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. 15 | Tony Altieri: National Powersports Auction

    6D AGO

    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
  2. 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
  3. 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
  4. 8 | John Franco & The Turn Around Story Part 2

    12/23/2025

    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 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

    59 min

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