Photography courtesy Morning Meets.
Morning Meets is a GTA-based, members-only car community founded by Matt Collyer, built around curated events, structured drives, and a focus on connection over chaos. Since its early, over-subscribed meetups, the group has grown into one of the region’s most intentional enthusiast networks, reflecting a broader shift away from unstructured car culture toward more organized, experience-driven gatherings. This interview was originally published in Autostrada Magazine (Summer 2025).
The first Morning Meets event wasn’t supposed to be anything big. The weather was frigid and the forecast teased snow, so its founder, Matt Collyer, figured maybe a dozen cars would show up. But by 9 am, the parking lot at VPX Performance in North York, Ont. was overflowing. BMW Ms, Porsche 911s, and a matching pair of GT3s. Even a popular automotive YouTuber visiting the city from the UK made an appearance. It was more than a fluke. It was the start of something new.
“I had set up an RSVP link just to get a sense of the numbers,” says Collyer. “I think we had 30 or 40 cars sign up. But I’d only ever dealt with good weather events, so I assumed most people would bail. By 9 am, the first 20 cars rolled in. The anticipation was unreal. It was clear there was real passion in the room—or in the lot, rather.”
What happened next was unexpected. The event became the foundation for one of the most intentional and community-driven car clubs in Ontario. One that’s deliberately structured, unapologetically curated, and refreshingly free from the ego-driven chaos of other car meet-ups.
A Different Kind of Gathering
In the Greater Toronto Area, the phrase “car meet-up” often makes you think of over-revving engines in strip mall parking lots, with little organization. Morning Meets was built as a direct response.
“There’s such a negative connotation around enthusiasts in the GTA,” says Collyer. “Someone needed to provide structure. Even some of the supercar groups weren’t doing it for me. I’m not interested in blasting down the highway at 200 km/h. I come from the UK—back road driving is where it’s at.”
Morning Meets events are built on structure: pre-planned itineraries, clear expectations, and a no-nonsense policy on behaviour. Whether it’s a cars-and-coffee morning or a two-hour driving cruise with a scenic lunch stop, every element is curated.
“Our events always have a schedule,” says Collyer. “It might start with an hour at a coffee shop, followed by a two-hour drive, and end at a lunch spot. Everything is organized. People just show up, and we guide them through the experience.”
This structure isn’t about control. Rather, it’s about creating a space where people feel welcome and valued. It’s also a testament to why the community has grown so quickly. Within a year, Morning Meets held more than 15 events and built a list of over 750 curated vehicles.
Widebody Lotus Exiges to classic muscle cars, and 1990s-era Porsches have all made appearances, joined by modern classics like early Audi R8s. Collyer currently drives a 2017 Alfa Romeo 4C Spider, a lightweight backroad weapon that suits both his taste and the needs of Morning Meets. While the general benchmark for member vehicles generally starts around a BMW M2 or equivalent, Collyer occasionally makes exceptions for cars and drivers that fit the spirit of the community. The result is a refreshingly ego-free space where lightweight, backroad-ready icons share the pavement with some of the most admired sports cars of the last decades.
Membership Required
Unlike most public meetups, Morning Meets is invite-only. Not everyone gets in, and that’s by design.
“In order to become a part of the community, you have to fill out an application,” says Collyer. “We like to know who you are, the car you drive and ask for a photo of it, too. We’ve also added a member reference option, so if someone can vouch for you, that goes a long way.”
Each event includes a driver’s meeting, where Collyer reiterates the expectations. He doesn’t shy away from accountability.
“I’ve coined this phrase: ‘Thank you so much for coming this time, but this is your last time,’” he says. “Everyone has a probationary period. The members really help keep the community in check. They’re passionate, and they want to protect what we’re building.”
It’s a system that works. While exclusivity often gets confused with elitism, Morning Meets flips the script. It’s not about what you drive, but why you drive it, and how you treat others when you arrive.
The Morning Meets community is more varied than you might expect.
“We welcome everyone from the guy who just bought his first sports car to veterans with six or seven builds in their garage,” says Collyer. “A lot of people are working professionals in their 30s and 40s. But what matters most is their mindset. Whether it’s your first 911 or your dream Lotus, you’re welcome here, as long as you care.”
He’s also seen a rise in female members, something he credits to the structure and sense of safety.
“I absolutely love seeing that shift. The more welcoming and organized we make things, the more people feel comfortable coming out—especially if they’ve felt alienated by the typical car meet culture in the past.”
Built for More
Morning Meets is as much about quality as it is about curation. That includes its visual identity. Every drive is documented by a volunteer media team, including photographers and videographers who shoot magazine-worthy content.
“I think it’s really important to have something to take home,” says Collyer. “Every member gets a folder of photos from the event. It’s professional. These are people who own businesses, who care about presentation. We want the media to match the quality of the experience.”
Most of the media team works for free—though many land paid work with members afterward. It’s a natural ecosystem of enthusiasts helping each other.
“There’s so much trust in this space. A lot of members now go to our media guys for shoots or even business work. I offered to pay them at the beginning, but honestly, they’re doing better just from the connections they make.”
Looking ahead, Matt sees opportunity in a physical space.
“I’ve had a few offers from people who want to invest in something more permanent—a clubhouse, maybe a café-style space for enthusiasts to gather,” says Collyer, mentioning Caffeine & Machine, an automotive culture club and coffee shop in the UK. “Toronto doesn’t really have that,” he says.
It’s an ambitious idea. But like the very first snowy meet, it might just be the next right move.
“I’m really focused on making sure the membership continues to be a value-add,” he says. “But I do think this city is ready for a place like that—a public-facing, curated space where people can just show up, feel part of something, and share a coffee over a shared love of cars.”
For now, Morning Meets remains something rare: a car club with soul. A place where a spreadsheet meets spontaneity, and where community is consciously built, one member at a time.