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For tens of thousands of crowns, members have access to everything from tennis courts and boats to hotels and restaurants.
Of: Helena Trus, Natalia Kazmierska
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The luxurious members club is located at one of the best addresses in Djursholm, has a secret membership list, and is described as the new age cooperative.
Why build a tennis court at home when you can use the club?
– “Sharing economy”, which is a strong growth trend worldwide, says Martin Roos, founder of the Djursholm country club.
Behind the black iron gate and the red brick wall is the famous club that is generally described as the most exclusive in Sweden, mostly thanks to its prominent membership roster.
An avenue lined with bare lime trees leads to a deserted terrace. This is partly due to the season, but also because much of the business here has fallen due to Covid-19.
Usually, members reserve the old patrician villa Villa Pauli for baptisms, weddings, student parties, birthday celebrations. Now around 50 major events have been booked, but at the same time membership has increased.
The entry ticket comes with a promise for the more than 200 member families. The list must be kept secret. It is not spoken openly.
Within the walls of the club there is an oasis, it should be a place to breathe.
Photo: Magnus Wennman
Villa Pauli with the exclusive country club in Djursholm.
The father of two Martin Roos, 46, lives just over 700 meters from Villa Pauli and co-founded the club almost four years ago together with, among others, Martin HP Söderström, married to Charlotte Söderström, daughter of the H&M president, Stefan Persson.
Martin Roos is in charge of the business and is the director of the club.
– It was a childhood dream for many of the members to develop this beautiful property and create a meeting place for the whole family. As we got older, with more international experience, we also saw the opportunity to create a unique membership club tailored to Sweden with global inspiration.
“Passion for life”
The entry price is a contribution of 250,000 SEK, which is applied to the whole family, then an additional 50,000 per year. The fee acts as a preferred share, which can be sold to new members or redeemed when the club is full. Membership is for life and can be inherited by children. Expats and people living outside Stockholm County or abroad do not have to pay an entrance fee, but for them a membership costs from 25,000 SEK.
Martin Roos, founder and director of the Djursholm country club.
There are certain criteria for membership, but according to Martin Roos, it’s not about how you look or the size of your wallet.
– We only have one criterion that may seem a bit confusing, but it is “passion for life”, in other words, a healthy attitude towards life and the desire to have a good time living with loved ones. Like all associations, we want members who want to participate in the development of the club. Then of course, as in all other contexts, avoid individuals with strongly divergent criminal interests, disputes, or political ideas.
Do you do any kind of research on the candidates?
– Absolutely, a lot is public today. We live in a small world in Sweden and globally, there is always someone who knows someone who becomes the basis of our analysis. It is extremely rare that there is something behind. Almost everyone is good and happy.
Photo: MAGNUS WENNMAN
As a member, you have access to the club’s restaurants, gym, kids’ club, tennis, hotel, and jet skis.
Photo: MAGNUS WENNMAN
Why build your own tennis court or buy your own boat when you can use the club’s? In previous interviews, Martín Roos has called the club “the cooperative of the new era.”
Photo: Screenshot of the Instagram account djursholmscountryclubpublic
Villa Pauli was built by the daughter of Johan Wilhelm Smitt as a morning gift for her husband Georg Pauli. Johan Wilhelm Smitt created a fortune in South America and, in connection with his return, financed and sat on the board of, among others, Nitroglycerinbolaget (Nobel). He was also a co-founder of Handelsbanken and Enskilda Banken. “Today, several of the descendants are members, which is a lot of fun,” says founder Martin Roos.
New era cooperative
In the club, no outsider can reserve a table for lunch. We called and tried, but we were told that we are welcome if we come here with a member. As an inaugurated club member, you have access to restaurants, gym, kids’ club, tennis, hotel, jet ski, and concierge service or security service offers.
Why build your own tennis court or buy your own boat when you can use the club’s? In previous interviews, Martín Roos has called the club “the cooperative of the new era.”
– Cooperatives may seem outdated, we are more in the “collaborative economy”, which is a strong growth trend worldwide. There are cost benefits that can be allocated through a club, such as staff, facilities, boats, and cars. Why own when you can be part of a concept and use it as needed, and avoid problems with handling and maintaining devices?
As an outsider, it may not spontaneously be something that is associated with this type of area, where many can afford to buy or build their own. Is there an environmental thought here also by the club?
– There is absolutely an environmental aspect behind this. Overconsumption is never good. Environmental problems are a central theme in our long-term strategy. If you reduce the consumption of partners in general, it is difficult for us to control or monitor. I think many are very aware nowadays, both are cheap and can share things.
What do you want the club to be?
– Combine benefit with pleasure for the whole family. Enjoy life while you live it. It sounds silly, but in general Swedes tend to think about it a lot, I’ll do it later, next year or in the next life. But somewhere you have to live now.
Photo: Screenshot of the Instagram account djursholmscountryclubpublic
Members generally reserve the old patrician villa Villa Pauli for baptisms, weddings, student parties and birthday celebrations. During the pandemic, around 50 major events have been booked, but the number of members is increasing.
Photo: Screenshot of the Instagram account djursholmscountryclubpublic
Interior designers Leoni Persson, married to H&M President Karl-Johan Persson, and Princess Madeleine’s friend Louise “Lussan” Thott, participated in renovation work on the monumental brick palace.
Parity with the best in the world
There are several clubs in the club, such as a women’s club, a car club, and an investment club. Members also have access to overseas clubs in London, Marbella, Miami and the Bahamas, among other places. Recently, the design of the property began, which includes everything from a new spa, gym, pool, new porch lounge and a paddle tennis court, to a local boutique hotel and field activities. They are also developing new sister clubs in the city.
The plan for the future is for Djursholm Country Club to be on par with the best member clubs in the world.
– It is in our vision, we do not want to hit our chest in any way and say that we are still there, far from it. But we will do our best. Especially as a family club, says Martin Roos.
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