What: Wellness members clubs are rapidly expanding as luxury third spaces, blending social, fitness, and hospitality experiences for affluent urban consumers.

Why it is important: This expansion reflects a shift in luxury retail toward experiential, community-driven spaces.

Wellness members clubs are emerging as a significant force in the luxury retail sector, offering a blend of social, fitness, and hospitality experiences tailored to affluent city dwellers. These clubs, such as Othership, Continuum, and Proper Club, are redefining the concept of “third spaces” by providing environments where social connection and well-being are central. The trend is driven by a growing cultural emphasis on health optimisation and the need for authentic social interaction, particularly among Gen Z and Millennials who are moving away from traditional nightlife and retail in favour of wellness-focused communities. As the sector grows, established players like Soho House and Equinox are integrating wellness amenities to remain competitive, while new entrants invest heavily in innovative facilities and programming. However, the rapid proliferation of these clubs raises concerns about subscription fatigue and market saturation, challenging operators to maintain differentiation and long-term loyalty. The evolution of wellness clubs signals a broader shift in luxury retail, where experiential and community-driven offerings are becoming essential for attracting and retaining high-value customers.

IADS Notes: Recent analysis including “Why high-end retail players are embracing private member clubs” (Inside Retail, Sep 2025), and “Retreats, resorts, residences: Why brands are investing in luxury third spaces” (Inside Retail, Sep 2025), confirms that private member clubs are becoming the next-generation retail, with brands investing in holistic lifestyle platforms and experiential programming. The competitive landscape is intensifying as traditional clubs and luxury gyms integrate wellness offerings, while Gen Z and Millennials increasingly seek wellness-focused social spaces, as highlighted in “Gen Z and Millennials are redefining what items are ‘necessities’” (WWD, May 2025). This rapid expansion also brings concerns about subscription fatigue and market saturation, echoing challenges identified in these recent industry reports.

The wellness members club boom, a new luxury retail segment