Remembering Tyler Alexander
It is with great sadness that we learn of the passing of Tyler Alexander on 7th January 2016.
Tyler will be greatly missed and was truly a character in a every sense of the word who spanned six decades of motorsport across the globe. His life can be best summarised by his friend Ron Dennis, who in an official statement from McLaren paid tribute to Tyler:
“Alongside Bruce McLaren, who founded the McLaren company in 1963, Tyler Alexander was one of the first pillars of our company – working hard alongside Bruce from the very earliest days – and Bruce couldn’t have asked for a sturdier pair of shoulders upon which to help build the team’s reputation.
“Tyler's skilful yet practical expertise, coupled with his energetic and optimistic attitude, topped off by his infectiously dry and satirical sense of humour, made him both highly successful and hugely popular, whether he was overseeing car-builds in the team's workshop, running race-winning CanAm and Indy 500 crews, or working with some of the world’s greatest drivers and engineers in Formula 1.
“Quite simply, Tyler lived and breathed McLaren – and, following his retirement in late 2008, during which season he attended every Grand Prix and played an important part in securing the team's and Lewis Hamilton's world championship success, he remained a much loved and greatly valued chum to many of us, regularly visiting our Woking factory to catch up with pals old and new. Tyler's was a friendship that you could really rely upon; he was a man who would never let you down.
“In fact, Tyler was one of the finest of the old school: hardy, humble and wise, leaving a reputation and a legacy that will remain indelible in the history of international motorsport.”
The internet has been alight with tributes and memories from those you knew Tyler, many of which came from past and present members of McLaren, especially from the team’s “golden era” of the late eighties and the nineties.
I first remember meeting Tyler in the McLaren motorhome in 1989, and whilst the word legend is greatly over used in the sporting environment, with Tyler you were very much aware that he was in fact a living legend with regard to McLaren, its history and heritage.
Tyler didn’t suffer fools gladly and especially as a marketing type you had to win your spurs, as several of my former colleagues could testify to! But once you were accepted, he was always someone you could talk to and learn from.
He was great company, especially on long plane journeys, where over dinner he would regale you with great stories steeped in motorsport heritage over a glass or two of red wine.
I even have vague memories of Tyler, Steve Nichols, Neil Oatley and myself travelling as a splinter group to the Australian Grand Prix in Adelaide, in a series of cross country flights due to an airline industrial dispute, which included a stopover in Sydney with the four of us having to camp overnight in a hotel bedroom. Tyler was not impressed!
During the first Honda era, all the McLaren team members at the races and tests had their names embroidered on their shirts, the idea being that this made communication with their Honda counterparts easier.
Again in Australia at the final race, there was mischievous tradition to alter the names on selected members of the team, to be in in-tune with their characters. Tyler “Goddamn” Alexander was the perfect fit!
I last saw Tyler a few years ago at a Christmas drinks party. He was on fine form and engaging company. He was clearly enjoying retirement which enabled him to enjoy his passion for scuba diving, talking for ages about the various ‘must see’ dive sights from Mexico to Australia
But motorsport was his first love. Always a keen and accomplished photographer he proudly talked about his new book of photography, McLaren From The Inside, which as the book promotion explains is “warm and candid and perfectly captures both the grit and bonhomie of the pitlane.”
Tyler’s book is certainly going to be a ‘must have’ book now! He was a legend and it was a great privilege to have known him and enjoyed his company. He will be greatly missed.
Inside Line by Peter Burns, who has over 30 years experience in the global motorsport industry, including 17 years in Formula One with McLaren as Senior Marketing Manager working with drivers including Alain Prost, Ayrton Senna, Gerhard Berger, Martin Brundle, Mika Hakkinen and David Coulthard.
Peter was involved in the pioneering days of F1 sports marketing with the market leaders. This included developing the relationships with the sponsors, creating McLaren’s Grand Prix corporate hospitality to entertain the sponsors and provide insight into the sport and the race weekend experience, plus some great promotional events including the Spice Girls and the Cirque du Soleil.
"Motorsport is all about passion, excitement, adrenaline and precision. The more you learn about the sport the more you want to be involved, which is a powerful combination when mixed with business objectives."
Peter has also worked with the Motorsport Industry Association and at the Dubai Autodrome as sales and marketing executive manager in the days of Speedcar and GP2 Asia. Peter is currently based in Asia working on driver safety training with FleetSafe Asia and motorsport marketing with Asia Motorsport Development.