A cult with cars? I'm inside this automotive clubhouse, soaking up a cool vibe
Tucked neatly behind a series of industrial complexes, studios and garages in Leaside, Toronto, lies RCLUB, a mysterious and somewhat misunderstood automotive social club. Some say their memberships cost upwards of $15,000. Others say it's an exclusive members club only for the fortunate few who own one of the world's great cars.
The truth?
It's a hub for all who love anything to do with automotive culture, and it provides its members a community to share in their passions.
Since its creation in 2019, RCLUB (as in Our Club) has grown and evolved, while still staying true to its roots. Built upon the vision of founder, Adam Westland, to offer a luxury car-sharing platform, the club provided members with the opportunity to borrow high-end cars whenever they pleased. (Westland has a background in IT infrastructure design for hotel chains.)
The model has since changed and the members have stayed. The shift in gear from supercar borrowing to automotive social club really started to ramp up over the past six months through the partnership of Nick Cassells, 42, and his wife, Whitney Bloom, 37, as they joined up with Westland. 'Today, the club has really evolved into this large community of auto enthusiasts' says Bloom. 'I think that's what's so great about the community at RCLUB, it's just really inclusive. It's not just a car club; it's a social club.'
Now the club screams family and community, almost as loudly as the V10s of the Lamborghinis parked out back roar when they arrive.
'We both have full time jobs. but we are passionate about the RCLUB community and while it's busy with a three-year-old, a nine-month old and a dog), we are dedicated to keeping our unique car culture alive … even if it means stretching the boundaries of time,' says Bloom, who works for Meta.
Cassells spent a decade at Labatt, where he learned how to create an atmosphere to make people feel welcomed. He attended culinary school at George Brown. 'Nick is always working to ensure the clubhouse, like his kitchen, is clean and fuelled with good energy,' says Bloom.
The injection of Cassells' hospitality expertise invigorated the club. Even with its hidden location, and some confusion surrounding it since its change of direction, the 'exclusive' members car club has managed to grow to become the largest individually held and locally owned one in Canada.
I went along to take in the Miami Formula One viewing party to sample the vibe. Some of the cars parked outside diverted partygoers' attention. A trio of Lamborghinis, in particular, caught the eye. I said I'd like to film some rolling footage of the Lamborghini squad. A club member jumped into action and rallied the three owners for a drive. He even hopped in at the wheel of my parents' Honda Fit, so I would be free to capture the moment through my lens as we took over the Bayview extension for a Sunday afternoon drive.
It was generous of them to do this for a young photographer and highlights the large heart of this automotive family. I won't dwell on the features of the club: the mechanic bays, car storage, cars to swap and test, SIM racing, live events and discounts on parts and tires.
What truly makes this club stand out is the inclusive vibe its members have built. Perhaps a line from the 'Fast & Furious' franchise will capture it best: 'Everyone becomes family. It's like a cult with cars.' — Aimes in 'Fast X.'
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