The SoHo House for Athletes
Building the Future of Athletic Performance and Community
Six years ago I subscribed to Whoop. I immediately became obsessed with understanding how today's actions influence tomorrow's performance.
I tried an Eight Sleep. I began watching my glucose levels. I dug into bloodwork and became an armchair sleep scientist.
These experiments left me wanting more. More access to coaching. More knowledge. More protocols. More facilities currently reserved for the pros. I became fascinated with places like the Red Bull Performance Center:
I know I'm not alone in my search as other serious athletes are looking for the physical and digital resources to be their absolute best.
What doesn't exist today is the perfect blend of expert coaching, community, and digital resources that bring a pro-level experience into the real world: a place where I can train like an athlete, play like an athlete, and recover like one too.
And so I believe an opportunity exists to build a high-performance membership club for modern athletes. It takes the Soho Farmhouse vibe and blends it with the the best of expert coaching, cutting-edge recovery tools, and structured competition, all within a physical space designed to foster community and optimize performance.
Building a club like this has the potential to transform the way modern athletes train, compete, and connect.
Creating A Pro-Level Ecosystem for Everyday Athletes
One way to think about the club is Strava for the real world. A place where people can compete, build community, and train like true athletes.
It includes:
- High-Performance Training Facilities: State-of-the-art gyms equipped with the latest technology to support strength, endurance, and skill development.
- Recovery Centers: Access to cold plunge sauna and other modalities to maximize physiological and psychological performance.
- Expert Coaching: Personalized training plans and guidance from elite coaches who understand how to translate data into actionable insights.
- Structured Competition: Leagues, tournaments, and team-based training programs that bring the camaraderie and intensity of high school and college sports into adulthood.
- Community: A curated membership of like-minded athletes who share a commitment to excellence and a willingness to push themselves and each other.
- A Performance Dashboard: A a digital playing card to track goals, performance metrics, game statistics, and club ranking.
What Makes This Unique
The insight here is that no one has successfully integrated the digital and physical worlds for athletes in a way that fosters both individual performance and team competition.
Most fitness solutions focus on one or the other: digital tools for solo training or physical spaces for generic workouts. Here we are bridging the gap by creating a vertically integrated experience that combines the best of both worlds.
Building A Network of Serious, Amateur Athletes
In five years, the Soho House for Sports could have clubs in every major city, hosting national leagues and producing the next generation of elite athletes. But the vision goes beyond physical locations. This is about creating a global network for high-performance athletes—a place where the best train, compete, and connect. It’s a movement that redefines what it means to be an athlete in the modern world.