PRI’s new president shares his vision for the brand, where he sees the industry headed, how we can unite to address current and impending challenges, and his focus on continuous improvement not only for him but guiding his team members as well.

With more than 25 years of experience guiding teams and organizations, and a self-professed “adrenaline junkie who loves speed,” Michael Good was named PRI president on February 26, 2024.
Good’s extensive resume ranges from entrepreneurship to leading and growing global brands in the automotive space in the roles of president, CEO, chairman, and vice president of sales and marketing. He joined PRI from Dynamat, Inc., an industry leader in producing and delivering high-quality acoustic solutions, where he served as the president and CEO.
Good is a graduate of the University of Southern Indiana and Anderson University. He spends his free time at racing events and car shows and serves on the boards of Indianapolis Cars & Coffee and Carmel Artomobilia. He also works with other nonprofits focused on at-risk youth, and currently serves on the Purdue Global Advisory Board.
Good and his wife of 24 years, Heather, have three children. He will be based at the PRI headquarters in Indianapolis, Indiana.
 PRI: How has your experience prepared you for this role to lead PRI?
Good: It is truly a humbling privilege to step into this role, into a team that exudes passion to connect, protect, and advocate for an industry that brings out the best in people. Each of us is a culmination of our prior experiences. It’s through those experiences that we continuously learn, shape, and mature in our approaches to simple tasks, and how we overcome and solve complex problems in changing times.
I am confident that my prior experiences, which include starting a company from just an idea to leading and growing global brands in the automotive space, have collectively given me the diverse background needed to embrace our changing world. Together we will bring new and innovative methods to the industry that further strengthen our position to attract future generations while embracing those that have been engaged with PRI from the beginning.
PRI: You mention future generations, so how can we as an industry attract the next generation of enthusiasts? More specifically, how can PRI be integral to that?
Good: Engagement—at all levels. Engaging with our future: motorsports engineering students, trade schools, and enthusiasts. Getting involved in racing organizations at the local level, as well as at the enterprise or national level. Content is consumed so vastly different from just a few years ago. PRI needs to continue to innovate and bring new ideas to the marketplace, leading from the front. Creating not only “one-way” consumable content but creating “two-way” conversational engagement through education and partnerships.
PRI: Can you elaborate?
Good: Sure. One-way consumable content is digital, such as social media where you’re seeking a “like” or a comment. It’s putting something visually in front of the consumer as they’re scrolling through their phone, and it’s not necessarily prompting us to have a conversation, even though that can happen on social media platforms. A two-way conversation prompts people to join and engage. This could be done in a variety of ways: through a virtual educational workshop, a meet the expert and/or an industry spotlight webcast with an industry influencer. It could be with somebody at the grassroots level or at the highest levels of open wheel racing.
At the opposite end of the spectrum, it’s really important to show manufacturers that PRI is willing to make investments and have conversations with sanctioning bodies, race team owners, race track owners, and unite the whole industry. I believe a much larger audience exists than what we have today.

PRI: Why is this position a good fit for you? And why are you a great fit for PRI?
Good: I don’t take for granted that I’ve been able to align my passions and my career. I believe that you are either running from something or running to something throughout your life. I was fortunate to have a great career prior to joining PRI. I saw this opportunity as definitely running to something. When I look at the foundation of PRI—a strong connection to our members, constantly advocating for our members, and always looking for new, innovative ways to connect our industry peers to one another, and then combine that with the brand equity of a 36-year-old organization, I see tremendous upside potential. My ability to help shape the culture and strategic vision, understanding how to bring the voice of the customer into our decision-making process, to do all of that at a best-in-class level, is what excites me the most. I can clearly see the path ahead and understand what it will take for PRI to become an even more integral partner to the industry.
PRI: Advocating for the motorsports industry has been a core value of PRI in recent years. What can be done by PRI to protect our industry from damaging legislation?
Good: Motorsports has driven innovation that all of us feel every day in our consumer cars: disc brakes, ABS, the rearview mirror, dual-overhead camshafts, paddle shifters, are just a few of the innovations that have improved the consumer car experience that were born out of the racing industry. With that being said, our industry continues to be at the forefront of many regulatory discussions. Three main directions are clear: electrification is here and expanding, the potential for hydrogen is promising, and ICE will be around for the foreseeable future, coupled with either sustainable fuels or hydrogen.
PRI will continue to advocate for our industry, being a voice to protect the rights of the racing industry.
PRI: Can you cite some examples as to why you are bullish on the racing market? Why are you optimistic about racing’s future?
Good: The racing industry is not only founded on innovation, but it also embraces the technologies that exist outside of the racing industry—autonomous driving and AI, for example—and finds ways to incorporate them. In many ways, innovation and technology have lowered the barriers to entry for enthusiasts to get involved in racing. The expansion of the SIM racing world is bringing a younger generation into the industry and giving them an introduction into the sport, in a virtual manner. Technology and innovation can drive future growth, and I believe we’re seeing that in the growth of grassroots racing in local markets across the United States.
I’m optimistic that racing will continue to evolve and take on new and exciting ways to pursue speed.
PRI: What are you most looking forward to in your new role here at PRI?
Good: Engaging with the manufacturers to learn more about how best to help them grow their businesses! Driving change where it is needed and making sure not to try and fix what is not broken.
PRI: What has been your most gratifying professional accomplishment so far?
Good: For me there have been several, but probably giving the commencement address to the graduating class of the University of Southern Indiana, where I obtained my undergrad degree. That was something that I would never have expected to occur and was a truly memorable experience.
From the perspective of what really matters, hearing from former team members who have gone on to accomplish their career goals and sharing that I played a small role in them accomplishing those goals.
PRI: What is something that people don’t know about you that helps define who you are as an individual?
Good: I definitely have a soft spot for underprivileged youth; those who are victims of their circumstances. I was fortunate to have a wonderful childhood, and as I’ve gotten older, I’ve realized that is something that should never be taken for granted. If I can help in that area, then I will do my best to do so.

PRI: Past or present, who inspires you and why?
Good: I’ve met several inspiring business leaders, men and women who have been mentors to me throughout my career, and I’m so very grateful for them modeling how to make a difference in people’s lives, looking for nothing in return, other than to help someone else succeed. As I’ve gotten older, I would put my parents at the top of that list. My father, who passed away just over two years ago, was 100% self-made and modeled living a life of grace. I never once heard him speak negatively of anyone, and it was a great lesson learned. My mother, who is one of 11 children who came from very little, has modeled the life of a servant’s heart, finding her truest joy in helping others. She still does this today and does so with what I call a “quiet strength.” Living a life with grace with a servant’s heart, while having a quiet strength behind it all, seems to be a good approach.
PRI: Is there a valuable piece of advice, or a lesson you picked up along the way that has served you well through the years?
Good: Three things come to mind. I’m a firm believer that you get back what you put into the world, so lead with grace. Invest in your EQ (emotional intelligence) as much or more than you invest in your IQ. Never let your current circumstances drive you to make an impractical decision that could have long-term negative implications.
And BTBVOY: Work a little bit each day to ‘Become The Best Version Of Yourself.’
PRI: Professionally or personally, are there any areas you think you could improve on, or that you want to continue developing?
Good: I get up every day with the hope to improve 1% each day. With a focus on mind, body, and spirit, that is a continuously evolving area where I’m always trying to improve. Continuous learning and development—it never stops. And yes, this fixation on continuous improvement drives my family crazy.
PRI: Describe a time when you were challenged with what appeared to be an insurmountable obstacle, and how you overcame that.
Good: When I became the CEO at my last company, there was a desire by the owners for it to evolve from a 30-year-old value-added reseller to a full-on manufacturer, and to do so quickly. With a solid plan of attack in place and amazing individuals on the team, we accomplished that task and began producing high-quality, error-free products within six months. At the beginning of the process, there was a tremendous amount of skepticism as to whether we were going to be successful. It was a great lesson in perseverance and working as a team to accomplish a common goal.
PRI: Describe your leadership style.
Good: Leaders create leaders. People don’t care what you know until they know you care. I once heard that the greatest talent of a leader is helping someone else realize their strengths. I would say that is the foundation of my leadership style: to inspire others to go places they didn’t realize they could go. Be clear and communicate often and communicate with transparency.
My guiding principles are as follows: 1) Take out the trash. Do the things that others don’t want to do. 2) Don’t get complacent. Always push to the next level. Always seek improvement. 3) Live with purpose. 4) Serve others. Put others first. 5) Work hard. Stay uncomfortable. 6) Push past perceived limits. Go one more. 7) Create certainty. Make decisions.
PRI: Besides a smartphone/laptop/smart device, what is one thing you can’t live without?
Good: You can usually find an energy drink nearby. I’m not a coffee drinker, and that is my one vice.

Michael Good

TITLE: President
ORGANIZATION: Performance Racing Industry
HOMETOWN: Indianapolis, Indiana
FAST FACT: “I love going to concerts with my wife, family, and friends! Outdoor amphitheater preferably!”