Rascasse Audience Intelligence

Soho House (club) Target Market in Germany

A data profile of the people who buy, follow and care about Soho House (club) in Germany — modelled from more than twelve digital signal sources. Soho House (club) has an estimated audience of 263,340 people in Germany.

#2416among Brand in Germany#1261in Business & Career

The average Soho House (club) fan in Germany is 37.0 years old, balanced, and lives primarily in Berlin.

The audience is concentrated in Berlin, Nordrhein-Westfalen, Bayern.

Top brand affinities include Goyard, LOEWE, MCM, with strongest over-indexing on Goyard (69.34× the country average).

Demographically, the Soho House (club) audience skews balanced with an average age of 37.0, and over-indexes on personality traits such as Healthy Lifestyle, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Soho House (club) fan in Germany is balanced, around 37.0 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Goyard.

Category: Business & Career · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Soho House (club) profile in Germany.

Audience size
263K
in Germany
Gender
46.8%♀
53.2% male
Age
37.0
average years
Country rank
#18997
Brand in Germany
Fig. 01

Search interest · 12-month trend

-71%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Soho House (club)

46.8% are female, 53.2% are male, average age 37.0.

Fig. 02

Gender split

46.8%
Female
53.2%
Male
Demographic split for Soho House (club) audience in Germany
MetricValue
Female46.8%
Male53.2%
Average age37.0
Estimated audience size263,340
Fig. 03

Age distribution

Ø 37.0
average years
Age distribution of the Soho House (club) audience in Germany
Age bracketShare%
16-1919%
20-2925%
30-3924%
40-4920%
50+12%
Fig. 04

Worldwide distribution

6.0%

of the worldwide Soho House (club) audience comes from Germany.

Worldwide audience distribution share by country for Soho House (club)
CountryShare
United Kingdom24.3%
United States22.3%
Germany6.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Soho House (club) audience in Germany is strongest.

Fig. 05

Top regions by affinity

Soho House (club) customers by region in Germany
#RegionReachAffinity×
01Berlin~100K10.67×
02Brandenburg~10K1.11×
03Hamburg~6K0.90×
04Bremen~2K0.65×
05Hessen~10K0.63×
06Saarland~2K0.62×
07Mecklenburg-Vorpommern~3K0.51×
08Bayern~20K0.50×
09Thüringen~4K0.48×
10Sachsen-Anhalt~4K0.47×
11Schleswig-Holstein~5K0.43×
12Baden-Württemberg~20K0.42×
13Nordrhein-Westfalen~30K0.41×
14Rheinland-Pfalz~6K0.39×
15Sachsen~6K0.39×
16Niedersachsen~10K0.36×
Fig. 06

Affinity by region

Affinity by region — Soho House (club), Germany
0.36×1.00×10.67×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Soho House (club) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Soho House (club) audience
#·InterestCategoryAffinity×
01Pebble Beach Golf LinksSports70.80×
02GoyardFashion & Accessoires69.34×
03VertuTechnology & Electronics64.17×
04Emirates PalaceTravel & Leisure63.50×
05Greubel ForseyFashion & Accessoires63.00×
06VistaJetTravel & Leisure63.00×
07Jaguar XJCars & Mobility55.59×
08SunseekerCars & Mobility50.63×
09Domus (magazine)Home & Garden37.68×
10Shangri-LaTravel & Leisure34.42×
11Mulberry (company)Fashion & Accessoires34.12×
12David YurmanFashion & Accessoires27.36×
13Vera WangFashion & Accessoires26.95×
14MCMFashion & Accessoires25.54×
15Oscar de la RentaFashion & Accessoires24.86×
16LOEWEFashion & Accessoires24.51×
17Alexander McQueen (brand)Fashion & Accessoires22.96×
18Wallpaper (magazine)Home & Garden18.63×
19Phillips (auctioneers)Shopping14.17×
20TikTokInternet & Social Media2.75×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Soho House (club) audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Soho House (club) audience · What stands out
TraitClusterDeviationScore
Healthy LifestyleBALANCE2.72×
Design AffinityPREMIUM2.65×
TravellingTHRILL2.61×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Soho House (club) audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.98×
Family OrientationCONSERVATISM1.01×
PatriotismCONSERVATISM1.14×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Soho House (club)'s target market in Germany?

Soho House (club)'s target market in Germany covers an estimated 263,340 people, concentrated in Berlin and Nordrhein-Westfalen.

02

What is the gender split and age of Soho House (club) customers?

46.8% of the Soho House (club) audience are female, 53.2% are male, with an average age of 37.0 years.

03

Which brands do Soho House (club) fans like most?

Soho House (club) fans show strongest brand affinity for Goyard (69.34×), LOEWE (24.51×), and MCM (25.54×) over the country average.

04

Where do Soho House (club) fans live in Germany?

Soho House (club) fans in Germany are most concentrated in Berlin (reach ~100K), Nordrhein-Westfalen (reach ~30K), and Bayern (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Soho House (club) fans also like?

Beyond Soho House (club) itself, the audience over-indexes on LOEWE (24.51×), MCM (25.54×), Pebble Beach Golf Links (70.8×), and Vera Wang (26.95×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Business & Career audiences in Germany

See Soho House (club) audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Soho House (club). Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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