Company case study
The Battery
The Battery is a private social club created in San Francisco, offering a space for networking among affluent individuals. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "Brainstorming $100M AI-Proof Businesses" (aired August 26, 2025). As told on the show: Initial membership pricing was $2,500 a year, now raised to $3,000.
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | Brainstorming $100M AI-Proof Businesses |
| Aired | August 26, 2025 |
| Revenue and traction | Initial membership pricing was $2,500 a year, now raised to $3,000. It was reported to have a potential EBITDA of $150 million by 2035. |
| Category | Subscription |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
Brainstorming $100M AI-Proof Businesses · aired August 26, 2025 · hosted by Sam Parr and Shaan Puri
Why it works
Provides a unique social environment that combines exclusivity with accessibility, appealing to a diverse clientele.
Founding story
Founded by Michael Birch, who wanted to create a social space similar to Soho House but more inclusive.
The playbook
Engages members through exclusive events and a curated environment that encourages networking.
Also mentioned
Has attracted high-profile individuals like Jay-Z and Elon Musk.
Why this works now (our analysis)
California's Proposition 64 has facilitated a growing interest in exclusive social environments, benefiting private clubs like The Battery. To attract its affluent clientele, The Battery initially leveraged targeted outreach through high-end lifestyle publications such as Vanity Fair, promoting its unique offerings. A significant risk for The Battery involves the reliance on high membership fees, which could deter potential members if economic conditions shift or if competitors offer more attractive alternatives.