In a world where loneliness has become a public health crisis, Australia's private members' clubs are experiencing a boom, offering a unique solution to a modern problem. These exclusive spaces, with their hefty price tags, are attracting a certain demographic - those seeking a sense of community and connection beyond the digital realm.
The Rise of Private Members' Clubs
The recent surge in private members' clubs across Sydney and Melbourne is an intriguing development. While some may view it as a response to the loneliness epidemic declared by the US Surgeon General, the founders of these clubs offer a different perspective.
Steve Grace, founder of The Pillars, believes Australia lacks spaces where successful individuals can gather and connect. He argues that once you've achieved success, there's nowhere to go without being bombarded with questions about your journey. This sentiment is echoed by Soren Trampedach, founder of The Sandstones Club, who highlights the lack of curated spaces for professionals to socialize and collaborate.
A New Generation of Clubs
These new-age clubs differ from their traditional counterparts in their focus on community and connection. They offer a blend of professional networking, wellness sanctuaries, and co-working spaces, all under one roof. With annual memberships ranging from AU$4,000 to AU$30,000, these clubs are not for everyone, but they cater to a specific need.
The Squattocratic Legacy
To understand the rapid growth of private members' clubs, we must look at Australia's basic club culture. The oldest clubs date back to colonial times and were established by gentlemen who wanted to recreate the London club scene. These clubs, with their grand premises, conservative membership, and strict dress codes, have left a lasting impact on Australia's club culture.
The Pillars: A Space for Success
Steve Grace and his co-founders created The Pillars with a vision to bring successful individuals together to foster innovation. The club offers a unique blend of experiences, from whisky tastings to special forces demonstrations. Grace believes that shared experiences create organic connections, and the club's high renewal rate is a testament to this model.
The Sandstones Club: A Community of Impact
Soren Trampedach's The Sandstones Club is an ambitious project within a 19th-century sandstone landmark building. With an annual fee of AU$30,000, the club has a stringent screening process, seeking members who give first and receive later. Trampedach aims to create a community that has a positive impact, and the club's events program fosters meaningful discussions.
Saint Haven: Health as Wealth
Tim Gurner's Saint Haven is a unique concept, capping membership at 500 per club. With a focus on health and longevity, the club offers a range of medical and wellness facilities, from hyperbaric oxygen chambers to spiritual healers. Gurner believes that the greatest luxury today is community and meaning, and Saint Haven aims to provide just that.
The Commons Health Club: Wellness for All
Not everyone can afford the luxury of private members' clubs, and that's where The Commons Health Club steps in. With an annual membership starting at AU$79 per week, the club offers a full gym, weekly classes, and a bathhouse. Amanda Harrod, the club's General Manager, believes in creating a sense of community and belonging, ensuring members feel connected.
The Loneliness Paradox
Despite our digital connectivity, we find ourselves more emotionally disconnected and isolated. The founders of these clubs believe that something has gone wrong with how we connect. The pandemic accelerated an existing trend, removing incidental social contact and changing the way we interact professionally. Social media, too, has contributed to this sense of disconnection.
The Challenge of Affordability
While these clubs offer a unique solution to loneliness, their price tags limit their accessibility. The population able to afford such memberships is a small percentage of earners, and the market will eventually reach its limits. However, for those who can afford it, the value proposition is compelling, as Steve Grace points out.
The Future of Connection
The private members' club, once a declining concept, has found new relevance in today's world. These clubs have identified a real need for physical spaces where people can connect and belong. As we navigate a world of infinite digital connection, the willingness to turn up and engage in real-life interactions may be the key to combating loneliness.
