Hendrick Motorsports has built its success on details most teams never see, and its latest partnership reflects that same approach. Recently, the 15-time NASCAR Cup Series-winning organization has announced a new agreement with Atrium Health that focuses on athlete health, recovery, and long-term performance rather than traditional sponsorship exposure, ushering in a new era of performance.
Inside Hendrick Motorsports’ Latest Performance Investment
The centerpiece of the deal is the Atrium Health Motorsports Athletic Center, a 35,000-square-foot facility located on HMS’s Concord campus. The center is set to open later this month. It will serve as a dedicated training and medical hub for the team’s pit crews, while also supporting the health needs of the organization’s employees in the Charlotte area.
Pit crews have become an increasingly important competitive edge in NASCAR, and the new facility is designed with those demands in mind. Atrium Health clinicians will staff the center, allowing medical care, rehabilitation, and performance training to happen in the same space. This way, the team will have a more direct and consistent approach to managing fitness and recovery throughout NASCAR’s long 38-race season.
Inside the facility is a high-performance gym, updated locker rooms, meeting and film rooms, and a nutrition area. In fact, according to inside sources, there are dedicated spaces for physical therapy, hydrotherapy, and recovery.
A sports science research area adds another layer, giving the team room to study movement, fatigue, and performance trends. One of the standout features is a closed-loop pit-stop practice circuit that allows two teams to train simultaneously, creating a more realistic practice environment.
Jeff Gordon, vice chairman of Hendrick Motorsports, said the facility reflects the team’s approach to competition. “The demands of NASCAR are different from any other sport,” Gordon said. “This new facility allows our coaches and staff to work side by side with Atrium Health clinicians, ensuring every aspect of training, recovery, and readiness is aligned.”
Furthermore, the partnership will extend to the racetrack beginning in the 2026 season. Atrium Health branding will appear across its four teams, including on driver fire suits, crew uniforms, and training gear. While visible, the branding is secondary to Atrium Health’s long-term role within the organization.
As the competitive margins in NASCAR continue to tighten, HMS’s latest investment shows where the organization believes races are really won, long before the green flag ever drops.
