September 22nd, 2016
Bob’s Now or Never Sale started yesterday and the phones are already ringing off the hook! We compiled pages of products in preparation for tomorrow’s Swap Meet—items that are 40% OFF, some even more than 40% OFF, and many BELOW dealer cost!*
Whatever items have not already sold will be available at tomorrow’s Swap Meet and Oktoberfest Celebration but be sure to arrive early, prepared with your shopping list in hand because this stuff is going fast and once it’s gone, it’s gone forever!
August 19th, 2016
*Offers end August 31, 2016. 0.9% APR for qualified buyers through BMW Financial Services. APR covers 3asy Ride up to 48 months and conventional 60 month loans, subject to credit approval. APR is compatible with Factory and Loyalty/Conquest incentives. Loyalty/Conquest incentive available to current or former BMW customers and current non-BMW motorcycle owners. Trade in is not required. Specific financing terms based on credit approval. MOA Members must provide original voucher to redeem $500 off accessories-no photocopies, or reproductions will be accepted. Voucher has no cash value. Limit one per customer and purchase. Voucher must be completed in full. Shopping Spree applies to accessories only and is only eligible with specific 2016 models. It CAN be combined with current factory incentives, MOA incentives, and BMW purchase programs (i.e. military or emergency personnel); however it cannot be combined with exclusive Bob’s BMW programs (i.e. new rider, MSF coach). Please ask yours sales person for complete eligibility details and required documentation. Some restrictions do apply.
July 26th, 2016
Bob and Suzanne are very happy to announce the hiring of Joe Southard as the new General Manager of Bob’s BMW Motorcycles. For the past 35 years, the Bob’s BMW’s mission has been to provide the riding community with a complete ownership experience that consistently exceeds expectations. With Joe on board we plan to polish the Ultimate Motorcycling Experience to an even brighter sheen and make our red carpet even plusher for our customers, all while striving to make Bob’s BMW an even better place to work.
Bob & Suzanne knew they had found the perfect fit for this position when they met Joe.
Solid Background – with 15 years of leadership in retail, sales, merchandising, and operations Joe has the skills to raise the bar at Bob’s. He has proven results in implementing strategy and operational best practices, building effective teams, and creating and maintaining a positive and energetic working environment.
Candor and Caring – Joe sincerely cares about helping the customer, helping the business, and helping the employees. He has the unique ability to communicate what you need to hear, not just what he thinks you want to hear, in a genuine and kind manner.
Passion for Motorcycling – a lifelong rider and enthusiast, Joe fits right in. He enjoys working on his four Nortons just as much as he enjoys riding them and we’re sure there is a BMW in his future. No matter where he has lived— Minneapolis, Detroit, Nashville, Buffalo, Baltimore—he has always strongly connected with the motorcycling community.
If you find yourself wondering, what about Bob? The hope is now with Joe on board we will be able to get Bob out of his office more so we can all see him even more around the dealership, across the street at the new museum, and hanging out at rallies and other motorcycling events!
So the next time you stop by the dealership, please be sure to introduce yourself to Joe and give him a warm welcome!
June 2nd, 2016
Woodcliff Lake, NJ – June 1, 2016…BMW riders who register to participate in a leg or the whole route of the upcoming Sisters’ Centennial Motorcycle Ride by June 15, will receive a free gift from the BMW Motorcycle Owners of America (MOA). The three-week cross-country motorcycle adventure for women, presented by BMW Motorrad USA, commemorates the 100th anniversary of Adeline and Augusta Van Buren’s historic motorcycle ride across the United States.
In 1916 – three years before women had the right to vote – the Van Buren sisters set out on a bold journey: to prove that women could be military motorcycle couriers. Their transcontinental ride made the Van Buren sisters a brave, adventurous inspiration for young women across the nation. One hundred years later, modern women riders are following in their tire tracks with the same spirit and determination.
Beginning July 3 in Brooklyn, New York (where the Van Buren sisters commenced their journey in 1916) and concluding July 23 with a group ride into San Francisco, CA, the Sister’s Centennial Motorcycle Ride will raise awareness and funds for two women’s charities: Final Salute, Inc., a national women’s veteran’s organization, which provides temporary and permanent housing for the over 500,000 homeless female veterans in the U.S.; and the Women’s Coalition of Motorcyclists, which supports scholarships to increase the number of female instructors and coaches for road, dirt and track motorcycle rider training.
“We encourage BMW Riders to participate in all or part of the journey,” commented Sarah Schilke, National Motorcycle Manager, BMW Motorrad USA. “Motorcyclists all over the country are enthusiastic about this coast-to-coast celebration of female pioneers, but we recognize that not all are able to commit for the entire three-week event. That’s why event organizers are offering local riders the option of joining the group for one to three days, allowing them to share the road and event experience with us. As one of the event sponsors, the BMW MOA has generously offered to reward BMW riders who participate in all or part of the event with a special gift.”
Day Rider Registration Option
The day rider option includes riding with the “main” group of riders, a route sheet of the day’s ride, rider support, dinner with the group and a commemorative T-Shirt. This registration option is for a maximum of three days. Riders wanting to join the event for four or more days would need to register differently. The day rider option does not include tolls, fuel, hotel rooms or entry fees to museums or other venues. Separate payment is required for those items.
The extended family of the Van Buren sisters will be on the ride, including Adeline’s grandson Dan Ruderman, great-granddaughter Sofié Ruderman and great-grandson Skyler Ruderman. Nieces and nephews of the Van Burens will also be on the ride, including Robert Van Buren, great nephew of the sisters as well as his daughter Sarah Van Buren, great-great-niece of Adeline and Augusta.
The ride route will follow the Van Burens’ 1916 route as closely as possible, often along the Lincoln Highway. Combining scenic routes, community events, and important stops along the Van Burens’ own journey, the route is designed to facilitate both safe and adventurous touring as well as the courage and capability of women as cross-country motorcycle riders.
Women, and men, have additional shorter-duration options for participation, including attendance at the Launch Party in Springfield, MA, July 4, 2016, and the Grand Finale Party in San Francisco July 23rd. A Meet & Greet registration option in Carson City, NV on July 22nd allows riders to join the cross-country participants on the final leg of the trip, where the group crosses the iconic Golden Gate Bridge into San Francisco.
For registration information and options, visit the event website at www.SistersMotorcycleRide.com.
For more information on the history-making Van Buren sisters, visit: www.sistersmotorcycleride.com/womens-motorcycle-ride-inspiration and www.VanBurenSisters.com.
BMW Motorcycle Owners of America
The BMW Motorcycle Owners of America is comprised of a network of 32,000 BMW motorcycle enthusiasts representing all 50 United States, 10 Canadian provinces, and seven continents. who started with the same spark for motorcycling that you did. Its history dates back over 40 years to five friends who formed a motorcycle club to stay in touch with each other.
Membership is $40 per year and includes numerous benefits. For more information about the BMW MOA and member benefits, visit: http://www.bmwmoa.org/.
BMW Group In America
BMW of North America, LLC has been present in the United States since 1975. Rolls-Royce Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand of motor vehicles, including motorcycles, the MINI brand, and the Rolls-Royce brand of Motor Cars; Designworks, a strategic design consultancy in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group’s global manufacturing network and is the exclusive manufacturing plant for all X5 and X3 Sports Activity Vehicles and X6 and X4 Sports Activity Coupes. The BMW Group sales organization is represented in the U.S. through networks of 341 BMW passenger car and BMW Sports Activity Vehicle centers, 153 BMW motorcycle retailers, 126 MINI passenger car dealers, and 36 Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group’s sales headquarters for North America, is located in Woodcliff Lake, New Jersey.
Information about BMW Group products is available to consumers via the Internet at: www.bmwusa.com
April 11th, 2016
THE LATEST: BMW MOTORRAD NEWS
Tuesday, March 15, 2016
Wes Fleming from BMWMOA
BMW Motorrad achieves its best overall result so far in the MOTORRAD magazine readers’ vote Motorcycle of the Year 2016. Victory in five categories and a total of nine podium places.
With victories in the categories Sports Bikes, Touring/Sport Touring Bikes, Enduros/Supermotos, Crossovers and Modern Classics as well as two second and three third places, BMW Motorrad achieved its best result so far in MOTORRAD magazine’s 18th Motorcycle of the Year 2016 readers’ vote, which encompassed 208 motorcycle models.
“All of us at BMW Motorrad are thrilled by this result. Once again I would like to thank the MOTORRAD readers warmly for their vote and the trust they have placed in us. Once more this amazing response shows that we provide optimum products for our customers in nearly all the categories we are represented in. This result is a strong validation of our development work up to now – which we will continue with determination to be able to offer our motorcycle fans the best BMW motorcycle in each market segment,” said BMW Motorrad Director Stephan Schaller.
The BMW S 1000 RR took first place for the second time in a row in the Sports Bikes category with 23.4% of the readers’ vote. The participating MOTORRAD readers once more honored the outstanding combination of high performance, high active riding safety thanks to Race ABS and Dynamic Traction Control DTC as well as the optional electronically controlled suspension Dynamic Damping Control DDC.
In the Crossover category, the BMW S 1000 XR took first place with an outstanding 26.7% of the votes. MOTORRAD readers were won over by its fascinating mix of dynamic sports-oriented riding characteristics, excellent sports touring qualities and individual design.
When it came to vote on the best Touring/Sports Touring Bike, BMW Motorrad scored a double success. As in the previous year, the R 1200 RS came first thanks to its excellent all-round qualities with regard to dynamic riding, sportiness and touring suitability. It received 24% of the votes. In third place in this class as in 2015 was the R 1200 RT, the established travel tourer of the BMW Motorrad range for the last 30 years.
The “subscription” winner, as it were, in the Enduros/Supermotos class is the R 1200 GS / Adventure with 23.4% of the votes, its eighth win in this category since 2009. The big GS finds the readers’ great approval thanks to its unique long-haul adventure travel character and the fun it provides riding on country roads and off the beaten track.
BMW Motorrad achieved victory number five with the R nineT and the R nineT Scrambler in the Modern Classics category. Just over 30% of readers voted in favor of the the unrivaled mix of classic design, lifestyle, state-of-the-art technology and sporty dynamic riding from the new world of BMW Motorrad Heritage.
As in 2015, BMW Motorrad took places two and three in the Naked Bikes category with the unfaired BMW R 1200 R flat twin and the sports-oriented four-cylinder S 1000 R. The C 650 Sport/C 650 GT took second place in the Scooter category.
The award ceremony was held on 14 March 2016 in Stuttgart, Germany. Nearly 52,200 readers took part in the 18th readers’ vote on the Motorcycle of the Year, which is considered to be the most important motorcycle and scooter readers’ choice in Europe. Well over 750,000 readers have participated in the polls since 1999.
March 7th, 2016
2016 BMW R NINET SCRAMBLER
Honest. Untamed. Air-cooled. Feel the wind, lean into every curve and experience the freedom in every mile you ride – the BMW R nineT Scrambler empowers you to do your own thing. Tough, unconventional, and against established standards. Made for true characters who want their bike to be pure and minimalistic.
See, hear, feel. The unique sound of the R nineT Scrambler is a real attention grabber. The classic 1200 cc boxer engine and its high-positioned dual silencer give the bike a powerful voice.
Compared to the R nineT, the handlebars are placed higher and the comfortable seat is repositioned. This ensures a confident and relaxed seating position for every rider. In combination with the slightly longer spring travel, you’ll overcome rough spots with ease.
No limits. Dual sport tires, a high exhaust system, and a relaxed, upright riding position help the Scrambler keep riding where the pavement ends. The 19-inch front wheel, the analog tachometer, a purist steel tank in monolith metallic matte and other unique details turn the Scrambler into a high-quality classic. And with just a few steps you can give the R nineT Scrambler your own individual touch.
Pure Scrambler. Pure BMW Motorrad. The R nineT Scrambler is at the highest level in matters of safety, reliability and quality. Standard ABS and optional ASC provide extra safety.
Make your statement with the R nineT Scrambler.
2016 BMW G 310 R
Riding pleasure. The BMW G 310 R is the essence of riding pleasure. It was built for pulsing cities and those who simply love riding motorcycles. It is maneuverable, easy to handle and sporty at the same time. Whether you’re a tall or small rider, you’ll immediately feel at home on the BMW G 310 R! The bike is lightweight, yet a real powerhouse with its 313 cc engine. Get to work, the next hot spot or out of the city safely and reliably on the G 310 R. Premium quality, excellent workmanship and extraordinary technology ensure intense riding pleasure.
Good genes. Good looks. Good looks unmistakably run in the family – the G 310 R clearly carries the S 1000 R genes. The sporty headlight fairing with powerful headlight, dynamic fuel tank trim and typical roadster proportions transform it into an eye-catcher on the street. The G 310 R is light and strong. The sporty seat emphasizes the roadster dynamic and gives the bike an unmistakable motorsport look. The gold anodized fork and brake calipers emphasize the workmanship of the machine.
Another highlight is the detailed aluminum swing arm. The design ensures lightness and the struts offer stability. Wide tires grip to the road – providing confident riding pleasure.
Light, strong and maneuverable. The G 310 R doesn’t take second place. The single-cylinder, four-stroke 313 cc engine and range of features help to ensure this. The tilt of the cylinder to the rear and the cylinder head that has been rotated 180° lowers the center of gravity and shifts it in the direction of the front wheel. Because of this, the G 310 R is more agile and easier to control. The low and longer swing arm ensures even more stability, without unnecessarily increasing the wheelbase. Ride in confidence with standard ABS, a standard feature on all BMW motorcycles since 2013. Good looks, powerful drive and less than 350 lbs. fully fueled, with the G 310 R you can simply enjoy motorcycling.
Everyone wants to ride it. Ride stress-free and relaxed through the streets with the G 310 R. Even in the big-city hustle and bustle, you’ll ride with confidence thanks to the successful layout of all of the control elements. The ergonomic layout of the handlebars, footrest and control elements ensure a superb riding sensation. The G 310 R offers the right seat for all riders, providing stability. On any surface, the geometry and spring and damper tuning make it an agile city-hopper. Whether riding in heavy city traffic, commuting to work or just getting out of the city on the weekend, with the G 310 R you’ll want to ride on!
February 19th, 2016
BY ALISA CLICKENGER ON FEB 23, 2015
Motorcycle & Powersports News
One part motorcycle dealership, one part vintage motorcycle museum and one part online/mail order new, classic, vintage and used motorcycle parts store, Bob’s BMW located in Jessup, Maryland, adds up to a 100 percent successful dealership.
Store owner Bob Henig started out modestly by selling used BMW motorcycle parts from his garage in 1981 (the days before e-anything). Now Bob’s BMW is one of the largest, most respected BMW dealerships in North America with nearly $10 million in annual sales.
Bob’s BMW has won numerous awards for overall excellence, merchandising, customer satisfaction and community service. The dealership’s recipe for success is Bob’s careful combination of sales and service of new and used BMW motorcycles, complete refurbishing and restorations on any year BMW built since 1950, great service and a passion for the BMW brand that Henig has parlayed into a world-class collection of BMW motorcycles and paraphernalia.
Henig may do several things within his dealership that are out of the ordinary, such as operating a thriving mail order business at his location and assigning every customer a singular mechanic with whom he builds a one-on-one relationship, yet each is incredibly well thought out – and successful. Henig treats the trade-in process like science and has developed a winning formula to maximize profits and create a win-win situation for his customers.
Henig has come up with a proprietary formula that he’s shared with other dealers in his 20-Group, and with 15 percent of the dealership’s revenue derived from the sale of used bikes, people listen. Other outside-the-box thinking includes Henig’s directive that every department in the dealership be fiscally responsible, ensuring that each department is in the black and not relying on another department’s success to carry them.
Not Everything is About the Bottom Line
“I’ve always believed that dealerships should be fun. They should be a good place to get information,” says Henig. The dealership’s coffee area walls are covered with interesting and up-to-date motorcycling articles from newspapers and industry magazines. The same is true in the men’s room. There is a waiting lounge in the service department, which Henig has declared as a “no sell zone.” It is purely for customers to relax in and take some down time while their bike is being serviced. “You cannot be selling to the customer all the time,” says Henig.
Bob’s BMW escapes the seasonal “hire and fire” cycle by focusing on the service department’s winter work business, incentives on PG&A sales and tightening their belts a bit. They’ve developed programs like the Polar Bear Challenge, which encourages customers to put on the miles even in the chilly season. They also encourage and assist customers with restorations and rebuilds during the winter months.
“I don’t think you can have long-term customers without long-term employees, and you cannot have long-term employees without taking care of them,” says Henig. “We work really, really hard finding ways to level out this business in the months that are traditionally slow.”
The proof is in the people: Lex O’Brien, Bob’s BMW e-commerce content manager, has been with the dealership for 25 years. Every employee gets full health benefits, 100 percent company paid.
Service While You Wait
Rain, shine or snow, every Saturday Bob’s BMW offers “while you wait” repair service. Customers line up on a first-come, first-serve basis, some so eager that they line up two hours before the dealership opens. Seeing this kind of customer enthusiasm led to the dealership setting up a coffee service table outside the night before. When the first customers arrive all they have to do is press the power button for their morning cup of joe. Morning entertainment comes in the form of other customers in line until the shop opens for business. In warmer weather there’s even a self-service bike wash station complete with an amusing vintage illustration.
For efficiency’s sake, the dealership also puts out service cards that customers fill out while waiting their turn. On these cards customers record billing details, motorcycle information and what type of service is required. Customers that arrive on Saturdays with more intense service needs are sometimes asked to wait until the “quickies” are served. Handled well and with clear communication, this has never been a problem for the dealership. Their service department is then closed on Sunday and Monday, which the dealership has found actually improves efficiency and customer communication.
Vintage BMW Museum
Bob’s officially opened as a BMW motorcycle dealership in 1990 and they’ve always had BMW items on display. Henig is an avid collector of BMW motorcycles, memorabilia and wall art. Out of more than 75 motorcycles in the public collection, only three have any type of modification or minor restoration. Because of Bob’s penchant for unrestored, original motorcycles, many of his display motorcycles serve as benchmarks for customers doing their own restorations.
“We offer the museum up as a tool for our customers. Everybody’s idea of what a restoration is will be different. These [vintage]motorcycles we have on display serve as a benchmark for how the machines were when they came off the assembly line,” says Henig. There are currently around 75 bikes and 5 sidecars on display between what’s on the dealership floor and their space across the street, including an original, unrestored 1925 R32, which was BMW’s first production model.
Dealership as a Destination
In addition to the BMW motorcycle and memorabilia museum, Bob’s goes out of its way to cultivate cross-customer relationships. They’ve worked hard to make the dealership a place where BMW enthusiasts can go to get information, and they enjoy bringing their customers together. “We want people to feel as at home as they do at a Starbucks,” says Henig. “We go through a lot of coffee around here.”
Bob’s hosts a variety of evening programs such as tech sessions, informational seminars and presentations from world travelers. The dealership maintains a Facebook page that connects riders with local rides. It also hosts hospitality days at track days as well as CCS and ASRA Motorcycle Races. The dealership has partnered with the Howard County Arts Council for a “Ride the Road to Art” program that got a larger number of customers riding and exploring real art installations within their local community.
In the fall, the dealership puts on an open house and annual swap meet. Closest to Henig’s heart is the annual Baltimore/Washington Ride for Kids. Bob’s BMW has been helping the Pediatric Brain Tumor Foundation raise money for over 20 years now, Henig himself bringing a high performance sidecar rig and providing rides to some of these special kids.
“A lot of what we’ve done here has been shaped by the needs and wants of our customers,” says Henig, who now wants to build a retail complex of associated and complementary businesses that are not all owned by the dealership. Sounds like Bob’s BMW might just dominate the retail scene in the Washington, DC metro area, which would be no small feat. Then again, that might not be such a bad thing coming from a company whose owner gets teary-eyed when he talks about his practiced ability to keep a wig on a small child while helping them don and doff a motorcycle helmet.
Bob’s BMW 10720 Guilford Road Jessup, MD (301) 497-8949
Accessories: Rizoma, Ikon, Rev’It!, Klim, Shoei, Akrapovic
December 1st, 2015
Everyone has heard of Black Friday and Cyber Monday, but what about #GivingTuesday?
The concept is simple. Basically, you’ve got to give it away to keep it, so after days of deal grabbing and shopping pandemonium, join this social movement that started in 2012 and give back!
Bob’s BMW is making a donation today to Grassroots Crisis Intervention Center, thanks to the overwhelmingly great response to our weekends sales (NOW extended through Friday!), and we ask you to join us on #GivingTuesday to help make a difference.
Bob’s BMW is an official collection center for Grassroots Crisis Intervention Center so if you are local, please on your next visit to Bob’s BMW bring in microwavable meals (not frozen!) and pop-top soups/stews to be donated to families in emergency shelters.
To learn more about Grassroots Crisis Intervention Center and/or make a monetary donation online today, CLICK HERE.
Not local? Another charity Bob’s BMW has supported for decades is The Pediatric Brain Tumor Foundation. Each year this organization hosts motorcycle rides throughout the nation. You can make a donation online and be part of the solution to the problem of childhood brain tumors.
Thank you for your generosity and best wishes to you and your family this holiday season,
August 18th, 2015
Watkins Glen, NY | September 4-7, 2015
Bob will be repeating his successful and very enjoyable Ride-2-Brunch-2-Do-Good event at the Finger Lakes BMW Rally over the Labor Day weekend again this fall. The ride and brunch is small, intimate and tickets are limited and must be purchased in advance.
Last year there were 15 participants for the inaugural event and is limited to just 17 so it is first RSVP, first paid and first to have fun and do good. The cost remains at $100 per person and this excellent brunch at one of the highest rated dining establishments in the entire Finger Lakes Region includes the participants choice of 1 appetizer, a salad, a seasonal entrée, dessert, coffee, any non-alcoholic beverages and if they wish one glass of wine, beer or champagne.
The event begins with a very enjoyable and spirited 75 minute (+-) ride starting at 9:30 AM sharp that uses beautiful secondary roads between the Rally location at Watkins Glen State Park and the Stonecat Café in the little town of Hector, New York. There is live Jazz music playing while we dine, converse and otherwise enjoy ourselves.
All net proceeds from this FUNdraiser are donated to the Pediatric Brain Tumor Foundation® through their annual Ride for Kids® event which Bob participates in and escorts one of the Star kids in his sidecar. That event will be held on Sunday, September 27 in Ellicott City, Maryland should you be interested in joining us there too.
Additional donations can also be handed to Bob but outright contributions are always welcome. If you can’t join Bob please go to the link below and support the great work the PBTF® does. The PBTF® is a federally registered 501(c)(3) charitable nonprofit organization. Bob and Bob’s BMW are fast approaching the $30,000 target for FUNdraising by 9-26-15 but we are not there yet; you could be the one to make that happen.
The full disclosure: Bob is a longtime supporter, fundraiser, past RFK® event leader and currently serves as a member of the PBTF BOD. He’s thankful that neither his immediate or extended family or any of his fantastic staff and their families have a child affected by this terrible disease.
To join the fun and fundraising event email or call Bob at the details below his signature or stop by the dealership with your check or credit card; any of the staff can accept payment and a positive RSVP if he’s not there.
April 1st, 2015
If you’re helmet is worn out, more than five years old, been dropped, crashed, passed down from a friend, or never properly fitted in the first place, it is’nt safe…PERIOD. NOTE: All new helmets are required to have their production date stamped on them so if you can’t find the date, you definitely need a new one!
Based on extensive safety research and testing, all major helmet manufactures agree it is important to replace your helmet every five years. Over time, the material slowly loses its protective qualities. As time passes, the EPS (expanded polystyrene) foam, hardens and after about 5 years the materials are no longer able to protect you in the event of an impact. Those of you with children are probably familiar with this. Similar rules apply to the protective qualities in car seats.
Not to mention if you weren’t properly fitted for your helmet, you very well could be riding around in a helmet that does not even fit which as you can imagine will not protect you as it is designed to do if you were in an accident.
About Bob’s Helmet Trade-In Program
In an effort to help the riding community stay safe, any motorcycle helmet brought to Bob’s during the month of April 2015, can be traded in to receive an on-the-spot rebate equivalent to 10% of the value of any new helmet purchase. This offer applies to in-store only and is valid only for motorcycle helmets. Helmets traded in will be destroyed and disposed of by Bob’s staff. The offer cannot be combined with any other offer.
Bob’s stocks helmets in a wide variety of brands, colors, styles, and price ranges. Start the season off right by taking advantage of Bob’s Trade-In Helmet Program. Choose from Bob’s great selection of helmets and get the proper fitting you deserve from an industry expert.