Members Clubs Just Aren’t What They Used to Be
The landscape of private members clubs is shifting dramatically, driven by a new generation of consumers who are redefining the meaning of exclusivity. In her recent commentary, financial journalist Allison Schrager argues that today’s private clubs have commodified elitism, transforming these once-sacred spaces into a marketplace for status rather than a haven for genuine connection and community. This evolution raises important questions about the future of membership-driven venues and what they represent in contemporary society.
Traditionally, private members clubs have been synonymous with a certain level of prestige. They offered a sanctuary for the elite—business leaders, artists, and intellectuals—to retreat from the outside world, share ideas, and foster relationships. However, the modern interpretation of these clubs has shifted towards a more commercialized model, catering to a broader audience that values access over authenticity.
One of the key changes in the private club model is the rise of “lifestyle clubs.” These establishments prioritize amenities and experiences over exclusivity. For instance, clubs like Soho House have expanded their offerings to include co-working spaces, restaurants, and wellness facilities. While these features can enhance the appeal of a club, they also dilute the traditional concept of membership, transforming it into a profitable enterprise rather than a genuine community.
This commodification of elitism can be seen in the pricing structures of modern clubs. Membership fees have soared to astronomical levels, often ranging from a few thousand to tens of thousands of dollars annually. Within this framework, the exclusivity that once defined these clubs is now accessible to a broader demographic willing to pay for the privilege. The allure of exclusivity has been replaced by an experience that can be purchased rather than earned through connections or status.
Moreover, the advent of social media has changed the way members interact within these clubs. The desire to showcase a glamorous lifestyle has led to a culture of superficial networking, where relationships are often more about social media validation than meaningful connections. This shift has created an environment where members may prioritize their online presence over authentic relationships, leading to a dilution of the club’s original purpose.
In addition to the impact of technology, the pandemic has accelerated changes within the private club sector. With many individuals seeking solace and community during lockdowns, clubs have adapted by implementing virtual offerings and flexible membership models. While these changes have allowed clubs to thrive during challenging times, they have also contributed to the loss of the exclusive atmosphere that once characterized private memberships. The sense of belonging that was once a hallmark of these clubs is being overshadowed by a transactional relationship between members and the establishment.
The changing demographic of club members also plays a crucial role in this transformation. Younger generations, including Millennials and Gen Z, tend to prioritize experiences over material possessions. They seek authentic connections and value inclusivity over elitism. As a result, traditional members clubs are faced with the challenge of redefining their offerings to attract this new audience. Clubs that fail to adapt risk becoming irrelevant, as the demand for authentic experiences continues to rise.
While the evolution of members clubs presents challenges, it also opens opportunities for innovation. Clubs can reimagine their purpose by fostering genuine connections and creating spaces that encourage collaboration and creativity. By focusing on community-building rather than exclusivity, private clubs can differentiate themselves in a crowded marketplace. Initiatives such as mentorship programs, social impact projects, and networking events that prioritize collaboration can help clubs regain their status as valuable community resources.
In conclusion, the transformation of private members clubs reflects broader societal changes in values and priorities. As Allison Schrager highlights, the commodification of elitism has diluted the authenticity that once defined these spaces. To remain relevant in this new era, clubs must adapt to the evolving expectations of their members by prioritizing meaningful connections and experiences. By doing so, they can reclaim their status as essential havens for collaboration, creativity, and community.
members clubs, elitism, Allison Schrager, community, exclusivity