Max Materne
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Dealers
John Franco named GM, ownership partner of Moto Julia
Franco will take over the Moto Julia dealership, which is in the middle of a relaunch that shifts its focus…
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Dealers
The Dealer Lab: Redesigning the dealership model
In the second installment of The Dealer Lab, Max Materne uses his turned-around store as a real-world test site for…
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Dealers
The Dealer Lab: Redesigning the dealership model
After sharing his 90-day turnaround project, Max Materne is launching the Dealer Lab, where dealership strategies and processes will be…
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Accelerate Conference
Max Materne to share 90-day Dealership Turnaround Playbook at Accelerate 2026
At the 2026 Powersports Business Accelerate Conference, Materne will break down his journey in The Turnaround Project, a fast-paced breakout…
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Features
The Turn Around Project — Episode 5: Rebirth
The final chapter of 'The Turn Around Project' ends with Max Materne and his team successfully resuscitating his former dealership…
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Features
The Turn Around Project: Episode 4 — Rebuilding trust, finding our leader
In Episode 4 of the Turn Around Project, Max Materne listens to and addresses customers' concerns, and the dealership looks…
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Latest News
The Turn Around Project: Episode 3 — reflections, roadmaps and results
In episode three of the Turn Around Project, Max Materne lays out a six-step plan to revive the struggling dealership…
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News
The Turn Around Project: Episode 2 — What did I get us into?
In episode two of the Turn Around Project, Max Materne sets the metrics aside and focuses on the employees and…
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Dealers
The Turn Around Project: Episode 1 — 90 days to save what took 20 years to build
Max Materne puts his reputation on the line as he documents his attempt to revive a struggling dealership he and…
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