Soho House limits membership in select cities due to overwhelming demand
Soho House's soaring popularity has compelled it to halt new member admissions in select cities due to overcrowding issues, as the exclusive club grapples with managing increasing demand for its coveted club access
Starting in 2024, Soho House will no longer accept new members as it copes with overcrowding in its clubs in New York, Los Angeles, and London. Those seeking an annual membership, which can be as expensive as $5,000, will be unable to join.
Soho House founder Nick Jones announced in an email to members that the club will be prioritizing service quality and ensuring the Houses do not feel overcrowded. He stated that new membership applications will be paused and only accepted in locations with available capacity. Soho House has not confirmed if this change is permanent. The club has about 20 locations across three cities, each featuring restaurants with bars, some with additional amenities such as pools, gyms, spas, and hotel accommodations.
Founded in 1995 with its inaugural club on London's Greek Street, the company has since grown to approximately 40 clubs worldwide. Soho House (SHCO) became publicly traded in 2021 and currently boasts 185,000 members with an additional 98,000 on its waitlist.
Despite its enduring popularity with celebrities and royals (Prince Harry famously took Meghan Markle there on their first date), members have expressed dissatisfaction with overcrowding due to the influx of new members and a decline in customer service, which has diminished the exclusive atmosphere of the clubs.
Soho House remains committed to its growth despite receiving complaints. In a recent earnings call, the company stated its intention to increase its membership base to 210,000 by the end of 2024. The target for new members will primarily be the cities where it is expanding, including São Paulo, Mexico City, and Portland, Oregon.
