The new social wellness club: A vineyard membership

Soho House used to mean rooftop pools, exclusive entry, and being at the center of the scene. Now, it means Sonoma vineyards. The brand just announced Soho Ranch House, opening in 2027 with 50 cottages scattered across wine country. It’s their first true ranch concept, featuring club spaces, restaurants, and a health club—all built for extended stays rather than weekend visits.

But they aren’t the only ones betting on rural recovery.

Soho Ranch House Sonoma is set to launch in 2027.

Countryside wellness finds other forms

From smaller operations near major cities to sprawling estates abroad, the model is only expanding.

Farm-to-table meets longevity. Sweet Honey Farm in New Jersey is a 20-acre hybrid: part working farm, part co-working space, and part high-tech training ground (featuring a converted “longevity barn”). It’s also close enough to NYC for a day trip. The demand speaks for itself — with 197 current active members and a waitlist of 14,000.

The pattern across the pond. Bamford The Club sits on 3,500 acres of organic farmland in the UK’s Cotswolds. Founded by sustainable beauty entrepreneur Carole Bamford in 2023, the property has tennis courts, IV drips, red-light therapy, and ice baths alongside a farm-to-table restaurant that sources from the land you’re standing on. The building itself is constructed with recyclable steel and local Cotswold stone, materials chosen to align with Bamford’s founding ethos that we should be led by nature and work in harmony with it.

Why the migration matters now

Membership clubs originally sold proximity to tastemakers, dealmakers, and cultural moments happening in cities. Though exclusivity hasn’t gone anywhere, we now see it’s been repackaged with acreage and thoughtful programming. This aligns with a broader wellness culture prioritizing nervous system regulation and exposure to nature—packaged with the community that made urban clubs work in the first place.

For members already optimizing sleep and metabolic health, the environment is the next variable. These properties sell the promise that you can disconnect from the noise without downgrading your lifestyle, swapping the pressure of “being seen” for curated, (undeniably) dreamy recovery.