The launch of Soho House in Manchester has created a significant buzz, marking the private members' club empire's first venture north of London. On the ninth floor of the historic Granada Studios, a chic crowd celebrated the opening, indulging in tequila and caviar-topped crisps, signalling a new era for the city's social scene.
A New Creative Hub for the North
Chief Executive Andrew Carnie, a Preston native, expressed strong confidence in the Manchester location. He highlighted the city's dramatic transformation, pointing to its booming hospitality and creative industries, thriving universities, and its ability to retain graduates. With a 2,500-strong waitlist – the highest of any Soho House globally – the club's potential for success seems substantial. The opening festivities included a performance by Primal Scream, with future high-profile events like the Brit Awards afterparty already secured for February.
Carnie, who took over from founder Nick Jones in 2022, is an approachable leader, a far cry from the stereotypical exclusive club figure. An avid ultra-marathon runner, he embodies the modern focus on wellness that now defines the Soho House brand. The club maintains its ethos of being "for creative people," a definition Carnie says is broad, encompassing everyone from AI specialists to hospitality entrepreneurs.
The Wellness Revolution: From Hedonism to Hyperbaric Chambers
The evolution of Soho House reflects broader societal shifts. The late-night carousing and boozy lunches of the 90s have been supplemented, though not entirely replaced, by a deep focus on health and longevity. Carnie noted that the change was "accentuated coming out of Covid," as people sought connection and third spaces beyond home and the office.
Wellness is now the new hedonism. Beyond standard gyms, clubs now feature Reformer Pilates, padel courts, and the highly sought-after contrast chambers with saunas and cold plunge tubs. The next frontier is longevity, with Soho Farmhouse in Oxfordshire already offering IV infusion drips and hyperbaric oxygen therapy sessions. This mirrors a national explosion of interest in advanced wellness and recovery technologies.
Balancing Indulgence and Restraint
Despite the wellness push, indulgence is far from dead. The classic sticky toffee pudding remains the group's bestselling dessert worldwide, and members still "love a great dining experience." While plant-based options have plateaued, there is a greater emphasis on food provenance.
The drinking culture is also adapting. While a younger demographic is showing more restraint, the overall trend is towards "clean" cocktails with fewer ingredients. The club's signature picante – a tequila-based drink with chilli – is a prime example, served from a custom trolley where members select their preferred tequila and chilli. Tequila is now the most popular spirit across all clubs, outselling gin and vodka.
Looking Ahead: A Return to Privacy
After a challenging period as a public company, Soho House was taken private again in a $2.7bn deal. Carnie believes the business is "better as a private company," allowing it to slow growth and focus on existing member satisfaction. Founder Nick Jones remains closely involved in creative and design aspects, while Carnie manages the day-to-day operations.
Christine Cort OBE, a member of the club's founding committee, sees the arrival of Soho House as a testament to Manchester's dynamic spirit. She believes the club will foster collaboration and friendship, reinforcing the city's reputation as a creative and hospitable powerhouse, ready for this new chapter in its social history.
