Why Members-Only Clubs Are Everywhere Right Now

I’m intrigued with the modern version of a country club. I think of concepts like Soho House or the Wing as “urban country clubs”. These membership businesses gather communities of like-minded people. They create repeat traffic and have demographic and psychographic desirability in their members. These communities are powerful because if they endor... See more

But perhaps what has Soho House best poised for post-pandemic growth is all the pent-up yearning to socialize, fraternize and consort — albeit safely, among “like-minded” fellow creatives, walled off from the great unvaxed.

A funny example is: in LA you have these social clubs, like the Soho Club, which are elite. Only now there are actually newer clubs that are even more elite. The San Vicente Bungalows — it’s even harder to be a member than it is for the Soho Club.