Starbucks? WeWork? Here’s a Better Idea 

Remote workers and one-person business owners in LA have a new, much more enticing choice of workspace with the opening of Heimat, a luxury club owned by the Berlin-based RSG Group.

For $350 a month, members get:

* Every training machine imaginable, plus classes

* Locker rooms with meditation spaces and saunas

* A spa, juice bar, rooftop pool, restaurant, and bar

* A coworking space and library

Why is it a good deal?

Posh gym memberships typically cost $150 to $200 a month, and WeWork memberships start at $300. With Heimat, you get the benefits of both. And compared to Collette, which is about to open in NYC, it’s a steal. To enjoy the facilities at Collette, New Yorkers will have to pay an initiation fee of $125,000, plus $36,000 a year.

How Much Are Your Ferragamo Shoes Worth? Really? 

Many years ago, a friend of mine opened Rick’s, a restaurant in Chagrin Falls, OH. It was a mid-sized place with an Art Deco style that served excellent food at surprisingly inexpensive prices. Apparently (according to him), I told him, “You should close for a week, give the restaurant a French name, dress the waiters in tuxedos, put tablecloths on the tables, double the prices, and treat people like shit.”

Recently, he sent me this video clip that illustrates the point of my joke about marketing and perceived value – one that applies especially to luxury goods. And it’s great. Check it out here.