The Dealer Lab

Brendan Baker on Racing Roots, B2B Publishing, and the Future of Powersports DealershipsMax 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 magazines, including Akron Business Magazine, to fund racing. Baker recounts early years in quarter midgets, karts, and road racing, working as a counterman and mechanic, and later writing for automotive B2B titles like Engine Builder and Counterman. The conversation shifts to the current powersports market, including dealership closures, Harley-Davidson network contraction, and large groups like Sonic acquiring stores and selling 1,100 motorcycles at Sturgis, aided by tools like One Dealer Lane. They discuss challenges in service and parts, low technician pay, staff turnover, and how AI could reduce administrative work to improve customer experience and help dealerships retain talent.00:00 Racing Needs Money00:11 Dad Starts A Magazine04:19 Lost Podcast Callback06:57 Accidental Publishing Career07:45 Racing Roots And Team12:06 Akron Business Magazine15:31 Automotive Publishing Shift17:04 Gas Station Side Hustle20:10 Engine Builder And Blueprinting24:53 Counterman And Parts Lore33:03 Closing The Parts Store34:18 Dealership Closures Today37:36 Dealers Under Pressure38:03 Sonic Buys Power Sports44:40 Auto Groups Struggle Here47:16 Sturgis Sales Machine47:30 One Dealer Lane Speed50:23 Fixing Service And Parts53:36 Keeping Great Advisors01:00:05 Tech Exodus And Pay01:03:52 AI To Remove Admin Work01:12:40 Next Wave For Dealers01:15:42 Wrap Up And Thanks

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 and why operators must engage or be left behind. White explains his role in automotive software A to Z Sync and the creation of One Dealer Lane (ODL), a powersports-focused middleware platform built after A to Z Sync couldn’t be adapted to powersports needs like VIN decoding, taxation, and rate/remittance. He describes ODL’s modular “lanes,” its growth from in-store pilots to dozens of dealerships and major events like Sturgis, and the change-management challenges of moving staff from paper and desktops to iPads. The conversation covers digitizing sales and compliance, integrating with Lightspeed, using AI in service (Blink AI scheduling/texting, See It Now video walkarounds), AI assistants in sales follow-up, data normalization issues, and the future of agents, training, and end-to-end digital transactions.00:00 AI Is Not A Fad01:58 Meet The Guests03:36 Jason’s Roles And Background06:29 From AtoZ Sync To One Dealer Lane10:14 Building ODL For Powersports14:23 Scaling ODL With Dealers17:22 Change Management In Stores24:10 One Price One Profit Model28:29 Inventory Pricing And Data Gaps36:27 Removing Friction For Staff41:34 AI In The Dealership Today42:25 Blink AI Service Scheduling46:09 Lightspeed Integration Outlook47:02 API Fees and Workarounds48:44 Video Walkarounds and Integrations49:43 Sales AI Assistant in CRM53:19 Data Normalization Challenges56:00 Local AI Agents for Service01:01:01 Service Videos and Upsell Trust01:05:10 Digitizing the Full Deal01:10:32 Amazon Effect and Industry Change01:19:08 Dealer Advice for AI Adoption01:27:15 Privacy Risks and Wrap Up

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 moving to Mississippi and briefly working at a Ford dealer in Metairie. He joined MotoHouse in early 2022 as the store was being built and opened, initially servicing Can-Am before adding Polaris, CFMoto, Yamaha, Sea-Doo, and other lines, and he explains key differences between automotive and powersports service such as diagnostic complexity, parts lead times, and warranty gray areas. Oz describes being promoted to general manager in May 2024, absorbing multiple department responsibilities amid staffing changes, focusing on numbers, staffing, and performance. He also covers hiring challenges, team dynamics, inventory aging/seasonality pricing decisions, and how AI and a new CRM are being used to manage customer follow-up, transparency, and accountability.00:00 Jumping In Headfirst03:02 Origin of Oz04:43 Mississippi Connections06:00 Colorado to Marines06:28 Cop to Car Sales08:38 Climbing Service Ranks09:16 Running Mega Service Drive12:25 Move to Mississippi Fast13:33 Metairie Culture Shock15:39 Indeed to Moto House18:22 Opening Store From Scratch20:34 Mud Builds and Warranty Gray24:24 Diagnostics and Parts Delays26:33 Customer Emotions and Ops29:40 Adding Brands and Growth30:45 Service Lines and PWC Flow31:01 Small Shop Staffing31:35 Service Org Chart Explained32:45 From Service to GM34:56 Wearing Every Hat37:18 Hiring Travis into Service38:59 Niagara Falls Learning Curve40:06 Math Over Feelings42:59 Pricing and Floorplan Reality48:02 Seasonality and MAP Limits51:31 Service Manager Skills as GM56:45 Dispatch and Tech Motivation01:05:41 Coordinator Pipeline and Hiring01:07:30 Sales Team Pressure Culture01:09:18 Hiring Sales Risks01:10:33 Empathy Versus Accountability01:12:18 Setting Effort Expectations01:14:24 AI CRM Customer Mining01:16:41 Sales Transparency With AI01:24:39 AI For Reviews And Texting01:28:21 Agentic AI For Service01:35:12 Future Roles And Silos01:44:59 Outsourcing Warranty Claims01:47:05 Efficiency And Closing Thoughts

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 Justin walk through the report’s structure, including the five-star vitals executive summary across profitability, department contribution, inventory health, technician proficiency, and sales/parts/service penetration, then show how the tool converts gaps into dollar opportunities and identifies the top three highest-ROI priorities. They discuss using DELV for due diligence and valuation, emphasizing customer lifetime gross profit and how top loyal customers can drive a large share of profit, plus how understaffing and process choices can lose loyalty. The demo also highlights seasonality, LIDAR scans for space and profit-per-square-foot analysis, inventory and flooring risk, technician performance, brand profitability, reputation scraping, team sentiment surveys, onsite interviews, and a repeatable 90-day roadmap with supporting documents and accountability.00:00 3D Dealership Software00:29 Profit and Inventory Dashboards03:01 Podcast Studio Arrival03:45 AI Designed The Set06:59 Dealership Lounge Ideas09:04 Dealer Meeting Chaos Stories10:07 Delve Analysis For Acquisition15:18 Customer Value And Loyalty30:15 Back From Break Report Walkthrough31:23 Star Rating Executive Summary34:20 Benchmarks Versus Healthy Stores39:12 Top Three ROI Switches41:53 Vitals Executive Summary43:36 Top Three Profit Levers46:25 Customer Loyalty Economics50:03 Seasonality And Lidar53:52 Inventory And Brand Insights57:30 Reputation Team Onsite01:01:48 Roadmap Accountability System01:08:58 Staff Interviews Real Fixes01:16:32 Wrap Up And Next Steps

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 events, problem-solving, and strong communication. Jacque explains how helping riders after crashes and dealing with insurance issues helped shape his practice focused on riders, and they discuss how dealerships have grown colder post-sale and post-COVID amid consolidation, shrinking margins, lower-displacement sales, and reduced staffing. The conversation compares these shifts to changes in law practice, emphasizes that great experiences—not just volume—drive loyalty, and highlights racing and events (like the Thruxton Cup and Supercross) as ways to build excitement and attract new riders. They also discuss cautious, non-customer-facing uses of AI to reduce administrative workload while preserving human relationships.00:00 Dealership Community Magic01:57 No Headphones Banter02:33 Meet Jacques Tze03:18 Track Days and Rob04:39 Service Talent Gap05:38 Family Feel at TTR07:26 Helping Riders After Crashes09:18 Experience Lost After Sale11:00 Law and Dealer Parallels12:55 Consolidation Kills Soul13:51 Staffing and Margin Crunch18:14 Smaller Bikes New Reality20:05 Why 400cc Bikes Rule25:02 Ownership Experience Focus27:41 Communication Builds Trust28:40 Events and Online Negativity31:57 Thruxton Cup FOMO34:07 Racing Street Bikes Today34:36 Harley Racing Buzz36:27 Supercross Youth Surge38:06 John Franco Build42:34 Dealership Passion Crunch43:18 AI Cautionary Tales44:42 AI For Back Office53:50 Agents And Memory57:36 Future Dealership Mesh01:01:20 Community Over Machines01:04:05 Wrap Up And Thanks

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 tedious, multi-day Excel-based inventory meetings that required manually pulling JD Power, NPA, and network data to make pricing and transfer decisions. Jacob explains how seed money and partnering with Michael led to building a centralized, data-driven tool to remove emotion from inventory decisions for both new and pre-owned units, and how dealers can use it for appraisals, competitive pricing, and acquisition strategy. The conversation also covers podcasting lessons, post-COVID normalization and aged inventory challenges, using service ROs as a major source of used-bike acquisitions via DMS API integration, the need for process adoption, and expectations for more online, AI-assisted, transparent buying.00:00 Spreadsheet Inventory Hell01:39 Building MotoHunt Idea03:26 Podcasting Growing Pains05:17 Taking Over a Podcast07:29 Improving the Show Format10:43 Pre vs Post COVID Reality14:55 Dealer Background Story15:29 From Tech to Corporate Digital20:14 Why Inventory Drives Everything21:30 Mechanic Mindset in Sales24:42 MotoHunt Origin with Michael29:29 How Dealers Use MotoHunt32:16 New Features and New Inventory34:51 Pre Owned Becomes the Brand38:35 Used Strategy and Risk40:24 Service Lane Trade Pipeline43:31 Breaking Sales Service Silos46:54 Advisor Incentives And Ownership48:29 Automating RO Equity Mining51:44 Moto Hunt Setup Walkthrough54:03 Future Of Digital Retail01:02:31 Hybrid Sales Team Model01:06:34 Service Future And Tech Shortage01:12:19 Human Touch Versus AI01:15:24 AI For Outreach Consistency01:20:47 Wrap Up And COTA Plans

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 change supported by better tools. They revisit the “Inkwell” meetings where manufacturers, dealers, and vendors gathered without a fixed agenda to map what was holding dealerships back, shifting focus from rearward-looking P&L metrics to understanding customer rhythms, loyal-customer value, and the “adventure” category that powersports, marine, automotive, bicycle, and even restaurants share. They argue the industry must move from “better, faster, cheaper” toward being “different,” improving employee experience to improve customer experience, reducing costly dealership tech, and using AI/learning models to gain insight faster, gamify change, free up cash, and execute disciplined tactical plans. They also discuss how Mark joined the team, the challenges of multi-line dealerships, and why progressive coalitions outperform traditional groupthink.00:00 Scaling Takes Movement03:20 Meet Mark Jacobs04:31 Inkwell Origins08:33 Why Inkwell Worked10:28 Customer Value Focus12:58 Beyond P&L Metrics15:53 Adventure Category Insight18:03 Different Not Cheaper19:30 Tech Costs And AI21:18 How Mark Joined29:56 Hard Times Invest32:26 AI Enables Strategy36:22 Vision Versus Execution37:23 Better Versus Different40:51 Industry Case Study43:24 Always Recheck Fit45:40 Raising the Experience Bar46:45 Dealership Community vs Transaction49:19 Cutting Clicks and Friction50:45 Local Adventure Categories53:04 AI Creates Cognitive Surplus56:43 Ownex Cohorts and Roadmaps01:00:46 Practical AI Tools and Deal Builder01:09:37 Manufacturers and First Movers01:15:21 Multi Line Stores and Brand Profit01:18:35 Staff Customer Tension and Agents01:24:14 Wrap Up and Goodbyes

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, later acquired by Old Second Bank. He explains how Freedom Road grows by staying focused on motorcycle/powersports lending and OEM partnerships, and why the industry must better reach younger riders amid rising living costs, safety concerns from parents, and expectations for faster digital transactions. Collins describes efforts toward end-to-end online purchasing via OEM sites and highlights Echo as a partner enabling approvals and titling, noting Echo was Freedom Road’s top loan-volume “dealer” in 2025. He outlines what lenders need from dealers: accurate customer interviews, full income discovery, deal structuring, real context stories, and trust, plus heightened fraud vigilance. He also emphasizes equity mining and repeat-customer loyalty while noting elevated consumer revolving debt and delinquencies alongside stable unemployment.00:00 Debt Ratio Red Flags02:37 Meet Tom Collins04:12 Finance Career Origins05:28 Harley Lending Breakthrough07:38 Freedom Road Financial Story08:33 Acquisition and Growth Plans12:06 Reaching New Riders15:09 Family Safety and E-Bikes19:02 Digital Dealership Future22:08 Echo Partnership Spotlight25:44 What Lenders Need29:54 F&I Deal Structuring31:38 Trust And Customer Stories34:15 Underwriting The Gray Area35:45 Consumer Stress Signals37:51 Equity Mining And Swaps39:05 Repeat Customer Advantage41:06 Data Sharing And Privacy45:36 Dealer Future Vision49:27 Borrowing From Luxury Retail53:27 Fraud Red Flags57:28 Fraud Checks With Lenders59:38 Full Circle Wrap Up

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 inventory. Martin shares his path from Northern England to Mississippi and into powersports service management, then details the systems he implemented: daily and weekly tracking of customers through the door, scheduling, WIP and cycle time from RO creation to cash-out, a 24-hour diagnostic guarantee, and complimentary MPIs. He explains how hiring and training technicians through an apprenticeship pipeline grew the team from 4 to 10 and helped boost weekly billed hours and labor revenue, while coordinators for logistics/updates, warranty claims, and customer follow-ups improved communication, increased customer counts, and let advisors focus on customers. He also discusses ongoing challenges like parts delays, seasonal volume shifts, and the need for physical expansion to add bays.00:00 Time Is Inventory01:50 Meet Martin01:54 Accent Banter03:09 From England To LSU04:16 Katrina To Hattiesburg05:36 Enterprise And Auto Service07:53 Joining Hattiesburg Cycles10:02 Process And Tracking11:30 Customer Service First15:16 24 Hour Diagnostics16:00 Scheduling With Lightspeed17:56 Building Tech Pipeline19:37 Pay Plans And Seasonality26:29 Cycle Time And Cash Out28:54 Connect Updates And Walkarounds33:33 WIP Reviews And Whiteboard36:01 Adding A Service BDC37:00 Saturday Service Follow Ups38:59 Annual Service Reactivation Calls41:14 Multipoint Inspections That Sell45:53 Retention Habits And Free Checks49:28 Service Culture And Growth Metrics52:02 Next Steps Physical Expansion57:22 Advisor Coordinator Team Structure01:05:40 Porters Dispatch And Scheduling01:11:02 Time Management And Wrap Up

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 Polaris, first training dealers across profit centers and later moving into corporate sales operations and leading a newly formed fixed ops team. They discuss Polaris’ regional Service Excellence Workshops, the team’s focus on non-technical service operations, customer experience, and process efficiency, and results from implementing digital multipoint inspections, including major increases in dollars per repair order. They also cover proactive lifecycle communication, reducing operational “swirl” with actionable plans and accountability, and making dealership experiences more transparent and customer-centric.00:00 Service Drives Loyalty01:53 Show Setup And Intro03:01 Early Dealer Roots05:00 College Hustle Two Dealers09:25 Back To Polaris Dealer Ops11:31 Learning Motorcycles And Customs15:01 Joining Polaris Dealer Training16:20 Corporate Shift To Sales Ops19:53 Building Fixed Ops Team21:31 Service Excellence Workshops24:15 Fixed Ops Field Playbook26:36 Multipoint Inspections Profit Boost30:18 Value Versus Price30:39 Streamlining Inspections32:16 Digital MPI Rollout33:14 Data Driven Retention34:44 Service Drives Repurchase36:11 Stop Ghosting Owners39:14 Ownership Cycle Profits40:38 Dealership As Community46:27 Delightful Customer Journey51:30 Ask Customers Directly52:55 Turning Complaints Into Loyalty01:08:14 Systematize Great Experiences01:10:06 Lifecycle Messaging At Scale01:13:18 Relevance Beats Spam01:13:51 Dealer Profitability Deep Dive01:16:48 Service Profit Levers01:22:58 Turnaround Plan Lessons01:26:10 Accountability and Tools01:29:01 Make Goals Actionable01:32:52 Bottlenecks Before Growth01:34:51 Star Charts Roadmaps01:40:56 Breaking Down Silos01:44:30 Automation and AI Future01:52:19 Wrap Up and Next Steps

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 Harley-Davidson in Columbus, Georgia. Kirkland discusses managing two stores three hours apart by relying on strong managers, clear processes, and constant communication. He recounts customer-experience stories that build loyalty, including buying a customer a birthday cake and inviting top customers to pick up Mardi Gras king cakes, which he says drove strong in-store transactions at low cost compared to large expensive events. The conversation covers Mardi Gras in New Orleans vs. Mobile, and Kirkland’s past stunt of legally changing his name to “Tex Harley” for one year while working at Texas Harley-Davidson. Kirkland shares views on AI in dealerships: bad, fully automated customer messaging can damage relationships, so AI should support employees (suggested messages and automating repeatable admin tasks) rather than replace authentic human interaction. He explains shifting strategy to counter long-term declines in Harley store transactions by focusing on outbound outreach, social media presence, and reactivating existing CRM customers. He also outlines key operational priorities including daily 30-minute training built around weekly themes, increasing service repair-order count by scheduling customers’ next appointments before they leave, and focusing on selling new motorcycles while maximizing both new and used opportunities. They also discuss improved collaboration with Harley-Davidson under new leadership, including more dealer promotions, a focus on dealer profitability, and stronger dealer advisory council influence.00:00 Birthday Cake Loyalty00:51 Meet the Two Store GM01:23 Building Teams and Culture04:16 Mardi Gras Mobile vs NOLA06:06 The Tex Harley Name Bet11:21 AI in the Dealership12:55 Reversing the Transaction Decline16:48 CRM Focus and Personalized Events18:28 Using AI Without Losing Authenticity20:54 Cutting Admin Time With AI21:58 AI For Employees22:54 OpenClaw Agent Setup23:39 Automating Dealer Reports25:39 Community First Dealership27:44 Leadership Noise Filter30:22 New Versus Used Strategy32:07 Harley CEO Shift36:28 Daily Training System41:24 Service RO Growth Plan46:05 Personalized Marketing Wins52:17 Wrap Up And Thanks

Tony Altieri on Fixing Powersports: Transparency, Data, and Small Tech Wins That Change DealershipsMax 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 are stuck working in the business instead of on it. Tony explains how his role at NPA connects him to OEMs, lenders, dealers, and software providers, why NPA’s data is valuable but hard to monetize without turning it into actionable tools, and why he tends to support authentic founders building practical solutions. They compare the friction of traditional dealership transactions to a highly transparent Carvana purchase experience that took about five minutes, including trade and bank approval, and discuss how similar transparency and connected systems could improve motorcycle retail without losing the community aspect that makes dealerships special. The conversation covers shifting from negotiation-heavy selling toward advisor-style sales, pricing strategies that adjust automatically over time, and using customer analytics (loyal vs. vulnerable customers) to focus on profitable, positive long-term relationships. Tony and the team also discuss why electric motorcycles have struggled—cultural resistance, range and battery constraints, lack of clear utility, and especially uncertain secondary-market values—using Tesla depreciation and OEM pricing decisions as examples. They contrast that with the success of e-bikes driven by utility and low barriers to entry, and they describe missed opportunities for the industry to shape safer, dealer-supported ecosystems before regulation tightened (including examples of New Jersey and New York pushing toward registration/insurance). They touch on low-speed vehicles (LSVs) as an example of an emerging segment being shaped through coordination between industry groups and state policy. Finally, they address dealership closures, consolidation, macroeconomic headwinds (inflation, interest rates), and the idea that conditions may worsen before improving. Tony argues that rapid progress is possible through AI and targeted technology that removes small daily burdens—illustrated by an AI agent that reformats a DMS service list report—freeing teams to execute process consistently even during “swirl” and staffing shortages.

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 your dealership protected. The discussion includes amusing anecdotes, enlightening insights, and crucial advice that showcases why having a knowledgeable insurance broker is vital for any dealership. Don’t miss this informative and entertaining conversation, perfect for anyone in the dealership industry!00:00 Introduction and Casual Banter02:40 Meet Zach: The Barbershop Quartet Singer02:58 Guitar Talk and Personal Interests05:22 Zach's Journey into Insurance07:33 The Complexities of Running a Dealership10:08 Navigating the Insurance Industry13:06 The Importance of Risk Management17:04 Client Relationships and Trust21:47 Insurance Claims and Coverage Details36:09 Event Coverage and Risk Appetite41:41 Understanding Risk Thresholds in Dealership Insurance42:38 Basics of Coverage for a Dealership43:26 Legal Requirements and State-Specific Coverage44:45 General Liability and Casualty Coverage46:54 Property and Inventory Coverage51:20 Garage Keepers and Real-World Examples54:35 Dealer Inventory and False Pretense Coverage01:02:20 Employment Practice and Cyber Coverage01:04:46 Summarizing Essential Insurance Policies01:12:04 Final Thoughts and Importance of Professional Guidance

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 maintaining culture and customer experience in business. Join us for an in-depth discussion on how technology, passion, and creativity come together to shape the future of motorcycle retail.00:00 The Importance of Unique Dealership Experiences00:46 A Tangent on Coffee and Beans02:17 Funny Anecdote: The Stroller Incident04:36 Introduction to the Dealer Lab Podcast04:53 Daniel Willoughby's Journey in the Motorcycle Industry06:35 The Challenges and Rewards of Running a Dealership16:49 The Impact of Culture and Leadership in Dealerships20:20 The Evolution of Dealerships and Customer Experience33:28 Daniel's New Venture: Studio Moto53:11 The Role of Technology in Modern Dealerships01:10:39 Building Authentic Dealership Cultures01:21:36 Conclusion and Final Thoughts

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 adjustments, and unique selling strategies in the ever-evolving automotive industry. Join us as we dive into the challenges and solutions for maintaining healthy dealer operations.00:00 Introduction and Early Success00:08 Casual Conversation and Coffee Addiction04:17 Motorcycle Adventures and Mishaps17:23 Inventory Challenges and Solutions42:19 Ribbon Cutting Ceremony and New Ventures42:54 Airbnb and Motorcycle Purchases44:43 Tesla Service Experience52:51 Dealing with Inventory Challenges01:01:54 Strategies for Inventory Management01:13:42 The Importance of Technology in Sales01:23:48 Conclusion and Final Thoughts

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 customer loyalty, and the evolution of marketing strategies in the motorcycling world. Tune in for an engaging conversation on building stronger communities, the impact of experiential marketing, and the role of face-to-face interactions in today's digital age.00:00 Understanding Customer Profitability00:14 Recap of AIM Expo Experience00:25 Unexpected Airbnb Adventures01:51 Conference Highlights and Impressions03:24 Industry Changes and Future Outlook05:52 Brand Presence and Market Shifts07:00 Supercross and Industry Excitement27:22 Marketing Strategies and Customer Engagement35:25 Marketing Authenticity in the Motorcycle Industry35:52 Introducing Lance Isaacs and His Career36:37 Transitioning from Athlete to Business37:23 Harley Davidson's Return to Racing39:30 The Role of Marketing in Dealership Turnaround41:53 Effective Customer Engagement Strategies47:43 Planning and Executing Successful Events48:34 Building Community Through Events55:50 Leveraging Customer Data for Marketing01:02:37 International Motorcycle Tours and Their Impact01:06:00 Concluding Thoughts and Future Plans

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 shares his strategies and experiences in revitalizing underperforming teams and processes. He details his innovative auditing and documentation methods, emphasizing the importance of systematic improvements and setting customer expectations. This episode is packed with practical advice for service managers and dealership owners looking to drive efficiency and profitability in their operations.00:00 The Chaos of Running a Service Department Solo00:47 Rapid Expansion: From Two to Six Employees01:17 The Journey to Becoming a Top Podcast01:59 Rebuilding the Service Department from Scratch02:51 Optimizing Technician Efficiency06:07 Hiring and Training New Staff17:32 The Importance of Setting Customer Expectations23:44 Auditing and Improving Repair Orders26:49 Diving into Repair Orders and Spreadsheets27:24 Membership Benefits and Quality Control28:39 Weekly Meetings and Advisor Performance29:24 Automation and Tool Development30:38 Encouragement for DIY Solutions34:18 Inventory Management Challenges40:51 Parts Inventory Cleanup48:51 Immersion Program and Future Plans

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 the intricacies of dealership operations, the importance of customer satisfaction, and the evolving landscape of motorcycling culture. As a partner at Ownex, Marc is instrumental in rethinking how dealerships engage with customers and how the industry can support that evolution. Tune in for insights into the future of dealerships, the role of technology, and the balance between process and passion.00:00 Introduction to Industry Practices00:28 Weather and Personal Updates01:07 Meet Mark McAllister02:19 Mark's Journey from Dublin to Harley Davidson02:48 The Twin Cam Design Team04:49 The Community of Motorcycling07:28 Dealer Development and Global Expansion14:08 Challenges in Dealer Operations22:04 Transition to Tucker and Rebuilding the Business24:45 Exploring the Role of Wholesale Distributors25:03 Building a Future-Proof Platform25:38 Challenges in Dealer Communication25:57 The Importance of Inventory Management26:15 Future-Proofing Tucker's Network26:56 Dealer Development and Distribution27:22 Envisioning Future Dealerships29:35 The Role of Technology in Consumer Experience30:15 Smoothing the Purchasing Process31:08 Maintaining Consumer Passion31:31 The Universal Appeal of Motorcycling36:59 Behavioral Changes in Dealerships40:36 Streamlining Processes for Better Customer Experience43:18 The Need for Industry Collaboration46:05 The Oscar Meyer Wienermobile Connection46:32 Brooks Stevens' Design Legacy49:27 Wrapping Up and Future Projects

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 this role. We recount the efforts to restore the dealership's reputation through community events, such as the 'Moto Julia Rebirth' featuring the Rebirth Brass Band, and highlight the struggles and achievements in cleaning up inventory and overhauling the service department. Discover our strategies for inventory management, including aging strategies for parts and major units, and learn from our experiences, including the highs and lows of our recent hiring event. This episode is a candid look at the complexities of dealership management and the continuous effort to build a thriving community around a reborn store.00:00 Introduction: The Cost of Flooring and Motorcycles00:25 Taking the Job: A Life-Changing Decision00:37 Challenges and Triumphs: The First Six Months02:32 Flood Disaster: A Test of Resilience04:01 Rebuilding Community: The Rebirth Event11:19 Service Department Overhaul: A New Beginning25:54 Inventory Cleanup: Streamlining Operations29:29 Managing Parts Inventory Effectively30:34 Challenges with Major Unit Inventory32:25 Strategies to Avoid Inventory Issues36:27 Implementing a New Pricing Strategy42:33 Proactive Inventory Management51:00 Hiring and Community Engagement57:03 Conclusion and Future Plans

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, Mike shares valuable insights and experiences. The discussion covers the integration of CRC’s tools, data hygiene, and the significant impact of personalized customer interactions on dealership success. We also explore the collaboration between CRC and dealership operations, emphasizing the power of data-driven marketing strategies in the automotive and marine industries.00:00 Introduction and Technical Difficulties01:21 Dealer Week and Industry Insights02:43 Software Solutions in Marine and Power Sports07:24 The Role of Data in Customer Retention10:40 Marketing Strategies and Customer Engagement14:18 The Importance of Customer Lifecycle Management19:39 Data-Driven Decision Making in Dealerships28:42 Understanding Dealership Efficiency29:46 The Importance of Customer Retention30:19 Delegating Key Responsibilities31:15 Handling Increased Business32:10 Consistent Customer Communication33:41 Data Integration and Onboarding35:25 The Role of Data Hygiene38:34 Direct Mail and Modern Marketing42:44 The Value of Partnership45:53 Challenges in Dealer Engagement47:05 The Passion in Power Sports49:09 Looking Ahead to Future Events52:57 Final Thoughts and Contact Information

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 early years immersed in the world of motorcycles to the serendipitous events that brought Max and John together to breathe new life into Moto Julia, this episode delves into the meticulous process of identifying and repairing the dealership's critical weaknesses. Follow along as they reminisce about the vibrant motorcycle culture in New Orleans, the innovative strategies they employed, and the incredible role community played in their journey towards revival. Whether you're a motorcycle enthusiast or a business aficionado, this episode promises a blend of heartfelt storytelling and practical insights into overcoming adversity in the business world.

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 digital sales process, and the potential for long-term industry change. We also delve into Rowan's background at Duolingo, the challenges of scaling new technologies, and the nuances of transforming traditional dealership models. Join us for an illuminating conversation about the future of automotive retail and what it means for both dealerships and customers.00:00 Introduction and Sales Pitch00:17 Retail Customer Insights00:54 Office Humor and Personal Background03:12 Ekho's Unique Selling Proposition05:48 Enhancing Dealership Operations10:39 Customer Experience and Future Vision14:04 Dealer Feedback and Product Adaptation20:43 Integration and Onboarding Process23:15 User Experience and Design Philosophy29:26 Scaling Up: Building a Talented Team30:11 Securing Funding and Market Potential34:56 Transforming the Dealership Experience37:10 Challenges and Changes in the Industry40:16 Adapting to Consumer Behavior and Technology49:34 Incentives and Operational Shifts52:03 Future Collaborations and Innovations

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 engagement. Steve Dodds, a renowned F&I trainer, joins the conversation to share insights and innovative ideas on improving dealership operations and customer satisfaction. The team delves into new strategies for virtual interactions, cash deal penetrations, and creative brainstorming to push the boundaries of traditional dealership models. This insightful discussion highlights the importance of technology, process rethinking, and the pivotal role of customer experience.00:00 The Urgency of Change in Dealerships00:14 Introducing Steve Dodds: F&I Guru01:56 The Shift to Online Dealership Interactions04:31 Challenges and Opportunities in the Industry06:57 The Evolution of Customer Expectations08:14 The Role of Technology in Dealerships10:16 Building the Dealership of the Future14:16 The Importance of Customer Experience16:38 Adapting to Market Changes26:25 Behavioral Changes and Technology Adoption35:58 Tony's Negotiation Philosophy36:23 Challenges with BMW Owners Club37:23 Rebuilding Relationships with BMW Club39:37 The Importance of Customer Experience42:28 Improving Dealership Websites46:37 Cash Penetration Strategies01:00:25 The Role of the Outfitter01:10:23 Conclusion and Future Plans

How to Turn Your Failing Service Department Into a High-Performance Machine: Insights from Billy NicollIn this insightful podcast episode, Billy Nicoll shares his extensive experience in transforming underperforming service departments into top-performing operations. Billy discusses his journey from starting Nicoll Racing in 1999 to managing large service teams at Fay Myers and GForce. The conversation covers the importance of digitalizing processes, increasing technician proficiency, and the game-changing role of service videos in customer interactions. Learn about team structure, including the innovative use of technician assistants and expediters, and how these strategies lead to substantial improvements in service department efficiency and profitability. Whether you run a small dealership or a large operation, these practical tips and game-changing insights are essential for anyone looking to enhance their service department's performance.

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 navigating the complexities of processes like Google Classroom setups. The conversation delves deep into topics like the importance of understanding financials, the value of detailed data analysis, and the necessity of committing to a well-defined roadmap. They also touch on the cultural and psychological aspects of management, emphasizing the need to shift from reactive fire-fighting to proactive decision-making. The episode is packed with insights for general managers and business owners aiming to enhance their operational efficiency and make data-driven decisions.

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 faced by service advisors, and the role of technology and new processes in transforming the dealership landscape. The team also highlights the value of regular meetings to share ideas, track progress, and hold each other accountable in implementing new, effective strategies. If you're considering joining an Ownex group this will give you a taste of what you'd be seeing