When Sherri Heckenast bought Team Demolition in 2008, she had grand dreams of turning the Joliet, Illinois, derby series into a motorsports behemoth.
"My vision was to get it to the highest level we could," she said. Think Monster Jam, and you're on the right track.
Six years later, each race draws 10,000 adrenaline junkies to the Route 66 Raceway, where teams crash their way to a $7,500 prize. Yet, Team Demolition is hardly the household name she originally envisioned. She told Marcus Lemonis of CNBC's "The Profit" that reaching a national platform is something only a new generation of drivers can accomplish.
"New blood would grow not only the competition side, but would grow the fan base," she said.
Lemonis agreed, adding that new people are necessary where such a dangerous sport is concerned. Last season alone saw Team Demolition drivers rack up three broken backs and a multitude of broken fingers and elbows.