Soho House is heading to the countryside.
What’s happening: The London-born members club will open retreat-style properties in Sonoma, CA, and New York’s Hudson Valley as it expands into wellness and longevity.
Escape plan. Building on 48 clubs worldwide, Soho’s first North American countryside retreat opens in the Hudson Valley in 2028. Set on a 19th-century estate, it will feature 45 rooms and cabins alongside restaurants, a spa, pool, and outdoor recreation.
Debuting next year, its Sonoma property brings 50 villas and cottages to a working vineyard with wellness amenities, pools, and outdoor activity spaces.
New luxury. Repositioning around well-being, Soho is adding revamped Health Clubs and Longevity Studios across new and existing sites, including a 15K-square-foot wellness center in Flatiron featuring cryotherapy, red light therapy, hyperbaric oxygen, and IV therapy.
Next up. The new country club, wellness hospitality operators The Ranch and Six Senses are moving into the Hudson Valley, while Devon Lévesque’s Sweet Honey Farm welcomes high-performers to a rural escape in NJ.
Looking ahead: From urban clubs to countryside retreats, wellness is becoming the amenity members are willing to travel for.
