Pobst is less of a fan of data gathering.

"What data does is help regular people catch up with you," Pobst said. "That's why I hate data. It gives such good information."

Williams acknowledged he's "a little bit of an adrenaline junkie."

Motor sports isn't his only thrill.

With his management team, he has hiked to Machu Picchu, climbed Mount Rainier, rafted down the Colorado River and run with the bulls in Spain.

He also encourages his employees to enjoy adventures. Merkle offers two "dream grants" to employees quarterly — $1,000 for an individual and $5,000 for a group — to pursue an adventure or philanthropic project. A picture on Williams' office wall features several employees on a sailboat they raced in the Caribbean.

"None of them had ever sailed before," he said. "They rented a boat and a captain and came in second place."

Williams said he has "a lot of cars" but drives a Maserati on a daily basis. He said he satisfies his need for speed on the racetrack. On regular roads, he said, other drivers are likely to pass him.

eileen.ambrose@baltsun.com

twitter.com/eileenambrose