Herm & Schrader Podcast: Scott Woodruff – Disrupting Drag Racing's Status Quo
Host: Kenny Wallace (with Ken Schrader)
Guest: Scott Woodruff ("Woody"), IHRA
Date: January 29, 2026
Provider: SiriusXM, Dirty Mo Media
Episode Theme & Purpose
This episode is a deep-dive conversation with Scott “Woody” Woodruff, a long-time motorsports marketing force, known for his branding genius with JEGS and new leadership role at IHRA. Kenny Wallace and Woody swap stories, dissect the state of drag racing, and scrutinize IHRA’s ambitious new direction under major new ownership. The tone is fast-paced, irreverent, and fiercely passionate—true to the show’s promise of honest, unfiltered “stories, some even true”.
Key Discussion Points & Insights
1. Woody’s Story: From Columbus Kid to Drag Racing Marketing Guru
[01:00–08:35]
- Childhood friends with Jeg Coughlin Jr.; met in 6th grade (“We met when we were in sixth grade on the up in a class on the third floor … throwing protractors on people…” – Woodruff, 02:36)
- His father instilled his love for racing and supported his initial forays.
- Woody’s early career was in employee benefits/insurance, but he transitioned to JEGS when offered the chance by best friend Jeg Jr.
- Negotiated his job at JEGS: “He said, ‘What do you want?’… I wrote it down on a piece of paper and tossed it across his desk. He said, ‘That’s more than what I was thinking.’ I said, ‘That’s what you’re supposed to say.’ He said, ‘Let’s do it.’” – Woodruff, 06:30
2. JEGS: Brand, Family, and Legendary Marketing
[07:07–15:17]
- Origin of the “JEGS” name: J (John), E (Edward), G (Genevieve) from the founder’s parents.
- “She came up with the J is from John … the E…Edward … the G is from Genevieve, his mother’s first name. Thank God JEG came up. That’s how that happened.” – Woodruff, 07:32
- Guerrilla Marketing Masterclass:
- Unforgettable promotional stunts—throwing 500 hats into crowds (“I said, woody, send me some hats. You sent me 500.” – Wallace, 08:49)
- Strategic TV placement—getting the JEGS logo in front of cameras and tracking site traffic in real time.
- Leveraged the simplicity of the name & color scheme.
- “My job was to fill people’s heads with pixels of JEGS and make those pixels bright, as bright as I could and as memorable as I could.” – Woodruff, 13:03
3. The Transition: JEGS’ Sale and Leaving a Legacy
[16:27–20:25]
- Greenbriar bought JEGS; similar local sentiment to Anheuser-Busch's sale: “Now JEGS is diluted, it’s been sold out. It’s still famous. It’s still awesome. How much does it hurt your heart...?” – Wallace, 17:24
- “You know, it’s different… Takes some of the character out of it. Some of the, I would say, special sauce, tribal knowledge … it’s all customer service.” – Woodruff, 18:43
- The four Coughlin brothers owned and chose to sell; not a simple owner fatigue or necessity.
4. Climbing Higher: IHRA, Pro Boards, and Disrupting the Norm
[20:25–23:57]
- Woody’s track record: Sportsman promotion with JEGS All Stars, and helping organize independent pro races outside NHRA.
- “We wanted to show NHRA we could do our own race. And we did and ruffled some feathers.” – Woodruff, 21:02
- Opened conversations between competitors and sanctioning bodies.
- Position at IHRA came from this breadth of experience (“I’m definitely there because of what I’ve accomplished and what I’ve been able to accomplish.” – Woodruff, 20:25)
5. State of Drag Racing: Decline, Challenges, and the IHRA Reset
[23:57–31:45]
- Analysis: Grassroots drag racing business model eroding (“Traditional business model … has been eroded. Is that true?” – Wallace, 23:57)
- Facilities need modernization and diversification (“It’s time for a reset … investing in facilities, infrastructure, racers through purses. It’s an investment.” – Woodruff, 24:43)
- Daryl Cudde (IHRA Owner): Electrician turned mega-businessman at Durana Hybrid, with a client list including Amazon, Tesla, FedEx, SpaceX. Serious resources.
- “He loves racing … He looked right at me and said, ‘I don’t fail. I don’t have one [a disaster plan]. I don’t fail.’ And I said, ‘You’re my man. Let’s go.’” – Woodruff, 31:08–31:45
6. IHRA's Owner: Daryl Cudde, Big Moves & Cultural Shock
[25:47–36:05]
- Cudde’s company builds advanced infrastructure for titans like Amazon and Tesla.
- He’s an adrenaline junkie and speed junkie himself—set a powerboat world record (242 mph).
- “He’s an adrenaline junkie, period … he went 242 miles an hour.” – Woodruff, 34:19
- His style: bold, fast-moving, non-traditional (“The deal at Maple Grove came together in less than 30 days from start to finish.” – Woodruff, 37:27)
- Notable business philosophy: “Make it happen.” – Woodruff, 35:55
- Woody likens Cudde to Richard Branson and Gene Simmons—guerrilla marketers and risk-takers.
7. IHRA’s Vision: Modernization and Competition
[36:05–52:44]
- IHRA is challenging racing’s comfort zones (and fears): spending big, moving fast. “You’re gonna have to wait and see. He’s investing in the people. He’s investing in the facilities, the racers and the fans. That’s, that’s what we’re doing.” – Woodruff, 37:12
- Plans to modernize tracks: Wi-Fi, infrastructure, fan experience (“Everything needs to be modernized… WI Fi’s got to work everywhere, even in the bathroom.” – Woodruff, 39:32–39:35)
- Investing in community: “We feed all of the competitors every Thursday and Friday night and their families, and we’ll spend $150 grand doing it.” – Woodruff, 50:06
- Competition breeds progress: Sees IHRA and NHRA as forces elevating the sport together, not just rivals (“Things we’re doing are going to elevate the NHRA. Things that the NHRA is doing is going to elevate the IHRA. That’s the game.” – Woodruff, 52:13)
- The fans are the ultimate judges: “If they don’t show up, you made the wrong decision. That’s your scorecard.” – Woodruff, 52:34
8. The New IHRA: Tracks, Events, and Big Money
[41:32–59:27]
- IHRA Outlaw Nitro Series: Top Fuel, Funny Car, Pro Mod, Mountain Motor Pro Stock, plus wildcards like sleds and jet cars.
- Launch of the “Triple Crown”—three “specialty” events with big purses and a million dollar bonus for winning all three.
- “If you happen to win all three, you’re gonna get a million bucks.” – Woodruff, 44:03
Triple Crown Schedule
- May 22–24: Maple Grove
- June 18–20: National Trail
- September 10–12: Memphis
Race format innovations:
- Classes like “Bratz” (no times shown, pure winner-crosses-first format)
9. IHRA Property Acquisitions: A Track-by-Track Breakdown
[53:25–59:27]
- Rockingham Speedway: Large, historic, with big plans for revitalization (“Man, that place is big.” – Woodruff, 53:57)
- Heartland Motorsports Park (Topeka, KS): Recently acquired, has a strong road course interest, will reopen soon.
- Memphis Motorsports Park: In need of major repairs, but “amazing when it gets done.”
- Maple Grove: “The star” facility; major priority is improved Wi-Fi and more camping, plus expanded usage (music festivals, not just races).
- Milan Dragway (MI): Adding new stands, snowmobile racing.
- “We’re putting tractor pull tracks at each one … we basically have a big destination that you can do whatever you want with.” – Woodruff, 58:03
Memorable Quotes & Moments
-
On JEGS’ Sale:
“Takes some of the character out of it. Some of the ... special sauce, tribal knowledge ... at the end of the day, it’s all customer service.”
— Scott Woodruff [18:43] -
On Cudde’s Disaster Plan:
“He looked right at me and said, ‘I don’t fail. I don’t have one. I don’t fail.’ And I said, ‘You’re my man. Let’s go.’”
— Scott Woodruff [31:08–31:45] -
On Brand Marketing:
“My job was to fill people’s heads with pixels of JEGS and make those pixels bright, as bright as I could and as memorable as I could.”
— Scott Woodruff [13:03] -
On IHRA’s Approach:
“You’re gonna have to wait and see. He’s investing in the people. He’s investing in the facilities, the racers and the fans.”
— Scott Woodruff [37:12] -
On Modernizing Dragstrips:
“Everything needs to be modernized … WI Fi’s got to work everywhere … if you’re in the bathroom, it’s got to work.”
— Scott Woodruff [39:32] -
On IHRA vs. NHRA Rivalry:
“Things we’re doing are going to elevate the NHRA. Things that the NHRA is doing is going to elevate the IHRA. That’s the game.”
— Scott Woodruff [52:13] -
On Fan Experience:
“If they don’t show up, you made the wrong decision. That’s your scorecard.”
— Scott Woodruff [52:34] -
On Woody’s Life Motto:
“My job is to paint the world yellow and black.”
— Scott Woodruff [59:53]
Notable Timestamps
- 02:36 – Woody recalls meeting Jeg Coughlin Jr.
- 06:30 – Getting hired at JEGS, negotiating his job.
- 07:32 – Explanation of the JEGS name origin.
- 08:49 – Guerrilla marketing and the “hat throw” promo.
- 13:03 – Filling “heads with pixels” of JEGS branding.
- 18:43 – On the emotional impact of JEGS’ sale.
- 21:02 – Organizing pro drag races independent of NHRA.
- 24:43 – “It’s time for a reset” in grassroots racing economics.
- 31:08 – The “no disaster plan” conversation with Daryl Cudde.
- 34:19 – Daryl Cudde: breaking a world speed record.
- 35:55 – Cudde’s business mantra: “Make it happen.”
- 39:32 – “Everything needs to be modernized ... Wi-Fi’s got to work everywhere.”
- 44:03 – Million-dollar Triple Crown announcement.
- 53:57 – Track-by-track rundown of IHRA’s new acquisitions.
- 59:53 – “My job is to paint the world yellow and black.”
Final Thoughts & Episode Vibe
This episode is an inside look at racing’s business and culture, packed with humor, war stories, and unvarnished optimism about drag racing’s next act. Woody, the “guerrilla marketing” legend, mixes marketing wisdom with honest reflections, while Kenny Wallace guides with energy, respect, and a friend’s sense of nostalgia and pride.
The episode is a must-listen for anyone who loves the sport—or wants to witness how racing’s status quo just might be on the verge of serious disruption.
“Woody 2026 is going to be epic.”
— Scott Woodruff [61:30]