PIT LANE MEDIA or 'PLM' is responsible for some of the fastest talent, at the highest levels of International motorsport.

PLM, as it has become known, began operations in 2015 and was founded by Jack Atley.

Prior to launching PLM, Atley had combined an incredibly unique range of experience across international media, business and sport.

His professional working career started as a photographer, aged just 18, at The Sydney Morning Herald newspaper in Australia, picked from 3000 applicants.

In the deadline driven, 'split-second decision making’ world of International sports photography, an extensive and glittering professional career followed with Jack going on to become one of Australia’s most awarded ever photographers - taking out accolades such as overall First Place in ‘The Australian Press Photographer of the Year’ Award - the highest award possible for press photographers in the country - and also Winning the overall First Place in the world’s richest photographic competition - The Moran Prize - his winning portrait being selected from 30,000 entries.

Working on staff as a photographer for the globe's leading daily news agencies (Getty Images, Reuters, Associated Press, Bloomberg) he travelled the world, covering: The Olympic Games, World Cup Soccer, Ashes Cricket, Grand Slam Tennis, PGA Golf, Moto GP, US Presidents Tours and photographing athletes such as: Michael Schumacher, Tiger Woods, Roger Federer and Michael Jordan amongst others.

His private clients included: The Sydney Opera House Trust, Coca Cola, Commonwealth Bank and The Australian Prime Minister's Office.

At the pinnacle, he spent 2 years working from London, photographing Formula 1, working on staff with the world's leading F1 photo agencies.

Returning to Australia and with the advent of iphones, Jack shelved photography and focussed on his lifelong passion - motorsport.

To support his own racing, in 2014 Atley began working professionally in the global foreign exchange markets, landing a position with a major Australian broking firm in Melbourne, where he stayed for 8 years. The role gave him valuable insight into international business.

As a driver, initially starting in Formula Ford, he has competed in Australian Formula Ford, Bathurst 6hr endurance races and the Porsche 944 championships. He was later selected as an instructor for the AMG Mercedes Benz Driving Academy and in 2025 he was appointed as National Category Manager for Formula Ford Australia.

He also achieved a lifelong ambition when he drove an actual Formula 1 car, at the Paul Ricard circuit in France, describing it as ‘one of the scariest experiences’ of his life.

His extensive international media knowledge, unique eye for design and acquired business skills led to him founding ‘Pit Lane Media’ with the company responsible for the websites of some of the world’s leading professional race teams and race car drivers including: Will Brown, Formula Ford Australia, the Porsche 944 Racing Association, Production Sports Car Racing Victoria, Jay Hanson, Michael Clemente, Bailey Sweeny, Grove Racing, Cooper Murray and others … and this continues today.