It was a sunny summer in 1964 in County Down, Northern Ireland, where Sonia Irvine was born before her brother, Eddie, who was born a year later. She never knew then that both of their professional tracks would lead them into the same profession – F1™ motor sports.
Yet, today, a resident of the Principality of Monaco and recognized for being one of the topmost inspiring business leaders, Sonia, as the Founder of Amber Lounge and Irvine Consultancy SARL, has been a radiant beacon of self-made leadership success formula.
While Sonia, a professional physiotherapist with over 25 years’ experience in F1™, originally created Amber Lounge with the vision of offering a private, peerless haven for drivers, sponsors, and celebrities to enjoy themselves away from focus of media attention, the brand was sold in 2020. Her focus is now on Irvine Consultancy, which covers all aspects of lifestyle, hospitality, and sponsorship across sporting and private events.
Let’s hear it from Sonia in an exclusive interview with The CIO World.
Can you share the origin story of your professional journey—what inspired you to step into the world of business?
I began my professional journey as a physiotherapist for the National Health Service while simultaneously running my own private sports injury clinic. In 1996, I transitioned into the world of Formula 1™, working as a physiotherapist for my brother, Eddie Irvine, and the Scuderia Ferrari Formula 1™ Team.
By 2000, I found myself drawn to the commercial and events side of the sport. It was during this period that the concept for Amber Lounge was born — I recognized a gap in the market for a truly VIP nightlife experience tailored to the F1™ fraternity, elite sponsors, and their guests.
Over the past two decades, I’ve poured my heart into delivering unforgettable weekends for our guests, curating what became the most desirable luxury events around the Grand Prix calendar. My vision was always to give F1™ drivers, celebrities, models, and VIP clients a chic, high-energy environment where they could connect and celebrate the glamour of the sport. These experiences evolved into full-scale luxury offerings — from race-viewing hospitality and fashion shows to world-renowned after-parties, complete with accommodations and transfers, all wrapped into a seamless three-night program.
One of my proudest achievements is launching the Amber Lounge Charity Fashion Show in 2006 under the high patronage of HSH Prince Albert II. Since its inception, the event has raised over USD 6 million for incredible causes, including the Special Olympics, Sir Jackie Stewart’s Race Against Dementia Foundation, the Elton John AIDS Foundation, and the Nelson Mandela Children’s Fund.
Amber Lounge grew to become a global phenomenon, staging events in iconic destinations such as Monaco, Barcelona, Valencia, Austin, Delhi, Shanghai, Singapore, Mexico City, and Abu Dhabi. I developed the brand into what was then recognized as the most iconic Grand Prix experience — where fashion, fine dining, charity, race viewing, and elite hospitality converge to create the ultimate F1™ lifestyle offering.
In 2020, I sold the Amber Lounge brand and stepped back from a commercial day-to-day life to devote more time to my children. However, I missed the fast-paced life of 30+ years in the world of F1™, so I launched a new venture, Irvine Consultancy. Through this company, my mission is to design bespoke lifestyle and hospitality experiences — from private celebrations to luxury race viewing and corporate incentive weekends — both within motorsport and beyond. Irvine Consultancy continues my commitment to delivering unrivalled, tailor-made experiences for both business and leisure clients worldwide.
Monaco is a place known for excellence and innovation. What does it mean to you to be recognized as one of Monaco’s Most Inspiring Business Leaders?
I don’t often stop to reflect on what success means, I simply focus on doing what I do to the best of my abilities. If, in the process, I’ve made people happy, then I feel I’ve achieved what I set out to do.
When I do take a moment to consider it, true success for me lies in raising my two daughters. Teaching them to be independent, to believe in themselves, to know they can achieve anything they set their minds to as long as they work hard and stay committed. But above all, I want them to grow up to be kind, respectful, and genuine citizens.
If I can instill those values in them, then I’ve already achieved the greatest success I could ever hope for.
How would you describe your leadership philosophy, and how has it evolved throughout your career?
My leadership philosophy has always been rooted in leading by example, staying hands-on, and treating every team member with respect, no matter their role. To this day, I remain hands-on and involved in the day-to-day operations, which gives me a deep appreciation for the effort and detail that go into every successful project.
I’ve learned the importance of trusting others, empowering people to take ownership, and creating an environment where creativity, accountability, and collaboration thrive. I believe in surrounding myself with passionate, capable individuals and giving them the space and confidence to shine, while remaining available for guidance, support, and clear decision making.
Ultimately, I lead with intuition and resilience. Whether managing high-pressure events or navigating major transitions, I’ve found that staying calm, grounded, and human is key.
Leadership, to me, is not about control; it’s about inspiring a shared vision and helping people feel valued, motivated to bring their best and supported day and night when needed.
What are the core values that guide your business decisions and interactions with your team, clients, and community?
The core values that guide me and have consistently shaped my business decisions are integrity, authenticity, excellence, and the approach that nothing is too much trouble. I believe in doing what’s right, even when it’s not the easiest or most profitable way. Whether I’m dealing with clients, partners, or team members, transparency and trust are essential. I believe people respond to realness, whether it is in how I lead, the experiences we create, or how we treat others. I never want to lose that personal, human touch, no matter how big the brand or stage.
Excellence is a constant driver. I’ve always been committed to delivering the highest standard possible, not just in the details of an event, but in the lasting impression it leaves; that’s where true impact lies. And finally, empathy, I try to lead and make decisions by considering the people behind the process. Whether it’s my team or our clients, understanding their needs, pressures, and perspectives is what helps build strong, lasting relationships. These values have helped me build businesses that people trust and experiences that leave a lasting impact.
Every leader faces setbacks. Can you tell us about a pivotal challenge you encountered and how you turned it into an opportunity?
I find this difficult to answer, as in life, there are always challenges, both personally and professionally. However, I have never allowed myself to dwell on setbacks. I’ve never thought I couldn’t do something or achieve something, as I believe there is a solution to every problem and that obstacles are often opportunities in disguise, from which lessons can be learned or signs that a different path may be needed.
My life has consistently presented challenges. I failed my 11-plus exams, but instead of letting that define me, I used it as motivation to push harder at school. I was told I was not intelligent enough to get into physiotherapy school, so I found another way by moving to England, pursuing my studies, and ultimately graduating with Distinction. Later, I became the only female physiotherapist in Formula 1™ at the time, which had its challenges.
To me, life will always be a challenge, and setbacks are never dead ends. I believe in perseverance, in having an inner belief in yourself and focusing on what you can achieve and then doing it. This mindset has shaped everything I have done.
Innovation is key to staying ahead. What strategies do you use to ensure your business remains agile and future-ready?
Innovation has always been at the heart of what I do, whether launching Amber Lounge at a time when there was no VIP nightlife in F1™, or now with Irvine Consultancy, where the focus is on creating bespoke experiences.
Listening closely to clients and industry shifts. The most valuable insights often come from being on the ground, having real conversations, and observing how expectations are evolving.
Being willing to adapt is crucial. I have learned that flexibility is often more valuable than perfection. Whether it’s embracing new concepts, rethinking a format, or changing a plan mid-event, I ensure the team is empowered to respond quickly and creatively.
Ultimately, people want meaningful connections and unforgettable moments. By focusing on how we make people feel, not just what we deliver, we stay ahead of the curve in an increasingly experience-driven world. Innovation, to me, isn’t about chasing trends; it is about anticipating needs before they’re voiced and creating experiences people didn’t even know they were looking for.
How do you foster a culture of growth and resilience within your organization?
Fostering a culture of growth and resilience starts with creating an environment where people feel trusted, valued, and empowered to take initiative. I set high standards because I believe that delivering an exceptional experience requires a team-wide commitment to excellence.
Naturally, this can create pressure, but that is where leadership matters most. My role is to support the team in consistently meeting those high standards, offering guidance, encouragement, and constructive feedback to help them continuously improve.
For me, this is when real growth happens. Resilience comes from experience, but it also comes from a strong mindset. I strive to lead by example, remaining calm under pressure, never giving up, and finding solutions to the issues that arise. In the fast-paced world of luxury events and motorsport, plans shift constantly. However, if the team feels supported, aligned, and confident in their roles, they always rise to the occasion.
Looking ahead, what exciting goals or projects are you most passionate about pursuing in 2025 and beyond?
Looking ahead to 2025 and beyond, I’m passionate about continuing to evolve Irvine Consultancy. We are already developing our 2026 projects that blend high-end hospitality with purpose-driven moments and experiences, from exclusive private gatherings in unique locations to curated incentive weekends that go beyond.
Finally, what advice would you offer to aspiring leaders and entrepreneurs who aim to create a meaningful impact in today’s dynamic world?
My advice to aspiring leaders and entrepreneurs is to stay grounded in their values and lead with purpose. In today’s fast-moving world, it is easy to get caught up in trends, comparison, and pressure, but real impact comes from authenticity, consistency, and a clear sense of purpose.
Surround yourself with people who challenge you, support you, and bring different perspectives to the table. No one builds anything meaningful alone. Also, never underestimate the power of kindness, especially in industries built on trust, such as events and hospitality, as how you make people feel is often what they remember the most.
Success is not only about recognition. It’s about creating something you’re proud of, making a difference in people’s lives, and staying true to yourself throughout it all.
