Experience Club US expands its presence to New York

The business club, active in Miami since 2021, will now have representation in Soho, strengthening its proximity to members and opening a new stage for events and brand experiences.

Karina Louzada and Marcelo Goulart: NY office represents a natural extension of Experience Club current presence in the U.S / Photo: Nicolas Costa

Experience Club US is expanding its presence to New York. Active in Miami since 2021, the business club will now be represented in the city through a new office in Soho, led locally by Karina Louzada.

The move strengthens the club’s proximity to members who already have offices, operations or strategic interests in New York, while opening the path for new Experience Club US gatherings in the city.

Today, the club’s main focus in the United States is organized around three strategic points: Miami, where Experience Club US has built its core community since 2021; New York, as a global business and financial hub; and Austin, where the club activates its network annually during SXSW.

New York as a natural next step

For Experience Club US, New York represents a natural extension of its current presence in the U.S. The city concentrates executives, investors, entrepreneurs, family offices, institutions and global companies with strong ties to Brazil and Latin America.

“New York is highly relevant for our members and for the type of conversations we want to promote in the United States. Many of our members have offices in Miami and New York, and our goal is to bring our platform closer to them, creating more opportunities for connection and business across the country,” says Marcelo Goulart, CEO and co-founder of Experience Club US.

Experience Club US has already built a consistent presence in New York through its event held during Person of the Year, now in its third consecutive year. According to Goulart, the next step is to organize at least three additional events in the city, focused on continuing to grow the club’s ecosystem in the United States.

“We have been hosting our major event during Person of the Year for three years, and the idea now is to expand this agenda with at least three more events focused on growing our ecosystem in the U.S.,” says Goulart.

A platform for members and brands

The New York presence also connects to the broader structure of the group. AMG Agency, which is part of the same group, will support the development of experience and relationship platforms for brands seeking to activate their presence in the U.S. market.

The goal is to offer turnkey solutions for companies, from concept creation to full event production, while also allowing clients to activate key moments in New York’s calendar using the group’s expertise, connections and access.

In practice, this creates a dual role for the New York operation: strengthening Experience Club US as a business platform for its members and expanding opportunities for brands that want to build relevant experiences in the American market.

Local leadership

The New York presence will be led by Karina Louzada, who brings more than 25 years of experience in leadership roles at major companies in Brazil and the United States, including Nokia, Liberty Mutual Insurance and Liberty Seguros. Her background in Boston and New York adds local market knowledge to the club’s expansion strategy, especially in a city where business culture, relationships and access are shaped by proximity.

“Contrary to what many believe, the United States is a country where the specificities of each state shape how business is conducted. Our fluency in the local way of working and culture can save years for Brazilian executives and companies looking to build relevant relationships in the country,” says Karina.

Since its launch in Miami, Experience Club US has positioned itself as a business platform connecting Brazilian leaders to the American market through curated events, executive gatherings, strategic content and high-level networking. The New York move reinforces this model.