Laois entrepreneur publishes biography of Eddie Jordan

ROSENALLIS-BORN Keith O’Loughlin published his first book Eddie Jordan: Full Throttle – Lessons from a Life of Motorsport, Money and Mischief on 23 October.

The book details the extraordinary life of the former Formula 1 team owner and television pundit, Eddie Jordan. Mr Jordan died in March 2025 from prostate cancer at the age of 76.

Keith and Eddie were close friends and co-founders of JKO Capital. Eddie Jordan himself had links to Laois through his mother who was from Stradbally: “We had lots in common and a great interest in cycling, business and tech”, said his pal, Keith O’Loughlin.

Eddie Jordan grew up in Dartry, south Dublin, and in Bray. “He never forgot where he came from — he brought that Irish warmth, wit, and wildness into every room and every deal”, said Keith.

Part memoir, part manual for living boldly, the book tells the story of Eddie Jordan’s early racing days, the founding of Jordan Grand Prix, his career as a drummer and how he gave future champion Michael Schumacher his debut in 1991.

It also shares the twenty-five principles of “Jordan Code”, based on a fearless philosophy: “If you say your dreams and people don’t laugh out loud, you’re not thinking big enough.” Mr Jordan daughter and wife gave their full support of the book. It features a foreword by Damon Hill and a preface by HSH Prince Albert II of Monaco, both long-time friends and admirers of the late Formula One team boss.

Jordan’s friends and colleagues, such as Richard Branson, David Coulthard, Michael Flatley, Jake Humphrey, Ian Poulter, Stephen Roche, Roger Taylor, Mark Webber, and Keith Wood, also contributed stories.

Following Eddie’s passing, O’Loughlin also founded The Eddie Jordan Foundation, which provides scholarships and mentorships to young people in Dublin, London, Monaco, and Cape Town with potential in sport, music, sailing, and business.

“What Eddie taught me was that limits are only real if you believe in them,” O’Loughlin said. “He had this uncanny ability to make the impossible feel inevitable.” Eddie Jordan: Full Throttle – Lessons from a Life of Motorsport, Money and Mischief by Keith O’Loughlin is published by Quercus Books on 23 October 2025 in Trade Paperback (€18.99) and is available from all good bookstores nationwide, as well as in eBook and audiobook formats. For more on The Eddie Jordan Foundation, visit www.ej.foundation.