In 2026, Long Lane will open in Midhurst, West Sussex, as the UK’s first sober private members’ club and hotel. Founded by Loui Blake and Harrison Hide, the project has already generated more than 10 million combined Instagram views and built a substantial following across TikTok and other platforms by documenting the build publicly from day one.
Set within 55 acres in the South Downs National Park at historic Dunford House, the property combines a countryside hotel with a data-led membership model focused on longevity, recovery and community. Rooms will start from £350 to £400 per night, and the membership is from £100 to £500 per month, with applications launching this month.
Blake spent 15 years in hospitality, while Hide began his career in finance in New York. In 2022, during a meeting in Manhattan, they began outlining a hospitality project that placed health at the centre of social life.
“Most of the social spaces we spend time in quietly erode our health,” Blake says. “Through my own experience, I realised I was part of that system. Everything revolved around alcohol. Long Lane is the home from home we always wished existed, somewhere you can connect, work, train and recover without compromising how you feel the next day.”
From the outset, they chose to share the process openly, from naming decisions, design details and programming concepts, they were all posted in real time. Their audience responded too, and the feedback helped to shape the concept, and transparency became a central part of the brand’s identity. The co-founder says, “We built Long Lane with our audience. Most businesses build something for an audience. We invited people into the process and asked them to vote on everything from the name to the amenities. That means we know we’re creating something people genuinely want.”
A new model for the members’ club
The private members’ club begins with biometric and DNA methylation testing. Results form the basis of personalised plans covering nutrition, training and treatments, delivered through an integrated app that allows members to track progress over time. Blake refers to the concept as “longevity architecture”, environments designed to function as an extension of the nervous system.
“The spaces we spend time in have an accumulative impact on our wellbeing,” he says. “If five people walk into a café and ask whether the food is organic or the cleaning products are non-toxic, that café will change. The same applies to members’ clubs. When environments support your health, you show up better in every area of your life.”
The Coach House will operate as a clinical and performance hub, offering hyperbaric oxygen therapy, IV treatments and cryotherapy alongside contrast therapy suites and a gym designed for strength training, endurance work and Pilates. The Farm will house manual therapies, woodland treatment pods, a natural swimming pool and cold plunges, with running and walking trails extending across the estate.
“Diagnostics helped me refine my own health. They gave me structure and clarity. But the fundamentals remain consistent: time in nature, natural food, daily movement, strong relationships and purpose. The data is there to support those foundations.”
Design, sleep and recovery
The main house will offer 20 bedrooms, with 10 additional cabins set within the woodland. Rooms will feature Eight Sleep mattresses, air filtration systems, organic materials and red-light panels designed to support circadian rhythm, plus supplements and treatments can be booked via in-room wellness menus.
Interiors have been developed with wellness design studio Szczepaniak Teh, focusing on non-toxic materials and layouts that prioritise shared libraries, lounges and co-working spaces.
“Wellness is becoming the new form of luxury. It’s less about outward displays and more about a regulated nervous system, a healthy body and meaningful relationships. That informs everything from how you sleep to how you socialise,” shares Blake.
Nutrition and social culture
Long Lane will house what it describes as the world’s first Precision Nutrition Restaurant. Biometric data will inform tailored menus built around seasonal, organic and regeneratively farmed produce, and an on-site farm, hens and bees will supply part of the kitchen.
The drinks programme will be alcohol-free, think adaptogenic blends and functional elixirs that’ll be served from the Elixir Bar and an on-site herbal distillery overseen by Farmacy London. Events, visiting practitioners and cultural programming will form part of the membership offering, alongside designated phone-free areas designed to encourage presence and conversation. Blake says, “A sober members’ club might sound ambitious in the UK. But the feedback and the data point in the same direction. People are drinking less. They want options that align with how they want to feel.”
For Blake, the community element carries personal weight, “I don’t drink. I train. I go to bed early. I still want to socialise. In my industry I’ve often been the outlier, but that doesn’t mean I don’t want connection. Long Lane is about creating a space where those priorities sit comfortably together.”
Long Lane integrates clinical testing, hospitality, food systems and community programming within a countryside estate. Membership applications open this month, with the hotel scheduled to open in summer 2026.
