Soho House, the exclusive private members’ club, has announced that it will no longer be accepting new members in its Houses in New York, London, and Los Angeles. The decision comes following complaints from existing members about overcrowding and a lack of value in their membership. Soho House founder Nick Jones explained in an email to members that he has been spending more time in the Houses and has listened to feedback from both members and staff, leading to the decision to limit new memberships in these cities.
The move to restrict new memberships is a response to the growing criticism of Soho House’s overcrowding issues. Over the years, social media has been filled with posts mocking the company for the lack of space and the difficulty of getting into their prestigious clubs. However, despite the negative feedback, Soho House’s parent company, Soho House & Co., reported a significant increase in overall membership in the third quarter of this year. The parent company, which also includes brands like The Ned and Scorpios Beach Club, saw a 21% jump in membership from the previous year. Soho House specifically experienced a slightly higher growth rate at 21.3%. The company’s waitlist to become a member now stands at an all-time high of 98,000.
Given the high concentration of members in each of the affected cities, it appears that the decision to halt new memberships is permanent. Jones emphasized in his email that Soho House is committed to improving the membership experience. They are working on new menus and upgrading their fitness and wellness facilities. Company leaders have hinted in previous earnings calls that there would be a greater focus on food and service in the future. Soho House & Co. CEO Andrew Carnie also mentioned in an interview earlier this year that they were planning initiatives to address overcrowding issues.
The decision to limit new memberships is not expected to generate the same level of criticism as Delta Air Lines faced when it made significant cutbacks to its Sky Club eligibility and lounge access. Soho House operates on an exclusive basis, meaning that once someone becomes a member, they are guaranteed access to the club. However, for those who are not yet members, there are still other options available. Soho House recently opened a new location in Mexico City and has plans to open another House in Portland. However, even with these new options, potential members will still have to contend with the extensive waitlist.
In conclusion, Soho House’s decision to stop admitting new members in its Houses in New York, London, and Los Angeles is a response to complaints about overcrowding and a lack of value in membership. The company’s parent company reported a significant increase in overall membership, leading to the decision to limit new memberships. Soho House is committed to improving the membership experience and has plans to upgrade facilities and menus. Despite the restrictions, there are still other locations available for potential members, although they will still have to wait to gain access to the exclusive club.