The Rise and Fall of Apex... Business at the Nürburgring!

[@borre_z]

I think I can speak for all of the lovely people I’ve had the chance to work with during my time at Apex, when I say that I’m proud to have been part of the adventure while it lasted. Some of the most exhilarating times of my life thus far, whether it was on track, in the office with the team, in the yard with the customers, or behind the camera. So grateful to have been able to provide a crazy experience to countless of likeminded people, and meet all of you. I’m really excited to see what’s next, and I can’t wait to come back up there to visit what will become of Apex. 🚙 Great video, Robert. Good that you’re keeping Tom busy. See you soon. 📸

[@RobertMitchell]

Borre, I’m ready for you to come back and make a guest appearance on media team! Pete is already lined up for a polish job on the e46 and you know Bruno comes around so I’m gonna put him to work too🤣🤣. Great friends were made in all aspects and points of the apex story.

[@tomstamp]

One like and we’ll bring back Borre. 2 likes and we’ll bring back Borre and Bruno. #LetsGooooo!!

[@matmul4850]

​@@tomstamp 7 likes so far. It's really happening 🙏😅

[@pumping1979]

Can somebody at apex pick up the phone?? I would like go get my money back. Sent emails, tried contacting micha.. paid to drive 2 laps in gt2rs, and then it crashed. Never heard nothing about it.

[@RobertMitchell]

@@pumping1979 hey man I’ll check emails next week and get you set up. The phones won’t be answered til spring

[@rfactorgo39]

The thing with this channel is that it is mature intelligent talk and community.

[@RobertMitchell]

just look at the comment section. kick ass group

[@MW-uy3np]

Should be a study at University on business planning / customer satisfaction / social media / etc

[@p00pie]

stop yapping

[@RobertMitchell]

@@p00pie so pleased to see we’ve reached you!

[@Invis_Space]

💯

[@guiporazza]

Apex it's a special place. In 2022 I went to the Nurburgring for the first time. I was quite lost where to go or how to behave around there. My first thought was "go to Apex"! It was more or less like a safe space to me, the team was super kind and explained to me everything. That's Apex. At that time, I left you a diecast of a orange Ford Maverick as a gift (hope you received). Greetings from Brazil!

[@RobertMitchell]

That’s awesome and thank you for the gift. Max has an amazing collection of all the little cars we’ve gotten over the years and it’s there on his shelf!!! A familiar space with familiar faces is all we want:-)

[@Fabsan84]

Still the only KZbin bringing fact to the truth. Humble and real, that's refreshing. Congrats Rob.

[@RobertMitchell]

That is until you start dropping the big content! I hear some rumors that some good stuff might be coming :-)

[@bruno_mcd]

After all this years, I still consider myself a part of the Apex team and will always do, it’s one of the things that I am most proud of and both the company and the people will be in my heart forever. We created so many memories between us, so much laughter, and even more than that, we made dozens of thousands of people happy on and off track. I am extremely proud to have been a part of it and all the people I’ve worked with. We had our up’s and downs but we always made the best of it. And will always forever be grateful for everyone that visited and commemorated with us, all the pictures taken throughout, and all the challenges we overcome over the years. Looking forward to see all of you soon. Fantastic video Robert! See you soon. ❤️

[@tuskanhunter23]

I want to turn these lessons into a case study for my MBA students. These are quality lessons that every business owner should consider given the unique circumstances and locale. Many thanks Robert for sharing this and being so transparent. All that said, an additional thank you for providing a platform to create life long memories. I know I cherish my experiences I had with the Apex team.

[@RobertMitchell]

Thank you for the humbling compliment! And honestly, it’s been our absolute pleasure to share the experience so far and we look forward to much more

[@juzoli]

Scaling up the business is a good research area, and a lot to unpack there. A lot of research has been done already, but not a lot of awareness. Everyone just rushes to make the business big, and sell. The engineering consultant company I was working as a junior, very intentionally stopped growing beyond 100 employees. That’s where you need to completely change management structure, and approach, and lot of companies don’t survive that.

[@mmmmmmmmmmmmmmm420]

I would leave out the bit about why the taxi business closed. If someone's buying your product, their motivation for doing so shouldn't matter.

[@yetidh9]

​@@mmmmmmmmmmmmmmm420 If you feel like you are working really hard and exposing yourself to financial risk for customers who can't appreciate that, or even appreciate the experience they are getting, it must be frustrating. Especially when they were turning away real enthusiasts to make space. From a pure business perspective, one persons money is as good as the next persons, but this isn't a straight forward retail business selling products off a shelf. This business sells experiences and requires personal interaction with the customers. I appreciate how open and honest Robert was about the taxi business.

[@juzoli]

@@mmmmmmmmmmmmmmm420 It does matter, as it affects their behavior as a client. They wanted to sell it to enthusiasts, not random tourists, who flooded their shop.

[@brunobrites]

Tier 1 fans right here.

[@RobertMitchell]

thx for the support Bruno!

[@SteveReed33]

Tier 1 reporting in. Hoping to make a trip this year.

[@David-uu1oj]

​@@RobertMitchell Thank you for this informative video. Few thrill seekers will seldom understand the expense to maintain a high end car safe, fast, and profitable. May your new directions be blessed with maintaining a stellar reputation.

[@Mr1Netrom]

In 2019 I got a road trip through Germany with a lap in the F80 as the main attraction as a birthday gift. As a motor head that was a huge bucket list item and surpassed all my expectations. What you at Apex offered was truly meaningful and I respect the will to keep the core values. I'm planning to do a university exchange semester in Germany in 2025 and revisit Nürburg and get to drive a lap as well as riding.

[@RobertMitchell]

This are the things that i really love to hear Netrom. Its exactly why we existed. See you next year when youre back and congrats on the exchange program, thats going to be a great cultural experience.

[@frederikjacob1985]

To be completely honest, i'm missing the amazing Tom Stamp, Tim Morley Racing, Bruno, Diana and George in most of Misha's video's... Loved the "old" team. So i'm very looking forward to see some of them back on the channel. Anyhow thanks for this insight Robert! As transparant as you are always are! Greetings from Belgium

[@RobertMitchell]

I was sad when the vlogs stopped too.

[@betaich]

Me too since the vlogs stoped I bareley watch any Micha videos because for me they are too same-ish

[@FlyITguy]

The highlight of my year (decade?!) was visiting Apex, meeting Misha (and Sreten from M539), renting a GTI and lapping the ring. Stayed at the hotel, so got a taste of the whole experience. Been following you all for several years. I was looking fwd to a return visit, but Im more delighted to hear you and the team are following your instincts and passion. Lesson for us all Robert. Truly grateful I visited when I did, TY for the amazing memory! Will continue watching, looking forward to the next chapter.

[@snap4433221]

Really missed these type of vlogs, with normal talk about life/business. Happy to see you back.

[@lordmaximus]

Thank you for a KZbin channel that isn't a KZbin Channel. Just good information from a good guy. Thank you.

[@RobertMitchell]

I appreciate that! I also couldn’t agree with you more. This is one solid group of people.

[@andreimadalinneagu]

First thing to do when Robert drops a video: Like, show appreciation and prepare for a good, on point, discussion full of good lessons. Great to see you back here!

[@RobertMitchell]

I hope that you enjoy it:)

[@andreimadalinneagu]

@@RobertMitchell for sure

[@ncarnaiz]

Thanks Robert for the updates and your transparency. Wishing you the best for 2024!

[@RobertMitchell]

Wishing you a great year as well man!!! Thank you for joining in on the fun

[@ncarnaiz]

@@RobertMitchell by the way "I'm Tier 1" , I made it to the very end.... hahahahahaha... 😀

[@RobertMitchell]

@@ncarnaiz never doubted you ;-)

[@billyskoda6839]

Thank you for your honest update Robert. My journey started when I was searching for Škoda Nurburgring videos, and I stumbled across Mishas channel and by association... Apex. Your set up has inspired me to re visit, I haven't been since 2019, mainly due to covid, upgrade the car following Mishas advice and in line with the advice you give, finally take the plunge and move to RLP, hopefully the Eifel. The UK is no longer a place that welcomes petrolheads. I'll be along once i get everything into gear.

[@stevelikesyt]

Tier 1!! Informative and inspirational. I still look back at your tire video from years back. How you rated each of the compounds used at Apex and your personal experiences. Has helped me shape my own perspectives on building my cars. +1 on all the deep dives on rental, taxi, finance videos I would love to see more updated technical videos like tire compounds, suspension etc!

[@RobertMitchell]

Glad you enjoyed the Tyre video! I’m always amazed at how many people reference that. Not sure how to top it. Lol. We have a lot of plans in coming on the exact topics you mentioned as well

[@markdavis2475]

Excellent film, thanks. Loved watching the evolution of Apex. My first TF lap was in 1985, I think it cost 2DM😀 Not been for many years now, but hope to return. A final thought, I heard an acquaintance say once,"your core business is whatever makes you money", I prefer to say "your core business is whatever makes you happy". Looking forward to the next episode.

[@bobo2186]

I have nothing but respect for you Robert. Honesty and transparency is harder than it seems to most. I was hoping to rent from you this year, but these past few videos make it clear on your reasons. Glad to hear you take pride in your work. I booked for two days this year when I will be coming out in case it is closed one day. We can only hope!

[@arandomthoughttoday]

Robert, it was a shame that I didn't get to experience an Apex rental but I do 100% agree that spinning down the rental is the correct path. When your passion becomes a job, it's no longer a passion. Can't wait to see more content from you.

[@RobertMitchell]

I agree, I wish everyone could have but I will never rule out some special ideas or chances to do fun things with rentals or loaners in the future:)

[@blondhelmet]

sadly I couldnt visit Nurburgring on Apexs prime, but I hope it still goes on for years as a community, as a point of convergence for gearheads and good people

[@RobertMitchell]

In all reality, I wouldn’t even call it it’s prime lol I really enjoy the different phases of Apex and have found so much joy in each

[@chemicaljuice3078]

Great to see you back. Life is more important than material items

[@RobertMitchell]

you could not be more correct

[@Wirenfeldt1990]

Pedantic counterpoint.. If i have to live in my car again, a Rolls Phantom is better than my up! Really great chat though.. Thoroughly enjoyed every minute

[@emenesu]

After having sparsely followed your channel for years, I have now subscribed. This is going to be an even more incredible run than taxis and rentals. It's like the 1 year of no videos never happened. And I can't wait to watch all of it. Keep rocking, Robert! And keep building!

[@RobertMitchell]

Welcome aboard and thank you for the sub. Really means a lot and we will do our best to earn it;-)

[@markeames5115]

This is going to be a fantastic journey. Super excited to see the 'ring through your eyes to enhance our own experiences. Great to see you back Robert and wishing you and the team an awesome 2024

[@RobertMitchell]

Thank you so much it’s really been a breath of fresh air going in this direction

[@chuckystang]

I was fortunate enough to visit from the US last April and it was the busiest day recorded apparently but the 20% you speak of, we are just pleased and amazed to be there including myself. I hope I get to go back again one day, it is a dream come true for all of us. You guys rock

[@RobertMitchell]

Thank you chuck. It will mean a lot to everyone involved to know you still loved it:-)

[@ChrisPlow]

Stayed at the Apex hotel back in ‘21 very nice bunch of folk, had an instructor for my own car and treated a friend to a lap in their GT2, genuinely passionate people, great location too. If they are booked I would also highly recommend Hotel am Tiergarten sure you know who’s family that belongs too. Great history and lovely family / staff

[@RobertMitchell]

Thank you for your business User!! Really do appreciate it and Tiergarten are great people as you say

[@janivo5218]

Hey Robert I just wanted to say that I really appreciate you being so open with everyone about Apex, it's history the present and the future. I'm super excited for what's to come! I've been going to the Nürburgring since I was 4 years old and have been following you and Misha pretty much since the beginning. Finally got to meet you guys in person for the first time during the Ahrtal Flood and I just want to say Thank you for beeing such a great welcoming company with amazing people and an amazing community. Excited to visit again this year and have some nice talks and laughs with everyone at and in front of Apex

[@mikemurphyhotrod]

I’ve been out in the f80 shirmer the g80 and also the gt2 mr and i can honestly say they really were amazing experiences.The gt2 with Tim driving is something I’ll never forget.Gutted it’s finished but understand why.

[@RobertMitchell]

You are Tier 1 in more ways that you know!!! THANK YOU

[@stuartsmellie4966]

Love to see you back and I appreciate the honesty about the business and why certain decisions were made. Def looking forward to the new builds and approach.

[@RobertMitchell]

I’s great having you on board Stewart and I look forward to sharing a lot more with you

[@steveb2139]

I've been following you, Misha & Apex since the very early days of Boosted Boris and the Sub7 Up. I even entered the 'Life with Apex' Competition. One thing that I loved from the start and that has remained, is your down to earth approach and passion for the Ring and everything automotive. I fully understand why you and Apex have ended up where you are today and am glad you can see yourself returning to the days of doing what you love compared to doing what you fee you need to do. I've only managed to make it to the Ring a couple of times since you've been operating Apex and on both occasions I've not been able to stop at Apex and met the team that I desperately wanted to as it has always been so crazy busy. I'm back again this year and really hope that this will be the first time I'll be able to stop an say hi. Keep on being the genuine person you are, it's refreshing in today's society and even more so on social media.

[@RobertMitchell]

Thank you so much and the comment brought me some fun memories too! I’ll be back after May and I hope you do swing by. You gotta do it!!

[@steveb2139]

@@RobertMitchell I'm there at the same time Rock Am Ring is on this year in the hope that once I get onto the track it will be much quieter. Hopefully you and the team will be there for that weekend?!?

[@tomstamp]

I think what both Bruno and Borre wrote already perfectly sums it up! Where have the last 7 years gone?! Our days at apex will definitely be those that we will look back on and remember for the rest of our lives, both customers and staff! For me the absolute highlight was meeting each and every person that visited from all walks of life, every person was so different yet we were all connected by one thing - the love of cars! I just want to extend thanks to everyone who came and experienced all that we had to offer, whether that be taking a rental lap, a taxi lap, photoshoot, hotel, merch....we really did have a blast! That being said, I'm excited to get back behind the lens and document these new builds. Bring on the new direction, we are ready!

[@Heinvanast]

Got goosebumps when you talked about the very beginning.. Just you Misha and Diana 💪 remember the building being basically nothing

[@cobratoxic]

Thank you very much robert for keep my dream of going to nurburgring ( by Apex) alive !! People need to realize the responsability that takes to do a lap, and also that you might not get the lap because of the accidents......

[@AndersVestlund]

Wow. 🤯 It takes a special kind of business owner and a mentality to decide what you did. To scale down a working (of sorts) and growing business for the sake of your joy and our joy takes a truly smart business mind. The next step of Apex will be a huge milestone in the automotive KZbin scene and I am sure that you will change the game in this area to. I for one became real excited that the ultimate track tool might get a revisit, the up! 😋👋🏻 Can’t wait for the updates, keep em coming! 💪🏻

[@CON1FER]

You’re quite right Robert - it has to be fun. Enjoyed listening to the background behind the decisions. Best of luck - I’m sure it’s going to be good.

[@RobertMitchell]

Can’t thank you enough for taking the time to listen and even more so for the comment

[@BM_PAZ]

Sensible decisions there Robert, so many businesses outgrow themselves to the point of collapse. It’s great to see that you’re all focused on your original principles of keeping it at a personal level for the people that love the Nurburgring and cars in general.

[@RobertMitchell]

Thanks for understanding and more so for saying hi here!!!!

[@mikeypv6]

I fell in love with the Nurburgring learning it from Sabine on TopGear and GranTurismo and since giving TV up in lue of KZbin content I've watched you and Misha grow Apex from the ground up and made me fall in love with the whole Nurburgring vibe/lifestyle which I'm yet to even experience but for sure look forward to it... I regret I never found myself in a position to meet you guys when it was all rocking but look forward to seeing what the future holds... Cheers Robert 🙌👌

[@RobertMitchell]

Well, we are all still around and the Chance will always be there for you to swing by and say hi! Hope we can continue give you some contact to hold you over until the time comes

[@mikeypv6]

@RobertMitchell thankyou keep doing what you're doing and I will keep working on that trip 🤗🫡

[@richybeattie]

Stayed in the hotel and had road photo shoot with Tom and Bruno in September 2018. We talked forever about project cars, my car, your own cars, such a great atmosphere, didn't want to leave. Returned in September 2020 and had a taxi lap with you Robert in the McLaren and Tim in the GT2RS. Will never forget those 2 laps, they were beyond special. But the atmosphere had shifted at the site. It was a hamster wheel and you all had a lost a little spark for sure. All still lovely people but running at 150%. You created something special and you should be proud of that. Here's to health and happy lives doing what we love

[@Kiszon666]

Men, that must be the worst feeling when you are loosing your ability to reach your fundamental goals because you were to good in what you were doing. When I decided to go to the ring for the ferst time in 2020 and decided to stay at Apex it was the best decision I made regarding that trip. My car broke down, became a member of LenzClub and beeing 1000km from home no mechanic in the area was able to help me and then George came to the rescue and help me to get my car rolling again. I would have to tow a car home if George didn't save my ass that time! And for the consolation prize I managed to get a legendary wheel bearing from the M4 destroyed by Robert Kubica so in the end I say it was great time despite the obvious obstacles 😎 Please say thank you from me to George again because I still owe him big time! Love the new direction! Excited for things comming in the future and being a member of Tier 1 audience ❤️

[@RobertMitchell]

Thank you for a thoughtful comment and I’m really happy that George was able to get you squared away These are a fun stories that we all really enjoy hearing, and are proud to be a part of I’d say the biggest downfall was not necessarily success because I don’t see it that way but it was really that there is only one Ring and space is limited

[@s3quattro10]

Looking forward to seeing some of these new builds! Understand the chaos definitely removes the fun from something you enjoy, turns it into more of a chore.

[@RobertMitchell]

Yep, the minute something turns into a chore you really have to reevaluate

[@aztecducky]

I'm sad I never made it there while yall were running the taxis and rental cars, but when I do make it there you better believe I'm staying with yall! Been watching you and Misha since 2017/2018, and I've been a huge car nut for my entire life. I still remember reading about the Nurburgring in magazines when I was 7-8 years old and being fascinated by it! I can't wait to experience it in person, and I will definitely appreciate you guys' expertise in the area!

[@GordonMoar]

Respect, Robert. An honest appraisal obviously from the heart.

[@rhabeldibabeldi6812]

Robert your honesty and transparency aswell as the way you talk and the decissions you make are what made me enjoy every single video of yours and dream about visiting you guys for a long time. Looking forward the future and if there is even a slight chance to enjoy the most beautiful car ever build, the E46 M3, build by you legends count me in 🥰

[@olavo1mc]

Though I am sad that one of my biggest car dreams is over (having a taxi lap in the GT2RS MR from Apex), I need to say that I respect your honesty Robert. I’ve been following your content for a few years and have always been a fan. Hope one day I’ll be able to stay at the hotel. Greetings from Brazil, Olavo.

[@RobertMitchell]

Thank you so much for the understanding. Keep a little spark of the dream though as we do hope to share some taxi laps on a track day or two in 2025:)

[@rjnation5042]

Sad to hear it's over for the rental cars, but you've all got to do whats right for you, I'm still looking forward to seeing what's next, thanks Robert, Rj in Oz

[@davidthegolfer]

I am an avid watcher of everything Aoex, Misha and yourself. Having been retired from a very complex business for a number of years, on screen, you made Apex look like clockwork. Your excellent explanation of the complex problems , limitations you faced were enlightening. Queuing theory was straight out of the window. I so understand why you made the decisions you have made. There is nothing worse than unfulfilled demand day in and day out, when it’s out of your control. I sincerely hope your new style Aoex brings so much pleasure to you, the staff and your followers. I really hope we can visit you sometime. Health permitting. David

[@ambersykes1419]

Really nice to see you back on KZbin making great, interesting videos.

[@RobertMitchell]

Amber, its great to see you around here still! How have you been?

[@jaelnava_]

I visited the Ring in late 2022 and inquired with Apex earlier in the year. I really wanted to book with Apex but I couldn't afford their pricing. I ended up going with another rental service but would have been amazing to support the business. Drove by the building and it was awesome to see in person. Glad to see you're still active Robert!

[@RobertMitchell]

absolutely nothing wrong with that man! I hope you had a wonderful experience and do look forward to when you swing by and say hi

[@Clutch_Kick187]

Amazing experience and glad I got to meet you all before it ended.. I could not have asked for a better ride on the ring.. It was immediately obvious you guys were there to live out your dreams rather than to get rich off of wealthy foreigners.. Thanks for making me and my wife feel like family and that trip will always be the top of the bucket list being checked off.. Thanks Apex..

[@MrTchou]

My only regret is that I couldn’t come soon enough to do a GT2RS MR lap nor an F80 lap. I came one week in August to work with the Eiffel helpers. I met Dyana, Misha and Borre, George was working a lot so I didn’t want to disturb him. I left a Rum bottle for you from Reunion Island in the shelves. I managed to do 2 laps in my Prius, one with the Helpers and one with Misha (torturing a Prius). You weren’t there but next time I hope I’ll meet you finally.

[@wtraub]

Robert, been watching and following Apex since almost the beginning...love where things are headed and happy to see Misha and the rest of the team also moving on. Looking forward to the BMW build and all things new with Apex...All the best and Nurburg still on my bucket list..

[@ralphin_rj]

Yup, I do miss the OG Apex just via social media! The vibe changed and I’m so much respect to you guys for realizing and addressing that! To man up and say this isn’t what it was intended to be! You guys have proved you’ll are beyond a rental business having great cars ♥️ Top tier fan of Apex, which made me love the ring!

[@ErikB750]

A must view for all of us doing taxi laps and/or provide laps as a driver on one or another track around the globe. Most of us started it with a noble idea and had fun. Keep the passion and fun in the game, it’s what makes autosport such a joy.

[@finnkrisDE]

Robert, thanks to all your employees and the company! I was there last year in May and had a fantastic Nürburgring experience! If I had to say what the coolest thing was, besides the red Golf, is definitely that the track and the Bilstein bridge is literally 5 minutes by foot from the building. Stood at the bridge for a good hour the evening before the day of driving. Hope to see you guys this May again!

[@arthurkennedy2761]

This was so helpful Robert. I have been going thru all phases of separation from the fun place this was when you were active. It all makes perfect sense now. I guess I should have taken my wife up on the offer a couple of years ago to purpose-travel to the Hotel and take a taxi ride with your team. Missed that opportunity. But looking forward to this "back to basics" interactive channel again. Love the whole team. Also, have been a huge supporter of your team store each year and that hopefully can get integrated into the new (orig) business plan.

[@RobertMitchell]

Really appreciate that man and of course you’re still always welcome. Maybe no taxi laps for now but still good chances to hang out and enjoy the Ring!

[@ethan_samsel]

This evolution of Apex & the channel is something I'm thoroughly excited about. Being a petrol head & nurburgring fan. It all makes sense & a big congrats to everyone knowing when to say it's too much. I'm so happy & excited for the whole Apex team. Welcome back Apex! Tier one!

[@matthewriggle4706]

Thank you for doing this Robert. I found you and your channel because I'm a gearhead, and I enjoyed watching Nurburgring laps. What kept me coming back were the people, their shaired love for the sport, and their authenticity. I truly enjoyed when you restored the old Chevy pickup (I have some of those in my past as well). Your openness about business and candor about how things work in general are valuable, and I hope will help to steer the insanity of social media, and society back towards a reasonable norm. I look forward to seeing your future adventures.

[@RB30ZED]

3rd of April 2019 I travelled from Australia to do a cold wet lap with Tim in the 600LT and it will live with me forever, cheers and thanks for the opportunity

[@ccar1332]

Thank you Robert for a frank and informative discussion on where you are headed. I stopped by (as I do every year with my F80 since you opened), in August '23, and didn't have the heart to ask why it felt so different than every other time I stopped by. I am glad your team will continue, just in a different format. All the best from a Canadian fan of Apex.

[@Mikeruggenberg]

It is amazing to have been a small part of the story, it was such a great time. Looking forward to the future!

[@petekosowski3858]

I wanted to thank the team for a fantastic experience when I visited Apex a couple of years back- I had no issues and was able to fulfill a bucket-list item. I wish you all the best of fortune in the future.

[@bastieschenbach9814]

It’s sooo good to have you back Robert! A businessman with a level head on just explaining the facts. And SO much knowledge. Would LOVE to do an internship with you someday. Seems that there would be so much to learn and absorb. Thanks for coming back, your videos made my week so much better. THANK YOU! 😊🥰 Have a good rest of your evening and an awesome week(end). Sending good vibes from Bavaria, Basti.

[@PenguinScotty]

Having had the opportunity to enjoy the GT2 with Tim and McLaren with you was great, however even during the height of Covid when traveling was so restricted it was obvious how busy everybody was with all the programs. Everybody was phenomenal, friendly, helpful and the hotel was perfect, however there was definitely an air of not being able to take a breather by the staff. That was part of the reason why although i wanted to talk cars and Ring, everybody seemed so busy that i did not want to bother anybody. It makes a lot more sense now that you talk about it. Again, zero complaints about anybody or anything though, my trip was nothing short of perfect start to finish, so thank you all for that! It's honestly impressive realizing where a company is and actively changing direction this hard, contrary to what we often see in the sense of just grow it quick and then selling a bloated husk of its former self. Naturally, i don't think APEX was EVER about the money and more about the enjoyment, so the change is a bit easier to do than other ventures, albeit still not easy. Absolutely impressed by figuring out what APEX is about and going back to basics. I'd be curious how this change is from a business perspective in general. The new direction of building cars you want to build are 100% up my alley and i'm super excited to see what all will come of it. The different approaches to building a car between the US and Europe are intriguing already so i'd be curious to see the reasoning for X over Y, etc. Either way, thanks for another video! Excited for the new direction and all the best to the crew!

[@jonfollows7553]

Every time I’ve excitedly interrupted yourself and Misha at the entrance or Apex carpark it’s never been to much trouble to chat/laugh. I’m happy to watch any videos. Most excited for the build tours and the breakdowns of what’s what, or even why’s why 😂.

[@raphaelguillot6840]

I would like to say thank you Robert for what you’ve made with Apex and all the team, I came here several times for Taxi laps, buying some merch and some stickers (on my Polo GTI, you will see it on Misha´s vidéo 😛) and every time we spent good times with the team to talk cars etc. I also meet Borre in France for a shooting of my car and that’s all thanks to Apex cause I knew him from you guys. I will definitely come back this year to see what Apex will become. Go for it guys ! 😉

[@allensaunders449]

Might sound like an odd comparison. Eagle cars of UK build a small amount of special jags. Hand made beauties. Doing an interview with the people who work there. They love what they do only making a handful of cars a year or ever . They don't want to grow larger. They want to remain. A small boutique car maker. Been doing this for over 30 years. I love that philosophy. Be happy with your business

[@RobertMitchell]

100% makes sense and not a bad comparison. i hope for them they can keep that balance. I know that it has to be easier selling a higher end car vs renting / doing taxi laps for a couple hundred a pop. We were very lucky to have such a huge market but it was also made it very easy to hit capacity

[@rahulsudhir666]

They're the one who make hotrod E Types right? I remember reading about them as well as watched Clarkson's video on TG. Truly beautiful cars.

[@sari254]

Just by watching this video its once more reminded me how articulate and great communicator Robert is. If this guy gives you a presentation for a product or service. How could you even say no, great salesman, such a talent in his craft :)

[@JJsAutomotive]

F80 M3 "vet" here. Thank you for allowing us the experience.

[@RobertMitchell]

I think it’s so cool that we were able to build such a car and that so many experience it.

[@paemt6220]

As a tier 1 Robert Mitchell viewer, I would happily listen to anything and everything you want to talk about.

[@newdarkagenow]

My favourite videos are always the ones with just you or you & misha talking business and cars, good to see you back on the tubes

[@CheebiCeg9]

Brilliant 2nd follow up video! He is backkkkk! Can't wait to see more from the channel.

[@DIYPrecisionTool]

Not everyone appreciates a "Leg Lamp." Those that do, get it, love it, and must have one! I've found that, more often than not, my enthusiasm and love of cars, engines, sounds, and smells of motorsports is not shared. If it's not shared, I feel it gets wasted like a fine wine to a drunk. Completely understand the struggles you share. Godspeed!

[@RobertMitchell]

I know what you mean diypt, really do!!!!!

[@fltribes]

Robert, it's fantastic to have you back. Thank you for sharing your adventure with us. Be well and maybe another lap in your pick up truck sometime...no pressure?❤🇺🇸😂

[@terrysandoe3531]

Thank you Robert for such an honest and frank account of what it’s really like to run a modern service based business within the motorsport genre. Fascinating insight and I can fully appreciate your comments on knowing when to say is the right time to evolve or adapt your core business culture. I wish you all the successes in the future with Apex and look forward to more great content and updates from you and the team. 🏆🥇

[@sbuzzkill]

Man thanks for the look back through your history and mindset. Really nice to see grassroots as your emphasis. Back in the day I really enjoyed the early discussions about strengths and weaknesses of your rental cars and taxis. I look forward to following you into the future. I’m a dude on the other side of the world that only gets to watch KZbin, but your videos have been really immersive into the Nurburgring culture. I really appreciate your hard work to bring us into the bubble.

[@fltribes]

DID-TOE 😂

[@harvo351]

It's rare to have vision coming from a position of passion over profit . . . Looking forward to the day I can book my stay at Apex !! Thanks Rob, enlightening and refreshing as always !!

[@derektarrant9232]

It’s great to see you back, and it’s refreshing to hear/see the honest truth about how Apex evolved into almost a beast, but how you (and the team) have actually had the stones to say no - we need to change and to refocus on what makes you happy, which will feed through to anyone visiting Apex because the team is enthusiastic and enjoying it

[@sethwhiteley5595]

Came two years ago specifically for Apex and had an amazing Lap with zero traffic (it was a weird combination of scheduling and season), glad to have been part of things.

[@ramblingsofafatbrokenman1211]

I've really enjoyed these last 2 videos since your return on KZbin. You look so much younger & more relaxed since your return. I'm happy for you & your family that you have found the right balance in your life & business. All the best for the future

[@TrackItYT]

Always refreshing listening to the CEO of my hobby

[@RobertMitchell]

Welcome back man!

[@MrW8411]

Really excited to see the build process and explanations. This is the type of content that’s so hard to find and 100% me. Glad to have you back Robert! Looking forward to seeing your plans come to fruition.

[@UweCaspart]

I´m vey curious how the "new" Apex will be. I spent nights at the hotel, rented the M4 several times, had a lap in the GT2MR, had my cars driven by Misha, stopped by to do air pressures, got good advice from George, Diana helped me find places to get my cars fixed on a weekend when something went wrong and just stopped by to have a chat with other guys while track was closed. All in all somehow the "Apex Experience" was the reason, why I went from one day a year to 300 laps last year. Apex: 👍

[@mikeybee6061]

Thank you Robert and good to hear the plans. Personally I would love a video explaining the ins and outs and the nitty gritty of rental cars, track tickets insurance etc of the Nurburgring. Thanks again.

[@gtrrideinluxury5814]

This one off the very fill channels that I watch without doubling the speed. Always a pleasure to hear Robert speaking about any subject tbh. Anyway I was missing the videos, hope that you continue with them! Greetings from Brazil

[@tractioncontrlol]

The candidness is really appreciated and helps shed light on why the Ring is such a fascinating place. It's a little bit sad to see Apex become a victim of its own success, but its very cool to see it change on a high note! Apex crew has been central to my experiences at Nurburgring and always exceeded expectations- my first in-person lap was a 600 LT taxi with Ice Cold Moritz that I'll always remember

[@fabianspec_exe]

Can't believe how fast it all went by, I still remember when you took me out in the green 570S. I will never forget that you just casually talking through the 'easy lap' and me being totally mind blown.

[@michaelnievelstein5952]

I am beyond excited to see how the builds will turn out and perform. The experience regarding the track, the cars, the componentes, the setup etc. you guys collected over the years is such a massive value in my opinion so that the outcome can be something big. Huge respect for the decission to reduce business in favour of preserving the passion. All the best and please keep us posted on this journey ;)

[@RobertMitchell]

Will do Michael! Really excited to get back into the tech side of things as we ramp up the builds

[@SETAGAYAN]

Thanks Robert. Everything you said was incredibly educational and very understandable. I did drop by APEX in late May 2023, but it was after hours and I had to be satisfied just watching the building with Mishas 86 parked outside and continued to Cologne to meet friends and enjoy some Kölsch beer. I will continue to watch what will happen next, and some day we may meet in person. Cheers, Stig

[@sendboi_9726]

First time I heard you talk I knew how much knowledge you have from business side and racing in general. It's nice to see you back Robert!

[@tibrongyori9743]

Mad respect to Robert and the team at Apex. I’ve been watching Misha and Robert from the early days and my favourite thing about these guys is they love cars like I do. I’ll make it to Apex one day and it will be a dream come true!

[@RobertMitchell]

We do love cars!!!! Hoping to see you out man!!

[@tibrongyori9743]

@@RobertMitchell thank you Robert.

[@MrSchnullipulli]

Holy crap. An hour ago i finally found time to watch the last video. Now there is another. Today is a great day. I missed the videos because I always felt like I have learned something instead of just mindlessly wasted my time consuming nonsense. Great to see you come back!

[@Mertzy63]

Happy to hear that the e36 is gaining traction again. I started following you guys at Apex (on Misha's channel), and I always love rewatching the videos of where you guys did a walkaround of cars you were working on, as well as what the next plans were. You definitely got a sense of that "small team" feel, and it made seeing what you guys were doing that much more enjoyable. I'm hoping that lowering the intensity level will bring a better environment for you and the team. Keep being awesome Robert!

[@sylvainjamais904]

Thanks for sharing Robert. I enjoyed following the Apex adventures so far. Maybe some day I'll get to come and enjoy what you're turning it into now.

[@vittorio_nichetti]

I always wanted to come to apex, not only for the cars or the Nurburgring, but just to talk with you and misha. I really loved the technical videos that you made and I think that a lot of what I know today about cars comes from them. For example, I discovered what bump steer was with your video on the supra mk5. Also, I always liked the talk that you did about cars and their peculiarity and the pros and cons of the different models. So I’m actually really happy that you will make more of those technical videos where you talk about suspensions, tires and car setup. Can’t wait for the project cars! 👍🏻

[@WillW4]

I had two taxi laps, one on car freitag 2019 in the blue 600LT and I won one from a competition you ran in 2021. Both incredible experiences and both times the apex team took the time to have a chat with me and make me feel more than a customer. Its a while since I've been over to the nurburgring but I'll be sure to pop in when I am next nearby!

[@timessix8434]

The thing about not controlling your biggest ”asset” (the track) really made me understand your decisions. Good point - well made. Thanks Robert.

[@tradosh]

Great video again! Tier 1 only! Can’t wait to continue to follow the journeys!

[@RobertMitchell]

Can’t tell you how happy I am to have you on for the journey as well

[@tradosh]

I loved my visit back in 2020 in middle of COVID and being able to enjoy a few laps in Polo! Been trying to come back since but things get in a way! However it’s great to see how things are changing and been following you guys since beginning and it’s always been a fun and informative to watch you and the rest of the team!

[@DaniPiros87]

I've never been to Apex, nor the Nürburgring, but this combination sits very high up on my bucket list, and that is mainly because of the concept and vision of this place, and you personally, dear Robert. This is an outstanding and endlessly cool thing. I have an og Apex hat though, and I wear it with pride 🙂😀

[@Frankestein01nl]

I got to visit Apex in 2017, with the goal of doing a number of laps on the most amazing, yet scary track in the world. Having had alot of Simracing practice on the virtual track, i did take a rental (from Apex) with insurance and with the first couple of laps with Misha as my instructor. Having had a couple of track days before, the Nordschleife was still an intimidating track. The surface conditions through the different days was enough for me to not push it as far as i could, do a slow run first to warm everything up and get aquanted with the conditions.... it was great fun, doing just 10 laps in 4 days, having a walk around parts of the track, making pictures of other cars on track, unfortunately seeing a favorite car having lost a wheel in an unfortunate accident, then sharing the photo's with you, Robert and just chitchatting about the goings on around Apex. It was a truly heartwarming experience, staying in the hotel and meeting up with the rest of the team as well. Then ferrying Misha and Tim to T13/Sabine Schmitz corner, because i had the only 4 seater available, lol, to see a live recordrun of Porsche on a tuesdayevening... i loved every minute of it. The Nurburgring was on my bucketlist, the time spent there was amazing. You are a special bunch of people and i thank you wholeheartedly. Will i be back? i really dont know, i'd like to... Every now and then, i grab the pictures again, run through them, the video's as well... For what it's worth, thank you very much for organising Apex. I've learnt alot, i enjoyed alot, and i watched alot (of video's ;) ) ánd i get to say that i had Misha as an instructor. Now that you've (all?) lost weight, i dont dare to ship any more stroopwafels and AA to there. Any other requests from the Netherlands? Kindest Regards, Frank.

[@famtastic6367]

I’ve always been a fan of the sit down and explain everything videos and in the future videos being a massive car lover and petrolhead but admittedly not having a clue how to fix things and what to do to make cars better for track use and what parts and manufacturers are a good option to go with I very much look forward to these types of more in depth builds rather than the what has become the generic “im strapping bigger turbo’s and mapping it to over 1k hp” videos! Good luck to everyone that is moving on or staying it’s been a pleasure to feel part of the family you’ve built at apex even though I’ve only visited once in the early days! If it wasn’t for the world being put on lockdown for a while I’d have been over more often and now I’m nearly done on the build on mine I’m sure a few trips are coming soon

[@Mpower-hz4gk]

I'm lucky enough that this will be my 18th year visiting TF from the UK. My friends and I have done great laps in your F80 M3 600LT (well the 720 was broken) GT2MR G80 (while it lasted) Thank you for all the smiles, we hope to see you guys again in the Summer. Good luck with all new ventures 🙂

[@marcjason4665]

Great video. Thank you! Looking forward to many more.

[@RobertMitchell]

Thanks for watching!