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The Rise of Modern Social Clubs
Bruce Hamilton
March 31, 2025
Social clubs are having a moment. As digital burnout and loneliness rise, a new generation is turning to modern social clubs to find community, connection, and creativity. These aren’t your grandfather’s country clubs. Today’s spaces are built around shared interests, cultural programming, and meaningful interactions. From New York to LA to international cities, members are paying thousands for access to clubs that offer more than just cocktails. They’re investing in belonging.
This week in pop culture & business
YouTube is now worth as much as $550 billion
Analysts now estimate YouTube’s valuation at a staggering $550 billion, making it one of the most valuable assets within Alphabet’s portfolio. The platform’s dominance in both short-form and long-form video, combined with its growing advertising and subscription revenues, has fueled this massive valuation. Analysts also highlight YouTube’s position as a leader in creator-driven content and its increasing role in shaping digital culture, solidifying its status as a cornerstone of the modern internet economy.
Movie studios are secretly cashing in on fake movie trailers created by AI
YouTube is facing a surge of AI-generated fake movie trailers that are racking up millions of views and misleading audiences. Movie studios have started claiming monetization on theses videos instead of requesting a takedown. These hyper-realistic trailers, often created using AI tools to mash up footage and voiceovers, are blurring the lines between fan-made content and official studio releases. While some viewers enjoy them as creative fan edits, others have been tricked into thinking these trailers are legitimate, raising concerns about misinformation and the growing sophistication of AI-generated media.
Four Seasons wins big thanks to White Lotus success
The Four Seasons has seen a major brand boost thanks to HBO’s hit series The White Lotus, which featured its properties as the backdrop for each season. The show’s luxurious portrayal of the resorts sparked a surge in bookings, social media buzz, and global interest in the Four Seasons experience. By leaning into the pop culture moment, the hotel brand successfully turned screen time into real-world revenue, showing the power of entertainment-driven marketing.
X aka Twitter is acquired by xAI in an all-stock transaction
Elon Musk announced that xAI, his artificial intelligence startup, has acquired X (formerly known as Twitter) for $33 billion. Musk stated that the move will integrate social media directly into xAI’s development and deployment of AI technologies. The acquisition is seen as a bold step to combine AI and social networking, fueling speculation about how X might evolve under this new structure and how AI will be embedded into the platform’s future.
The Rise of Modern Social Clubs
For decades, social clubs were seen as exclusive, outdated, and tied to golf courses or business deals. Fast forward to today, and social clubs are making a comeback but this time, they’re fresher, younger, and built for a generation looking for more than just a place to drink overpriced martinis.
From Soho House to Zero Bond, and newer players like The Gathering Spot and Habitas, modern social clubs have redefined what it means to be part of a community. These clubs aren’t just about exclusivity. They’re about curated spaces, shared values, and meaningful connections.
Why Everyone is Looking for a “Third Place”.
In the aftermath of digital burnout and pandemic isolation, people are craving in-person connection more than ever.
💬 73% of Gen Z & Millennials say they value experiences over material possessions (Eventbrite, 2023).
🏙️ The number of private social clubs has grown by 40% in cities like New York, Los Angeles, Miami, and London over the past 5 years (IBISWorld).
💰 Members are willing to pay anywhere from $2,000 to $5,000+ per year for membership fees, in exchange for access to events, community, and curated spaces (The Cut, 2024).
This shift is less about status and more about finding what sociologists call a “third place” — not home, not work, but a social home base where people feel a sense of belonging.
The New Era of Social Clubs
Today’s clubs serve a variety of interests:
• Soho House caters to creatives, entrepreneurs, and tastemakers globally.
• Zero Bond has become NYC’s go-to space for the city’s cultural and business elite.
• The Gathering Spot champions Black excellence and community-building in cities like Atlanta and DC.
• NeueHouse blurs the line between coworking space and social club, focused on the creative economy.
• Habitas brings an eco-conscious, global perspective with hospitality-driven clubs across multiple continents.
Unlike the old-school country club, these spaces are programming-first: think panel talks, film screenings, live music, wellness events, and curated dinners. The real value is in the connections you make, not just the cocktails you sip.
What’s Driving This Shift?
✅ Loneliness Epidemic: The Surgeon General declared loneliness a public health crisis in 2023. Social clubs offer an intentional space to combat isolation.
✅ Networking, But Make It Organic: People are tired of transactional LinkedIn-style networking. Social clubs give members room to meet collaborators naturally.
✅ The IRL Renaissance: Post-pandemic, there’s a noticeable shift away from online-only interactions toward real-life experiences.
Is This the Future of Social Life?
Modern social clubs are creating a blueprint for what community looks like today: diverse, intentional, and experience-driven. As more people opt for curated memberships over random bar nights or endless swiping, expect to see more niche and local versions of these spaces popping up everywhere.
Would you join a modern social club? Or are you still loyal to meeting people the old-school way? Hit reply and let us know your thoughts..
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