The appetite for belonging has never been stronger. But the definition of belonging has changed entirely. The next generation of members isn't joining a club for its history or its reputation — they're joining for what it makes possible. We went behind the doors of the new generation club to explore what separates the ones that endure from the ones that plateau.

We've been fortunate to build Craft House around a simple belief: that the best work happens when the right people are in the room. Today, we're proud to announce that Jonas Ogren has joined Craft House as Principal — and for us, this is one of those moments where the right person has arrived at exactly the right time.