Pershing

What Pershing does

Pershing (legal entity: Pershing East, LLC; dba The Pershing) operates a single, integrated hospitality complex in East Austin, Texas, comprising three interconnected venues on East 5th Street: Pershing House (a private membership clubhouse in a 1930s two-story bungalow), Pershing Hall (a 1940s lumber mill converted into a public live-music and event venue), and Pershing East Café (a Michael-Hsu-designed public coffee shop open daily from 7AM-8PM). The business serves Austin-based entrepreneurs, creatives, and professionals seeking a curated "third place" for socializing, coworking, private events, and cultural programming, with documented member logos spanning healthcare, consulting, professional services, and real estate. The company also books enterprise and private events at the venue, including a documented Aston Martin Aramco Formula One Team booking.

The underlying technology stack is intentionally lightweight: a proprietary mobile application (The Pershing app on iOS and Android) provides members with concierge requests, desk reservations, event forum access, and F&B ordering from 8AM-10PM; back-of-house operations run on Toast for café ordering and Prekindle for ticketed event sales; and reciprocal club booking is enabled through a partnership with the Sonato Alliance network of 100+ private clubs globally. There is no proprietary AI, ML, or data platform disclosed; integrations are commodity SaaS rather than differentiated technology.

Pershing's revenue model blends recurring subscriptions with transactional spend. Membership tiers include Standard ($400/month, 3-month commitment), Under 30 ($150/month, cancel anytime), Corporate ($320/month per person, 4-member minimum), and a Lifetime tier available after one year of annual membership. Membership includes Pershing House access, reciprocal club network access, coworking facilities, a $100 monthly F&B credit (Standard tier only), and complimentary concert tickets. Transactional revenue comes from ticketed Pershing Hall concerts and comedy shows, private event rentals across all venue spaces, and café food and beverage sales. Go-to-market is community-led and event-driven, relying on organic social, the website calendar and editorial "Pershing Profiles" content, earned media, and a membership inquiry process with personal outreach from the Director of Membership.

Name

Pershing

Legal name

Pershing East, LLC

Website

https://thepershing.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Pershing (Pershing East, LLC) operates a single East Austin hospitality complex combining a private membership clubhouse, a public live-music venue, and a public café, serving local entrepreneurs, creatives, and professionals through tiered monthly subscriptions, event rentals, and F&B sales.

Ownership category

akta.pro rank

Product category

Private Social Club

NAICS

Restaurants and Other Eating Places (72251), Drinking Places (Alcoholic Beverages) (722410)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Private Memberships & Invitation-Only Experiences (HSACAMAL)

akta.pro secondary industry

Exclusive Dining Access & Chef’s Table Reservations (HSACAMAJ)

Keywords

• Private social club
• Members-only club
• Live music venue
• Coworking space
• Hospitality services

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership Subscriptions: Recurring monthly membership fees providing access to Pershing House, coworking space, reciprocal club network, and member benefits. Multiple tiers available including standard, Under 30, and Corporate memberships.
2. Event Tickets and Private Event Bookings: Revenue from ticketed public concerts, comedy shows, and other programming at Pershing Hall, as well as rental fees for private events across multiple venue spaces.
3. Food and Beverage: Revenue from restaurant, bar, and coffee shop operations at Pershing House and Pershing East Café, including member dining and public café visitors.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Pershing operates a layered hospitality complex in East Austin comprising a private members-only social club (Pershing House), a public live-music and events venue (Pershing Hall), and a public coffee shop (Pershing East Café). The company sells tiered individual and corporate memberships, charges for ticketed concerts and private event rentals, and runs reciprocal access to a global network of 100+ private clubs via Sonato Alliance.

Product overview

Pershing is a hospitality complex in East Austin, Texas consisting of three interconnected spaces: Pershing House (private social club), Pershing Hall (public music/event venue), and Pershing East Cafe (public coffee shop). The company operates on a membership model with tiered options including Monthly, Under 30, Corporate, and Lifetime memberships. Members receive access to coworking facilities, reciprocal club network (100+ clubs globally), and member app for reservations and ordering. Pershing also offers private event hosting across multiple venues and partners with external amenities including The Focus Room fitness center and ORO art curation. The venue is available for public concerts, comedy shows, and ticketed cultural programming.

Differentiator

Problem solved

Functional benefit

Products and services

• Pershing House A private members-only social club housed in a 1930s two-story bungalow in East Austin, offering chef-led dining, craft cocktails, wine and mezcal selections, social spaces, coworking, and private event hosting. Available exclusively to Pershing members.
• Pershing Hall A historic 1940s lumber mill venue open to the public for live music concerts, comedy shows, art exhibitions, holiday markets, and private event rentals. Features exceptional acoustics and an intimate listening experience. Pershing members receive VIP tickets and exclusive access to private concerts.
• Pershing East Café A public coffee shop and community gathering space serving gourmet beverages and food in a Michael-Hsu designed light-filled interior. Open daily 7AM-8PM and suitable for meetings, remote work, or casual visits. Pershing members receive discounts and ordering access via the member app from 8AM-10PM.
• Pershing Coworking Premium weekday coworking included with Pershing House membership, featuring dual-monitor laptop plug-ins, high-speed fiber Wi-Fi, conference rooms with wall-mounted monitors, private phone rooms, outdoor terrace, and complimentary coffee.
• Pershing Reciprocal Club Network A global network of over 100 private membership clubs providing Pershing members exclusive access to benefits at clubs across North America, Europe, Asia, Australia, South America, and Africa, including The Gathering Spot, The Battery, Gleneagles Townhouse, and Groucho Club.
• Pershing Member Mobile App Mobile application for iOS and Android providing Pershing members access to concierge requests, desk reservations, forum access, and ordering from Pershing East Café via the member app from 8AM-10PM daily.
• Private Event Bookings Private event rental services across Pershing Hall and Pershing House for corporate events, brand activations, weddings, and celebrations. Available to both members and non-members with custom pricing handled by the Events Director.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Sonato AlliancecoreTechnology or IntegrationPershing has partnered with Sonato Alliance to enable seamless booking reservations at their network of 100+ reciprocal private clubs worldwide. The Sonato app allows Pershing members to request visits to partner clubs globally.
• Reciprocal Private Club NetworkcoreStrategic or Co-development PartnerPershing maintains reciprocal partnerships with 100+ private membership clubs across North America, Europe, Asia, Australia, South America, and Africa. Partners include The Gathering Spot (Atlanta, DC), The Battery (San Francisco), Gleneagles Townhouse (Edinburgh), Groucho Club (London), and many more. Members receive access benefits when traveling.
• The Focus RoomminorStrategic or Co-development PartnerThe Focus Room is a private training and self-mastery center located near Pershing, offering fitness and mindset coaching as an amenity for Pershing members. Members receive preferred pricing and access to open gym hours and small group training sessions.
• ORO (Art Curation)minorStrategic or Co-development PartnerORO is a contemporary art brand that curates rotating art exhibitions and private art experiences throughout Pershing's spaces. Founder Josh Winston serves as a cultural partner bringing gallery-level work into the club environment.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Soho House: Global private members' club operator with houses combining restaurants, bars, event programming, coworking, and reciprocal access across cities. Pershing's three-venue (club + concert hall + café) membership model and Sonato reciprocal network mirror Soho House's core structure at a single-city scale.
• NeueHouse: Private membership workspace and cultural club with restaurants, event programming, and member studios in NYC, LA and London. Comparable 'third place' positioning with subscription-based access to workspace plus curated cultural events.
• Spring Studios: Membership-based creative venue with event spaces, studios, restaurants, and programming in NYC, LA and London. Comparable layered business of public-facing event venue plus private member access.
• Zero Bond: NYC private social club with dining, bar, and event programming targeting founders, creatives and operators. Comparable premium membership pricing and curated-member positioning, though at substantially larger scale.
• The Gathering Spot: Private membership club with locations in Atlanta and DC offering dining, event programming, coworking and curated community for entrepreneurs and creatives — explicitly listed as a Pershing reciprocal partner. Comparable target member profile and tiered subscription model.
• Casa Cipriani: Luxury private members' club and hotel concept with locations in NYC, Milan and beyond, combining dining, events, and reciprocal hospitality. Comparable premium positioning, member-led GTM, and global reciprocal ambitions.
• The Battery: San Francisco private members' club combining hospitality, events and coworking for a founder/creative audience. Named as a Pershing reciprocal partner and a near-direct analog in target customer and amenity mix.
• The Groucho Club: Iconic London private members' club for the creative and media industries with dining, bar, and cultural programming. Named as a Pershing reciprocal partner and a comparable curated-club experience at higher density.

Broad incumbents

• Invited Clubs (formerly ClubCorp): Largest operator of private membership clubs in the US, providing reciprocal access to hundreds of clubs and golf courses. Pershing members gain reciprocal benefits through Invited Clubs' xLife program, positioning Invited as a much larger incumbent with overlapping value propositions.

Regional players

• Sixthman / The Q at Hotel Saint Cecilia: Austin-adjacent boutique hospitality brand operating curated events and private access experiences in the same city as Pershing. Comparable local cultural-curation approach but with a hotel-led rather than club-led operating model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thepershingeast
• Instagraminstagram.com/thepershingeast
• LinkedInlinkedin.com/company/pershing

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pershing