Humpy Wheeler has been busy since he left Speedway Motorsports Inc. in May, negotiating to represent NASCAR drivers, pitching a TV show concept to Hollywood and consulting for racing network Speed.

This week, the former Speedway Motorsports president will announce that he’s forming his own outfit, The Wheeler Co.. The venture will put the 69-year-old in business with his son, Trip, a sales and marketing executive at Velocity, and his daughter, Patti, who owns a TV production company in Charlotte. Trip plans to stay with Velocity as an independent contractor.

Humpy will be chairman, and Trip will serve as president. Patti will maintain her position as president of Wheeler TV.

The Wheeler Co. will focus primarily on consulting within motorsports. Humpy Wheeler, says he hopes to work with the NASCAR Hall of Fame when it opens in 2010 — he has played a significant role with its formation already — while also getting into driver representation.

But a key, he says, will be not spreading himself too thin. He’d like to develop about four or five core relationships and work with just a few drivers. Wheeler also is writing a book.

“I don’t care who it is, after 33 years of something you need a change,” Wheeler says. “And I needed a change. I’ve welcomed it. My enthusiasm is there, my energy is there and working with Patti and Trip is going to be terrific.”

Wheeler’s pet project is a made-for-TV racing series he’s pitching to networks. While some of the racing details are being formulated, he’s talking about a competition that involves speed and contact on modified short track. He’s working with Hollywood producer Barry Josephson on the concept, and one test race has been held in front of a live audience.

“It wouldn’t be reality TV as we know it, but it’d be awful close,” Wheeler says. “It’s not a time buy, it’s something we’re trying to sell to the networks like you’d sell Survivor. ... I think America is ready for an innovative TV show with a new type of racing.”