Until recently, Kate Artsybysheva was Hospitality Director at Saudi Motorsports, overseeing hospitality programmes for the F1 Saudi Arabian Grand Prix, the Dakar Rally, Formula E, Extreme H, and the GT Championships at the Jeddah Corniche Circuit. In that role, she managed end-to-end delivery, from product design and budgeting to guest experience design and operational planning, serving 95,000 VIP guests per year, 253,000 meals, 30 vendors, and managing a multimillion-dollar annual portfolio. Starting her career as a professional skier, she transitioned into luxury ski hospitality, the Olympics, FIFA, and the large-event ecosystem. She joined Saudi Motorsport, bringing lessons from large-scale events and emphasising the value of structured methodology and precision in execution. She initiated and led a food-donation programme that redirected surplus meals from each F1 race and major event to more than 1,000 families - a simple but operationally complex initiative that has since beco...