Membership Collective Group Results Presentation Deck
Key performance and operating metrics evaluated by management
Number of Soho Houses
Number of Soho House Members
Soho House Member Retention
Number of Other Members
Frozen Members
Membership Revenues
MCG
The number of Soho Houses reflects the total number of Soho Houses in operation in any period, irrespective of whether each House is
(i) controlled by us, (ii) operated through a noncontrolling interest in a joint venture or (iii) operated through a management contract.
We review the number of members from all Houses to assess new member growth, total House Revenues, and House-Level Contribution.
Member count is the primary driver of Membership Revenues and is also a critical factor in In-House Revenues as members utilize the
offerings that are provided within the Houses. Soho House members include all active, frozen and non-paying members.
Soho House Member Retention is defined as the number of Adult Paying Members at the beginning of a period less the number of Adult
Paying Members who cancelled their membership during that same period (without giving any effect to Adult Paying Members who froze
their memberships during such period), as a proportion of total Adult Paying Members at the beginning of such period.
Other members include members of Soho Works club, Soho Friends and SOHO HOME+ and are key to our growth strategy and
enhancing our Soho House member experience. Like Soho House members, other memberships are an integral part of our business and
we believe will have a significant impact on our profitability and financial performance in the future.
Frozen members refers to Soho House members who have elected to suspend their membership payments on a six, nine or twelve month
basis during which period the member is not able to gain access to a Soho House site as a member, access our membership Apps, or book
bedrooms or Cowshed treatments or products on discounted member rates. Frozen Members are not included in Adult Paying Members,
but are included in the total number of Soho House members.
Membership Revenues are comprised of House Membership Revenues (as defined below) and Non-House Membership Revenues (as
defined below). House Membership Revenues and Non-House Membership Revenue are each comprised primarily of annual membership
fees and one-time registration fees which are amortized over 20 years. Membership Revenues are a function of the number of members,
membership mix, and membership pricing. For GAAP, we report Membership Revenues only from Houses and sites in which we own a
controlling interest. Our membership pricing varies by geographic segment and membership offering and, as such, our mix of House and
Soho Works club openings can affect our revenue growth and profitability over time. Prices are generally higher in North America and the
rest of the world compared with the UK and Europe. Membership Revenues provide a stable and recurring source of revenues which have
few direct costs and, as such, is a reliable and predictable source of cash flow.
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