If anyone’s worth listening to on the subject of motoring clubs, it’s Matt Williams. Matt, the founder and former CEO of Apex Motor Club in Phoenix, Arizona, knows EVESO Founder & CEO Alex Waters and Bozeman well, and sees the similarities between EVESO and his previous venture.

A trusted authority on motoring clubs

Having left Apex towards the end of 2025, Matt is now a key member of the advisory team at EVESO. Given his history of building a community within the automotive space, he is an authoritative figure on the topic of new, car-based clubs and facilities. When he talks, it’s worth listening; Apex has grown to have 300 members in just seven years. 

But it takes a strong project to persuade Matt to get back involved in motoring communities. He explained how he came to be involved in the business, which plans to bring comprehensive motoring facilities and a welcoming members’ club to Bozeman.

“I had met Alex through one of my members at Apex that I drove and raced with at the time,” Matt said. “He was an early part of EVESO as well, and asked if I could just help from the club and first-time developer perspective. I have some connections to Montana, where Alex is – I have family there and I spend a fair amount of time there in the summer months. 

“What Alex is doing is very similar to what I did prior to Apex - he’s building his community and sharpening his skillset with everything that it takes to bring that community into a real estate development, so I’ve been helping him with a number of things. That’s marketing-related, product-related, how you do what you do, where that revenue stream comes from, and really just trying to get the word out to the right people.”

Why Bozeman is the perfect spot for EVESO

Matt sees the idyllic location of Bozeman as a key factor in why EVESO is likely to become a huge success, believing that founder Alex has found a spot with the right conditions for a new motoring club to thrive.

“I think Bozeman is unique in that Alex has a mix of his proximity to world-class skiing, and the number of people who have secondary and tertiary homes in the area, and their willingness to bring a little bit of what they had from other places and experience that there. I think this adventure lifestyle that exists through different seasons provides a really interesting automotive landscape, whether it be off-roading, on-roading – whatever your passion is, you’ll be able to experience it there with other people throughout the seasons, which is unique in a lot of ways. 

“I know people from all over the country who participate in a rally called the Going to the Sun Rally, which celebrates one of the best roads through all of Montana, through Glacier National Park. It’s just exquisitely beautiful, and those are typically done in vintage cars. People wait all year long to show up for that. Alex and the folks at EVESO have the opportunity to do that every weekend if they wanted to, which is pretty spectacular in my opinion.”

Matt himself is incredibly passionate about cars, having spent his entire professional career in the automotive industry. Having worked in areas including sponsorship, junior driver development, and motorsport, the ‘lifelong car guy’ sees a particular opportunity in EVESO. 

“The time is right for something of that nature there. Obviously, Bozeman and Southern Montana as a whole have become very popular over the last couple of years. I think more and more people have started to relocate there from other parts of the country. Car culture is growing there, and people relocating from other parts of the country are bringing their car culture to Montana. So I think it’s got the ability to really grow and thrive there, in the very near term.” 

The importance of community within car culture

Matt identifies something crucial about the project: American motoring culture is only growing. He also feels that drivers and ‘gearheads’ need a new gathering ground, somewhere other than those crowded routes, to share their passion. In his eyes, Bozeman is that place. 

“Really, what EVESO is doing is becoming the automotive hub of Bozeman, and a place where you can experience a very high level of service, along with a very high level of community.”

That idea of community is fundamental to the EVESO project, just as it was fundamental to Matt\s successful previous project in Arizona. The principle of community drives EVESO forward, with the goal of creating a place for lovers of car and outdoor adventure culture within south-western Montana – and further afield – to share their passion. The community around the project is already thriving. 

“I know some of the early members, so anybody new coming to the table is going to meet some of the most unique and interesting car guys and families that I’ve ever met before, certainly. 

“New members are going to meet really down-to-earth people that enjoy the same things that they do, and they’re there for all the same reasons – they enjoy playing golf in the summer, they enjoy fly-fishing, they enjoy skiing in the winter. They enjoy that kind of low-key, laid-back lifestyle that Bozeman tends to offer people.”