FLX Babymaker — Crowdfunding Campaign
A stealth electric road bike that became the most successful product on Indiegogo in 2020.
In 2019, FLX Bikes had a clear market insight: most people who wanted an ebike didn't want to be seen on one. The brief for the Babymaker was a high-performance electric road bike completely indistinguishable from a regular road bike at a glance.
Stealth was defined in Phase 01 as a non-negotiable constraint. The battery was integrated into the downtube invisibly. Cable routing was designed into the frame from the first sketch. Motor and drivetrain integration — in chain and belt drive variants — was resolved without adding visual mass.
ZÆT held full design ownership from brief through to Indiegogo campaign: frame engineering, component specification, manufacturer coordination, BOM documentation, product photography, and all campaign assets.
How ZÆT was involved
Define Direction
· Design brief & constraints
· Market analysis
· Road geometry
· Commercial feasibility
Build the Foundation
· Full industrial design
· Integrated downtube battery
· Internal cable routing
· Motor & drivetrain integration
· Component specification
Execute and Launch
· Campaign asset production
· Manufacturer coordination
· BOM documentation
· $13M raised on Indiegogo
The Result
