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Anti-Loneliness Club Offers Friendship for a Fee
A California startup claims it has a solution to loneliness. Groundfloor, which began in the Bay Area and will soon open a location in Los Angeles, is a social club with a focus on friendship.
Groundfloor co-founder Jermaine Ijieh says the club provides space for work (meeting rooms and phone booths), wellness (classes, gym space, and meditation circles), and socializing. There are karaoke nights, member-led special interest groups and craft workshops. It’s not aiming to compete with WeWork or elite social clubs, Ijieh says. Instead, he likens it to “an after-school club for kids,” but designed primarily for adults over 30.
“There’s always been an issue once you start to hit this age range,” he says. “We start to lose institutions where we used to build communities, such as places of worship, colleges, offices, schools … Once you leave your 20s, it sort of feels like a social purgatory.”
The pitch is working: Groundfloor’s new location in Los Angeles already has 2,000 would-be members on its waitlist. Perhaps that speaks to the isolation of a city of endless traffic, few pedestrians, and its own scientific scale for loneliness. But the club also has three locations in the San Francisco Bay Area that almost 1,000 people have joined. Those numbers underline the reality of the loneliness crisis, especially when you factor in the club’s price tag: $200 a month.