Robert Jakobi: How Growing Up Around Ayrton Senna Shaped a Career

Robert Jakobi grew up with Ayrton Senna at the dinner table. His father ran IMG Europe and later left to manage Senna directly, so before Robert was ten, he'd met Senna, Alain Prost, Nick Faldo, Bernhard Langer, and Björn Borg. Senna also saw the Michael Schumacher poster on his wall and got annoyed about it.Robert went on to build a career in consumer brands across the UK, scaling Itsu Grocery and selling Metcalfe's Skinny to Kettle Chips in 2016. During COVID, he pivoted back into the world he'd always been adjacent to, moved to Miami, co-founded E1's Team Miami with Marc Anthony, and in December 2025 launched Hyton — the brand partnership and experience holding company now advising the Concours Club, Fontainebleau Miami, Fontainebleau Vegas, Uncharted, and Sunshine Coffee.Recorded at the Concours Club on May 1, the 32nd anniversary of Senna's death. In this conversation, Robert reveals for the first time that the Ayrton Senna Forever exhibition is coming to the United States this November, taking over the casino floor at Fontainebleau Las Vegas during F1 week. The family has agreed. The deal is done. He's hoping to bring 20,000 people through the doors.We get into all of it: the Schumacher poster Senna spotted, why Robert won't take outside investors at Hyton, why Miami has become F1's commercial Super Bowl, why "luxury" as a word has been gutted, and what a money-can't-buy experience actually looks like in 2026.Topics covered:Senna at the family dinner table, and the day Robert's father lost his closest friendThe Schumacher poster storySelling Metcalfe's Skinny to Kettle Chips and why he won't repeat that playbook with HytonWhy does Hyton have zero outside investors?Co-founding E1's Team Miami with Marc AnthonyThe Senna Forever exhibition is coming to Fontainebleau Vegas in NovemberWhy the Miami GP is now Robert's commercial Super BowlWhat "money can't buy" experience actually meansThe Concours Club, Fontainebleau Miami and Vegas, Uncharted, and Sunshine CoffeeHow designer Cain came up with the name HytonConnect with Robert and Hyton:Website: hyton.comInstagram: @hytonholdcoEmail: [email protected]