CONCORD, N.C. - Sam Ulrich's passion for history comes to life in his job at Hendrick Motorsports. 

Five years ago, Ulrich was hired to work with the historical archives from the organization. On a day-to-day basis, the Manheim, Pennsylvania, native managed the historical inventory of driver apparel and vehicles.

Hendrick Motorsports has a storied legacy of success in the NASCAR Cup Series with 14 championships and 291 victories in the sport’s top series. For Ulrich, his first job with the company involved a blend of his passions: History and motorsports.

"I love history," Ulrich said. "The first thing I did here was manage our inventory of helmets, fire suits, trophies and race cars that goes back to day one. From there, it just kind of grew."

In racing, the ability to adapt and step outside your comfort zone and help out with different roles and responsibilities, can prove valuable. 

That statement rings true for Ulrich, who saw his role grow as he got involved in the Hendrick Performance Track Attack program as a content creator and social media representative. The group held their first competitive event with 10 entries racing at the Thermal Club in Thermal, California, on Nov. 20.


"In 2019, we started to design a website for Track Attack," Ulrich said. "They’ve sold certified race cars forever, but never track-day vehicles. It’s really cool to see it grow into what it’s become."

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The Track Attack program sees race-ready, track-day stock cars prepared by Hendrick Performance and sold to customers. The cars featured retired chassis and are designed specifically for the buyer with a custom seat fitting as part of the process. Once the build is complete, Track Attack participants get a private test day at Carolina Motorsports Park in Kershaw, South Carolina, with driver coaching to get you up to speed for your first track day.

LEARN MORE: Hendrick Performance Track Attack

Ulrich’s involvement in the Track Attack program is just one more way – along with his work in the archives and selling merchandise in the Hendrick Motorsports team store – that his passion for history is on full display in his job.