Social Clubs Are Rebranding from Boozy Hangouts to Longevity Spas

The Trend: Wellness is becoming the new social currency. Members-only clubs — once synonymous with dim lighting, martinis, and late nights — are now rebranding around recovery, heat, cold, and “optimization.” Soho House is a prime example: alongside its usual creative-set perks, the company has leaned hard into saunas, sound baths, and infrared everything. Meanwhile, new entrants like Othership and Bathhouse are skipping the cocktail-first model entirely, offering high-design bathhouses, breathwork parties, and contrast-therapy circuits as the main event. 
 
What People Are Saying: Fans frame these spaces as a healthier way to connect. They’re places where you can socialize without the hangover, meet friends in a steam room instead of a bar, and feel good about your Sunday morning. Critics see something different: wellness drifting into exclusivity.

What to Know: This is wellness as a lifestyle. Member clubs are becoming community hubs built around recovery, ritual, and self-care. Whether that’s progress or just a new form of status signaling depends on how you feel about swapping martinis for magnesium mocktails.