Rascasse Audience Intelligence

Soho House (club) Target Market in United States

A data profile of the people who buy, follow and care about Soho House (club) in United States — modelled from more than twelve digital signal sources. Soho House (club) has an estimated audience of 984,287 people in United States.

#2439among Brand in United States#1569in Business & Career

The average Soho House (club) fan in United States is 40.2 years old, balanced, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Diptyque, Ace Hotel, Aesop, with strongest over-indexing on Diptyque (96.55× the country average).

Demographically, the Soho House (club) audience skews balanced with an average age of 40.2, and over-indexes on personality traits such as Luxury Orientation, Quality Awareness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Soho House (club) fan in United States is balanced, around 40.2 years old, with strong Luxury Orientation tendencies and a notable affinity for Diptyque.

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 United States.

Audience size
984K
in United States
Gender
54.2%♀
45.8% male
Age
40.2
average years
Country rank
#23928
Brand in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Soho House (club)

54.2% are female, 45.8% are male, average age 40.2.

Fig. 02

Gender split

54.2%
Female
45.8%
Male
Demographic split for Soho House (club) audience in United States
MetricValue
Female54.2%
Male45.8%
Average age40.2
Estimated audience size984,287
Fig. 03

Age distribution

Ø 40.2
average years
Age distribution of the Soho House (club) audience in United States
Age bracketShare%
16-1917%
20-2921%
30-3919%
40-4918%
50+24%
Fig. 04

Worldwide distribution

22.3%

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

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 United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

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

Fig. 05

Top regions by affinity

Soho House (club) customers by region in United States
#RegionReachAffinity×
01New York~300K4.82×
02Oregon~30K3.06×
03Washington, District of Columbia~8K2.82×
04California~300K2.77×
05Illinois~80K2.53×
06Tennessee~50K2.31×
07New Jersey~40K1.66×
08Florida~100K1.61×
09Texas~100K1.45×
10Connecticut~10K1.31×
11Massachusetts~20K1.24×
12Washington~20K1.06×
13Colorado~20K0.99×
14Rhode Island~3K0.95×
15Georgia~30K0.90×
16Vermont~2K0.88×
17Maryland~10K0.87×
18Virginia~20K0.85×
19Hawaii~4K0.83×
20Maine~3K0.83×
21Nevada~8K0.82×
22South Carolina~10K0.81×
23New Hampshire~3K0.80×
24Arizona~20K0.76×
25Montana~2K0.76×
26Delaware~2K0.75×
27Alaska~2K0.75×
28Pennsylvania~20K0.74×
29North Dakota~1K0.72×
30North Carolina~20K0.71×
31South Dakota~2K0.70×
32Michigan~20K0.69×
33Louisiana~9K0.69×
34Indiana~10K0.66×
35Utah~6K0.66×
36Idaho~3K0.66×
37West Virginia~3K0.64×
38Minnesota~9K0.63×
39Kansas~5K0.62×
40Nebraska~3K0.61×
41Ohio~20K0.60×
42Oklahoma~7K0.60×
43Arkansas~5K0.60×
44New Mexico~3K0.60×
45Kentucky~7K0.59×
46Missouri~9K0.58×
47Wisconsin~9K0.58×
48Mississippi~5K0.58×
49Iowa~5K0.57×
50Alabama~8K0.55×
Fig. 06

Affinity by region

Affinity by region — Soho House (club), United States
0.55×1.00×4.82×
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×
01Kevyn AucoinBeauty & Wellness211.88×
02Ace HotelTravel & Leisure196.55×
03DiptyqueBeauty & Wellness96.55×
04Phillips (auctioneers)Shopping76.94×
05AesopBeauty & Wellness73.03×
06Maison MargielaFashion & Accessoires51.29×
07Acne StudiosFashion & Accessoires50.57×
08Frieze Art FairArts & Culture48.88×
09AllSaintsShopping48.19×
10ReformationPolitics & Society45.01×
11Loro PianaFashion & Accessoires39.33×
12Charlotte TilburyBeauty & Wellness37.72×
13GoopInternet & Social Media36.20×
14Din Tai FungFood & Beverages33.81×
15Bath and BodyworksShopping20.00×
16Wallpaper (magazine)Home & Garden18.97×
17Macy'sShopping13.79×
18CoachFashion & Accessoires13.10×
19AnthropologieShopping11.73×
20Texas RoadhouseFood & Beverages7.57×
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
Luxury OrientationPREMIUM6.34×
Quality AwarenessPREMIUM6.30×
Design AffinityPREMIUM5.61×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Soho House (club) audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.60×
PatriotismCONSERVATISM0.76×
SpiritualityBALANCE0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

Soho House (club)'s target market in United States covers an estimated 984,287 people, concentrated in California and New York.

02

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

54.2% of the Soho House (club) audience are female, 45.8% are male, with an average age of 40.2 years.

03

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

Soho House (club) fans show strongest brand affinity for Diptyque (96.55×), Ace Hotel (196.55×), and Aesop (73.03×) over the country average.

04

Where do Soho House (club) fans live in United States?

Soho House (club) fans in United States are most concentrated in California (reach ~300K), New York (reach ~300K), and Texas (reach ~100K). 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 Ace Hotel (196.55×), Aesop (73.03×), Macy's (13.79×), and Charlotte Tilbury (37.72×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States 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 United States. 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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