Members-only clubs that include robust programming and exclusive perks are proliferating across sports. But even as they grow, maintaining discretion, or at least an aura of mystery or secrecy, is important to consumers. HerStory makes our list of Great Ideas in VVIP Experiences for 2026.
HerStory
Provider: Keith Prowse
The experience: HerStory is interesting among this group of VVIP experiences in that it has a clearer audience and angle than most of the others. Launched at the HSBC Championships at the Queen’s Club WTA 500 event last June, it is geared toward high-achieving, motivated female executives. It’s a clear result of feedback Keith Prowse, the official hospitality provider of the Lawn Tennis Association, received during its initial research to create the offering.
Education and thought leadership were top priorities for the responding women, followed by corporate social responsibility. The result: an experience celebrating the return of women’s tennis to Queen’s Club for the first time in 52 years, in which key sporting insights were delivered by sports and sports business personalities. All profits went to the LTA Tennis Foundation, and the culinary offering was seasonal and local (another priority for participants).
The program will return to the Queen’s Club in June, while debuting at Wimbledon as well.
Perks: HerStory includes prime Andy Murray Arena seat tickets; an insights session with respected sports figures, experiential culinary elements; a dual-sided balcony looking over Courts 1, 2 and 5; and a female DJ setting the tone throughout. Guests leave with a custom HerStory gift.
Buyer/member customer service: Welcome drink upon arrival and pamper room available all day.
Cost: HerStory at Queen’s Club costs roughly $776 (plus value-added tax), while HerStory at Wimbledon begins at $3,367 (plus value-added tax). The price for both tournaments includes Centre Court tickets.
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