Intuitive brands are recognising the potential to combine remote office, gym, spa and convivial social spaces in one desirable package: the members’ club. These boundary-blurring venues cater to widespread hybrid working patterns as well as the prioritisation of holistic health (see Key Stats) – trends we track in New Work-Life Patterns and Bringing Back Bleisure Travel.

As millennials enter their prime parenting years – in the US, 40% of this generation have now started a family (YPulse, 2022) – there’s a growing appetite for sophisticated kid-centric spaces. This overwhelmed cohort, who are juggling work and parenting, will welcome the support networks and empathetic facilities that clubhouses can provide.

To entice the next generation of tastemakers – as profiled in Enlightened Luxurians – clubs must cast off elitist airs, emphasise their ethical standpoints and prove their cultural credibility. Some are adopting more egalitarian entry criteria or adding public-facing spaces, while in-house events programming, podcasts and art displays signpost sociopolitical leanings.

A new breed of tech-savvy private members’ clubs is looking beyond bricks and mortar: they’re embracing virtual currencies and content creation, with a view to becoming Web3-era empires. One popular phygital strategy is minting non-fungible tokens (NFTs) that unlock exclusive IRL events or secure entry to metaverse cliques.