The Dealer Lab

Ownex

Exploring the Future of Dealerships — One Experiment at a Time The 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

  1. 16 | Stephen Kirkland: New Orleans H-D & Mobile Bay H-D

    1D AGO

    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 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

    54 min
  2. 15 | Tony Altieri: National Powersports Auction

    FEB 16

    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 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.

    1h 41m
  3. 14 | Zach Materne: dealership risk management & insurance

    FEB 9

    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 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

    1h 15m
  4. 13 | Daniel Willoughby: Founder of Studio Moto talks about building for experience

    FEB 2

    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 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

    1h 24m
  5. 12 | Controlling Major Unit Inventory

    JAN 26

    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 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

    1h 25m
  6. 11 | AIM Expo Recap with Lance Isaacs

    JAN 14

    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 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

    1h 8m
  7. 10 | Billy Nicoll: back with more!

    JAN 6

    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 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

    55 min
  8. 9 | Marc McAllister: Ownex partner helping revolutionize the industry.

    12/29/2025

    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 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

    50 min
See All (16)

About

Exploring the Future of Dealerships — One Experiment at a Time The 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

Information

  • Creator
    Ownex
  • Years Active
    2025 - 2026
  • Episodes
    16
  • Rating
    Explicit
  • Copyright
    © Ownex
  • Show Website
    The Dealer Lab