The Business of Belonging: Why Membership Clubs Matter More Than Ever with Matt Hobbs

What if luxury isn't about exclusivity at all, but about feeling like you belong? In this thought-provoking conversation, Rachel Hale sits down with **Matt Hobbs**, Founder of Copper Beech Consultancy, to explore the fascinating world of private membership clubs and why they are experiencing a global resurgence. From the coffee houses of 17th-century London to today's wellness clubs, private communities, and luxury brands creating immersive experiences, Matt explains that the most successful clubs aren't built around amenities—they're built around one fundamental human need: connection. Together, Rachel and Matt unpack why belonging has become one of the most valuable currencies in modern business, how exceptional hospitality creates unforgettable experiences, and why recognition, not extravagance, is the true definition of luxury. Whether you're building a brand, leading a company, creating customer experiences, or simply curious about where the future of community is headed, this episode offers a fresh perspective on what keeps people coming back. **In this episode, you'll discover:** - Why private clubs have existed for over 350 years—and why they're more relevant than ever - The surprising difference between exclusivity and thoughtful selection - How belonging can be intentionally designed into any business or brand - The hidden psychology behind loyalty, retention, and customer experience - Why personalization is becoming the new luxury - How Gen Z and Millennials are reshaping hospitality and community - The growing intersection of wellness, hospitality, and lifestyle memberships - Why physical spaces matter more, not less, in an increasingly digital world - Matt's definition of true luxury and why it has nothing to do with price If you've ever wondered why some brands become communities while others simply sell products, this conversation is for you. To follow Matt, find him on LinkedIn or check out this article on CNN: https://edition.cnn.com/2026/06/20/business/private-members-club-boom-london-new-york For more information: - IG: @the.hale.effect and @Rachel.e.hale - Visit haleeffect.com - Get your FREE Brand Clarity & AI Readiness Checklist here - Sign up for my newsletter here