIFICATIONS
-MA Executive Coaching & Consulting
-Hintsa Performance Coach
-ICF Professional Certified Coach (PCC)
Discover how Jenni Schierman can guide you towards success.
Performance Coaching & Leadership Services
Tailored coaching and leadership solutions designed for high performance—on and off the track.
Whether you’re a rising executive, motorsport professional, or team leader navigating complex demands, I help you move with clarity, confidence, and calm.
Performance Coaching
Elite performance isn’t just physical — it’s mental, emotional, and strategic. Jenni’s coaching is built specifically for professionals across the motorsport industry: drivers, engineers, team managers, performance staff, and executives operating under pressure where the margins are razor-thin.
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With experience coaching at the Formula 1 level and a background spanning OEM leadership, race team operations, and psychological safety in high-performance environments, Jenni understands the demands of motorsport from the inside out.
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Her coaching is discreet, data-informed, and customized to support growth without burnout — whether you're trackside or in the boardroom.
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Coaching Focus Areas:
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Performing under pressure with clarity and calm
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Emotional intelligence and communication across teams
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Leadership development within high-stakes environments
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Psychological safety, trust, and team cohesion
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Sustainable performance habits for long seasons and long careers
Workshops & Offsites
Motorsport demands more than technical excellence — it requires unified teams, adaptive leaders, and high-functioning cultures behind the scenes. Jenni designs and facilitates tailored workshops and offsites for teams across the industry, from race teams to manufacturers, support crews, and leadership groups.
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Whether you’re heading into a new season, facing internal friction, or building alignment across functions, these sessions are built to accelerate clarity, trust, and cohesion.
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Popular Workshop Themes:
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Building high-trust, high-performance teams
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Developing resilient, emotionally intelligent leaders
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Communication and collaboration under pressure
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Aligning values, goals, and culture across departments
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Psychological safety in fast-paced, competitive environments
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​Sessions can be held in-person or virtually, with full customization based on team size, goals, and calendar demands.
Speaking Engagements
Bring an engaging and thought-provoking speaker to your next event. Jenni specializes in keynotes that inspire action, challenge perceptions, and provide actionable insights for leadership and personal growth. With nearly two decades in motorsport, including working in Formula 1, Jenni brings a unique perspective on leadership, resilience, and high-performance cultures.
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Motorsport Leadership: Drawing from her extensive experience in motorsport industry, including Formula 1, Jenni speaks about leadership in high-pressure environments, teamwork, and overcoming barriers.
Keynote Topics: Topics can include leadership development, diversity and inclusion, authenticity, emotional intelligence, and resilience in the workplace.
Jenni’s talks are designed to leave your audience feeling motivated and equipped to lead with purpose, authenticity, and impact.
You don’t have to wait to lead at the level you’re capable of.
Whether you're a motorsport professional seeking 1:1 performance coaching, a team lead planning an offsite, or an organizer looking for an engaging speaker — let’s build the right solution for you.
Start the conversation today.
In the Media & Live Sessions
Jenni’s expertise extends beyond workshops into dynamic live sessions and media appearances. Recently, she was featured in a live Q&A session about the Hintsa Performance Coaching Course. During the session, Jenni shared valuable insights on leadership, performance, and wellness, offering a unique perspective on high-performance coaching and the tools needed to help top talent unlock their potential.
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By clicking the link below, you can learn more about the course and watch the live session replay.
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Link to Hintsa Live Q&A Session
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Additionally, Jenni has been featured in podcasts and media, where she discusses mental performance for both athletes and corporate individuals. Drawing on her experience in motorsport, Jenni often highlights the similarities she sees in the mental strategies needed to succeed in both high-stakes environments. You can explore these discussions and hear Jenni’s insights on driving performance and leadership in the workplace.
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Links to Podcasts:
Sept, 2020 - Championship Mentality w/ High Performance Mental Motorsports Coach Jenni Schierman
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Interested in collaborating or having me as a speaker or guest on your podcast? Let’s start a conversation. Reach out now to discuss speaking engagements or media opportunities.
"Jenni was so flexible and quick that she was always one step ahead – even faster than me. Just when I had finished explaining something, she was already onto the next thing. This fast and intelligent approach was essential for the success of the coaching. I’m lucky I had her as my coach. Conversations with Jenni were crucial, as she was quick to pick up on what I was expressing and got me to reflect on things from multiple angles."
Partner, Finland
Want to achieve similar results? Let’s connect!
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