Max Materne
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Dealers
Materne: The fly-by-wire dealership and how AI will change our industry
Max Materne compares artificial intelligence to fly-by-wire technology and how AI can streamline busy admin work, giving dealers more face-to-face…
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Features
The Dealer Lab: Behavior change No. 2, the 6Is
In this edition of The Dealer Lab, former dealer Max Materne shares the five ways dealers can pitch new ideas…
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Features
The Dealer Lab: Delight by default
Industry veteran Max Materne talks about setting software and other dealer tools to the side and putting the focus back…
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Dealers
The Dealer Lab: Podcast on dealer disruption, automotive influence, and the future of fixed ops
In Episode 26 of The Dealer Lab podcast, host Max Materne welcomes Brendan Baker, editor-in-chief of Powersports Business, for a…
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Dealers
The Dealer Lab: Behavior change No. 1 — DREAM
Former dealer and host of The Dealer Lab Max Materne talks about dealers implementing change and how they get their…
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Dealers
The Dealer Lab: Inventory hygiene
In his third instalment of The Dealer Lab, industry veteran Max Materne discusses unit inventory and how dealers should manage…
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Accelerate Conference
Accelerate Orlando delivers clarity, discipline and hard truths for 2026
From macroeconomic outlooks to dealership turnarounds, leadership development and AI‑driven tools, Accelerate showed the operational and cultural forces shaping powersports.
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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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