Private clubs:27Apr 25/6/09 08:44 Page 51
sushi bar and a wine bar suspended on either
“I have a lot of members that already have health
side of the restaurant in golden glass and fur-
clubs in their house, so I’m not selling a fitness
covered pods. It also has room for an opulent
lounge, where DJs, dancers, and other enter-
and sports club, I’m not selling a spa, I’m not
tainers are scheduled to dazzle. selling a lounge, I’m selling a lifestyle”
Like all good nightclubs, it creates a feel-
ing of community, a sense that those who are
there belong there and will be back, and that
you might at any minute run into someone community with all the facilities to leave the we have some members that don’t do either;
you know. As the Middle East has expanded real world behind is a truly priceless benefit. they just come for socializing, to hang out.
and opened to the rest of the world, becom- “The amenities alone are not important. The If someone wants to come and just do noth-
ing ever more packed with expats of all va- goal is to reach a perfect alchemy between the ing, they can do nothing. And we have but-
rieties and from all walks of life, it’s not services provided and equipment to keep the lers to cater to their needs.”
surprising that demand for clubs like these members happy.” For members, this means ac- One who was unacquainted with the ap-
is starting to arise – people in the know ben- cess to personal trainers, to develop your per- peal of a place like Z Club might wonder if
efit from seeking out others who share simi- sonal fitness regimen. “You have a nutritionist; clients as upscale as these have truly been un-
lar experiences and priorities, and in big you have the spa providing you top services. able to provide themselves with these ameni-
cities, that can be hard to find. While cer- You have the saunas, the Moroccan baths, the ties thus far. That, however, is missing the
tainly open to the public, there is the de steam baths, the pool, the Jacuzzis and all the point of the private club entirely, something
facto exclusivity to a place that is predicated things you find in clubs. You have the lounges Zainy thoroughly understands. “It’s a
on opulent surroundings, expensive meals for relaxation, you have the lounges for so- lifestyle. I’m selling a lifestyle, I’m not sell-
and designer clothes, and devotees of Mr. cializing. You have courts, multi-universe ing a Jacuzzi. I have a lot of members that
Cavalli will find themselves in the company court, the squash courts; then there’s volley- already have health clubs in their house, so
of their peers in fashion. ball, all that,” says Zainy, and all, of course, I’m not selling a fitness and sports club, I’m
However, there is nothing quite like the used in limitless numbers of combinations not selling a spa, I’m not selling a lounge,
truly private club experience, and careful at- by their members. “I have members that I’m selling a lifestyle.” And from the shape
tention is being paid to the details at Z Club came just for the health side, just for the fit- of things in the Middle East, we bet that in-
that separate the best from the simply high- ness. I have members that don’t want to deal creasing numbers of the community will be
end. The privilege of being part of their own with fitness; they just come for the spa. And buying what he’s selling. square6
100 Thousand Club 51
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