The Newman launches Neighbourhood Club, London's first hotel‑led local membership.

Challenge

To build a membership programme that celebrates the thriving local neighbourhood, not the hotel itself.

The Newman is a boutique hotel in the heart of Fitzrovia, London, managed by Kinsfolk & Co. Alongside Brasserie Angelica and Gambit Bar, it sits at the centre of a neighbourhood full of independent businesses - bars, restaurants, wellness studios, bakeries, and cultural spots that locals already love.

The Newman wanted to build a membership for the people who live and work in Fitzrovia, giving them more from the places they already visit. That meant bringing together dozens of local partners, recurring monthly billing, and a way for members to redeem perks seamlessly wherever they went - all while keeping it simple enough to launch and manage without building a platform from scratch.

The solution

One membership, a whole neighbourhood of partners, powered by Glu.

Glu now powers Neighbourhood Club: end to end membership sign‑up, recurring billing, and perk redemption across a curated network of independent Fitzrovia businesses, including Gambit Bar, Brasserie Angelica, Pied à Terre, Salt Yard, Lucy Wong, Miel Bakery, XO Chocolate, ROWBOTS and more.

Members get a rotating "perk of the month," preferred rates on rooms and spa, and priority access to events, all managed through one connected system rather than a patchwork of spreadsheets and individual partner arrangements. Profits from membership are donated to a rotating selection of local charities, so the club gives back to the neighbourhood it's built around.

Since launch, response from the local community has been strong with a clear sign that a hotel‑led membership, done properly, can become a genuine part of the neighbourhood it sits in rather than just another hotel perks scheme.

Neighbourhood Club is the first step in a longer term relationship between The Newman and Glu, with more planned as the membership grows.