Cracking the Code for a New Wave of Members Clubs
Skift Take
On Experience
Colin Nagy is a marketing strategist and writes on customer-centric experiences and innovation across the luxury sector, hotels, aviation, and beyond. You can read all of his writing here.Private members clubs are surging. What began with Soho House’s template of global expansion has spawned a variety of new players.
The Hollywood-centric San Vicente Bungalows plans to open in New York, which has its own new scene with the likes of Zero Bond, Casa Cipriani and Casa Cruz. London, which has a storied history of members clubs, has a flood of new entrants. In Doha, Soho House offshoot the Ned has a well-designed outpost in a stunning former Interior Ministry building.
Aside from the desire for festive experiences post-COVID, the business model also proves irresistible: a joining fee and yearly dues supercharge profit margins from food, beverage and rooms.
But there’s the inevitable “but”: Older member clubs have well-worn standards of decorum, thoughtful approaches to service and a patina and vibe in keeping with a well-worn club chair. Some of the new clubs are missing that magic.
To understand the evolution of the space, I spoke to Michael Fuerstman, Co-founder and Crea
