a day ago
Out with the cigars, in with the soft play — London's family-focused private members' clubs
There is a private members' club revolution afoot in the capital. Whereas once these places were traditional leather-clad bastions, where conversations were hushed and sartorial codes strict, today London's most exclusive clubs have jungle gyms, soft play and dedicated spa floors. Welcome to the world of the high-end children-friendly members' clubs, where small people are entertained and educated while grown-ups work, play and work out. We've handpicked four of London's finest.
Conceived by the Scottish entrepreneur Sharai Meyers, Purple Dragon was born from a desire to instil in her city-dwelling children the expansive freedoms of her own upbringing. Established in Battersea in 2008 before its eventual move to Chelsea, the club's enduring ethos has been to cultivate a space where youthful exploration can flourish and parental needs can be just as equally, and elegantly, met. The sprawling 15,000 sq ft space, set within the private Grosvenor Waterside development, has ample space in which to indulge the vast and varied interests of their younger members, with the activity roster endless enough that there need never be any worry about tiring out even the busiest of little bodies. Beyond the extensive soft play and climbing structures, classes range from Leonardo da Vinci art workshops, ancient Greek pottery adventures and cookery classes to golf, clay pigeon shooting and Formula 1 racing via high-tech simulators, most underpinned by an educational framework.
An impressive 15m swimming pool (always heated to a balmy 32C) and myriad other 'wet play' facilities designed to ignite joy and curiosity in children aged up to 11 add to the appeal; as do the club's signature Play Buddies, who, in lieu of a dedicated crèche, are always on-hand to supervise so that parents can enjoy real respite, whether in the lounge, co-working space or restaurant. Members can also take advantage of complimentary tea parties to celebrate their birthdays. The design, despite its child-centric focus, retains an air of refined fun.
Membership starts from £5,200 annually and includes a restaurant allowance, for children aged 6 months to 11 years;
Founded in 2018 by the fund manager turned herbalist and naturopath Jenya Di Pierro, Cloud Twelve is a wellness sanctuary and kids' club, behind a cobalt blue frontage on a colourful Notting Hill mews. Inspired by Japan's spa culture, it is spread over three thoughtfully designed floors. The ground floor features the magical forest-themed Early Years Kids Club for children aged 0-7, where interactive play, sensory zones and a packed schedule of dance, music and art classes are led by qualified child development experts.
Upstairs (though it might as well be worlds away), adult members can access a sumptuous spa. There isn't a swimming pool, but the facilities are extensive, complete with thermal suite, purifying Himalayan salt sauna and traditional hammam, alongside a brasserie with a focus on plant-based dishes. Treatments range from bespoke massages on custom-made Dolomites Quartz beds to anti-ageing facials. Di Pierro herself offers holistic consultations in herbal medicine and homeopathy, alongside therapies like acupuncture and psychotherapy.
In fact, this one-stop-shop offering — which includes a boutique hair salon — means that parents and children can spend an entire day here and leave looking more coiffed than when they arrived.
Membership is structured around three tiers: Gold, Silver and Bronze, starting at £2,400 annually and includes monthly complimentary treatment, one-to-one childcare and guest passes;
Since opening in May 2022, Jaego's House in Kensal Rise has become known as one of London's most ambitious and comprehensive luxury family clubs. Housed inside a magnificent grade II listed building, the club spans 20,000 sq ft and offers an impressive suite of amenities.
Its appeal lies in its ability to cater for the working parent and their ever-exploring brood, with large co-working spaces alongside facilities spanning an aesthetically pleasing state-of-the-art jungle gym and soft play area for energetic youngsters, as well as a dedicated crèche and a charming kids' cinema. Beyond these play zones, the club has a vibrant schedule of enriching activities for children, from creative arts and music workshops to engaging storytelling and developmental classes tailored to different age groups. Even the smallest details are child-friendly here, from a complete set of perfectly sharpened colouring pencils on each table at the waterfront restaurant, as well as a play area and library alongside. There's also a fridge full of smoothies and Suckies, and a milk bar, which serves up all the milk any baby or toddler member needs throughout the day.
The idyllic setting (what soft play do you know has a sun-trap terrace beside the river?) helps to foster the true sense of community that pervades here. Jaego's House even houses the Kensal House Nursery, offering a bespoke early years curriculum.
Full all-inclusive membership from £2,280 (inclusive of one adult and one child), with weekday-only options available; one extra named person (for example a nanny or grandparent) can be added to membership for an additional £35 per month;
Down an unassuming mews, Jesse's House is the Russian doll of family members' clubs — 24,000 sq ft of high-end facilities, including spin and reformer Pilates studios, an indoor and outdoor pool, an imaginative wooden playground and a MUGA pitch. The club spans two buildings, connected by an olive tree-lined courtyard. The first houses a grab-and-go courtyard café, an expansive Mediterranean-inspired restaurant (complete with an aesthetically pleasing indoor slide and dedicated kids-only table), a first-floor terrace with ample space for dining and play. The second is divided into dedicated areas for parents and children.
A large, dynamic jungle gym and a soft play area are split into two distinct spaces, each connected to a bright central café. Next door, through a separate entrance, a dedicated wellness space means that parents here can forgo a separate gym membership and instead take advantage of a state-of-the-art gym, sauna, studios for reformer Pilates, yoga and spin, and changing facilities, with private shower and dressing spaces.
The entire space is buggy-free, adding to the surprisingly serene feel, as you sit down for a meal or unfurl yourself on one of the outdoor sunloungers. Bassinets are dotted around the club for those ferrying newborns and in need of a free hand.
Full all-inclusive membership from £3,720 (inclusive of one adult and one child), with weekday-only options available; one extra named person (for example a nanny or grandparent) can be added to membership for an additional £35 per month;
