Ben Taylor and Steven Payne were tired — tired of e-bikes looking like they’re straight out of Tron or borderline unfashionable. In 2019, their exhaustion shifted into exhilaration as the duo began working on the brand known today as Beachman.
The brand sells electric bikes that comply with provincial codes, look and handle just like a motorcycle and have a similar weight. Derived from retro motorcycle designs, their e-bikes have rapidly changed the market, as everyday commuters have dropped the bike-sharing QR codes and opted for the cushy padding of one of the brand’s select models.
Beachman’s story began in 2016 as an Instagram account that branded itself as a retro company that stood for “the best in life.” The account would share posts that were coded in vintage luxe living, from Porsches driving through Monaco to champagne being poured overlooking the Alps.
Three years later, Payne and Taylor had a chance encounter at a coffee shop. “My best friend from childhood was a barista at the café at the end of our street,” Taylor says. “And he texted me one day to tell me that the guy who lives a street over builds café racers [a genre of sport motorcycles] in his backyard, and my friend said, ‘Here’s his number. You should text him.’”
A quick 30-second conversation was enough for Payne and Taylor to head to Payne’s backyard, where he showed Taylor potential parts for a Beachman first release. Payne built the prototype, which was swiftly picked up by Taylor, giving Beachman its first product to sell.
In the coming years, Beachman expanded into more than just an e-bike company. The label sells a lifestyle, one that proves to customers that their commute to work doesn’t have to be the worst part of their day.
Taylor says of the people who buy Beachman, “They want more joy in their life. I get a lot of nice letters from people after they get their bikes, telling me that every day is a joyride. They’ll purposely miss their house on the way home, and every second after that is a bonus.”
FAST FACTS
High school:
Ben: Greenwood College School
Favourite place in Toronto:
Steve: Magwood Park
Favourite restaurant:
Steve: Gus Taco on Dupont
Favourite Torontonian:
Ben: Jim Carrey
Their most popular bike at the moment is the ’64 which looks like it was taken right from under Steve McQueen on a film set. The bike features treaded tires, a bespoke leather seat cushion and potential for add-ons. Tucked away into the bike’s monochromatic body are two pedals in order to comply with provincial bike law, something Taylor says the brand hasn’t had issues with.
“There are provincial guidelines for speed, power, and weight,” Taylor says. “It’s got to be a 32 km/h max speed, the motor has to be limited at 500 watts while under use and the bike has to weigh under 120 kg.”
Beachman bikes fall under these regulations, and although the bikes abide by provincial by-law, they appear as if they don’t. However, Taylor swiftly dismissed those fears.
“They’re silent, right?” he says. “People know motorcycles make noise, and I was worried about it in the beginning. We learned pretty quickly over the first six months to a year that police wouldn’t be a problem. I’ve been stopped twice by cops and it was because they wanted to ask me what it was and how they could get one.”
Beachman e-bikes are built for cities: they have narrow handlebars in order to fit through tight Toronto backyard pass-throughs, cushioned seating to make travel through a downtown core much more enjoyable and durability for the city’s scariest of seasons.
While the bikes have thorough application in the city, some enjoyers buy their own Beachman for the suburbs.
“Half of our customers live downtown, don’t have a driver’s licence and have no interest in paying car insurance,” Taylor says. “There are a ton of our bikes on Ossington and Dupont; those are our most visible customers.”
The other half are usually over 50 and enjoy their bike to ride into town for pizza — or to stare at it, as Taylor mentioned some riders colour-coordinated their bikes to match the luxury sports car in the garage.
Beachman is currently developing their next bike, the Aviator, which is set to be pre-ordered in August. Prospective customers can take Beachmans on test drives at 530 Keele St.
