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Soho House Founder: How I Built The World’s Most Exclusive Club: Nick Jones | E163
37 segments available
Nick Jones is the founder of Soho House, the worldwide exclusive private members club worth an incredible $2.8 billion. He’s rewritten the rulebook on hospitality, and his business covers restaurants, hotels, events, and so much more! Topics: 0:00 Intro 01:29 Early years 05:45 The first inspiration for soho house 09:24 What did you have that others didn’t? 13:40 Why dyslexia is a great gift 15:30 Starting your own restaurant chain at 22 23:20 The best marketing tactic 28:29 Why did the first SoHo House work? 35:44 the factors that made SoHo house what it is today 45:57 The line between ambition & family 51:20 What do you wish you had known? 54:15 Whats hospitality taught you about life? 58:50 Are you shy? 01:04:11 Whats next? 01:05:51 The last guests question SoHo House: https://www.sohohouse.com/ Listen on: Apple podcast - https://podcasts.apple.com/gb/podcast... Spotify - https://open.spotify.com/show/7iQXmUT... FOLLOW ► Instagram: https://www.instagram.com/steven/ Twitter: https://twitter.com/SteveBartlettSC Linkedin: https://www.linkedin.com/in/steven-ba... Sponsors: Huel - https://my.huel.com/Steven Crafted - https://bit.ly/3JKOPFx
Segments Timeline
Overcoming Dyslexia
Nick Jones shares his experience growing up with dyslexia and how it shaped his early life. He discusses the stigma he faced and how he was often perceived as 'thick' due to his learning difficulties. Despite these challenges, he emphasizes the invaluable lessons learned from his upbringing and the importance of proving oneself.
"i wasn't experienced enough i was too young you're just branded thick nick jones the founder and ceo of soho house with an empire of private clubs around the world it's the most see and be seen type o..."
The Spark of Hospitality
Nick reflects on his childhood and the influence of his parents' dinner parties as the initial inspiration for his career in hospitality. He describes how he found joy in creating experiences for others and how this passion led him to pursue a path in the hospitality industry, despite societal expectations.
"nick thank you for being here um i have to say i'm a big fan of the the business you've created and the i know you don't like the word but the brand you've built um for many many reasons that i'm exci..."
Navigating Early Challenges
In this segment, Nick discusses the difficulties he faced in school due to his dyslexia and how it limited his options for higher education. He recounts the advice from his careers master, which ultimately guided him towards a career in catering, despite his initial reluctance to follow in his family's footsteps in the insurance business.
"we're just really bad at exams yeah i'm i'm hugely dyslexic and um so i find spelling really difficult i find pronunciation difficult i find um you know all sorts of things difficult at school i mean ..."
Finding My Place in Hospitality
Nick shares his first experiences in the hospitality industry, including his management training at Trust House Forte. He describes the challenges he faced in the kitchen, including a memorable incident on his first day, and how these experiences helped him grow and learn in a high-pressure environment.
"today is is it's quite a common thing and people understand it a bit better but back then i'm assuming people didn't really understand what it was or there was a stick was there more of a stigma yeah ..."
The Joy of Creating Experiences
In this segment, Nick discusses the joy he found in working in hospitality and how it allowed him to come out of his shell. He reflects on the camaraderie he developed with chefs and the satisfaction he derived from creating enjoyable experiences for others, which solidified his passion for the industry.
"i it didn't i didn't think either way i was just sort of thinking of just getting through school and and and i wasn't really planning that if i was going to be a success or not a success and i i think..."
Defining Success Beyond Grades
Nick contemplates the traditional definitions of success and how they often revolve around academic achievements. He reflects on his own journey and how he learned to redefine success in a broader context, emphasizing the importance of personal fulfillment and happiness over conventional metrics.
"hospitality was the route for me um because i you know we're going back a long long time um you know this was you know i'm 58 now and i was sort of 13 at the time and and i was i used to you know go t..."
Embracing Dyslexia as an Opportunity
Nick elaborates on why he now views dyslexia as a gift rather than a hindrance. He discusses how his unique perspective allows him to simplify complex ideas and approach problems differently, ultimately leading to innovative solutions in his business endeavors.
"to you because of your dyslexia that that was the the combination of factors that caused you to well and and i really had to i mean when i was at school i because i wasn't good at getting exams i had ..."
Finding My Voice in the Kitchen
Nick Jones shares his early experiences working in a restaurant at a young age, highlighting how it helped him overcome shyness and learn to connect with people. He reflects on the invaluable lessons learned from the high-pressure kitchen environment and the friendships formed with chefs, emphasizing the joy he found in creating food despite the challenges.
"started working there at seven super high stressful people always complaining it's hot in there um that and i mean people weren't throwing things at me and calling me the c word but it wasn't it was r..."
Dyslexia: A Hidden Gift
Jones discusses his perspective on dyslexia, describing it as a potential superpower rather than a limitation. He explains how it forces him to simplify complex ideas, which he believes is a valuable skill in a world that often overcomplicates things. This segment encourages those with dyslexia to view their condition as an opportunity for unique insights.
"you said earlier that dyslexia was um is actually a great gift can you explain why um why you've now come to believe that that is a real sort of superpower for you well i i i wouldn't say it's a super..."
Launching My First Restaurant at 22
At just 22, Nick Jones embarked on his entrepreneurial journey by opening his first restaurant, 'Over the Top.' He recounts the challenges he faced, including a lack of experience and poor design choices, but emphasizes the importance of learning from mistakes. This segment highlights the financial backing he received from family and friends, which allowed him to pursue his dream.
"you by 22 you started your own restaurant chain well correct i went around lots of departments within trust house 48 from front desk to bar to to to housekeeping i was a housekeeper at the you know cl..."
Lessons from a Rocky Start
Reflecting on the struggles of his first restaurant, Jones shares how 'Over the Top' taught him crucial lessons about running a business. He emphasizes that good food and customer satisfaction are paramount, and that marketing alone cannot save a poorly run restaurant. This segment underscores the importance of understanding customer expectations.
"leave so i want to go when i'm still relatively at the bottom and then i i went and tried working in fast food restaurants or sort of casual restaurants so i went to work to maxwell's and covent garde..."
The Value of Honest Feedback
Nick Jones discusses the significance of receiving honest feedback from customers, especially in the context of his first restaurant. He reflects on the challenges of gathering feedback when business was slow and emphasizes that constructive criticism is essential for improvement. This segment highlights his commitment to listening to customers to enhance their experience.
"doing that when anyone comes to me and wants to be an entrepreneur and start something up i really make time to steven and help them and you know i was lucky i was given an opportunity um and yeah i l..."
Embracing Failure as a Learning Tool
In this segment, Jones shares his philosophy on failure, viewing it as a necessary part of the entrepreneurial journey. He encourages others to embrace mistakes as opportunities for growth and learning. This perspective fosters resilience and innovation, reinforcing the idea that setbacks can lead to valuable insights.
"you know uh it it it just sort of taught me you know how to manage a business with little cash and with no cash how to pay the staff every week how to use initiatives to try and get more customers in ..."
The Smart Customer: A Key to Success
Jones emphasizes the intelligence of customers and the importance of word-of-mouth marketing. He reflects on how understanding customer needs and preferences has shaped his approach to hospitality. This segment illustrates how listening to members and adapting to their feedback has been crucial for the success of Soho House.
"about this hypothesis about the way that i thought my customers would behave and about the solution that i thought that they would care about and i spent too long not listening to their feedback and u..."
Creating Unique Experiences for Members
Nick Jones recounts his innovative approach to member engagement, including creating pop-up events during the Cannes Film Festival. He shares how these experiences were designed to meet members where they are, reinforcing the importance of adaptability in hospitality. This segment highlights his commitment to enhancing member experiences through creativity and responsiveness.
"you kept cutting cutting the you know the team down so it just wasn't you know at the end it was just me in the kitchen serving and we even set up a delivery service to try and try and try and um uh b..."
The Journey to Babington House
Jones recounts the pivotal moment of discovering Babington House, a property he fell in love with, and the challenges he faced in securing it. He discusses how he raised funds through member investments and the significance of member support in transforming the property into a successful venue.
"they kept saying wouldn't it it's great this one why didn't you do one in the country and i go oh let's do one in the country then so off i go i phone saviles up and i say any any hotels for sale i di..."
The Birth of Soho House
In this segment, Nick Jones explains the inception of Soho House, detailing how he merged his previous ventures and the importance of maintaining member relationships. He highlights the simplicity of the concept and the significance of owning the business outright, which laid the foundation for its future success.
"a it was a led by our members sort of verb the members helped invest in it you know they luckily have all got their money back plus plus and um you know then that was the second thing we opened that f..."
Building a Community at Soho House
Jones reflects on the early days of Soho House, emphasizing the role of community and member feedback in shaping the club's identity. He shares anecdotes about staff who have grown with the company and the importance of listening to members to foster a thriving environment.
"could i you know this this this is an idea but i didn't have any money so um again and um i went to see um my landlord which is paul raymond um and i went to see him and he said well you do want to ta..."
Cafe Bowen's Influence
Nick discusses how his experience with Cafe Bowen provided the confidence to launch Soho House. He describes the unique atmosphere of the cafe and how it attracted a loyal following, which ultimately contributed to the success of Soho House as a private members club.
"a guy pierre who was a server in in in um the blue dining room the the blue room in the in the restaurant now runs north america for us and um marcus anderson who it runs our membership part of our me..."
Factors Behind Soho House's Success
In this segment, Jones analyzes the key factors that led to Soho House's remarkable success. He attributes much of it to member feedback and the club's ability to adapt to their desires, showcasing how understanding customer needs has been central to the brand's growth.
"sponsors on this podcast for many years people have been asking for a coffee flavoured huel and quite recently he'll release the iced coffee caramel flavor of their um ready to drink heels and i've ju..."
The New York Dream: Opening Soho House
Nick Jones shares the challenges and excitement of opening Soho House in New York City. He recounts the difficulties of finding a location, raising funds during a recession, and the nerve-wracking experience of seeking permits just before the tragic events of 9/11. This segment highlights the determination and ambition that drove him to expand his vision across the Atlantic.
"electorate house with we're about three then and and someone said well you should open in new york i'd love this i'll have a oh yes maybe so off i go to new york and and and determined to open a sewer..."
A Day That Changed Everything
In this poignant segment, Nick Jones describes his experience on September 11, 2001, while in New York to secure permits for Soho House. He vividly recalls witnessing the attacks and how the resilience of New Yorkers during that time deepened his love for the city. This moment became a pivotal point in his journey, influencing his perspective on community and hospitality.
"thing i did was phone kirsty my wife um because she was in new zealand she was a news presenter on itn and i said i think maybe you should get into work there's something going on here and and then an..."
The Hard Hat Dinner: Building Connections
Nick recounts the innovative 'hard hat dinner' he organized to raise funds for Soho House New York. He shares how unexpected guests, including David Bowie, attended this unique event, which helped him secure investments and build momentum for the club's opening. This segment emphasizes the importance of creativity and networking in entrepreneurship.
"of of of sewer house new york which was fantastic and and and then momentum came and we rose raised the money everyone sort of before that was saying a private members club wouldn't work in new york y..."
Ambition vs. Comfort: The Entrepreneur's Dilemma
In this reflective segment, Nick discusses the tension between ambition and comfort in entrepreneurship. He explains his drive to expand Soho House despite having a successful business in London, revealing the inner motivations that pushed him to take risks. This segment explores the psychological aspects of ambition and the desire to prove oneself.
"and it worked it so people sort of took to it why bother you know like you had a great business here in london you know things are going well why why put yourself through all that pain um a very good ..."
Finding Balance: The Cost of Success
Nick Jones opens up about the challenges of maintaining a work-life balance as an entrepreneur. He reflects on the toll that ambition can take on personal relationships and well-being, sharing insights on how he navigated these pressures with the support of his family. This segment addresses the universal struggle of balancing professional success with personal fulfillment.
"i'd say that's half full um not half empty and and and hospitality i wanted to prove that hospitality could be done differently and i think with cafe bowen where we opened it all day and it was chamel..."
Lessons from the Pandemic: Rethinking Success
In this concluding segment, Nick discusses the lessons learned during the pandemic regarding time management and the importance of prioritizing meaningful connections over constant travel. He reflects on how the experience reshaped his understanding of success and efficiency in business. This segment offers valuable insights for entrepreneurs seeking to redefine their approach to work and life.
"time so the the the balance is is something i think all entrepreneurs suffer you say it's a balance you've not got right what was the indicator that you didn't get it right how did you know you didn't..."
Lessons for a Young Entrepreneur
Nick Jones offers advice to his younger self, emphasizing the importance of focusing on customer experience and empowering his team. He reflects on the need to delegate responsibilities and trust others to contribute to the success of Soho House, highlighting the significance of collaboration in achieving business goals.
"and and and also having a lot more trust in the senior leadership team and uh letting him get on with it and thinking i didn't have to be everywhere for it to work and actually often it worked much be..."
Creating an Aspirational Brand
Jones discusses the organic development of Soho House as an aspirational brand. He explains that his focus has always been on meeting the needs of members rather than intentionally crafting a brand image. The segment highlights the importance of member feedback and continuous improvement in maintaining the desirability of Soho House.
"what are the you know because one of the things that server house is known for is this quote-unquote brand and i know you don't like that word but this very um i think i would say it was an aspiration..."
Hospitality as a Life Lesson
In this segment, Nick Jones argues for the value of hospitality experience as a foundational life lesson. He believes that working in hospitality teaches essential skills like teamwork, communication, and organization. Jones emphasizes that these skills are more valuable than traditional academic achievements, fostering personal growth and social interaction.
"what is in hospitality taught you about life everything i sort of think you know um it should be the national service your people should go into a year in hospitality because i think it teaches you so..."
Fostering Community and Creativity
Jones explains how Soho House aims to create a community where members can flourish both socially and professionally. He shares anecdotes about the connections and collaborations that happen within the houses, illustrating the unique environment that fosters creativity and support among diverse members.
"industry for that hospitality is quite a quite a broad term but at the crux of it what do you think it is that you're actually selling to people what are they buying from you well i think what we want..."
The Unassuming Entrepreneur
Nick Jones reflects on his personality as an entrepreneur, describing himself as unassuming and not self-promoting. He discusses the importance of passion and care in his work, emphasizing that his motivation for building Soho House was never about money but about creating a meaningful hospitality experience.
"to 23 of our overall membership you know under 27s and it's it's seeing in a room you know the most successful script writer in one corner and on in another corner there might be a struggling scriptwr..."
The Heart of Hospitality
Nick Jones shares the essence of his success with Soho House, emphasizing his passion for hospitality over profit. He discusses how caring for the customer experience and having a dedicated team contribute to the brand's admiration and success. Jones reflects on the importance of creating a welcoming environment that prioritizes member happiness.
"get a he might defer this to something else's you've created such an amazing business and it's such a wonderful brand and it's it's admired by people that are customers and that aren't customers just ..."
Defining Success Beyond Business
In this segment, Nick Jones reflects on how he measures success, prioritizing his role as a father over his business achievements. He acknowledges the importance of listening to others' perceptions of his success while recognizing the growth and sustainability of Soho House as indicators of his accomplishments.
"can change it you can you know when we open babington house you know it was a first country house hotel where you could get breakfast when you wanted when there was no rules it was it was it was you k..."
Embracing Public Company Challenges
Nick discusses the transition of Soho House to a public company during the pandemic, sharing his excitement about the challenges it brings. He highlights the importance of adapting to a subscription model and the potential for growth in new markets, including Africa and Latin America, while maintaining the brand's core values.
"it it everything else should be fine do you think you're a success i i i think i said earlier but success you can judge success in lots of ways um you know i'd much rather be judged as a father than a..."
Balancing Life and Ambition
Jones reflects on the need for balance between personal life and professional ambition. He shares insights on the obsession many entrepreneurs have with their businesses and the importance of prioritizing happiness and family amidst the drive for success.
"we have a closing tradition on this podcast where the previous guest uh leaves a question for the next guest and um the previous guest has left you a question they have written they don't obviously do..."
The Importance of Community
In this segment, Nick Jones and the host discuss the significance of community in today's world. They emphasize how Soho House fosters human connection and the joy of gathering in physical spaces, contrasting it with the increasing digital interactions that can lead to loneliness.
"yeah i was actually talking to one of my friends about this last night that you'll know um that runs one of the big big companies in this country that's a billion pound company and he was we were havi..."
Courage and the Symbolism of Lions
Nick shares his personal connection to lions as symbols of courage and calmness. He explains how these qualities resonate with his approach to business and life, highlighting the importance of bravery and tenacity in achieving success while maintaining a caring demeanor.
"physical space is is great to see thank you quick one as you might know crafted one of the sponsors of this podcast and they make really meaningful pieces of jewellery this lion piece they've made i w..."