10 Best Private Clubs of 2024
The Battery, San Francisco
By Kirsten Cluthe March 20, 2024
Culture, connection, and community: Meet the next generation of private clubs. Mark Somen, a strategic advisor for hospitality consulting firm Craft House, says that, aside from club amenities, the personalities behind some of the most popular clubs can also be a draw.
The private club scene has undergone a remarkable transformation in recent years, shifting its traditional exclusivity to embrace a younger, more diverse membership base. With the rise of a new generation of professionals seeking connection and “bucket-list” experiences, private clubs worldwide are redefining themselves to stay relevant and appealing. This shift is not just about luxurious amenities and exquisite spaces; it’s about lifestyle.
Traditionally associated with an older, more established crowd, the new generation of private clubs offers networking, professional development, and wellness as reasons to join. The ethos of The Ned Club, for example, is “to create a space for like-minded professionals to meet, work and have a good time.”
State-of-the-art amenities and thoughtful event programming are also main attractions, from cooking classes and wine tastings to exclusive fitness and wellness retreats. Clubs also implement policies encouraging membership from various backgrounds, professions, and cultures. This inclusivity reflects the societal shift towards embracing diversity and fosters a richer and more dynamic member community. Soho House, arguably the club that motivated a younger generation to join the private club movement in the late 90s, offers an “Under 27” membership, helping to increase the generational mix of members. Blackbird House in Los Angeles, founded by Bridgid Coulter Cheadle, is designed as a co-working and wellness club for women of color.
Mark Somen, a strategic advisor for hospitality consulting firm Craft House, says that, aside from club amenities, the personalities behind some of the most popular clubs can also be a draw. New York’s Norwood Club, which closed in 2022, had an infamously popular host in Alan Linn, who founded the club in 2007. (Disclosure: I was a member of Norwood for many years and miss it terribly.) “Alan was the perfect maitre d’ and host,” says Somen. “Warm, funny, charismatic, and didn’t take himself too seriously. Most people who joined were there because of Alan and returned because of Alan. It’s personalities like that who make the club.”
The shift towards tech integration, innovative experiences, and a focus on inclusivity is redefining the purpose of private clubs in the 21st century. As these exclusive institutions evolve, they ensure their continued relevance and play a crucial role in shaping major cities’ social and professional landscapes worldwide. No longer just exclusive hideaways for the elite, they are becoming hubs for the ambitious and creative minds of a younger generation.