As people spend less time in traditional communities, they’re seeking connections beyond religion and family. Memberships with organisations or brands can create loyalty and boost revenues, but the reasons to join Scientology or Sainsbury’s are vastly different. So why do people become members?

London is well known for its members’ clubs. White’s, Brooks's and the Athenaeum conjure images of priceless oil paintings and terrifying wine lists. But these locations are becoming increasingly diverse. Now, an exclusive club in London is opening where everything is operated via an app.

Luxury is a nuanced concept, complicated by trade-offs between exclusivity and accessibility, quality and affordability. Straddling this line is even harder nowadays, but luxury vodka brand Grey Goose think it’s cracked it with Le Club Goose. How is it re-establishing exclusivity in a digital era?

A gym just for women may seem like the ultimate inclusive workout; a safe place for women to sweat together. But 45 Grand, a new fitness studio from Nike just for girls, offers the most exclusive work out yet. It’s by appointment only and your workout is personalised to you.