How private members’ clubs can create better digital experiences
by Nate Dadzie ✦ 8 April 2025 ✦ 5 Min Read
Private members' clubs have long set the standard for what truly exceptional customer experience should feel like. But when it comes to digital touchpoints, too many clubs fall short.
Imagine stepping into a club where the service is clunky, the furniture is mismatched, and nobody knows what’s going on. It would never happen in real life. Yet that is exactly how many club apps feel.
A club’s app should act like a digital concierge, offering thoughtful interactions that mirror the refined hospitality of the real-world space. It should feel just as personal, just as considered, and just as exclusive as everything else you offer.
So where are clubs getting it right, and where are they falling short?
We recently did a teardown of five leading private members' clubs apps. Here is what we found, along with tips on how to make sure your app extends and elevates your customer experience, rather than undermining it.
The good, the bad, and the confusing
Through our teardown, we found the best apps excel in:
Brand cohesion: The Ned integrates its brand beautifully across physical and digital spaces.
Community-building: Soho House’s ‘Connect’ feature adds a new dimension to in-person networking.
Basic usability: Clear navigation and intuitive page layouts are mostly in place.
But even the best stumble in areas like:
Overloading users: Some apps bombard members with too much information without guiding them toward what truly matters.
Lack of excitement: Many apps feel purely functional, missing the emotional magic that makes the club experience so special.
Complicated booking systems: Reservations and event sign-ups are often clunky, slow, and frustrating.
What you should focus on when designing a members’ club app
Right now, we are working on an updated app for The Roof Gardens and a (top secret 🤫) luxury members' club launching next year. Having built several apps for premium spaces, we have seen firsthand what works and what does not.
If you're refining or launching your app, here’s what matters most:
Seamless, friction-free usability
Keep navigation clean and intuitive. This is easier said than done, but members should never feel lost or frustrated.
Make key actions like booking a table or RSVPing to an event possible in just a couple of taps.
Nothing breaks the illusion of luxury faster than a buggy system.
A personalised, concierge-level experience
Use smart recommendations to recommend events, dining, and experiences that feel tailored to each member.
Moments of delight that reinforce exclusivity
Thoughtful touches like elegant animations or hidden VIP perks go a long way.
Reward loyalty with bespoke experiences that feel special, not transactional.
A digital extension of the club’s community
Your app should reflect the kind of community your club stands for. If your focus is on networking and connection, build a digital community experience, shaped by how your members connect in real life. If your club is about privacy and seclusion, design an app that reinforces that.
Nothing screams a generic app louder than offering features or actions that your members would not naturally engage with.
Your experience is one of a kind. Your app should be too.
Luxury is in the details. A truly premium members' club knows that the digital experience is just as important as the physical one.
With the right strategy, your app can become a seamless, beautiful extension of your brand, giving members a digital gateway that feels as special as stepping through your actual doors.
Because when it is done right, an app is not just a tool. It is part of the club experience itself.
If you're ready to make sure your digital experience lives up to everything your club stands for, let's chat. Email nate@planes.agency
