Amid fierce competition among private clubs, Soho House—the pioneering members-only group—is reportedly removing hundreds of members from its U.S.locations, including New York, West Hollywood, and Miami Beach. Insiders claim the cuts target individuals who no longer align with the club’s original focus on creative professionals.
This move coincides with Soho House’s shift back to private ownership in a $2.7 billion deal, backed by investors like Ashton Kutcher, ending its four-year run on the New York Stock Exchange. The purge spans diverse member types, signaling a broader effort to prioritize quality and exclusivity.
Founded in London, Soho House revolutionized New York’s private-club scene in 2003 with its sleek, laid-back Meatpacking District location—a stark contrast to traditional, stuffy establishments. However, newer rivals like Casa Cipriani and San Vicente Bungalows have challenged its dominance. Aging facilities and member behavior also reportedly contributed to a decline in ambiance at some sites.
To reinvigorate its image, Soho House has undertaken major renovations. Its West Hollywood outpost—frequent host to Oscars parties and CAA events—unveiled a refreshed reception area, garden, and dining offerings, including exclusive menus by chef Nancy Silverton. The Downtown L.A. location added the London-based Persian restaurant Berenjak. In New York and Miami, club floors and amenities are also being upgraded ahead of Art Basel.
CEO Andrew Carnie, who assumed leadership in 2022, has prioritized enhancing existing locations over expansion. Membership now costs approximately $5,800 annually (excluding Malibu access) with a $1,000 registration fee returned as credits.
This isn’t Soho House’s first membership overhaul: In 2010, hundreds were dismissed for embodying a corporate vibe at odds with the club’s creative ethos. As the brand doubles down on exclusivity, other hotspots like Zero Bond in New York are also rebranding to stay competitive.