Why “IRL Clubs” Are the Next Big Community Trend

People spend endless hours online, yet they still say they feel hollow. That gap has nudged a new kind of group into existence: IRL clubs. They look nothing like the shiny networking events brands keep pumping out. They feel more like a stroll, a natter, a low-key coffee that ends up meaning more than expected. We’ve heard people describe joining one as a relief, almost like their shoulders dropped. 

We want to dig into why this rise matters, what younger adults are signalling through it, and how brands can show up without feeling shallow or salesy. 

What are IRL clubs? 

IRL clubs sit in tiny pockets of everyday life. A few people meet for a walk, a loose chat, whatever feels manageable. No big staging. No fees. No glossy pitch. The appeal sits in how easy it feels to join. 
ONS data from Jan–Feb 2025 sticks in our head. About 25% of UK adults said they felt lonely “often or always” or “some of the time”. Among 16–29s, that climbs to roughly 40%. Those numbers sting. 
We’ve watched gender-based groups shoot up too. The Shoulder to Shoulder Men’s Community. The Lonely Girls Club. Men saying they have no close mates, around 15%. Women at about 10%. These crews grow because people want a room—any room—where someone gets it. 

Why do they matter? 

Loneliness cuts through age groups, but younger adults feel it sharply. Four out of ten saying they feel lonely is huge. We can’t shake that figure. 

For brands, this creates a shift in how social needs to work. Chasing likes or tossing out surface-level chatter feels tired. People want something steadier: a group, a shared routine, a place that whispers “you fit here.” 

We are watching a culture pivot. People aren’t waiting for friendships to land on their lap. They’re organising, asking for support, experimenting with consistent connection. Brands with any interest in loyalty need to listen to that. 

What does this mean for brands? 

1. Move from broadcast to belonging. 
   Audiences roll their eyes at hollow engagement tricks. They want experiences that pull them into a room—digital or physical—around something that feels real. Small meet-ups, steady chats, recurring micro-events. Not another loud announcement. 

2. Authenticity over opportunism. 
   If a brand storms in shouting “We fixed loneliness!” the reaction will be brutal. A better path sits in supporting clubs already doing the work. Maybe partner. Maybe sponsor. Maybe hand them reach they don’t have. 

3. Highlight “spaces for people like me”. 
   People want tribes that match their life. Gender-led groups. Local clubs. Hobby clusters. Brands that show up in those pockets earn trust faster than any ad spend. 

4. Design for micro-moments and rituals. 
   Forget one-offs. Create something low-pressure and repeatable: a weekly walk, a coffee check-in, a forum hosted by a peer influencer. These tiny rituals stick. They build long-term attention without forcing anything. 

5. Use data and storytelling. 
   That 25% adult loneliness rate and the 40% younger adult rate sit like anchors. Use them carefully. They add weight to content and make people stop scrolling for a second. 

Final thoughts 

IRL clubs show a clear shift. People crave connection, and they’re willing to pursue it with intention. Brands working through social have a rare opening to support that. Not through gimmicks, but clarity, patience, grounded experiences. 

If brands get this right, they won’t be shouting into the void anymore. They’ll be anchoring a room people want to enter.