London's New Family-Focused Private Clubs: A Luxurious Solution to Modern Parenting Challenges

In the heart of southwest London, a new trend is emerging in the world of private members' clubs. Jesse's House, the latest addition to the Little Houses Group, is redefining family-oriented spaces with its blend of luxury amenities and practical solutions for modern parents.

Opened in August 2024, Jesse's House quickly sold out its memberships, following the success of its predecessor, Jaego's House, which launched in 2022. These clubs offer a unique proposition: a judgment-free zone where parents can work, relax, and socialize while their children enjoy a range of activities.

The concept of family-focused private clubs is not entirely new. Purple Dragon in Chelsea, which opened its doors in 2008, paved the way for this niche market. However, the current economic climate and changing work patterns have created an ideal environment for these "urban country clubs" to thrive.

Charlie Gardiner, the 39-year-old founder of the Little Houses Group, saw an opportunity during the pandemic when commercial properties in prime locations became available at lower costs. His vision was to create a space that caters to both parents and children, addressing the frustrations many families face when trying to enjoy public spaces together.

The amenities at Jesse's House are impressive:

• 40 hours of monthly crèche care for full members
• 160 weekly classes
• Multiple pools
• Co-working spaces
• Gym facilities
• Specialized activities like baby yoga and "Lego engineering"

While the membership fees may seem steep, ranging from £167 to £560 per month depending on family size and access level, they can potentially offer value when compared to separate childcare and leisure expenses.

Ed Scott, a 33-year-old member, compares his experience at Jesse's House favorably to traditional clubs like the Hurlingham:

"We wanted to go somewhere that was more non-judgmental and very friendly – where you could look your worst, be covered in milk and be knackered… Jaego's ticks all those boxes."

Cecelia Morrissey, another member, appreciates the understanding environment:

"Being able to go somewhere and actually get a meal out, but also know that you're totally welcome and everyone's understanding of the situation, is just so nice."

Despite the success of these clubs, challenges remain. In March 2024, competitor Maggie & Rose closed two locations citing "operational challenges." However, Gardiner remains optimistic about the future, with plans for expansion and adaptation to member preferences, such as potentially adding padel courts to meet growing demand for the sport.

As urban families continue to seek solutions that balance work, childcare, and leisure, the concept of family-oriented private clubs may well expand beyond London to other major cities, reshaping the landscape of modern parenting and social spaces.