Soho House is optimizing the social experience.
What’s happening: The London-born members club is rolling out holistic wellness and longevity concepts, with plans to scale in-house Soho Health Clubs as it opens future properties.
Health first. More than a luxe social venue, Soho House blends community with cultural and well-being across 45 global clubs.
Crediting expanded wellness amenities with revenue gains and a 270K-person waitlist, the newly privatized $2.7B business is doubling down on performance and recovery protocols.
Setting the bar. Adding perks, its Barcelona Pool House features a Health Club with PEMF mats, LED treatments, and HydraTherm beds, plus its first fully plant-based cafe.
Opened this year, its retreat-style Soho Farmhouse Ibiza blends indoor-outdoor fitness with contrast therapy suites, onsen-style baths, and IV drips. Meanwhile, its UK Farmhouse introduced padel courts and the Lazy Lab — a high-tech hub adding red light therapy, a hyperbaric chamber, and diagnostics.
New horizons. With seven new Houses in the works—including Tokyo, Sydney, and a farm stay in New York—the brand is using wellness as a wedge, with its Manchester, UK outpost set to feature a Technogym-and BLK BOX-outfitted gym, reformer Pilates, and weekly run club.
Punchline: Connecting leisure with longevity, Soho House is shaping spaces where members don’t just gather — they optimize together.
