Wellness is a family value.
What’s happening: UK-based family-focused members club OurHouse will open three London sites in 2027, creating a more unified space for adult well-being and childhood enrichment.
Growing up. Formerly Little Houses Group, OurHouse’s two existing UK outposts, give “me time” and “we time” a shared address. Childcare, workshops, and indoor/outdoor play keep kids engaged, while gyms, pools, Pilates, and coworking give parents room to refocus.
With 14K+ families waitlisted, it’s tapping £100M from Blackstone to open sites in Clapham, Chiswick, and East Sheen in 2027 while exploring growth beyond the capital.
Parent trap. Per Ipsos, nearly half of British adults are putting off kids, citing high costs and low access to childcare — mirroring barriers in the US. Competing with careers, relationships, fitness, and self-care, parenthood is increasingly de-prioritized.
Outsourcing the village, a new wave of social wellness club aims to support modern dynamics. Targeting 20 clubs, NYC’s The Beginning reframes the country club around family life. Emphasizing enrichment, Purple Dragon and Cocoon create dedicated spaces for families to play, learn, and connect.
Punchline: Making time the ultimate amenity, family-focused clubs are turning the modern village into a premium proposition, and putting a price on having it all.
