Before he became a business owner, Corey Keats worked as a retail manager and as a graphic designer with a focus on e-commerce and digital marketing. He’d long had an interest in the mobility sector, thanks to his mechanic father Brendon, who ran an automotive centre in their Gold Coast town. While both Corey and Brendon gained fulfilment with their respective careers, they also had a desire to to do more.
“We both felt there had to be something more exciting and fun to pursue,” Corey shares.
The opportunity came when they noticed a gap in the market amid the rising popularity of electric bikes.
“I noticed the rising popularity of electric bikes in our beachside town on the Gold Coast and saw a gap in the market for more fun, lifestyle-oriented options,” Corey explains.
With the idea for Ampd Brothers now in his head, Corey convinced his dad to explore the business idea with him, and they had soon booked a trip to China to source products.
At this stage, Corey and Brendon worked together to develop their own models and identity as a business. “We wanted to create a brand that embodied fun, quality, and innovation,” Corey says.
Launch and initial challenges
Ampd Brothers Electric opened its doors in 2019 and achieved rapid growth in a short period. However, Corey and Brendon’s business journey was not without challenges.
For one, they had to find ways to manage their cash flow while still being able to address the growing demand. In response to these cash flow issues, Ampd Bros. focused on steady growth and went for the pre-selling route to sell their units. This proved to be successful as the business was able to pre-sell nearly 50 per cent of its first shipment before its arrival.
“This strategy helped maintain a steady income stream,” Corey says.
Then there is the COVID-19 pandemic, which caused significant manufacturing delays amid a high demand for their products, further complicated by increasing product costs that also strained their resources. In response, Ampd Bros. invested in building strong relationships with suppliers they found to be reliable, and continuously sought ways to optimise their production processes.
Growing pains
As the business grew, so did its need for substantial storage space for greater operational efficiency. To keep up with storage demands, the company purchased a 1600sqm space for its headquarters and leased additional warehouses as well. Corey explains, “This provided the necessary space to accommodate our growing inventory.”
The growth also brought new challenges in its fulfilment processes, which the company moved to address. In response to those challenges, Corey shared, “We implemented new systems that streamlined picking, packing, and shipping, ensuring a better customer experience.”
Corey also made moves to add new people to the company. Over the years, he has built up a skilled team of personnel and partnered with local industrial designers to enhance product development and technical support.
“These efforts will allow us to introduce more Australian-designed frames and make significant improvements to our existing models into the future,” he says.
Adapting those changes throughout the business required significant effort and investment in both time and resources, as it required a multifaceted approach, Corey admits. But he also proudly shares that thus far, the team has been able to adapt to these changes, which enabled them to achieve growth in spite of the odds.
“Our dedication to innovation and quality, coupled with a relentless focus on customer satisfaction, enabled us to navigate these challenges and continue growing the Ampd Bros brand,” he says proudly.
Proudest moments
Corey takes pride in seeing how excited their customers are when they receive and use their products. One particular moment that stands out for him was when 14-year-old Arisa Trew, a skateboarding pro athlete ambassador, won gold at the Women’s Park Skate Olympics using one of their bikes, which helped showcase the impact and reach of our brand.
“Seeing our products and brand being loved and appreciated by so many people is truly the most fulfilling and motivates us to keep pushing forward,” Corey says. “The positive feedback from our team, dealer network, and influencers every day is incredibly rewarding.”
Ampd Bros. bikes have also been ridden by Australian actors Chris Hemsworth and Dan Ewing, both of whom have posted about the business on social media.
Advice for other small-business owners
Drawing from his experiences, Corey encourages small-business owners to always adapt to their changing environment and remain persistent in what they do.
“Don’t stop learning, and never look sideways at what the competition is doing – keep your focus on your brand story, values and innovation,” Corey shares. “Challenges are inevitable, but they also present opportunities for growth and improvement.”
Corey also encourages small-business owners to continue building strong relationships with suppliers, and customers to strengthen their businesses. He also encourages them to continuously seek ways to optimise their operation by continuously investing in new skills and technologies that can enhance their business processes.
Finally, Corey reminds small-business owners to always have a customer-centric approach and prioritise the delivery of a positive experience from purchase to after-sales support. “This commitment to quality and satisfaction will build a loyal customer base and drive long-term success,” he concludes.
