A Members-Only Club Wants to Be the Soho House for Snow Bunnies

(Bloomberg Businessweek) — Walk into the lobby of Breck Haus, a seven-month-old hotel and membership club in Breckenridge, Colo., and it can feel at first like a nature lover’s Soho House.

But instead of fashion-conscious creative types, fresh-eyed, fit thirtysomethings and fortysomethings dressed head-to-toe in Gore-Tex sip craft beers by the fireplace, with Aussie shepherds curled at their feet. The velvet midcentury modern couches and benches made from fur-covered lift seats are filled with just as many locals as out-of-towners.

When I went in February, its first month of operation, the crowd included plenty of skiers heading out to score first tracks. By early September, it had shifted to remote workers hunkered down at Unravel, a buzzy coffee shop anchored by a Bellwether zero-emissions roaster. The weekly events calendar, naturally Covid-19-safe, touted complimentary guided hikes up Grays Peak and free workshops on compass reading, not airy artist talks and gut-thumping DJ sets.

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Our flagship haus, your second home ⁠ ⁠ Our members are entrepreneurs, athletes, and families. Trail blazers, weekend warriors, thrill seekers, and⁠ four-legged friends. Our community is an inclusive group of those that have a gusto for life and the great outdoors.⁠ ⁠ Become a Gravity Haus member before August 31, 2020 and receive up to 2 complimentary nights in Breckenridge or Vail!⁠ ⁠ #GravityHaus #OutdoorCommunity

A post shared by Gravity Haus (@gravityhaus) on Aug 20, 2020 at 1:30pm PDT

If Soho House was intended as a gathering place for urban busybodies, then Gravity Haus Inc., Breck Haus’s parent brand, aims to be a magnet for outdoor enthusiasts. A co-working space called StarterHaus allows the work-hard, play-hard crowd to bounce seamlessly between conference calls and trail runs, and Dryland Fitness & Spa offers a state‑of-the-art gym and Japanese-inspired hot tubs. The on-site hotel has 60 simple rooms, plus an expansive locker room for gear storage and a Super Tramp rig for practicing snowboard moves.

The concept is the brainchild of local entrepreneur Jim Deters, and it brings several of his existing ventures—the co-working facility, the gym, a mountain-guiding company—under a single roof. He sees the brand as being eco-conscious, adventure-driven, and democratic, rather than exclusive.

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Community & Conversations. Every Friday after class at @dryland_breck, our members join each other for a “happy hour” downstairs at @unravelcoffeeco for a cuppa and breakfast. Get in on the @gravityhaus community, meet new people and share new experiences with us!⁠⠀ ⁠⠀ #GravityHaus #Community

A post shared by Gravity Haus (@gravityhaus) on Sep 28, 2020 at 7:10am PDT

An entry-level membership to Gravity Haus costs just $40 a month, with a 12-month minimum, and offers application-free access to the club and the ability to book classes and rent gear. Big-city equivalents such as the Battery in San Francisco or the Fitler Club in Philadelphia require initiation fees of about $5,000 and can cost $600 a month for those whose social clout makes the cut.

Until recently, the brand’s most popular membership, the Weekender,

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