The Business of Racing – Ep175

Visit Victoria at: https://www.kellymoss.com/

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You have found Authentic Business Adventures

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The business program that brings you the struggle stories and triumphant successes of business owners across the land.

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My name is James Kademan,

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and we are with Victoria Thomas
over at Kellymoss Motorsports.

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I’m super excited.

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This is locally underwritten
by the Bank of Sun Prairie.

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And got to tell you,
Victoria, this is amazing.

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Not a bad place to hang out, is it?

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I cannot look anywhere and not say, oh,

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this is amazing. So how about we just
start with what is Kellymoss Motorsport?

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Sure.

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At Kellymoss,
we are currently campaigning 26 race cars

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in four different series
all over the United States.

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Usually we include Canada,
but not quite yet.

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They’re locked up a little bit.

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We campaigned the cars in different
race series for our drivers.

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And in addition, within these walls,
we have about 120 Porsche car built.

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Holy, 120.

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Holy cow.
See, you can hear them.

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Yeah.

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There’s action going
on happening right this minute.

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You know, it’s funny.

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I was thinking as I was walking
around the parking lot.

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I’m like, this is a fun business,
but in the end, it’s still business.

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Yes.
It doesn’t matter how much fun it is.

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Stuff.

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There’s still money coming in,
money going out, employees.

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Action happening.

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So what do you do at Kellymoss here?

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So I am the CFO and one
of the owners here at Kellymoss.

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Nice.
My role is primarily fiscal.

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I’m involved in all things money.
All right.

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Important part.
Yeah.

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Exactly.

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So my husband does design and engineering,
and he oversees the projects.

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And so he’s the one that the customers

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love because he comes up
with all the fun ideas.

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Oh, nice.
And then I send them the bills.

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Victoria.
Right.

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Exactly.

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Interesting. So how long
have you guys been around?

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So Kellymoss has been around since 1988.
Wow.

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Okay.

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And running Porsche race
cars that entire time.

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And I have been with the
company for ten years.

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All right.
And I primarily came in to help them.

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I owned an accounting firm,
and my job was to help them determine

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the profitability of each
of their departments.

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All right.

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So here at Kellymoss, we have our race
shop where we just service race cars.

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We have the track events where we take our
team out and service clients on the track.

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In addition to that, we have a body shop.
Right.

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And we have

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our street shop where if you had a Camry,

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in theory, you could get your oil changed.

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But typically, it’s not daily
drivers that we service if you walk through.

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So they just had wanted
to determine the profitability.

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And it was a mutual love affair.

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And here I am, ten years later.
Nice.

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All right.
So did you determine is race more

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profitable or body or
the Camry oil changes?

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I would guess not so much.

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Actually, the street shop is
great in terms of just speaking

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to the business owners that are out there

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oftentimes, what you find is the stuff
that you might be less excited about.

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People in theory, would enjoy the racing

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and the huge multi
million dollar projects.

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Our street shop is our steady cash flow.
Week over week.

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Our project builds happen.

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The billings happen once a month,
so they’re great for my cash flow.

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I’m a big fan of our street shop,

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and we’ve got a great guy, Patrick,
now running it doing a fantastic job.

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So my determination, actually was that our
track events were at best, break even.

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But everybody loved the Association with
the company because we were Champions.

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All right.

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We have worked now into a model where we
are making profit on our track event.

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But originally, it was
your typical loss leader.

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So essentially,
more for marketing or branding.

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Yeah.

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And it was why people knew us
and why people fell in love with us.

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And let’s be honest,
if we take a car out to the racetrack,

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there’s a pretty good chance that there’s
going to be some damage that needs to be

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repaired, which will feed into some
of our other departments.

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Got you, fair.

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I want to talk about employees because

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with any business, employees
are going to come into play.

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And with something like this,

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you’re talking high end cars, talking
racing where a tiny mistake can be

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make a very bad day.

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So how do you find employees?

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How do you train employees?

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Just walk us through that whole thing.

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So we have 60 employees that dwell here
in this building, and then we have another

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30 sub contracted employees
that meet us at the racetrack.

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So 90 altogether.

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And we bring in talent
from all over the world.

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Really? We do.

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Our job is to be the best of the best,
and we need to employ the best people.

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So really often we’re talking about word

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of mouth referrals have to have
an incredible amount of experience.

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You have to be very level headed.

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You have to be incredibly meticulous,
and you have to fit into this culture.

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So we are very intense and at the same

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time, sort of casual in terms
of we’re kind of a big family here.

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And the culture is
something that we protect.

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Absolutely.
So you have to be able to fit in.

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I love that you mentioned culture because

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I didn’t realize when I first started
my business that that was a thing.

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And then as employees came on,
I learned that if you don’t culture,

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your culture, essentially culture is going
to exist of some kind or another,

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probably more than the negative if
you don’t do anything about it.

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Yeah.
Absolutely.

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So that’s cool.
That’s very impressive.

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And the culture thing is sort of a long

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term vision that you need to instill
because it’s really easy,

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particularly when you’re growing
to just throw a body at a position.

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Definitely.
And it’s just short sighted.

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You really need to as the leaders of the
company, our job is to find the best fit.

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And my job is to support
all the staff here.

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I want them to be happy I
want them to be productive.

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If we take care of them,
they’ll take care of the clients.

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That sounds awesome.
Yeah.

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That sounds cool.

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Actually, I wonder,
do you find a lot of local talent,

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or do you have to go and try to get people
to move across the country or the world?

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Yeah. Across the country or the world?
Exactly.

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That because I imagine there’s only so

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many technicians that know how
to work on a Porsche transmission.

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Correct.
I mean, we were the very first team

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that had our hands on the nine nine, twos
when they rolled into the United States.

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So we have to have people that have a deep

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understanding because we race
Wisconsin seems like an odd place

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for a race team that’s going all
over the United States and Canada.

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But quite honestly, when you look at where

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the tracks all are,
we’re fairly centrally located.

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So a lot of our team lives in other parts
of the country and just fly to the event.

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Oh, nice.

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We’ve been Rhode, America.
I don’t know.

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Hour and a half

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farms.
Are you guys on there?

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We do a little testing there.

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Okay. And then do you go to Indianapolis?

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I imagine we do.

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And Sebring, Florida, Laguna,
California, mid Ohio.

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So Austin, Texas, for sure.

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All those places are hot.
Now.

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We like our weather this time of year,

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but February, March,
and April, we’re all south.

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All right. So how many races
are you doing in a given year?

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Well, just this past June, we were
on track 23 times in the month of June.

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So it really depends.

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Last year, Koban had us kind of messed up.

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We probably are looking in the
neighborhood of 60 track events.

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60.
Wow.

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Yeah.
And how do people customers

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find you? Because I imagine you have
customers from all over the country.

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Your world, all over the country.
Yeah.

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We have customers from all over the world,
primarily within the United States.

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Typically, they go to an event
and they see us on podium.

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All right.
Oh, nice.

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So we’re National Champions year over.

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Year over, year over year.

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As a matter of fact, we have twice
as many wins as the number two team.

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Wow.

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People who decide that they’re going to be
very dedicated to the racing typically

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gravitate towards us because
they see us on podium.

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All right.

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And is the reason being because pit crew
is better is because you better work here

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because I’m just thinking I’m thinking
about not necessarily knowing.

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Yeah, but someone comes
to you with a Porsche.

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Well, I don’t know.

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Some of these look like
really dedicated race cars.

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I’m not even going to spit out a model.
Okay.

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Let’s just say a Porsche race car with you

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guys versus a different company,
like a Porsche race car is a Porsche race

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car, for sure. What’s the difference
that you guys push there?

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So the primary difference with us is

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a couple of things the first is
just fundamentally hard work.

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When the 992 landed this year,

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they rolled in trucks here
in the middle of the night.

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We were all hands on deck.

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Our technicians came in in the middle

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of the night, and we
went through every single inch of those

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cars to make sure that we
have a firm understanding.

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So we were the very first team
to go out and test the cars.

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We spend so much time.

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And so the hard work sort of leads into
number two, which is the data collection.

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So we are not only constantly
and obsessively collecting every single

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bit of data we possibly can,
but then we’re putting it

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into spreadsheets and trying to develop
trends and figure things out.

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All right.

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So our whole job is about,
quite honestly, utilization of numbers.

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Everything that we do lends itself to sort
of the way that you think about accounting

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and understanding, the way that you grow
your profit margins,

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for certain is to have a deep
understanding of what your numbers are

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and to go line by line by line by line and
determine if there’s a way to optimize.

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All right.
That’s what we do with our cars.

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So you can compare.
I always joke with my kid.

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He’s into baseball.

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He’s looking at stats,
and I’m like, That’s not sports.

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That’s math.
Yeah.

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Look at the back of a baseball card.
That’s totally math.

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It’s totally math.

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Absolutely interesting.

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It comes down to the same
thing in business.

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It comes down to the same thing.
Yes.

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So we work really hard.

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We compile all
the information that we can.

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You’re talking about,

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doing every type of reading that you
can on a car in a particular situation.

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So we’re documenting what the air
temperature is, what the track temperature

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is, what the temperatures
of the tires are on and on.

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And then we track, just like in business.

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You execute, you come up with a plan,
you execute, you evaluate,

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you re address it, and you reactecute
over and over and over again.

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And that’s how you develop higher profit
margins and happier customers is

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to constantly be playing that game
with coming up with the game plan,

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analyzing the data and then coming back
and seeing how that works got you.

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That’s what we do just
fundamentally over and over here.

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Nice, good data and better
data on absolutely.

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And faster lap times.
And exactly.

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When clients I see a ton of cars here,

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the majority of cars
that we’re looking at here.

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These are race cars that I mentioned are

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stories here when they’re
not boner on the track.

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Yes.
Exactly.

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So our clients, we support them in the way
that their cars will come here.

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We will prepare their cars.

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We will take our drivers.

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We’ll meet us at the racetrack.
Okay.

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So the car will be there.

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The car will be prepped.

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We have data crews, we have engineers.

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We have logistics teams that help them

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making sure that everything about
their experience is positive.

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We’ll be getting your golf cart together
for you and provide catering and meals.

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Typically, our client base are a very
particular type of very high end business

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owner, and you would think it
was the budget and the cost.

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That would be the common denominator
that would drive the personality type.

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That would be our client.

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And it’s really the type of person that
absolutely does not have an opportunity

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in their day to day life to
just be thinking about one thing.

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There’s always 200 things going

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on in their mind to think
about and manage so much.

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And when you’re on a race track,
you’ve got one job.

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That’s right.

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Just keep it on the track.

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It allows them to be sort of Zen, like

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in having one focus that you don’t have
the luxury of thinking about other things.

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Yeah, that’s interesting.

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I get into motorcycles
for that same reason you can’t.

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Yeah, your body understands that it’s
unsafe to be thinking about other stuff.

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There’s no daydreaming,
none of that, none of that.

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That’s interesting.

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I want to talk about the racetrack stuff
specifically with you got a person,

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they call you up and they’re like,
hey, let’s run a race.

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You bring the rig, the people, the tires,

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all that stuff and they go and they have
a bad day run into a wall,

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run into another car or
something like that happens.

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I bet all of a sudden their
cost just goes way up.

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So is that expected,

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or they have to escrow some money
with you guys in case of a bad day.

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We’re super blessed in terms
of who our client base is got you.

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You wouldn’t call and gosh.

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I’m not sure if I want
to go racing or not yet.

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I’m going to do a race
event and see if I like it

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because of where we land.

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In terms of our price point,

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these people have a really firm
understanding of the sport.

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Got you.
Okay.

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They understand what they’re getting

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into and they’re paying
for a next level of education.

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So that sort of weeds out
a lot of that for sure.

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People have bad days on the track
for certain things don’t go as planned.

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It’s one of those scenarios.

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You don’t have the luxury
of playing against yourself.

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You’re going to be constantly looking

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at your lap times and your
sector times and such.

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That said, someone else making a very bad

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decision can have an incredibly
large effect on you.

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Oh, yeah.

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So part of it, too, is

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the people that are most successful,
take every single opportunity in life

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and dissect that for what
they can learn from it.

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How do I get my power back?

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So if you’re driving and someone smashes

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into you, a natural response from a lot
of people is it wasn’t my fault.

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That was awful.
It’s going to cost me a lot of money.

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Exactly. And quite honestly,
when you get to this caliber of person,

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their immediate response is,
what can I gain from this?

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I love this.
What can I do? Different,

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no matter how blatant, it seems like,
why not take back your control when you

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blame someone, when you’re a victim
to give away all your power?

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Correct.
I love that.

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That’s awesome.

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Which is probably why they’re
successful in business.

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Which is probably why they’re
successful in business.

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So we have some key rules.

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You never get out of a car.

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It could look like something

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that happened, and it can
even look blank to the team.

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If something happened on track,
we have cameras going in every angle.

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In every car, you can see
from multiple angles.

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You’ll gather the cars around you.

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That where the accident occurred.

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So you could see things
from a ton of different angles.

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Sometimes it’s not what it seems,
and we help our drivers understand

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that even if it feels blatant,
your job is to stay calm,

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wait for the data,
make your determination, assume nothing.

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Sure.
Exactly.

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I guess I like to assume
good intentions, right?

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You don’t assume that someone’s
got your will towards, right?

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I suppose on a race track,

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stuff is happening so fast so fast
that to be able to make a judgment call

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when you probably weren’t even
conscious of what happened.

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And you can’t see there’s areas that you

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just can’t see what was happening in front
of them, and it might look like they die

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bombed into you, but they could
have been avoiding attire.

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But again, our clients are businessmen.
Typically.

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Although we do have a woman driver.

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I was just going to say.

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And I would love more of that.

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I mean, one of the reasons that I got

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involved in the women in Portia is we
need talented staff, we need more people.

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And there’s a whole group of people

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that we have almost no talent
in terms of female technicians.

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I want to help be part of raising

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the awareness in terms of this as
a career possibility for women.

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It’s incredibly rewarding,
and it’s a whole bunch of fun.

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It’s very different than what you find.

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And we’re blessed with the ability to

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you were talking about working on cars
when you’re working on streetcars versus

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working on the Championship winning race
cars when you’re done and they’re standing

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on top of the podium and you are part
of that, it’s a little bit different.

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So being able to draw women into this is
part of I mean, obviously,

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I’m a woman in a primarily male dominated
industry, so wanting to lend my voice to

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let women see this as a possibility
as drivers and technicians.

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Yeah.

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You raise a good point
about pride in workmanship.

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Before I started my businesses,

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I had a lot of different jobs,
and it was cool when you walk by a place

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and be like, hey, I was a part
of that building or whatever.

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When I was a mechanic,

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I never saw some Toyota Corolla
and said I changed oil on that.

[00:18:12]
There wasn’t a whole lot of pride in that.

[00:18:14]
I never even noticed that’s.

[00:18:16]
Funny.

[00:18:17]
Speaking of just storage and stuff like
that, you have a ton of cars and a lot

[00:18:22]
of different variety of cars,
primarily Porsche.

[00:18:25]
Right.

[00:18:26]
But I guess I see as far as vintages
of Porsche, you have some that are decades

[00:18:31]
old and some that look like they may
have been built in the past year.

[00:18:35]
And some I’m looking at this
one with a big frame on it.

[00:18:39]
That’s a Safari.
It’s an offroad.

[00:18:41]
So it’s one rally car.
Okay.

[00:18:42]
And you guys get into that as well.
Yeah.

[00:18:44]
So my husband is one of the most
predominant designers in the industry.

[00:18:50]
So there’s been write ups all over
the world about his Safari design.

[00:18:55]
Oh, wow.
Yeah.

[00:18:56]
You’re talking about the actual
design of the equipment on the car.

[00:18:59]
Yeah.
Oh, wow.

[00:19:01]
Okay.

[00:19:04]
As a matter of fact,
he did a design and build on a car that is

[00:19:10]
now owned by Jimmy Graham,
who’s an NFL tight end.

[00:19:15]
And it was the most photographed
Porsche two years ago in the world.

[00:19:22]
Funny. How did they figure that out?
Yeah.

[00:19:24]
Right.
That’s all those behind the scenes

[00:19:28]
computer savvy people
that get to that information.

[00:19:31]
All right.

[00:19:32]
So when it comes to engines and stuff like
that for some of these race cars,

[00:19:35]
I imagine there’s a little bit
of secret sauce that goes into that.

[00:19:38]
Not really the secret sauce with regard

[00:19:41]
to the actual engines is that when you’re
running in a particular series and the

[00:19:48]
GT three cup cars that we run,
all of the work with regard to the engines

[00:19:52]
and the gearboxes go
to Porsche Motorsports, North America.

[00:19:56]
So they confirm that everything is
the same and it comes back to us.

[00:20:00]
So

[00:20:03]
the cars are supposed to be everybody’s

[00:20:05]
supposed to be on an even playing
field when they go out on the track.

[00:20:08]
It’s supposed to be about your driver
development and that type of thing.

[00:20:12]
So

[00:20:14]
there are some areas that your car set
up and that type of thing where we can

[00:20:21]
lean into our experience
to bring to the track.

[00:20:24]
But for the most part, the cars themselves
should largely all be the same.

[00:20:28]
Okay.
Including chassis.

[00:20:30]
Oh, really interesting.
Okay.

[00:20:33]
All right.
I see about a million tires out here.

[00:20:36]
Oh, my gosh.

[00:20:37]
They’re everywhere.

[00:20:39]
We have tires.

[00:20:41]
I’m always curious because tires are just

[00:20:42]
one of those things with all the cars
and motorcycles that I’ve had.

[00:20:45]
There’s love hate relationship between
some of the tires that I’ve had

[00:20:48]
and definitely a love
relationship with some of them.

[00:20:50]
Yeah.

[00:20:50]
So tell me, how do you guys
figure out what tires to go?

[00:20:53]
Certain tracks typically
designated by the series.

[00:20:55]
They are.
Okay.

[00:20:57]
So there’ll be a series sponsor, so
particular tires will be when you’re

[00:21:02]
running in this particular event,
you’re running on those tires.

[00:21:04]
Sure.
Okay.

[00:21:04]
So Michelin says you’re getting the tire.
Exactly.

[00:21:07]
Response in the deal.

[00:21:08]
This is what we do.
All right.

[00:21:10]
That helps eliminate
some of the questions.

[00:21:13]
Everybody’s running on the same tire.

[00:21:15]
Sure.

[00:21:16]
Interesting.

[00:21:18]
I’m trying to think,
what else can you tell me about this

[00:21:20]
project garage that you guys
have going on down there?

[00:21:23]
So the builds that we do in our project
division typically run the range of

[00:21:29]
the lower end is probably going to be
about $60,000 in the higher end.

[00:21:34]
We’ve done up to well over 2 million.
Okay.

[00:21:37]
I imagine once you get in some
of the crazy vintage stuff or rare stuff,

[00:21:43]
exactly.
It’s interesting.

[00:21:46]
Do you have a favorite car that you see

[00:21:48]
here in the shop on a typical, I guess,
either race car or street car?

[00:21:54]
My husband and I happen
to own a fair number of cars.

[00:21:57]
Those typically end up being my favorite.
That’s a good thing.

[00:22:02]
Right.
Right.

[00:22:02]
So I’m just an enormous fan of the Porsche
brand for a multitude of reasons.

[00:22:10]
The first being
from where they started and where they are

[00:22:15]
now, you’ve got basically the same car,
and you have a brand that has figured out

[00:22:21]
how to we invest our money and we have
a nice,

[00:22:28]
solid table with different investment
platforms happening personally.

[00:22:33]
But they happen to be a place where you

[00:22:36]
can invest and drive it
and go to a car show.

[00:22:40]
Go play and go have fun and have it

[00:22:43]
continue to appreciate
which is awesome, right?

[00:22:46]
The mutual funds not as much fun.

[00:22:48]
Not even a little.

[00:22:51]
I’m a huge fan of the brand
because of that.

[00:22:53]
All right.

[00:22:54]
I’m an enormous fan of the brand because

[00:22:57]
as I started to get to know our drivers
and become more involved in the people

[00:23:02]
aspect of our racing,
I was sitting at home on a Saturday

[00:23:06]
afternoon, and I was watching a race,
and I saw one of our drivers go end over

[00:23:11]
seven times, and I shut my computer and I
said, I’m done watching the racing.

[00:23:18]
I can’t.
This makes me sick.

[00:23:19]
And I called the team right away
to find out if he was okay.

[00:23:23]
If I would have stayed watching, he popped
the door open, hopped out of the car.

[00:23:26]
Yeah.
Crack a beer off.

[00:23:31]
And then the team in their infinite system

[00:23:34]
sent me the in car video
and watching the incar video.

[00:23:38]
It was like a Fender Bender
on the belt line, right?

[00:23:41]
It was just

[00:23:43]
those cars are so safe.
Yeah.

[00:23:46]
He hit a wall doing 160.

[00:23:48]
He was fine.
Wow.

[00:23:50]
So I love the brand for that.
All right.

[00:23:54]
So there’s a lot about it that
I’m Super thrilled.

[00:24:01]
It’s dangerous.

[00:24:02]
Fundamentally,

[00:24:05]
we have no terrible stories.
Sure.

[00:24:08]
Oh, really?

[00:24:09]
For 30 plus years.
Yeah.

[00:24:11]
Exactly.
So

[00:24:14]
it lends to a great deal of confidence.
Yeah.

[00:24:17]
That’s incredible.

[00:24:18]
Does Porsche as a company help you or
not hide stuff from you?

[00:24:24]
Because I imagine they have a lot of

[00:24:27]
interest, I imagine,
in you guys being successful.

[00:24:29]
Yeah.

[00:24:30]
I don’t know if it’s something like,
hey, they’re doing this.

[00:24:32]
Whatever.
Or is it like, hey, by the way.

[00:24:34]
It’S kind of a synergistic relationship.

[00:24:36]
We will give feedback on what we’re seeing

[00:24:39]
and what they’re doing and so that they
can work that into the developments.

[00:24:42]
Okay.

[00:24:43]
So you actually have some say
whether they listen or not.

[00:24:45]
Right.
Exactly.

[00:24:46]
Yeah.

[00:24:46]
I mean, ultimately,
they have all of the say,

[00:24:49]
but we are the largest customer
for their racing, for what we do.

[00:24:54]
So for sure, they care about what we have

[00:24:58]
to say about what they’re producing,
particularly when the new cars roll out.

[00:25:02]
All right.
That’s very cool.

[00:25:04]
Tell me about the camaraderie between your

[00:25:07]
company, Kelly Moss,
and other racing companies.

[00:25:09]
Is it cool when you guys show up

[00:25:11]
in the pits, or is there some competition
where people don’t like to talk?

[00:25:15]
No.
You know, I think that there are two

[00:25:18]
philosophies, and this is probably as much
prevalent as, like in the Safari builds.

[00:25:23]
Okay.
When you’re talking about a client base

[00:25:26]
that is willing to spend 300,
$400 or $500,000 for a Porsche that they

[00:25:31]
can drive off road, you think that there’s
this tiny client base, right.

[00:25:35]
Right.
People that do what we do with integrity.

[00:25:41]
They’re absolutely our partners.
Oh, nice.

[00:25:43]
Absolutely.
Our partners.

[00:25:45]
And there’s a whole lot of that
that happens on the track as well.

[00:25:50]
When we’re racing at Rhode America,
there will be teams that roll through here

[00:25:54]
because they need a part
or they need a tool.

[00:25:57]
Or I absolutely fundamentally believe that
if you do a good job and you treat others

[00:26:07]
well, the people that are drawn
to you will be your client base.

[00:26:11]
And we’re not going to be for everyone.

[00:26:16]
You won’t hear our team in earshot that I
would ever be aware of ever bad mouth.

[00:26:22]
Another team got you.
Okay.

[00:26:24]
None of that is acceptable.

[00:26:26]
Our job is to be the best
by standing out and being the best.

[00:26:29]
And if you need to attack someone else’s
job, we’re not doing our job, right.

[00:26:34]
You need to be better by being better,
not by taking a step backwards.

[00:26:39]
So deep philosophy here.

[00:26:41]
We just don’t believe in it.

[00:26:42]
All right. Now, did your
husband start Kelly Moss?

[00:26:46]
No.

[00:26:47]
Kelly Moss actually started
the two brothers, David and Jeff Stone.

[00:26:54]
They resided in Florida,

[00:26:57]
and the original founders brought David
over first and then Jeff to help.

[00:27:03]
When the cars came into the United States

[00:27:06]
getting them changed over,
so they’d be legal here.

[00:27:08]
Oh, really?
Yeah.

[00:27:09]
So it just sort of started as a little bit

[00:27:12]
more of when you started LLC
for your hobby type of scenario.

[00:27:17]
Sure.
And even when I came on board

[00:27:23]
ten years ago, largely, what happened is
we’d go racing, the shop would shut down.

[00:27:30]
Oh, really?

[00:27:31]
The team would go racing,
and then they come back and fix the cars.

[00:27:34]
So diversification is
incredibly important.

[00:27:39]
And we worked really hard to diversify
away from that model because it was just

[00:27:45]
dangerous based on the economy,
if you have all the same type of clients.

[00:27:50]
So we worked very hard
to grow the project division.

[00:27:53]
And as you can see now,

[00:27:54]
with 120 high end builds,
we’ve done a really good job with that.

[00:28:00]
I thought that I had very
successfully diversified the company.

[00:28:05]
It’s a whole different client base with
the project builds and then copit hit.

[00:28:11]
And it didn’t matter that
there was a very different client base.

[00:28:16]
Our racers from our project build when we

[00:28:19]
couldn’t get in the building or
we couldn’t go on the racetracks.

[00:28:22]
Couldn’T get in the building.
Sure.

[00:28:26]
So my response to that was
to develop our Driver Academy.

[00:28:32]
I was going to ask you, perfect segue.
Right.

[00:28:34]
Perfect segue.

[00:28:36]
So our Driver Academy is a stories of 70
classes that you do online where

[00:28:41]
you take your off track time to become
as absolutely efficient as possible.

[00:28:46]
So learning your lines,
understanding how you’re supposed to be

[00:28:49]
driving each corner,
understanding how tire pressures work.

[00:28:53]
70 different lessons.

[00:28:55]
So that when you actually do go

[00:28:56]
to the track instead of having
that track time be your education.

[00:29:00]
You’re honing a particular skill
while you’re at the track.

[00:29:04]
So you’re far more focused
and far more successful.

[00:29:07]
Got you, you have some back knowledge.
Yeah.

[00:29:09]
Exactly.
And there are

[00:29:14]
some of our drivers that struggle
with there’s a pretty big expense in going

[00:29:19]
racing, and there’s also a big chunk
of time away from your family.

[00:29:22]
Sure.

[00:29:23]
So this sort of eliminates both of those.

[00:29:25]
If you’re more efficient when you’re
on track and you’re studying the track

[00:29:29]
at home, you have more time at home,
you’re not having the crashing.

[00:29:34]
So we go through simulator training and
all of that type of stuff in our Academy.

[00:29:38]
So we just launched the Driver’s Academy

[00:29:40]
two weeks ago, and it could not
possibly have been more successful.

[00:29:44]
That’s incredible.

[00:29:45]
Diversification.
Truly.

[00:29:47]
Now.

[00:29:48]
And that’s something I imagine once you

[00:29:49]
set it up, then you can just
keep feeding people in there.

[00:29:53]
Yes.
Exactly.

[00:29:54]
So our goal is to take 50 people through

[00:29:57]
the Driver Academy and make it as perfect
as possible, getting tons of feedback.

[00:30:03]
We launched the Driver Academy,
probably half the price.

[00:30:06]
That will actually be our end selling
price,

[00:30:09]
because the expectation is their job is
to give us a lot of good feedback,

[00:30:13]
help us make the perfect product
and then put it out to the masses.

[00:30:16]
All right.
That’s very cool.

[00:30:17]
Yeah.
And who is doing the driver kidney?

[00:30:20]
It was you.
And then.

[00:30:24]
Alecudelle is a professional
race car driver.

[00:30:26]
He’s an engineer, and he’s also
one of our driver coaches.

[00:30:29]
Okay.

[00:30:30]
So when we take people
to the track, we have

[00:30:35]
Andrew Davis and your own bleak Molin.

[00:30:38]
We have the best professional drivers
come and help them understand.

[00:30:45]
They’ll throw down what’s called a datum

[00:30:47]
lap, where a professional driver will take
your car around track,

[00:30:51]
and it’ll show you what lines you should
be taking where you should be driving.

[00:30:55]
So now you’ve got your
optimal, like a budget.

[00:30:58]
Right now, you’ve got your optimal,
and your job is to replicate.

[00:31:01]
All right.
So it’s part of our training process.

[00:31:04]
And so Alec is one of our driver coaches,
and he and I felt very much the same way.

[00:31:10]
Hey, we need to diversify.
Let’s work together.

[00:31:12]
So when push comes to shove,

[00:31:15]
I’m an accountant, and I don’t know
how to drive around the track.

[00:31:20]
They laughed.

[00:31:21]
We took the whole team to a gokart track,
and I was getting lapped.

[00:31:26]
He lapsed on the gokart track.

[00:31:28]
Oh, no, just humiliating.

[00:31:29]
So I am not the one you want
teaching driver classes fair.

[00:31:33]
But I imagine over time, right.

[00:31:35]
I’ve learned a lot.

[00:31:36]
I’ve learned a lot.

[00:31:38]
But then we have access to 90 amazing

[00:31:43]
people here with decades and decades
and decades of experience,

[00:31:48]
and we were able to draw and all
of that to produce a product.

[00:31:51]
There’s a lot of people that would love
to be affiliated with Kelly Moss in terms

[00:31:55]
of the racing, but they don’t have
an extra half a million dollars.

[00:31:59]
Right.

[00:32:00]
So this is an opportunity to tap our
expertise on at any price point.

[00:32:04]
Got you.
That’s pretty cool.

[00:32:06]
That’s impressive.

[00:32:07]
So I imagine it can be for fun just
to say, hey, I did this and also for I’m

[00:32:12]
intending to do this,
but I want a good foundation.

[00:32:14]
Exactly.
This is where we get started.

[00:32:16]
Great for people that are just doing track
days and starting to dabble in the racing.

[00:32:22]
All right.
I want to ask you something.

[00:32:24]
You can totally tell me you
don’t want to answer this.

[00:32:26]
Okay.

[00:32:26]
But when you imagining some scenario,
I don’t know if it happens or not.

[00:32:30]
Let’s just say you got some person.

[00:32:32]
They made some money with their business.

[00:32:34]
They say they want to race,
and they’re terrible at it, right?

[00:32:38]
They’re still cool spending the money.

[00:32:39]
But at some point, you’re going
to be like, this isn’t fun for us.

[00:32:41]
We’re just watching this guy crash, right?

[00:32:44]
I think a lot of that is truly

[00:32:49]
when you start to teach the fundamentals.

[00:32:52]
If people are putting in the time,

[00:32:54]
if you’re actually doing the learning,
you’re going to improve got you.

[00:32:58]
So we work very hard to provide
them all of the tools.

[00:33:04]
So typically we don’t have problems with
people just stagnating and not being fun

[00:33:12]
for sure it’s really fun when we
are winning all of the time.

[00:33:18]
It’s more fun.

[00:33:20]
But our goal if somebody is sitting

[00:33:22]
at the middle of the pack and it’s
not as much fun for them.

[00:33:26]
Quite honestly.
Ultimately, there’s a whole bunch

[00:33:28]
of people that are never
intend to get on the podium.

[00:33:31]
They’re just wanting to get out
on that track and have fun.

[00:33:34]
Have some fun.

[00:33:36]
It’s great in terms of under the tents.

[00:33:40]
There’s a lot of joking and laughing

[00:33:43]
and stories,
and it’s kind of for the moment,

[00:33:46]
it’s a little bit of guy time and
smoking cigars after the race.

[00:33:51]
So there’s just a lot
of boxes that it checks.

[00:33:55]
Okay.
Fair.

[00:33:56]
But we really don’t struggle
with saying they’re just not very good.

[00:34:00]
I don’t think they’ll I guess part
of it’s the whole pride in your work.

[00:34:03]
But there’s also you guys have
to maintain a reputation.

[00:34:07]
You guys are in the bottom
again with that guy.

[00:34:08]
Yeah.

[00:34:09]
Well, and I think that because we are
really good at what we do.

[00:34:15]
You’re going to be elevated along.
All right.

[00:34:17]
Fair.
Totally fair.

[00:34:20]
There’s just so much going on here.

[00:34:21]
I don’t even know what
to ask your question.

[00:34:24]
I keep hearing, like,
what is that car that’s sounding?

[00:34:27]
I have to see a little Volkswagen here.
Within our shop.

[00:34:31]
We have a graphics Department,

[00:34:34]
so some of the stuff people will
come in and have graphics done.

[00:34:37]
So doing this vinyl and all that.
Oh, really?

[00:34:39]
Okay.

[00:34:40]
So everything that we do, we try to do
in house, we have a carbon fiber shop.

[00:34:45]
We have an engine shop.

[00:34:46]
We have multiple body shops

[00:34:50]
when at least our care and custody is when
it gets a little dangerous in terms

[00:34:54]
of managing the timetable
and customer expectation.

[00:34:57]
So we try to have everything in house.

[00:34:58]
We have a whole

[00:35:00]
our interior Department.

[00:35:02]
So we do custom seats and custom dashes.

[00:35:04]
You’re doing upholstery.

[00:35:06]
We do all of that here.

[00:35:07]
Engines upholstery.

[00:35:08]
A carbon fiber Department is something
that I just imagine had to be a specific.

[00:35:13]
Yeah, they do all of it.
Wow.

[00:35:15]
That’s incredible.

[00:35:16]
And all of it right here so
that we can have quality control.

[00:35:19]
All right.
I want to talk to you about this building.

[00:35:21]
Yeah.

[00:35:22]
Because I used to deliver
beer out of this building.

[00:35:24]
Yeah.
H and M distributing way long time ago.

[00:35:28]
Long time ago.

[00:35:29]
And you guys, I remember you were in a
spot that was probably 20th of right.

[00:35:34]
Exactly.
And then you moved into this place.

[00:35:36]
And I remember thinking, Holy cow,
that’s a huge building,

[00:35:40]
which is super cool, because I imagine
I like cars better than beers.

[00:35:44]
So maybe I’m an anomaly in Wisconsin.

[00:35:47]
But at any rate,
were you with them when they moved?

[00:35:50]
Just after they moved?
Okay.

[00:35:51]
Just after got it.

[00:35:53]
So you have to look at the numbers and all

[00:35:55]
that kind of stuff to see
how that made sense.

[00:35:57]
Was it tough when they first came
in and had all that extra space.

[00:36:02]
Originally, that whole project
garage area was sublet to a team.

[00:36:08]
To a team.

[00:36:10]
Yeah.

[00:36:14]
Originally we ran the team and then the

[00:36:17]
gentleman that owned it hired
and had his own separate team.

[00:36:22]
Wow.
So that was all there when they left is

[00:36:25]
when it became scary because
the area was landlocked.

[00:36:29]
We had been rent sharing
and utility sharing.

[00:36:32]
And then it was landlocked.

[00:36:34]
And we did a bunch of research,

[00:36:36]
and we went and looked at the cost of
relocating the business and all of that.

[00:36:41]
Right.

[00:36:42]
And now we were much bigger
with the body shops and all of that.

[00:36:47]
And when we crunched the numbers,

[00:36:49]
when push came to shove, we said, the only
choice we have is to grow into the space.

[00:36:55]
All right.
And we were like, oh, my gosh.

[00:36:57]
What are we going to do?

[00:36:59]
This is so overwhelming.

[00:37:00]
And I’m not kidding.

[00:37:02]
Nine months later, we were like,
crap, we’re out of space.

[00:37:04]
Oh, funny.

[00:37:06]
I believe so much in mindset.

[00:37:08]
Once we made that determination that that
was the route we were going to take.

[00:37:11]
It was no holdbard.

[00:37:13]
Nice. So in the case of that, did you
have to bump up marketing or anything?

[00:37:20]
We’ve never paid for marketing ever.

[00:37:24]
Wow.

[00:37:26]
There are times that we’ll do track
sponsorships where the track will ask us

[00:37:30]
if we’re sponsoring an event
and that type of thing.

[00:37:33]
We will do that type of thing to support

[00:37:35]
the track or support a charity
or that type of thing.

[00:37:38]
But we do not.

[00:37:40]
No Billboard, no radio ad,
no pages at all.

[00:37:44]
Remember those days?

[00:37:47]
Awful.
Yeah.

[00:37:49]
We are really blessed in that.

[00:37:52]
What we do.

[00:37:54]
Our marketing efforts were when we decided

[00:37:56]
to grow the project division and,
like, for example, the Safari builds.

[00:38:02]
Some of that stuff used to happen behind

[00:38:03]
closed doors, and the owner would
get their car and go, that’s great.

[00:38:07]
Then social media.

[00:38:09]
We need to get that out there and notify

[00:38:12]
publications,
road and track and all of that.

[00:38:14]
And just say, hey,
this is what we’re doing.

[00:38:16]
So all of a sudden, the eyes
of the nation were on us.

[00:38:20]
And again, the eyes of the world got you.

[00:38:22]
So all it was was leaning into being more

[00:38:25]
forward with showing
the world what we are doing.

[00:38:28]
So getting the right people to see you

[00:38:29]
guys rather than just putting
it out to the world as a whole.

[00:38:34]
Interesting.
That’s pretty impressive.

[00:38:36]
Yeah.

[00:38:37]
And remains a fun project.

[00:38:39]
But when I started, we didn’t
have a website at all at all.

[00:38:43]
Ten years ago.

[00:38:44]
No website at all.
Okay.

[00:38:46]
Yeah.
So no social media presence.

[00:38:50]
So a lot of it was just, hey,
we do this really cool stuff.

[00:38:53]
Let’s let the world trust us.

[00:38:55]
Just call me. Did you
have an email address?

[00:38:57]
I did.

[00:38:58]
But it was like at gmail.

[00:39:00]
Com,
people are spending hundreds of thousands

[00:39:03]
of dollars with you and sending
something at Gmail.

[00:39:06]
For sure.

[00:39:08]
But again,
I don’t believe that there is anyone

[00:39:13]
that has been taking the Porsche race cars
onto the track with the gentleman’s driver

[00:39:17]
program in the United States
longer than Kelly Moss.

[00:39:21]
So we had that got you fair.
No.

[00:39:24]
It’s tough for me to tell you
that you were doing it wrong.

[00:39:26]
You the success would be like I think

[00:39:29]
that part of an entrepreneurial struggles
in my experience is

[00:39:37]
you want to get from here to here
and you want the fastest trajectory.

[00:39:44]
But it’s the struggles and the learning.

[00:39:47]
And if you went from here
to here, you’d fail.

[00:39:50]
You have to go all the way through
the journey to be ready for the success.

[00:39:55]
Yeah.

[00:39:56]
All of a sudden, somebody
would have gone, Bam.

[00:39:58]
You’re doing 15 million in sales.

[00:40:00]
Then we would have failed.

[00:40:01]
We would have let somebody down.

[00:40:03]
We haven’t let anybody down.

[00:40:04]
We haven’t not delivered
a car when we’re supposed to.

[00:40:07]
We haven’t had a car.

[00:40:09]
Not may be able to make it
on track when it’s supposed to.

[00:40:12]
And it’s because we had all those
pains and struggles along the way.

[00:40:15]
Sure.
Interesting.

[00:40:16]
That’s perfect.
Segue.

[00:40:17]
Again, what have been some of your biggest
challenges since you’ve been with them?

[00:40:22]
Well, for sure right now, it’s production.

[00:40:26]
Okay.

[00:40:29]
If you want a Safari build,

[00:40:31]
you’re talking about a three plus year
waste to get in our three plus year.

[00:40:36]
Wow. And is that due to
employees design time space?

[00:40:42]
Yes.

[00:40:45]
And part of it is
when we’re doing something.

[00:40:49]
And so much of what we do is something
that no one has ever done before.

[00:40:52]
And when you’re doing something no one’s

[00:40:53]
ever done before, you’re talking
about hand fabricating solutions.

[00:40:58]
And so getting into a position where we
can capitalize on some of the ways

[00:41:05]
to replicate things that we’re doing over
and over again instead of one brilliant

[00:41:10]
fabricator spending 240 hours
coming up with a solution

[00:41:18]
for sure, we’re out of space.
All right.

[00:41:21]
For sure.

[00:41:21]
We are always looking for great talent
that fits in with this culture.

[00:41:30]
And so we are constantly struggling with
that we’re constantly struggling with.

[00:41:38]
Once you achieve the expectation

[00:41:42]
of greatness, your job is to never
be anything short of great.

[00:41:48]
Oh, I love that.

[00:41:51]
That’s the type of stuff
that can keep you up at night.

[00:41:53]
Got you.
Especially when you’re in a scenario where

[00:41:56]
you’re talking about
taking cars on the track.

[00:42:00]
Stuff completely outside of our
control can make you have a bad day.

[00:42:04]
Oh, totally.

[00:42:05]
But we work very hard.

[00:42:08]
All of us work very hard.

[00:42:10]
Our job is to provide
an experience for our drivers.

[00:42:14]
Our job is to provide

[00:42:17]
some amazing, joyous experience for people
that we’re delivering their bill to.

[00:42:23]
Our job is to be excellent.

[00:42:26]
Always got you. So are there plans

[00:42:29]
to expand for you guys,
either building or people?

[00:42:33]
There’s going to be changes
that will be happening.

[00:42:36]
So these truck bays can
roll four rigs through?

[00:42:41]
Certainly, very soon.

[00:42:43]
What’s going to happen is one rig
will be able to pull in and back out.

[00:42:46]
And we need to change this whole
area to have hoists and activity.

[00:42:53]
Something similar to what
you have over here.

[00:42:55]
Exactly.

[00:42:56]
And in addition, we are

[00:43:00]
going to need to be managing production
in terms of being able to manufacture and

[00:43:07]
create Besides an artisan creating
and fabricating every piece.

[00:43:12]
So that’s going to be working
with the production component.

[00:43:15]
Got you.
All right.

[00:43:16]
I want to ask you about that,
because segue here again.

[00:43:19]
Right.

[00:43:19]
You’re good at this when it
comes to the offroad stuff.

[00:43:22]
I see that’s custom.

[00:43:24]
But once it’s built for that car,

[00:43:26]
can you then produce it
for that same car for the people?

[00:43:29]
Or is it more proprietary than that?
You know what?

[00:43:31]
We can then produce something similar and

[00:43:36]
we have tested it conceptually
and we’ve tested it

[00:43:43]
in practice.

[00:43:44]
So we know what does work
and what doesn’t work.

[00:43:46]
So round number two with the skid plate

[00:43:49]
design is going to be half the time
that type of thing.

[00:43:53]
So for sure, there’s a lot of

[00:43:56]
R and D that happens with a lot
of stuff that we do, I bet.

[00:44:00]
But once you do the heavy lifting and push

[00:44:03]
that rock up the Hill,
it’s just easier every time.

[00:44:06]
Then it’s all set.
Yeah.

[00:44:08]
I guess.
I don’t know.

[00:44:09]
Those cars are older,

[00:44:10]
like you were alluding everyone’s going
to have its own unique challenges.

[00:44:15]
But the general concept, the 80% is there.

[00:44:21]
Cars as a whole seem to be evolving

[00:44:25]
and stuff. So in 1020 years,
do you have any idea what racing will be

[00:44:30]
like? Will that be? Do you
expect it to be different?

[00:44:35]
Well, I guess two things.

[00:44:36]
One, the only hybrid Porsche in the world

[00:44:39]
was designed by my husband
is in this building.

[00:44:42]
Oh, nice.
We’re going to lead into technology.

[00:44:45]
Got it figured out?
Yeah, absolutely.

[00:44:48]
It’s there.
We compete in Pike’s Peak

[00:44:53]
and you’re seeing more and more electric
cars that are running that scenario.

[00:44:58]
So for sure.

[00:45:00]
And as with everything, we are going
to absolutely need to the changes.

[00:45:04]
Our job is to learn everything that we
can do the hard work and be the best.

[00:45:08]
Got you.
That’s cool.

[00:45:10]
Yeah, but you’re right.
It’s headed that way for sure.

[00:45:13]
It’s interesting.
I know Audi is something with

[00:45:18]
electric and electric diesel,
and then with F one cars.

[00:45:21]
I got stuff going on.

[00:45:23]
I’m trying to think of the racing stories
that has certain areas of the track

[00:45:27]
that they can use more electric
power as kind of a boost.

[00:45:32]
Yeah.
I’m afraid.

[00:45:32]
I don’t know.
I have to apologize.

[00:45:34]
I’m sorry.
On the account, everybody.

[00:45:37]
I was telling you about it to try to keep
the group closer together on the track.

[00:45:41]
So if you’re legging behind, you can use
more power than if you’re in the front.

[00:45:44]
Really to try to keep it.

[00:45:46]
Not afraid, right.

[00:45:48]
That’s interesting.
Yeah.

[00:45:50]
I guess with more computers
and stuff like that,

[00:45:53]
that’s racing ish.
Yeah.

[00:45:55]
I don’t know.
At any rate, this is super cool.

[00:45:58]
I appreciate you having us out here.
Yeah.

[00:46:00]
Very glad to host you.

[00:46:02]
This has been
Authentic Business Adventures,

[00:46:04]
the business program that brings the

[00:46:10]
struggles stories and triumphant successes business owners across the land.

[00:46:12]
Victoria, how can people find you guys, I’m assuming
you have a website now.

[00:46:13]
We have a website now.

[00:46:15]
You can find us at kellymoss.com

[00:46:18]
And then tell us about how
they can find the driver training.

[00:46:22]
So for the Driver Academy, if you just
go to our website again, kellymoss.com

[00:46:27]
You’ll find there a tab that says

[00:46:29]
Driver Academy and you
can join our race team.

[00:46:32]
Awesome.

[00:46:33]
My name is James Kademan.

[00:46:35]
I got to forget.

[00:46:36]
So like, oh, my gosh.

[00:46:37]
This is like falling in love.

[00:46:39]
5 million times.

[00:46:41]
Authentic Business Adventures is brought

[00:46:43]
to you by Calls on Call,
offering call answering services

[00:46:46]
for service businesses across the country.
As well as Draw In Customers

[00:46:50]
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[00:46:51]
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[00:46:54]
of course, The Bold Business Book, a book
the entrepreneur in all of us.

[00:46:58]
We’d like to thank you,
our wonderful listeners and our viewers.

[00:47:01]
If you could do me and Victoria a huge

[00:47:03]
favor, give us a thumbs up, subscribe, share
and of course, send a copy of this to all

[00:47:08]
your friends that love cars
and of course, love business.

[00:47:11]
My name is James Kademan.

[00:47:13]
Victoria, thank you so much.
Pleasure.

[00:47:14]
This is awesome.

[00:47:16]
Enjoy the rest of the podcast
that we have going on here.

[00:47:19]
And of course, if you do nothing else,
enjoy your business.