Soho House announced 'Soho River House,' a new property set on the River Thames near Windsor, England, opening in 2027, less than 45 minutes from central London. The venue reimagines the classic country club format, combining bedrooms, multiple restaurants and bars, a 25-meter pool, and the brand's first Soho House Racquet & Rowing Club, featuring tennis, padel, and pickleball courts, along with dry boat storage and direct river access.
The property also introduces a Soho Health Club with advanced wellness technologies and a dedicated outdoor Lazy River space featuring onsens and cold plunges. Members can choose day visits, overnight stays, or riverside lounging on the property's Lazy Lawn, positioning the House as a full-service retreat rather than a single-purpose club.
Soho House's riverside expansion shows how the brand is blending traditional country club activities with its signature social club format to reach members seeking both recreation and relaxation in a single setting.
Image Credit: Soho House
What's Driving This Trend
- Hybrid Leisure Clubs
- Member-based venues are blending hospitality, sport, wellness, and dining into multi-use retreats that redefine the traditional country club experience.
- Riverside Wellness Escapes
- Waterfront properties are becoming premium relaxation destinations by combining natural settings with onsens, cold plunges, pools, and social lounging spaces.
- Racquet Sport Hospitality
- The rising popularity of tennis, padel, and pickleball is creating room for hospitality brands to build sport-led social ecosystems around recreation and community.
Who This Affects Most
- Hospitality
- Lifestyle hotel groups can differentiate through destination-style properties that merge overnight stays, private membership, dining, and wellness amenities.
- Wellness
- Advanced recovery facilities and outdoor hydrotherapy spaces are expanding the definition of wellness from clinical services into social, experiential leisure.
- Sports and Recreation
- Private clubs and leisure operators are finding new value in racquet sports and rowing amenities that support active lifestyles within premium social environments.
