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]

💯

[@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 :-)

[@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:-)

[@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

[@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

[@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.

[@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

[@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.

[@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

[@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......

[@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

[@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.

[@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.

[@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!

[@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.

[@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:)

[@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

[@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!

[@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:)

[@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!!!!

[@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!

[@iansmith7871]

I was a regular follower from the 'Diane/Mischa' era but not since as unfortunately real life has jumped in the way. This video is therefore super interesting. Brave move to say when is enough and i look forward to updates on the slimmed down structure. Taxi and rental videos in detail would also be cool. 👏

[@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

[@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.

[@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:-)

[@Heinvanast]

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

[@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: 👍

[@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

[@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!

[@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?!?

[@GordonMoar]

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

[@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

[@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

[@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 🤗🫡

[@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

[@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 🥰

[@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..

[@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;-)

[@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

[@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 :)

[@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.

[@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

[@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.

[@Mikeruggenberg]

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

[@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.

[@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..

[@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! 💪🏻

[@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

[@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

[@idonjohnson6999]

I’ve been coming to the Nurburgring every year since 2008 and I’ve seen it become from very popular to just too crowded. And how Apex came about, but I had no idea you already stopped the taxi business and now also the rental business. bomb drop.

[@RobertMitchell]

It really has gotten to a point where it’s difficult to enjoy some days

[@idonjohnson6999]

@@RobertMitchell tell me about it. The 2009 Top Gear challenge with Sabine (RIP) is in my mind what kickstarted the hype. And then social media came and just killed it off. Reason I made it my summer holiday since 2009, so I could drive around during the weekdays as weekend are now just Russian Roulette. But through the years, even weekdays are crazy.

[@derekwhittle1885]

Passion before profit. Unusual these days. I saw the issues/challenges in the trips I made to Apex and this is certainly for the best. Let's just keep it fun.

[@RobertMitchell]

Thank you for the support and confirmation man!!!!

[@roadrash959]

Tier 1 wall flower checking in. I've only managed to get to the "Ring three times over the years. I live in Canada and it ia a large commitment, both in terms of time and money, to get any lap time in. I have followed Apex since the beginning, mostly through Misha's KZbin channel, and was lucky enough to win a Nurburgring 360 book through your Instagram contest (which I picked up in person, by the way). I look forward to following the future of Apex and I will stop in the next time I get the chance. My plan is to bring my own car ( an FBO E90 with suspension and brake upgrades) and run a few laps. Maybe I can stop in and have George ( if he's still around ) give my car a quick once-over before I hit the track. Best of luck with the new direction of Apex. I'll be watching.

[@shiftdnb]

When I started watching Misha and watched you guys build Apex, I made it a bucket list to experience not only the Nordschleife but Apex. I'm glad I got to experience it in 2022 renting a car and getting a taxi lap

[@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!!!!!

[@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

[@speedboy6663]

We often hear the saying that I wanna do what I love and the best scenario is the one where my passion overlaps with my job. But I guess Robert's story proves the fact that it's better not to take your hobby as your job

[@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

[@markythegreat]

Building and selling cars built for the track would be a really cool direction to take the business. The sheer amount of 100k euro cars lapping at the moment tells you there is big big money in the Nurburgring's users but a lot of it is in held in the car, not spent on the laps or rentals. There's been a massive change in the average value of car lapping since 2016 which I imagine you guys have observed too - tap into that and it could be good way to stay passionate about the ring without the logistics of taxis and rentals. And with the marketing impact you guys have, you can probably convince a lot of people who might dump 100k on a flash car that actually isn't set up for the track and instead put it into something purpose built, with passion. Keep it up guys.

[@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.

[@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

[@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!

[@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

[@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

[@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

[@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 :)

[@snellewilly]

the team at apex are top tier. when possible, they are always open for a small conversion. i remember dropping some materials of for dyana. and she was almost burned up. about those rental cars. i wil be back on the 24/03. i hope to see you aroumd apex.

[@cospower]

Thank you for the update. Want to tell my experience as a huge car and nurburgring enthusiast and visited apex but unfortunately my experience was not like i hoped for. I thought there would be a lounge or bar where people where working but also having good time, instead it was like a factory and you could feel the rush almost. Misha did made time for 5 minutes and i noticed he had busy agenda, probably driving cars and posting them daily, hopefully he has some fun doing it this often.

[@helmetculture]

I visited the Nurburgring in October on the way to Hockenheim for DTM. Came from Canada. Made sure to stop by apex and say hi you guys were amazing and very friendly

[@coldhillgarage]

I went to rent your cupra w instructor this last season, mindblowing experience for somone who have not been there before. Really glad i did,and i will for sure be back some day. ✌️🇸🇪

[@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!

[@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?

[@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

[@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.

[@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!

[@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.

[@dan3092]

Old skool ring Bangers sure to build the best cars can't wait to watch the progress with the E46 I'm booking the Hotel for 2025 and bringing my Compact great to have you back Robert with George it will be great value missed his banter and tech talk.

[@julianthompson9824]

Outstanding video. I don’t agree with a lot of it but I love the way you’ve explained it and I wish you fabulous success with the new plan. For example - You have a hotel. The hotel is fully booked. There are no more rooms. You can’t squeeze “just one more”. That’s only the same as laps in the calendar if you run a realistic schedule. And, people travel a long way to see animals. There are no refunds on your safari if they don’t show, just the same as there can be no laps if the track is closed. It’s about managing expectation and I don’t believe that’s the issue. Ultimately I believe the problem comes down to cost. The actual real, real, real cost of a flat out lap in the cars you were choosing to buy, after all expenses are factored in, would put the experience out of reach for all but the wealthiest enthusiast, and risk those who don’t understand business from believing that you’re simply profiteering when in reality you’d just be making an honest profit. This is especially true given that you have an unknown and extremely scary maximum cost of a lap Vs revenue of a lap if someone crashes the car which is almost impossible to factor in even if the car is insured. Then that crashed (or even broken down) car being unable to make runs and earn then skews your numbers further, making even less profit, whilst all the while costing money sat there. Even if you strip that analysis out of it, the fact that non enthusiasts just fancying a thrill hit were prepared to pay and queue up tells me that the service was most likely underpriced by a lot, Robert. I don’t think they’ll ever be boarding people on space rockets and whizzing them round the moon for a cheap price, and, really, racing driver demonstrations of the world’s fastest poster racing cars around the world’s most famous track simply can’t be financed privately by people that don’t REALLY want a go. Just my 2p, have a wonderful season.

[@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❤

[@charleslinlinker1479]

I've been following you guys since I've I became a gearhead (around 2018) so it's a shame I wasn't able to be at the ring while Apex was still in the rental business, but thanks a lot for sharing with us everything behind the decisions. I wish you guys the best! Much love from Brazil! 🇧🇷

[@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!

[@marcjason4665]

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

[@RobertMitchell]

Thanks for watching!

[@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

[@CheebiCeg9]

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

[@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!

[@henripuustinen4642]

I watched the Apex Vlogs since day one. They were so nice to watch and it was really nice to see it evolve. But one could see that the vibe changed from the OG times. I would really like a video where you talk a bit about older videos, a bit like the special feature audio commentaries on movies. Also maybe sit down and tell some stories from the years of some memorable moments, like the people bailing from a crash, good and bad stuff that happened and so on.

[@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! 👍🏻

[@demolitionman7510]

Good video Robert. It's still a shame I never get to experience my GT2 lap (I still got credit for it). As a kid with family living in Mayen I went to the Ring many times in the 80s and 90s, went to see F1 races and 24h, did tourist laps from being a toddler to driving myself, saw the evolution of the Nürburgring audience as well as the demise and rise closehand, but never got to experience the Nordschleife as it was meant to be: fast and hard. Best wishes, Chris

[@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 🙂

[@LMNii98]

Really looking forward to the build video's. You mentioned something about building a daily/track hybrid which i would be excited to see as i'm in the process of building something like that! In my opinion no one really offers that type of content on KZbin right now so i think this would be helpfull to a lot of people.

[@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.

[@jouleskelvin]

I've been to the Ring several times. I've stayed at Apex and have rented many cars from them. Always a great experience and wonderful people to interact with. Looking forward to seeing this next chapter. Car builds, especially for the greatest track in the world, will be epic! Don't forget to include food shots. 🏁

[@rick6738]

Fan since the beginning all the way back when Tim still was a mechanic, loved the atmosphere! I just made the hard decision of quitting my old job, as you've mentioned one of the tough decisions.. You were exactly right with, when is enough, enough👍 I've stopped driving on the Nurburgring but i still go on holiday every year end july, begin of august. The surrounding and everything is just awesome. But i don't have to risk anything anymore. Just enjoy. Good luck with the new business plan!

[@teabaggins3517]

Can totally relate to that and I think you did the right choice. After Covid here in Japan I stated taking car guys in my R35 GT-R to Daikoku Parking Area (biggest car meet place in the world). Money was good but as soon as I advertised on Airbnb the booking went off the chart and often it was moms with their 5 years old kid or people just looking for an experience.. Slowly the fun went away and I decided to completely stop. Now other people started doing it and Daikoku is full of tourists that don't really care about cars... I'm excited to see the builds you make. Been a long time follower and I really missed the real car discussions.

[@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?

[@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 😂.