Embracing the Blend

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.

Kids in the Club

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.

Humanising Members’ Clubs

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.

Digitising the Clubhouse

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.