The 'Who Do You Love?' Leak: Soho House's VIP Bible Left Wide Open

For a brand whose entire premium is built on discretion, the irony is brutal.

Multiple internal Soho House & Co. staff-training presentations - built on Prezi and accidentally left public - surfaced in recent weeks. These decks, used in Chicago, Toronto, Little Beach House Malibu and elsewhere, are essentially laminated cheat-sheets telling floor staff exactly who deserves the red-carpet treatment and who requires “extra love.”

They were not hacked. They were simply never set to private.

Confidentiality Slide vs. Reality

One deck titled “Rules and Regulations UK” contains a full slide on CONFIDENTIALITY:

“The company has a strict code of confidentiality… communication of information concerning the company, its members, customers and fellow employees to the media is strictly forbidden and is considered a disciplinary offence.”

The same deck was openly viewable by anyone with the link.

The “Who Do You Love?” Decks

Little Beach House Malibu & Chicago

• Richard Bacon – labelled “One of Nick’s friends” and “Treated as a VIP.” Staff are told his nickname is Bex and his real name is Rebecca.
• Mike D (Michael Diamond, Beastie Boys) – “He is the MAN. Loves a good Sunday Feast with his FAM.”
• Jeffrey Katzenberg – flagged as one of Hollywood’s premier political strategists.
• Keegan Gibbs – LBH Committee Member; staff told “Keegan knows EVERYONE” and he is “one of the BIGGEST reasons why LBH will be a success.”
• Tori Praver – model/swimwear designer, married to pro surfer Danny Fuller.
• Naomi Nelson – film producer/director, married to Johnny Knoxville.
• Adam Secore – photographer; fun fact supplied to staff: “he has never had a cavity in his life.”
• Jobi Manson – owner of SEFARI Outpost; her puggle is named Cheddar.
• Alice & Ann Bamford – LBH Committee Members and authors of The Malibu Biodynamic Diet; noted as the first couple to marry at One Gun Ranch.

Richard Bacon – “One of Nick’s friends”

Mike D – “He is the MAN”

Keegan Gibbs – key to LBH success

Soho House Toronto

• Kate Daniels – philanthropist; staff note reads “She needs some extra love sometimes.”
• Nathan Gannage – APT200 founder; described as “Close to the Soho House aesthetic but more Hip Hop.”
• Michael Budman & Diane Bald (Roots founders) – appear with their children Alex Budman and Matt Budman explicitly named.
• Kofi Gyekye – labelled “Toronto’s Best Dressed.”
• Paula Whitmore – “Knows everyone in Toronto” + strong TIFF connections.
• Shane Carter – President Sony Music Canada, retired SHTO Committee member.

“She needs some extra love sometimes”

Nathan Gannage – “more Hip Hop”

Budman family tree for staff reference

The Privacy Red Line: Minors Named & Photographed

Several slides include photographs and full names of members’ children. One Malibu slide shows Alice and Ann Bamford with their infant; the deck explains the baby’s full name and its meaning (“Fortune”).

No redaction or access controls were applied before upload.

Operational Exposure

Beyond VIP spotting, the decks contain:

• Full staff contact lists with direct emails
• Kitchen-meeting slides openly criticising hygiene and broken equipment (“What’s wrong here?”)
• Cringeworthy “Rock n’ Roll” corporate-culture attempts at cool.

The Takeaway

Members pay thousands annually on the understanding that discretion is absolute. Yet internal documents show not only that treatment is visibly tiered, but that the company’s own digital hygiene fell far below the standard it demands from members and staff.

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Disclaimer: This article is an independent publication. We are not affiliated with, endorsed by, or operated by Soho House & Co. Information is based on public sources and fair use principles for commentary and criticism. No endorsement is implied.