New Era of Digital Membership Clubs
Membership is free, yet it still offers certain privileges.
This new digital private club, created by young influencers and creatives, presents exclusive networking similar to traditional spaces like Soho House and Aman but without the hefty membership fees or physical locations.
Rather than relying on a fixed clubhouse, brands looking to connect with a curated group of social media stars are driving this change.
“We’ve taken the membership model and given it a twist,” Brian Goldberg, founder and CEO of Bustle Digital Group, explained. Earlier this year, he launched the Nylon membership, which merges lifestyle and cultural magazine elements. “There are countless influential, culturally significant individuals, especially among young women, who deserve better treatment from these clubs. We stand by that,” he shared.
Recently, two other digital member-only clubs emerged: Contra and Syndicate11.
These online exclusive spaces provide similar perks as traditional clubs without necessarily competing with them.
“Both formats have their space,” Nicole Powers, a consultant for member clubs, noted. “In reality, these digital platforms often rival PR firms more than traditional clubs.”
Consequently, collaborating with brands is a primary aim. These clubs can offer businesses access to a pre-established network of influencers and creatives, adding immediate credibility to events, products, or launches. Brands pay for this valuable access.
One major advantage for these clubs is their flexibility—they’re not constrained to a single physical venue and can roll out the red carpet anywhere.
Nylon membership previously made a splash at events like Fashion Week and Coachella.
Contra styles itself as “Raya-Meets-Partiful,” hosting events like afterparties with TikTok at New York Fashion Week and collaborations with Wilhelmina during Miami Swim Week.
Syndicate 11’s lineup, meanwhile, includes unique gatherings like a NASCAR party, MMA matches, and even a rooftop pickleball tournament with CIROC.
For all clubs, while some members are handpicked, most apply online and go through a vetting process that sits between traditional applications and casting calls.
Goldberg, Lomey, and Franco Lebolo—Contra’s equity partners—assert that their selection criteria don’t solely focus on follower numbers. However, it’s interesting to note that many accepted applicants boast sizable social media followings.
Syndicate prides itself on its exclusivity, with just 376 selected “talents,” yet they collectively reach over 506 million individuals across social platforms. In comparison, Nylon membership saw around 10,000 applicants, of which only 1,200 were accepted, many of whom have substantial followings.
Details of the membership roster are typically confidential, but notable participants include Model Wisdom Kaye and influencers like Claudia Alvarado. Similarly, notable names at the Nylon events have included Luciguo, Remi Bader, and Sophia Culpo.
One member, Aris Yaeger, shared that being part of both Nylon and Syndicate feels like a blend of work and enjoyment. “My brand revolves around affluent individuals and fascinating people. It’s all about representing networking,” he remarked.
Brands are equally enthusiastic. For instance, Hästens is offering sound bath therapy sessions on high-end beds exclusively for syndicate members.
Chad Holbein from Hästens praised the talent within these clubs, emphasizing the importance of a unifying culture.
Brian Goldberg believes that many culturally aware young women are deserving of exclusive club benefits. With Nylon membership, they’ve essentially provided that access without asking for a $20,000 entry fee.
While there’s an intimate atmosphere at these events, attendees are not obligated to promote them on their platforms.
“The online audience is quite discerning; they recognize the value,” Romy noted. “What Syndicate does is connect brands with genuinely incredible individuals.”
The overarching goal mirrors that of a traditional talent agency, focusing on creator compensation.
“After an experience, we can present brands with an impressive collection of content crafted by our talents, advocating for their hire. It’s about building the right connections between creators and their audiences,” he concluded.
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