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.

[@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.

[@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

[@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

[@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.

[@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!

[@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

[@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:-)

[@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:)

[@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.

[@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

[@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

[@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.

[@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?!?

[@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!!!!

[@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!

[@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..

[@jonpeddel9616]

Having been to the ring a couple of times, running a business that relies on it being open without issue, sounds like a massive headache.

[@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:)

[@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 🥰

[@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......

[@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

[@GordonMoar]

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

[@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.

[@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

[@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

[@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

[@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

[@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! 💪🏻

[@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!

[@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!

[@Mikeruggenberg]

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

[@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!

[@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

[@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!

[@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 😂

[@CheebiCeg9]

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

[@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

[@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

[@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?

[@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

[@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

[@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.

[@dule0911]

Glad to have caught the last chance in October to drive some of the cars from the fleet. The plan for the spring was to try out the Cupra, as in October I had to settle for the red GTI, budget constrainst. The way the GTI was setup left me almost speechless, I did a 8:45 btg without trying on my 7th lap total, during my first day on the ring. The key thing is why I tried the GTI, because I didn't plan to at first. One factor was the instructor. He was so good in the one lap we had, he suggested what to take next (was driving the 230i). Next, the general wibe at apex, you want to spend more time there. Everybody is so nice and had the same petrolhead disease. Hence why I planned to come back for the Cupra, but going back to hang out will be equally fun, looking forward to it! Wishing you all the best and looking forward seeing the builds progress. P.S. If the GTI and Cupra move to some other rental fleet, it would be good to know where :)

[@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!

[@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

[@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..

[@timbis88]

Robert welcome back I have been following you and Mischa for a long time and can appreciate your business decision. To do a lap of the ring is a bucket list item for me especially as a fellow gear head. Please do a video on the cost of a rental car at the ring, explaining the nuisances of insurance. Having watched all of the videos over the years I understand the cost involved in repairing the barriers at the ring, always felt when I looked at pricing was out of my budget so a video breaking it all down would be appreciated. I look forward to watching all the car builds you do going forward, all the best for 2024 and beyond.

[@baggszilla]

YESS! I see even a brighter future for Apex now! With cars like the E46 M3 and maybe some air cooled Porsche's and maybe even some nostalgic Japanese classics as well! I can't wait for the future! Thanks Robert, Cheers!

[@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

[@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

[@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

[@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.

[@dajobra]

Hi Robert, Welcome back! Good to see you relaxed and looking sharp. What ever you are doing it is clearly working, so keep on doing it. Don't forget about the random cosmetics reviews, I have had no idea what suncreen to buy for years now. Keeping it light, it is kind of funny you got that 80/20 passenger mix because of your own marketing. I think you could have tried to restrict the maketing and booking options and get that target passenger ratio up, but I get the stress factor. So can I drive by for a coffee at Apex now or is that to much?

[@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.

[@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

[@thelazycaptain]

Probably the only time I know for sure I'm going to sit through a half-hour video and watch and enjoy the entire thing is when You are sitting in front of the camera. Thank you for the clear-up. One complaint is have is the title of the video. It really had me. This surely isn't a fall. I was introduced to you through Misha's channel back when he had below 50k in subs. It was the Christmas of 2017 and I remember watching almost all the videos of the hotel Rebuilding and the Barn's transformation. I never had the chance to come and see you in person but I was going through terrible times back then and your content really made my life better. So you are my family tbh. So, looking forward to seeing you keep being "one of the best car content creators on the internet". (that was a line I used in my #lifewithapex entry video). Greetings from Tehran.

[@filipdvl6776]

Very glad to have you back! Great content ❤

[@RobertMitchell]

Filip, hope youre doing well man! Thanks for checking in

[@filipdvl6776]

Glad to hear your voice again, you’re like a far away car soulmate 🙏

[@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

[@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.

[@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! 👍🏻

[@dimitri_43]

Thx robbert to always be so honest with us, I have been following you since the build-up of Apex and I have never seen such a beautiful team and/company that are so honest and so open... it's a pity that you are stopping with the rental cars, but I understand you also too much is too much, it's not just the income and so on, it's also a team you have to take care of :) Whatever your plans are with Apex, I trust that everything will turn out well

[@mytwocoins]

Great to get caught up and exciting to hear about the future. I still dream of getting there and doing laps and visiting the gang of Apex folks I’ve come to know trough the KZbin. I will absolutely want to stay at Apex hotel so regardless of who’s car I eventually get to experience the ring with I will certainly get to enjoy taking in the happy and relaxed atmosphere around Apex. Good to see you again Robert and hey you’re looking very healthy and relaxed these days so your on the 🏁!

[@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 😂.

[@JH-mc5ko]

Your honesty in your videos is really refreshing. It’s a goal of mine to visit APEX one day and looking forward to seeing what the future holds for the team as a whole!

[@RobertMitchell]

i know we will make it happen man! Looking forward to the day for sure

[@DennisfromMunich]

Man, I’ve been following you guys for so long and I was saving up to eventually be able to be an Apex customer. But I am not even unhappy that you are closing the rental business because you are just so real open and honest about everything. I’m extremely excited for what everyone is coming up with! Top Tier 1 forever!

[@Heinvanast]

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

[@SKODA20V]

Great honest and open video, you didn`t need to explain but you chose to explain thats what makes me a Tier 1 subscriber thanks Robert - great to have you back !!!

[@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 !!

[@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!

[@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.

[@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

[@padraigg9508]

Its great that you are back making videos Robert. I have been meaning to get to apex for the last few years now but with work it never happened. This summer we are moving to Portugal feom Ireland so wont have a chamce this year either. But i am looking forward to coming to stay in the hotel in 2025 with any luck.

[@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 ! 😉

[@cyjan3k823]

So that comeback is real, amazing. Happy to see new videos

[@derwissenskiosk8041]

I just loved the UP! It was such a nice package and was all you needed for a good time. Also i guess the cost of operating it must have been more than manageable. But I guess not many people cared for it since it was just an UP! maybe that's why it was sold after all allthough it was such a good allround playbox? Could you command on that?

[@sheldonnelson1887]

Great to see you back Robert, and thanks for the update. Maybe you've already done something like this - but I'd love to have a kind of origins video of your story (How you got to Germany, what are all your other businesses, what lessons you've learned along the way, etc..) Something that could be pretty inspirational for us wannabe Entrepenuers...looking forward to your incoming content!!

[@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!

[@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.

[@mansfield1971]

Good to see you back and looking forward to the 'build' videos as it's more my type of thing. Would be interesting to see a video on the economics involved in a rental/taxi business.

[@theNanaki1]

Thank you for explaining the Apex situation in some more detail. I am curious to see what cars you will be working on and ofcourse the end result. Keep the videos comming, they are awesome!

[@RobertMitchell]

Sure thing! thank you for joining in on the fun

[@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!

[@bjorndefeyter9883]

This is exact why I watched every single video from micha ( and You Robert ) untill 1,5 year ago. I follow micha from the time he was 'boosted boris' last year i unfollowd Micha, it wasnt fun any more... I really love your honesty! Great video! Cheers❤

[@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!

[@miguelfiestamk1]

Great to have you back on youtube, always apreciating your talks

[@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.

[@3m4rder]

That sounds like a nice and relaxed plan. I've been following Mischa for longer than Apex has been around, and I've been following you since Apex has been around. It's been an amazing journey so far, and I don't think the content is getting any more boring with the more relaxed daily routine.

[@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. 🏆🥇

[@skrubbestrup]

Deepest respect for your decisions and thank you for sharing them. My brother and I had the pleasure of visiting Apex, just around before it/you guys became balistic famous... We had good correspondence with Misha and Diana before coming to Nurburg, and had a couple of nights in the awesome top room of Apex hotel. We did a couple of laps with Moritz in the 720s, we rented the Polo GTI and had some fantastic instruction laps with Tim, and we just had a blast hanging out at Apex in 3 days... ...now, recently talking about doing it over again - my thoughts actually was, that I don't think (with all the deepest respect) that we'd ever find the same vibe and experience again, anywhere at the Nurburgring, as a package, than we had and with Apex some years ago.... ...and I actually think, that that is a fact. Following Apex, Misha, Robert, The Nurburgring, etc. as a car and racing enthusiast, things and popularity has clearly changed over the last 5 years. We will keep hold to our experience with Apex, till we can't remember anymore, and stop by Nurburgring once in a while, just to be there, feel the smell and have a lap... Thank you Robert, Misha, Diana & Co. for a memory that will last !! Best regards from Kenn & Thomas, Denmark