Build Things That Make Life Better
FLX Bikes — Babymaker I & II
Two generations of full design ownership — the stealth ebike 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 was to design a high-performance electric road bike with a completely stealth aesthetic — indistinguishable from a regular road bike at a glance. ZÆT took full design ownership from day one, through frame engineering, component specification, manufacturing coordination, and production across two generations.
The Babymaker became the most successful product on Indiegogo in 2020, raising over $13M across two campaigns. The Babymaker II was assembled in Detroit and delivered to customers across North America from January 2022.
How ZÆT Built This
Define Direction
Stealth design brief and constraint mapping · Market analysis: stealth ebike segment North America · Use-case: urban commuter road geometry · Commercial feasibility: price point and BOM targets
Build the Foundation
Aircraft-grade aluminium frame architecture · Integrated downtube battery — structural and invisible · Full internal cable routing design · Motor and drivetrain integration (chain and belt variants) · Hydraulic disc brake specification
Execute and Launch
Manufacturer coordination and prototype review · BOM finalisation and production documentation · 3,000-unit Detroit assembly coordination (V2) · Product photography and launch content · Indiegogo campaign preparation and go-to-market
The Result
