How Members Clubs Became the Next Big Thing in Travel

"It's got a kind of gruff charm about it."

"The idea behind Lore is deceptively simple: a wellness center with a large walnut-lined sauna and a travertine cold plunge pool, available by way of a monthly membership of less than $200."

"Our intention is to create a neighborhood bathing club, where people will become regulars,"

"They want to socialize and be with their people, with the bragging rights."

James O'Reilly and Adam Elzer founded Lore after inspiration from hot-and-cold sessions at the Russian & Turkish Baths. Lore offers a large walnut-lined sauna and a travertine cold plunge pool under a monthly membership priced below $200. The founders aim to build a neighborhood bathing club that encourages regulars and community connections. The opening is part of a wider surge of members-only clubs in New York since 2021, with numerous new and existing private clubs attracting members. Consumers are seeking vetted communities, social opportunities, and the prestige of multiple club memberships.

Read at Travel + Leisure