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Business strategy

Pedal powered up: How fat bike family Ampd Bros shifted gears to e-bikes

- August 27, 2024 5 MIN READ
Corey and Brendon Keats
Ampd Bros founders Corey and Brendon Keats
Corey Keats and his father, Brendon, launched Ampd Bros with more than just business in mind—they aimed to create an electric bike brand that would take the market by storm.

Driven by a shared love for biking, the Keats have now built an eye-catching and innovative business. Harnessing the father and son’s unique blend of mechanical expertise and creative design skills, Ampd Bros e-bikes have become market leaders.

“The idea for Ampd Bros was born out of a shared passion for adventure and a desire to do something more thrilling and exciting—something we were both passionate about, especially since we’ve been around bikes our whole life,” says Corey.

The spark that ignited Ampd Bros

For Corey, the journey to entrepreneurship was anything but a straight path. With a background in graphic design and experience as a manager at Target, Corey is not your typical entrepreneur. Yet he always had an interest in eCommerce and tried his hand at a variety of side hustles, from selling beach products to bikinis. Despite this, it wasn’t until he joined forces with his father that everything clicked.

Brendon Keats is a seasoned mechanic who had run his own service centre for over a decade.

The idea to dive into the electric bike industry came naturally. Both Corey and Brendon noticed a gap in the market for e-bikes that combined performance with a strong, distinctive design. Corey recalls, “We wanted to create a brand that not only delivered on performance but also brought a sense of identity and fun to the ride. Ampd Bros was our answer to that need.

“My father has a wealth of experience in mechanics and business, while I bring a background in technology and design,” says Corey. “We’ve always had a strong bond and a mutual respect for each other’s skills,” Corey explains. “We knew that combining our strengths would give us a unique advantage.”

 Brendon and Corey.

Ampd Bros is a family affair for Brendon and Corey.

A family affair

Going into business with family is often fraught with challenges, and this was no exception for the Keats.

“The early days together were never easy,” Corey admits. Before Ampd Bros, the father-son duo had worked together in a small car yard business. “We both had very different views on things, and business was tough,” Corey shares.

But it was through these challenges that the foundation for Ampd Bros was built. Corey’s love for design and technology began to shine as he delved into eCommerce, creating small online drop-shipping businesses.

“My father noticed my skills really coming to fruition,” says Corey..

The synergy between Corey’s tech-savvy approach and Brendon’s mechanical expertise was undeniable, and they realised that together, they could create something truly special.

“Our shared vision and open communication have been key in making this partnership work,” Corey says.

“While it wasn’t always sunshine and roses, we have always been able to find a middle ground. Over the years, our relationship has strengthened more than anything, and as leaders in business, we’ve learned that we have to be better in communication.”

The Ace: the original Fat bike

Ampd Bros: Blending edge with nostalgia

One of the defining characteristics of Ampd Bros is its unique design aesthetic—a nod to the freewheeling spirit of the 1970s and 80s.

“The 70s and 80s were eras defined by bold designs and a sense of freedom and adventure—values that we wanted to bring into our bikes,” Corey explains.

The result is a range of electric bikes that stand out from the crowd with their chunky, retro-inspired looks and cutting-edge technology. Every bike that Ampd Bros produces is meticulously designed with performance and durability in mind.

“Our combined experience has been crucial in ensuring that our bikes are as much about function as they are about form,” Corey says. The bikes incorporate industry-leading components, from Samsung batteries to Shimano gears, ensuring that they meet the highest standards of quality.

The design process is a collaborative effort, blending Corey’s background in technology and design with Brendon’s mechanical expertise.

“This synergy allows us to create bikes that not only ride well but also turn heads,” Corey adds. The result is a brand that resonates with both older generations who appreciate the nostalgic vibes and younger riders who are drawn to the unique style.

Overcoming hurdles in a crowded market

Launching a new brand in the competitive e-bike market wasn’t easy.

“One of the biggest challenges was building brand recognition in a market that was already starting to get crowded,” Corey acknowledges.

Differentiating themselves through their products, marketing, and brand story was crucial in establishing a foothold in the industry. Securing the right suppliers and ensuring the quality of their bikes was another major hurdle. But the Keats’ commitment to innovation and quality helped them overcome these challenges.

“We’re always exploring new technologies, materials, and designs to keep our bikes at the forefront of the market,” Corey explains. This dedication to staying ahead of trends and continuously innovating has been key to Ampd Bros’ success.

Ampd Bros bikes

The celebrity factor

Ampd Bros’ distinctive style and high-quality performance haven’t just caught the attention of everyday riders—celebrities have also embraced them. High-profile endorsements from stars like Chris Hemsworth and athletes like Arisa Trew and Paige Tobin have significantly boosted the brand’s visibility and credibility.

“Having high-profile endorsements has been a tremendous boost for the brand,” Corey shares. “It’s helped us reach a wider audience and build credibility in the market. When someone like Chris Hemsworth or talented athletes like Arisa and Paige are seen enjoying our bikes, it sends a strong message about the quality and cool factor of our products.”

These endorsements have accelerated Ampd Bros’ growth and brought a lot of attention to the brand. Corey and Brendon understand the importance of maintaining the brand’s appeal and ensuring that their products continue to meet the high expectations set by their celebrity fans.

Innovation in business

As the e-bike market continues to evolve, Ampd Bros remains committed to innovation and pushing the boundaries of what’s possible in electric bike design.

“Staying ahead requires constant innovation and a deep understanding of our customers’ needs,” Corey explains. This forward-thinking approach has led to the development of new bike models that incorporate cutting-edge technology and more customisable options.

Ampd Bros is also expanding its range of accessories to enhance the riding experience further. Fans of the brand can look forward to more limited-edition releases, like the Ace Rally bike, which celebrates unique designs and performance capabilities.

“We’re committed to keeping the excitement alive with every new product we launch,” Corey says.

Building a family legacy

For Corey and Brendon, the success of Ampd Bros is more than just a business achievement—it’s a testament to their hard work, shared vision, and the strong bond they have as a family. “It’s incredibly fulfilling to see something we built together thrive,” Corey reflects. “As a father-son team, it’s not just about business success—it’s about the journey we’ve shared and the legacy we’re creating.”

Looking back, there have been several pivotal moments in Ampd Bros’ journey that have propelled the brand to where it is today. From the launch of their first electric bike, the ACE, which became an instant hit, to securing endorsements from high-profile celebrities, each milestone has helped build momentum and establish Ampd Bros as a leader in the e-bike industry.

Advice for aspiring entrepreneurs

Corey and Brendon’s journey with Ampd Bros offers valuable lessons for aspiring entrepreneurs, especially those considering going into business with family members.

“Communication and mutual respect are key,” Corey advises. “Going into business with family can be incredibly rewarding, but it also requires clear boundaries and an understanding of each other’s strengths.”

He emphasises the importance of having a shared vision and being prepared to navigate challenges together.

“Don’t be afraid to take risks, but always stay true to your core values. And most importantly, enjoy the journey—building something meaningful with family is a unique and fulfilling experience.”

And for Corey, it’s clear the ride is far from over…

Find out more about Ampd Bros.