The private members club category is experiencing rapid expansion globally, with heritage operators like Soho House refreshing their offerings while luxury brands and high-profile athletes launch new membership-based experiences.
ReadingPrivate membership is becoming a category play, not a brand moat. The first wave creates demand; the second wave destroys pricing power through saturation.
WatchWhich non-luxury brand (tech, automotive, F&B) launches a members club in 2025. That will signal the category has moved from aspirational to commoditized.