PODCAST · business
The Dealer Lab
by Ownex
Exploring the Future of Dealerships — One Experiment at a TimeThe Dealer Lab is the official podcast of the Ownex Network — a community of dealers, operators, and industry experts working together to redefine what a modern dealership can be. Hosted by Max Materne, Danny French, and Justin Watson, each episode dives deep into the experiments, breakthroughs, and hard-earned lessons emerging from real dealerships inside the Ownex Cohort.From transforming customer retention and fixed operations to reshaping culture, leadership, and technology — The Dealer Lab explores what happens when you sta
Episodes
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35 | Justin's Building a DMS?!
Building a Dealership DMS With AI: Cutting Button Clicks, Killing Subscriptions, and Streamlining the SaleMax and Justin riff on food habits and Huey the dog before diving into dealership operations and why powersports feels stuck in an echo chamber while other industries pursue creative fixes....
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34 | Using AI in Turn-arounds (Part 2)
AI-Edited Podcast, Claude’s “Fable 5,” and Building Agents That Run a TurnaroundMax, Danny, and Justin catch up after skipping an episode and explain a new format where the show is edited by an AI agent that cuts gaps, adds intro/outro, bleeps curses, and generates promo clips. They discuss...
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33 | How we're using AI in the Dealer Lab (Part 1)
Building AI Tools for Dealerships: Websites, Workflows, and Real-World WinsMax, Danny, and Justin catch up on what they’ve been building in their dealerships, including a new custom unit division (SCUD) and monthly tech nights where customers learn maintenance by rebuilding a CB450. They discuss...
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32 | Arrick Maurice: Bike Shed Chief Growth Officer
Bike Shed’s Arrick Maurice on Growing Motorcycle Culture, Brand Marketing, and What Dealers Can LearnArrick Maurice, Chief Growth Officer of Bike Shed and former marketing leader for Ducati North America, Ferrari North America, Rivian CX, and Harley-Davidson global brand marketing, joins The…
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31 | Up your F&I game with Adventure Specialties
Adventure Specialty Agency on F&I Coaching, Retros vs Reinsurance, and Driving Dealer Profitability | Dealer Lab Podcast Max Materne and Justin Watson interview Haley Wright and Sarah Breen, founders of Adventure Specialty Agency, about helping powersports, RV, and marine dealers improve F&I...
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30 | Rod Lopusnak: Triumph North America President & General Manager
Triumph North America’s Rod Lopusnak on Dealer-First Strategy, Community Events, and Growing New Riders Max Materne and Danny French interview Rod Lopusnak, President and General Manager of Triumph North America, about building a “dealer-first” culture and why dealerships must be community hubs...
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29 | Jayson Davis: NPDA Chairman & DP of PowerSports of Greenville
Jayson Davis (NPDA Chairman) on Capitol Hill Advocacy, PFAS Rules, and Uniting the Powersports IndustryMax Materne and Danny French interview Jayson Davis, Chairman of the NPDA and Dealer Principal of PowerSports of Greenville, about how motorcycling creates common ground across people and…
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28 | Jamie Dewar: Legend Boats CEO talks AI
Reimagining Dealerships with AI Agents | Jamie Dewar (Legend Boats) with Max Materne & Danny FrenchMax Materne and Danny French interview Jamie Dewar, co-CEO of Legend Boats, about how AI, vibe coding, and agents are reshaping dealerships and manufacturer-dealer operations. Dewar explains…
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27 | Steve Radt: Norton Motorcycles USA CEO
Norton Motorcycles USA CEO Steve Radt on Bringing Norton Back to America, TVS Backing, and the Future of Dealer ExperienceSteve Radt, Norton Motorcycles USA’s first hire and CEO, discusses building Norton’s U.S. subsidiary from scratch (LLC, licensing, homologation, facility, staffing, and dealer...
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26 | Brendan Baker: Powersports Business Editor in Chief
Brendan Baker on Racing Roots, B2B Publishing, and the Future of Powersports Dealerships Max Materne and Danny French interview Brendan Baker, editor-in-chief of Power Sports Business, covering his publishing career that began after a family racing team ran out of money and his dad launched...
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25 | Jason White: Fay Myers & One Dealer Lane
Jason White on AI, One Dealer Lane, and Digitizing the Powersports Dealership ExperienceMax Materne and Danny French interview Jason White, managing partner of Fay Myers Motorcycle World in Denver and a VP within the fourth-generation Schomp Automotive Group, about why AI will reshape dealerships...
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24 | Oz Osburn: GM of Motohouse
From Marine to GM: Oz Osburn on Building a Powersports Dealership, Leading Teams, and Using AIOz Osburn discusses his career path from Marine Corps infantry to law enforcement, then into automotive service and management in Colorado, including managing a high-volume Ford service operation, before...
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23 | DELV Analysis: how we study Dealership Operations
Inside Ownex’s DELV Dealership Analysis: Valuation, Loyalty Data, and a 90-Day RoadmapIn this episode of the Dealer Lab podcast, Justin visits the studio and the team explains how the set was built from an AI-generated image before diving into Ownex’s DELV dealership analysis. Max, Danny, and...
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22 | Jacque Touzet: Moto Justice
Dealerships, Community, and AI: Jacque Touzet on the Ownership ExperienceMax Materne and Danny French interview Jacque Touzet, the longtime dealership attorney, customer, and track-riding motorcycle enthusiast, about what made their former dealership feel like a family and community hub through...
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21 | Jacob Berry: Motohunt Co-founder
How MotoHunt Started: Jacob Berry on Inventory Management, Used-Bike Strategy & the Future of DealershipsMax Materne and Danny French interview Jacob Berry, co-founder of MotoHunt, about his background from automotive master tech to RideNow’s internet director and how MotoHunt was born from...
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20 | Mark Jacobs: Ownex Co-Founder
Building the Dealership of the Future: Loyal Customers, Behavior Change, and AI Tools That ScaleIn this episode, Max Materne, Danny French and Justin Watson talk with partner Mark Jacobs about how industries scale through movements led by visionaries, shared language, and difficult behavior…
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19 | Tom Collins: FreedomRoad Financial
How Motorcycle Lending Works: Tom Collins on Debt Ratios, Digital Buying, Fraud & Growing PowersportsIndustry veteran Tom Collins discusses his decades-long finance career, from banking and indirect auto lending to Harley-Davidson Financial Services and founding Freedom Road Financial in 2006–07,...
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18 | Martin Rich: Service Manager of Hattiesburg Cycles
How Hattiesburg Cycles Built a High-Output Service Department: Tracking, Staffing, and Customer Experience with Martin RichMax and Danny interview Martin Rich, service manager at Hattiesburg Cycles, about building a profitable service department by treating time as the dealership’s most valuable...
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17 | Jokey Froeming: Polaris Field Operations Director
Jokey Froeming is interviewed by Max Materne about how service and the ownership experience drive customer loyalty and dealership profitability. Froeming shares her path from working in small, owner-operated snowmobile and motorcycle dealerships (parts, service, sales, and F&I) to joining…
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16 | Stephen Kirkland: New Orleans H-D & Mobile Bay H-D
How Stephen Kirkland Grows Two Harley-Davidson Dealerships: Loyalty, Training, and Smart AIMax and Danny interview Stephen Kirkland, General Manager for two Elite Dealer Group locations—New Orleans Harley-Davidson and Mobile Bay Harley-Davidson—plus the group’s third store, Rally Point...
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15 | Tony Altieri: National Powersports Auction
Tony Altieri on Fixing Powersports: Transparency, Data, and Small Tech Wins That Change Dealerships Max and Danny sit down with Tony Altieri (VP of Business Development at National Powersports Auctions) to talk about the biggest pain points in powersports dealerships and why many owner-operators...
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14 | Zach Materne: dealership risk management & insurance
Mastering Dealership Insurance: Comprehensive Breakdown with Zach MaterneIn this episode, Zach Materne joins Max, Danny, and Justin to dive deep into the complexities of dealership insurance. From general liability to dealer inventory coverage, they cover every essential policy needed to keep…
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13 | Daniel Willoughby: Founder of Studio Moto talks about building for experience
In this episode of Dealer Lab, Max & Justin dive into an engaging conversation with Daniel Willoughby about crafting unique motorcycle dealership experiences. Daniel shares the inspiration behind Studio Moto, the challenges and joys of starting a small, boutique dealership, and the importance of...
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12 | Controlling Major Unit Inventory
In this insightful episode, the team discusses the impact of effective inventory management on dealership success. Learn how Justin navigated an inventory liquidation, managing to avoid a $40k hit with creative strategies. Explore the complexities of flooring costs, the balance of price...
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11 | AIM Expo Recap with Lance Isaacs
Marketing Insights and Motorcycling Adventures: AIM Expo Recap with Lance IsaacsIn this episode, World Superbike racing legend and marketing professional Lance Isaacs joins Justin Watson and Max Materne to discuss the aftermath of AIM Expo 2026. They delve into key industry insights, trends in...
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10 | Billy Nicoll: back with more!
Dealership Turnaround: Billy Nicoll Shares Insights on Service and Inventory ManagementBilly Nicoll discusses the ongoing challenges and successes in turning around multiple dealership service departments. From hiring and training new service advisors to optimizing inventory management, Nicoll...
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9 | Marc McAllister: Ownex partner helping revolutionize the industry.
In this episode, we sit down with Marc McAllister, a dynamic figure in the motorcycling industry with extensive experience at Harley-Davidson and Tucker. He shares his journey from Dublin, Ireland, to Wisconsin, and his career spanning mechanical engineering to dealer development. Marc explores…
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8 | John Franco & The Turn Around Story Part 2
In this episode, we dive deep into the challenging yet rewarding process of reviving a struggling motorcycle dealership. Join us as we discuss the initial hurdles, like excessive flooring costs and unanticipated floods, and explore the significant life changes and decisions involved in taking on...
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7 | Mike Skibbie from Chester River Consulting
Driving Dealership Success: In-Depth Marketing Insights with CRCIn this episode, we delve into a conversation with Mike from CRC, discussing the challenges and triumphs of dealership marketing. From the importance of managing customer data to the effectiveness of direct mail and email marketing,...
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6 | John Franco & The Turn Around Story: Part 1
Join us on an intricate journey with Max and John Franco as they recount the compelling story of Moto Julia, a motorcycle dealership rich with history and community spirit. Discover how chance meetings and bold decisions led to the remarkable transformation of a struggling business. From John's...
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5 | Rowan Mockler from Ekho: Transforming Dealership Operations
An In-Depth Conversation with Ekho Co-Founder Rowan MocklerIn this episode, we sit down with Rowan Moakler, co-founder of Ekho, to discuss how their groundbreaking platform is revolutionizing dealership operations. Rowan shares insights on Ekho's unique features, the benefits of an integrated...
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4 | Steve Dodds: Rethinking F&I
Revolutionizing Dealerships: Innovating F&I and Customer ExperienceIn this episode, industry experts discuss the evolving landscape of F&I (Finance and Insurance) in the dealership world. They explore how the buying process has shifted online, demanding changes in sales tactics and customer...
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3 | Service Departments With Billy Nicoll
How to Turn Your Failing Service Department Into a High-Performance Machine: Insights from Billy Nicoll In this insightful podcast episode, Billy Nicoll shares his extensive experience in transforming underperforming service departments into top-performing operations. Billy discusses his journey...
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2 | From Swirl to Strategy
In this episode, the team discusses the challenges of transitioning from traditional management to becoming an effective operator who can foresee and prevent problems in a retail environment. They share their own experiences, such as conducting GM meetings, implementing new training programs, and...
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1 | Charting the Course: The Inaugural Episode of Ownex Cohorts
In this episode, the team discusses the launch of their Ownex dealer cohort, aimed at improving motorcycle dealership operations and customer experiences through innovative solutions. The conversation covers various topics such as the importance of consistent customer service, unique challenges...
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ABOUT THIS SHOW
Exploring the Future of Dealerships — One Experiment at a TimeThe Dealer Lab is the official podcast of the Ownex Network — a community of dealers, operators, and industry experts working together to redefine what a modern dealership can be. Hosted by Max Materne, Danny French, and Justin Watson, each episode dives deep into the experiments, breakthroughs, and hard-earned lessons emerging from real dealerships inside the Ownex Cohort.From transforming customer retention and fixed operations to reshaping culture, leadership, and technology — The Dealer Lab explores what happens when you sta
HOSTED BY
Ownex
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Frequently Asked Questions
How many episodes does The Dealer Lab have?
The Dealer Lab currently has 35 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is The Dealer Lab about?
Exploring the Future of Dealerships — One Experiment at a TimeThe Dealer Lab is the official podcast of the Ownex Network — a community of dealers, operators, and industry experts working together to redefine what a modern dealership can be. Hosted by Max Materne, Danny French, and Justin Watson,...
How often does The Dealer Lab release new episodes?
The Dealer Lab has 35 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to The Dealer Lab?
You can listen to The Dealer Lab on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts The Dealer Lab?
The Dealer Lab is created and hosted by Ownex.
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