TRENDS

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

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.