It’s no secret that people are seeking a sense of in-person community during the remote work era. Many are trying to navigate the challenges of making friends and finding community in an era of increasingly accessible online connections. While forming friendships online is easier, in-person interactions play an important role in keeping us grounded in reality.
The rise of social and wellness clubs in recent years reflects a growing desire for community and connection. Many people are realizing the importance of in-person relationships for their mental and emotional health. From running, networking, games and even entertainment-related, these clubs offer a more structured space where people can come together, share experiences, form meaningful bonds and even network.
For Camille Smith, founder of STEM Soulcial, she wanted to curate a space for young professionals to find people in their fields while also enjoying those interactive moments you can’t get from a Zoom call. “I think often times for early to mid-career STEM professionals our networking events can be intimidating, transactional, and lack representation,” Smith told EBONY.
“Navigating post-college is already hard enough without adding in trying to learn yourself, find friends, and excel in your career,” she said. “My vision for STEM Soulcial is to provide a third space for STEM professionals around the world who are seeking a place to do all three. Peer-to-peer social networking has been integral in finding my footing in both my personal and professional life; as we continue to expand, it is my hope that STEM Soulcial can provide the space for others to do the same in a comfortable and intimate environment.”
Social clubs typically revolve around shared interests, and these clubs provide opportunities for members to meet regularly, promoting face-to-face interactions that can lead to genuine friendships. Participating in activities together helps break down barriers and encourages open communication, making it easier for people to connect on a deeper level.
“People are seeking a legitimate connection with like-minded people,” Smith said. “I see social clubs being a third space that can be a part of everyone’s routine, similar to how students at universities have extracurricular activities or clubs. I think social clubs that prioritize intimacy, accessibility, and value will thrive.”
On the wellness side, clubs dedicated to health and mindfulness have gained popularity as individuals become more aware of the importance of their overall health of their mental health. “Since its start in 2023, Black Girl Playground has been rooted in creating a space for joy, connection and community care,” Founder Aley Clark said. “I wanted to reimagine wellness beyond solo self-care moments, muted beige aesthetics, or limiting it solely to spa days and pedicures. While those have their place, I wanted to make wellness communal—something we could experience together.”
Though wellness activities like Pilates or facials are important, people are now focusing more on the importance of social connections. “Simply gathering together is an act of wellness,” Clark told EBONY. “Leaving home and stepping out of your solitary routines to join other Black women who look like you and are also seeking connection is self-care, because you’re making a decision through your attendance to be a little less alone.”
Many clubs continue to focus on creating well-rounded experiences that address both social and community needs. These initiatives not only encourage activity but also allow members to decide whether to keep nurturing their connections. “I’d say the way to stay ahead is to solidify your place in your community now,” Clark said. “That means creating intentional spaces that feel purposeful, showing up with consistency, and delivering high-quality experiences over and over again. When people know they can count on you, they’ll keep coming back, even when the calendar is full.”
The rise of digital platforms to promote these social and wellness clubs has made it easier for individuals to discover and join local communities. Some websites and apps dedicated to networking can help people find clubs that match their interests, has brought major engagement inspiring people to try and create relationships with other companies.
“Brands should be paying close attention to social clubs. These spaces have the influence and trust to bring large groups together on a regular basis,” Clark said. “That makes them prime hubs for direct-to-consumer opportunities and brand alignment. In many ways, social clubs are becoming the new cultural touchpoints—where connection, community, and commerce naturally meet.”
The growing popularity of social and wellness clubs shows the importance of creating a support system through everyday activity. “I think it’ll be very normal to be a part of at least one social club over the next five years,” Smith said. “Post pandemic, people have recognized the importance of community, but I think it’s deeper than that.”
