28 | Jamie Dewar: Legend Boats CEO talks AI

34 | Using AI in Turn-arounds (Part 2)

AI-Edited Podcast, Claude’s “Fable 5,” and Building Agents That Run a TurnaroundMax, Danny, and Justin catch up after skipping an episode and explain a new format where the show is edited by an AI agent that cuts gaps, adds intro/outro, bleeps curses, and generates promo clips. They discuss Claude’s “Fable 5” model returning temporarily on subscription before moving to token-based pricing, and how the model rebuilt a company website perfectly and enabled rapid creation of tools like a customer portal. The conversation shifts to data centers, community pushback, and the tradeoff between slowing AI infrastructure and making AI access more expensive. Max details building an AI agent named Athena for a 90-day turnaround at a 100-employee, $20M New Orleans company, using local files, QuickBooks reports, Whisperflow, and a Plaud recorder to structure interviews, map roles, and generate workflows, quotes, and password-protected microsites while focusing on adoption through the “six I’s” change framework.00:00 Cold Open and Setup00:20 AI Edited Podcast Format03:01 Claude Fable 5 Returns08:58 Data Centers and AI Access14:52 Token Panic and Costs22:15 Real World AI Wins27:12 Secret Turnaround Project32:42 Building Athena Agent39:21 Plaud Recorder Workflow41:33 Organizing Knowledge Files44:08 AI in the Gray Areas44:36 Athena as Perfect Manager46:19 Math Not Chatbots48:54 Execution and Adoption Hurdles50:25 Gamifying Workflows51:41 Agents Are Organized Context53:47 From Post It to Quote58:18 Microsites and Human Roles01:02:05 Six Is Change Management01:04:13 Replacing Legacy Systems01:14:04 Security and Compliance01:18:31 Wearables and Data Chaos01:23:29 Wrap Up and Community Challenge

33 | How we're using AI in the Dealer Lab (Part 1)

Building AI Tools for Dealerships: Websites, Workflows, and Real-World WinsMax, Danny, and Justin catch up on what they’ve been building in their dealerships, including a new custom unit division (SCUD) and monthly tech nights where customers learn maintenance by rebuilding a CB450. They discuss using AI as an internal assistant—not customer-facing chatbots—to reduce busywork, standardize processes, and replace expensive, bloated software subscriptions. Justin explains how he used tools like Claude, Replit, and Whisperflow to design and deploy a custom dealership website that pulls live inventory from his DMS, supports finance and service inquiries, manages events, and includes an admin dashboard. He also built a VIN-scan receiving workflow for an off-site warehouse that triggers notifications when units arrive or show damage. The group frames AI like “fly-by-wire” for dealerships: transforming operations by making small teams faster and tools more tailored to real workflows.00:00 No Intro Just Catching Up00:18 Mic Check Chaos00:45 SCUD Custom Division Tour02:21 Tech Nights Class Plan04:05 AI Builds The Syllabus07:35 Fly By Wire Dealership11:43 AI Ethics And Local Models17:25 Claude Tips And Pricing21:03 Warranty Claims In Seconds29:22 Software Dictates Workflow33:40 Customer Data And Cash Tickets40:59 Why Justin Rebuilt The Website43:20 APIs And Asking AI45:08 WhisperFlow Voice Workflow46:51 Claude Desktop Cowork Mode49:06 Website Build And Deployment55:05 Live Inventory Pages01:01:06 Admin Panel And CRM01:05:30 Warehouse VIN Receiving01:10:34 Cost Savings And SEO01:17:18 Next Episodes And Agents01:18:38 Turnaround Mind Map Agent01:22:01 Wrap Up And Call To Action

32 | Arrick Maurice: Bike Shed Chief Growth Officer

Bike Shed’s Arrick Maurice on Growing Motorcycle Culture, Brand Marketing, and What Dealers Can LearnArrick Maurice, Chief Growth Officer of Bike Shed and former marketing leader for Ducati North America, Ferrari North America, Rivian CX, and Harley-Davidson global brand marketing, joins The Dealer Lab Podcast with Max Materne and Danny French to discuss building motorcycle culture through content, community, and hospitality. They begin with Bike Shed’s revived Shed Talks and Arrick’s episode with custom builder Maxwell Hazan, including Hazan’s hand-built Ferrari V8 motorcycle, its track testing, and a reported $500,000 sale. Arrick recounts his career path, key lessons from Ducati’s Scrambler launch, Ferrari’s luxury brand culture, Rivian’s direct-to-consumer journey, and Harley’s challenge of modernizing without alienating core riders. The conversation covers EV motorcycles and youth e-bike trends, dealer fundamentals and customer-first retail illustrated by Arun Sharma’s MotoCorsa, and how Bike Shed aims to lower barriers to entry via spaces, media, events, and new global membership.00:00 Ducati Dream Moments02:59 Shed Talk Launch Praise04:08 Bike Shed Origins05:56 Meeting Max Hazan06:44 Ferrari V8 Bike Build09:16 Sold To Collector11:39 Track Tuning Madness13:19 More Guests Lined Up17:42 Career Origin Story20:49 Scrambler Launch Inside22:15 Ferrari And Beyond28:00 Legacy Brands Pushback30:21 Electric Ferrari Hot Take32:34 Listening To Feedback33:25 Harley Pivot Problem34:27 Harley Brand Identity Trap35:56 Innovation Versus Ducati37:00 LiveWire Early Bet39:23 EV Ride Feel Debate40:32 Kids On Electric Minis43:29 Next Gen Rider Experiment45:25 Motorcycles Stay Cool47:03 MotoCorsa Culture Shift48:56 Arun Customer First01:01:24 Dealers Build Community01:06:17 COVID And Staffing Crunch01:08:46 Why Bike Shed Matters01:10:48 Bike Shed Origin Story01:12:27 Lowering Entry Barriers01:15:14 Common Ground Culture01:17:21 Industry Versus Outsiders01:17:58 Indian Versus Harley Ragebait01:29:24 Why Division Hurts Everyone01:33:27 Supporting Builders And Media01:36:43 Dealers OEM Gridlock01:42:46 Keeping Riders In Sport01:44:19 Bikeshed Growth Model01:45:42 Global Membership App01:48:33 Capital Intensive Expansion01:50:01 Partnering With Dealers01:51:30 Wrap Up And Visit Invite

31 | Up your F&I game with Adventure Specialties

Adventure Specialty Agency on F&I Coaching, Retros vs Reinsurance, and Driving Dealer Profitability | Dealer Lab Podcast Max Materne and Justin Watson interview Haley Wright and Sarah Breen, founders of Adventure Specialty Agency, about helping powersports, RV, and marine dealers improve F&I performance. Haley and Sarah share their backgrounds at RPM One and Protective and how Adventure Specialty launched in November 2024 and has grown to nearly 100 dealerships. They describe ongoing weekly coaching calls, F&I logs, goal setting, and peer accountability to sustain results, define key terms like TO (turnover) and penetration rate, and explain how their dealer groups become self-supporting. The conversation details product strategy and participation programs, especially retro profit sharing and reinsurance, including how dealer cost is split between admin and reserves, how claims/cancellations impact payouts, and how pro formas guide dealer decisions. They also emphasize maintenance programs and integrating F&I with fixed ops to increase retention and profitability. 00:00 Profit Sharing Explained 01:33 Podcast Banter Reset 02:16 Meet The Founders 02:55 Haley Industry Journey 05:11 Sarah Dealership To Agency 07:16 F&I Coaching Weekly Calls 09:51 Logs Pen Rate And TO 12:21 Building Self Sustaining Groups 16:10 Scaling Accountability Programs 17:51 Choosing Service Providers 20:02 Retro Participation Breakdown 25:30 Reinsurance When It Makes Sense 28:55 Pro Formas And Expert Support 31:44 Retro Checks Are Real 33:02 F&I Low Hanging Fruit 34:22 Accountability Boosts Profit 40:44 Passport Process Culture 43:07 Maintenance Program Focus 45:08 Customer Focused Selling 48:05 VIP Programs And Events 50:31 In House PPM Liability 53:36 Reinsurance Risk Controls 58:35 Where To Learn More 59:15 Fixed Ops Mindset For F&I 01:01:48 Wrap Up And Thanks

30 | Rod Lopusnak: Triumph North America President & General Manager

Triumph North America’s Rod Lopusnak on Dealer-First Strategy, Community Events, and Growing New Riders Max Materne and Danny French interview Rod Lopusnak, President and General Manager of Triumph North America, about building a “dealer-first” culture and why dealerships must be community hubs rather than competing only on price. Rod discusses Triumph’s rapid impact in Supercross/MXGP and the brand awareness it’s driving, his background growing up in a motorcycle dealership and career across Suzuki, Tucker, and AMA Pro Racing, and how Triumph supports dealers through training, service fundamentals, and customer communication. They cover using AI to help frontline staff (not replace them), digital finance options with Sheffield, and how new products like the 400cc lineup and TXP 12/16 youth bikes broaden Triumph’s audience and lower average rider age. The conversation emphasizes service experience, staff retention, realistic event expectations, and focusing on market data and core basics to drive long-term loyalty. 00:00 Dealership Community Vibe 01:48 Welcome to Dealer Lab 02:13 Triumph Podium Breakthrough 04:57 Why Supercross Matters 09:05 Rod’s Dealership Roots 15:19 Dealer First Philosophy 19:33 Events and Store Experience 23:02 Service Excellence Basics 28:22 AI for Service Advisors 36:02 Digital Buying and New Riders 38:26 Triumph 400cc Strategy 43:14 Thruxton 400 Cup Idea 43:58 Why 400s Feel So Fun 45:38 Thruxton 400 Dream Build 46:40 Kids TXP Electric Minis 48:09 Brand Evolution All In 49:02 Dealer Margins Reality Check 50:06 Laddering Up Customer Loyalty 52:48 After Sale Gear And Service 54:37 Dealership As Community Hub 55:43 DGR Rides And Off Road Demos 59:29 Rebuilding Trust And Culture 01:02:30 Setting Event Expectations 01:03:35 Future Dealership Vision 01:03:57 Dealerships Need Identity 01:04:20 COVID Boom Then Bust 01:04:47 Community Hub Wins 01:06:33 Service First Survival 01:07:30 Future of Dealers 01:09:10 Know Your Market Data 01:11:39 Build the Cool Kid Club 01:14:30 Staff Investment Matters 01:18:07 Thailand Dealer Meeting Wrap