TRENDS

Luxe Mis­sis­sauga so­cial club Twenty7 in­vites en­trepreneurs to take their meet­ings be­hind the wheel of a Fer­rari

Sharp - - CONTENTS - BY ERIC MUTRIE

Mis­sis­sauga so­cial club Twenty7 gives en­trepreneurs in the fast lane a place to work and play.

WHEN STEPHEN ROBIN­SON BE­GAN PLOTTING his next move af­ter a decade as Chief Op­er­at­ing Of­fi­cer of a restora­tion con­tract com­pany, he started by tak­ing in­ven­tory of his core pas­sions. “I re­al­ized what I like most is driv­ing fast cars, grab­bing drinks with friends, talk­ing busi­ness, and telling great sto­ries,” he says. “So I com­bined those.”

En­ter Twenty7, a mem­bers' club that’s part Soho House, part lux­ury auto show­room, and part up­scale We­work. Op­er­at­ing from a 26,000-square-foot fa­cil­ity in Mis­sis­sauga, the op­er­a­tion em­bel­lishes its workspaces, event rooms, and restau­rant with cov­eted sports cars like a Fer­rari F430, a Porsche Cay­man S, and an Audi R8.

As added perks, the club’s fleet of lux­ury rides is avail­able for mem­bers to rent, and a col­lec­tion of cus­tom-built rac­ing sim­u­la­tors are on hand to pro­vide a high-adren­a­line nov­elty at­trac­tion for mem­bers book­ing the club as a venue for cor­po­rate events and re­cep­tions.

Those who use Twenty7 as their day-to-day of­fice say its pol­ished am­bi­ence makes a strong im­pres­sion on clients. “My com­pe­ti­tion might ask some­one to meet at a Star­bucks or a Pan­era Bread,” notes fi­nan­cial ad­vi­sor Der­ryn Shros­bree, who has been a Twenty7 mem­ber since its launch in 2015. “I get to ask them, ‘How would you like to meet at a su­per­car so­cial club?’”

The club’s name re­flects its ap­pre­ci­a­tion for fine au­to­mo­biles by pay­ing homage to an elite crew of For­mula One driv­ers that in­cludes James Hunt, Alain Prost, and Gilles Vil­leneuve — all of whom, at some point in their ca­reers, raced cars iden­ti­fied by the num­ber 27. To Robin­son, these rac­ers pos­sess the same defin­ing char­ac­ter­is­tics as the en­trepreneurs he wants his hide­out to ap­peal to: tal­ent, com­mit­ment, and a will­ing­ness to take risks and break rules.

Lux­ury cars are one way to at­tract that crowd. And the im­promptu brain­storm­ing ses­sions that of­ten take place be­tween mem­bers are a tes­ta­ment to the suc­cess of Robin­son’s re­cruit­ment strat­egy. “Put a bunch of Type A, suc­cess-ori­ented guys in a room, and soon some­one in the pay­ment pro­cess­ing in­dus­try will find ways to re­duce the costs of some­one else in the pack­ag­ing in­dus­try,” he says. Mem­ber events like scotch tast­ings and week­end car tours to Ni­a­gara winer­ies of­fer fur­ther op­por­tu­ni­ties to con­nect.

Given the club’s close prox­im­ity to Toronto Pear­son In­ter­na­tional Air­port, it also dou­bles as a luxe park­ing garage. Mem­bers head­ing out of the city can drop off their car for safe­keep­ing, then re­ceive a com­pli­men­tary lift to the air­port. Even­tu­ally, Robin­son may even be able to dis­patch his team to meet them at their des­ti­na­tion; his long-term am­bi­tion is to launch Twenty7 out­posts in Mi­ami, New York, and Chicago. By the sounds of it, he’s got his foot planted firmly on the gas.

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