NHRA - National Hot Rod Association

Matt Latino has always believed he belonged on the NHRA Mission Foods Drag Racing Series stage. Now, in his first full-time Pro Stock campaign, he's proving it.

Sitting fifth in the championship standings entering this weekend's Summit Racing Equipment NHRA Nationals, Latino has positioned himself as one of the rising stars in one of drag racing's most competitive categories. While a first national event victory has remained just out of reach, the Canadian driver who now calls Charlotte, North Carolina, home believes it's only a matter of time.

"My goal at the beginning of the season was to finish in the top three," Latino said. "It's ambitious, but I really think it's possible. Everyone keeps telling me my time is coming, and I believe that.”

For Latino, racing full-time in Pro Stock is the realization of a lifelong dream. After attending national events with his father more than a decade ago, he's now returning to many of those same tracks behind the wheel instead of from the grandstands.

"Norwalk was one of the first national event tracks I ever came to," he said. "I remember thinking it was the coolest thing I'd ever seen. To be back here now in the driver's seat is unbelievable.”

His success hasn't happened by accident. Driving his FASS/PowerEdge/Ace Race Parts Camaro for KB Titan, Latino has frequently qualified in the top half of the ladder and raced his way to the Charlotte four-wide finals and Bristol semifinals.

He credits a disciplined offseason routine centered around physical training and mental preparation. Each morning begins with a three-minute, 38-degree cold plunge, where he visualizes making a perfect run down the racetrack. Latino even brings his cold plunge pool with him on the road because he’s that dedicated to his daily routine.

"A lot of people think drag racing doesn't require you to be physically fit," Latino said. "I disagree. It's a mental sport. There's so much happening in such a short amount of time, so I've really focused on training my mind to stay locked in.”

That focus has translated to the starting line, where Latino's improved reaction times have become one of his biggest strengths.

His aggressive approach even sparked the now-famous "No More Mr. Nice Guy" mantra after a memorable first-round matchup with fellow Pro Stock driver Matt Hartford earlier this season.

While Hartford is known for taking his time staging, Latino decided to add a little strategy of his own, waiting before rolling into the beams and ultimately leaving first on his way to a holeshot victory.

"I'm always smiling, and I like to think I'm a nice guy," Latino said. "But when I get in the race car, I don't care who I'm racing. Whether it's Greg Anderson, Dallas Glenn, my dad or one of my teammates, I'm there to win.”

That confidence extends to his championship aspirations.

"I wouldn't be doing this if I didn't think I could win," Latino said. "I don't get nervous, I don't get rattled, and I truly believe I can drive this car to the winner's circle.”

Away from the racetrack, Latino has placed just as much emphasis on growing the business side of his operation.

Working with partners including Fast Diesel Solutions, Ace Race Parts, CDS and Odyssey Battery, Latino has developed a hospitality program designed to bring sponsors, customers and trucking fleet operators together throughout race weekends.

Rather than simply displaying sponsor logos, he's focused on creating meaningful business opportunities that provide long-term value.

"I want to create a program where my sponsors want to stay with me for as long as I'm driving because we're providing real value," Latino said. "Seeing those relationships come together has honestly been just as exciting.”

That same mindset has influenced his growing social media presence.

Whether it's documenting climbing shirtless into an ice-filled cooler after race day or unveiling a retro-inspired Miami Vice-themed race car, Latino isn't afraid to show his personality.

"I want to be myself," he said. "If we're not winning races every weekend, we're still getting people talking about the team, the sponsors and the program. That's important.”

With growing confidence, Latino believes his first Pro Stock victory isn't far away, even if that means lining up against his heavy-hitting teammates, like Greg Anderson and Dallas Glenn.

“In my mind, I'm here to win. I would not do this if I didn't think I had a chance to win. I'm coming for them," he said. "I'm fifth in points right now, and I'm working my way up.”