Maxwell Social is a groundbreaking, exclusive club located in Tribeca. Membership fees can range up to a whopping $12,000, but this club offers a unique twist compared to its lavish competitors. Instead of being treated with white-glove service, members at Maxwell Social can expect a hands-on experience where they cook their own meals, pour their own cocktails, and entertain one another. While clubs like Soho House or Zero Bond boast luxurious spas, bars, and restaurants with attentive staff, Maxwell Social embraces a do-it-yourself approach. Members can bring their own groceries and prepare meals in a state-of-the-art “grand kitchen” furnished with exquisite copper pots and pans. Alternatively, they can even mix their own gin and tonics.
David Litwak, a 35-year-old tech entrepreneur and co-founder of Maxwell Social, believes that this unique concept breaks down barriers between people of different statuses. Litwak explains, “There’s a beautiful thing when someone walks in and says ‘how can I help?’ and starts cutting zucchini.” By encouraging members to actively participate in the club’s operations, Maxwell Social fosters a sense of community and equal standing among its members.
Located at 135 Watts St., Maxwell Social describes itself as a “basement man cave/she shack.” With minimal staff, only five employees will handle basic tasks such as club entry, security, bottle restocking, upkeep, and bartending if necessary. The club envisions having around 700 members.
The club’s innovative approach aims to attract individuals who are tired of the sterile experiences offered by other private clubs. However, the membership fees may come as a surprise. Members must pay $7,000 for access to a private four-bottle liquor locker, or they can opt for a larger eight-bottle locker with a membership fee of $12,000. Maxwell Social also offers a $2,500 “scholarship tier” membership, which grants access to a communal storage area. In addition to the membership fees, members must pay $250 in monthly dues and receive a certain number of guest passes based on their plan.
Despite the steep prices and fewer amenities compared to well-known, lower-priced rivals like Soho House, Maxwell co-founder David Litwak believes that the club’s focus on community outweighs these factors. Litwak draws a parallel, stating, “No one thinks you’re slumming it in an Airbnb if it’s a French chateau Airbnb that you happen to be cooking your eggs in. People understand this is a different type of luxury.”
Litwak remains unconcerned that the club’s prices and amenities may deter potential members. He points out that Maxwell Social is located in the most expensive zip code in New York City, ensuring its appeal to the right clientele. Litwak asserts, “Once people understand what we’re building, I think people understand that it’s priceless.”
Maxwell Social has also garnered the support of influential investors, including Victoria’s Secret CEO Martin Waters and prominent tech-focused investors such as Josh Koppelman, Gil Penchina, and Balaji Srinivasan.
The club has repurposed a landmarked, side-street property that previously housed the now-closed restaurant China Blue. By minimizing fixed costs, Maxwell Social aims to be 50% more efficient per square foot, making it more profitable and accessible to a broader community.
While some may find the club’s plan to rapidly gain 700 members ambitious, the co-founders are confident in their rigorous vetting process. Prospective candidates undergo two interview rounds and must attend at least one event to ensure compatibility with the community.
As a member and investor, Peter Niehaus believes that event rentals will be a significant source of profit for the club while memberships increase. Maxwell Social has already hosted successful events, including a political fundraising event for Senator Chris Murphy and a star-studded party for Creative Artists Agency attended by celebrities such as Brendan Fraser and Andy Cohen.
Niehaus emphasizes that what sets Maxwell Social apart is its emphasis on building a genuine community. Many social clubs lack true connections among members, but Niehaus believes that Maxwell Social will offer a different experience.
To fund their operations and future expansion plans, the co-founders propose a unique membership investment concept. They offer digital “equity bonds” as proofs of membership, which can potentially increase in value as demand for membership slots grows. These bonds will be tradable on the blockchain, allowing members to “redeem” their initial entry fee at a later date if someone else is willing to purchase it. Litwak likens this approach to a “communal funding mechanism” and views it as the original non-fungible token (NFT) that measures access to a community.
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