“Twice the fun, since ‘71!” - Why clubs matter more than ever.

For all the benefits of data-driven fraternisation, the immediate answer to a question from a random, if enthusiastic and potentially knowledgeable person on Facebook is perhaps not as valuable as the shared expertise of someone who knows you a little better, and who you can trust - where there is the ‘after sales service’ you get from friendships built around mutual investment in sharing an interest.