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Alba taps Decision Focus for deep learning

May 30, 2025

Alba Larsen has always done things her own way. She’s Danish, started karting later than her competitors at aged 11, and has always approached racing like a science project. While many racers rely more on instinct, Alba is obsessed with data. 

Motorsport is a world of privilege — deep pockets, early starts, elite academies. Alba didn’t have any of that. From the beginning, her racing career was also a business case. “We knew the talent was there, but we had to build everything else from scratch,” says her manager. 

Still, she’s climbed fast. After winning FIA’s Girls on Track – Rising Stars, Ferrari’s Marco Matassa said it flat out: “Alba, you are the best girl in motorsport in the world in your age group.” 

Off the track, she’s just as sharp. Her Instagram now pulls 2.4 million monthly views, but she’s never chased flashy sponsor deals. “We’ve always focused on a few, but the right strategic partners,” she says. Tommy Hilfiger was the first to go global with Alba — backing her entry into F1 Academy and putting her in their clothes. 

Now, a new partner joins: Decision Focus, a Danish software company that started out small and local — just like Alba — and now serves big names across finance, government, and motorsports in Denmark, the UK, and the US. 

“When I met Alba, I was blown away,” says Jon Tollerup, CEO of Decision Focus. 

“Not just by her speed, but by her mindset. She’s aiming to be the first female F1 World Champion — and she’s dead serious about it. That mix of focus, data obsession, and big ambition is exactly what we look for at Decision Focus. We back people who think differently, who don’t wait for permission, and who chase big goals against the odds. Alba’s doing that in racing — we’re doing it in software.” 

Alba sees the same mindset: 

“Meeting Jon and learning about Decision Focus was eye-opening. Their mission is all about performance through focus, structure, and data — and that’s exactly what racing is to me. After every stint, I go straight to the data: When I brake. My brakeshape and -pressure. How and when I go on the gas. Cornerentry and especially -exits. Balance and precision. Every detail matters. Precision is everything.” 

This is more than a sponsorship. It’s a partnership based on shared values — Danish roots, big dreams, and a belief that data plus dedication wins. 

 

ENDS

 

Notes to Editors:

Decision Focus is based on a stable micro-service architecture and powered by the cloud. It is built from the ground up on leading edge technology and is trusted by the world’s biggest brands. Its solutions enable intuitive usability, no code configurability and cost-effective delivery models.  

Discover more at decisionfocus.com

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