meet the
ascendants
The movers behind the next wave of membership
Let’s hit the road
Forget Bald Eagles and Football—nothing's more American than shopping. A trip to the store is an age-old Sunday tradition, passed down for generations. It brings communities together. It teaches us how to get more with less, no matter what.
It’s easy to look at shopping data and make decisions. To treat people like numbers on a screen. But it’s impossible to know why anyone buys anything without speaking to them in person. Like Sam’s Club, we believe in listening to an audience. Interacting with them, face-to-face. Really hearing what they really have to say.
As eggs, coffee, avocados, and more than a few of America’s other favorites get harder to pay for, more Americans are thinking about what they buy and where they buy it. They’re doing what they can to keep up and get ahead.
We met them. Got to know them. And after 80+ hours of conversations (and about 17 Sam’s Club hot dogs) with 28+ shoppers in Texas and Florida, we understand what makes your members tick. Ready to meet them?
It’s easy to look at shopping data and make decisions. To treat people like numbers on a screen. But it’s impossible to know why anyone buys anything without speaking to them in person. Like Sam’s Club, we believe in listening to an audience. Interacting with them, face-to-face. Really hearing what they really have to say.
As eggs, coffee, avocados, and more than a few of America’s other favorites get harder to pay for, more Americans are thinking about what they buy and where they buy it. They’re doing what they can to keep up and get ahead.
We met them. Got to know them. And after 80+ hours of conversations (and about 17 Sam’s Club hot dogs) with 28+ shoppers in Texas and Florida, we understand what makes your members tick. Ready to meet them?
Interviewed 28 + Texans
& Floridians 📍
& Floridians 📍
From 19 to 72 years old
6 cities visited 🚗
San Antonio, San Marcos, Luling, Houston Tampa
80 hours of conversation 👂
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Let’s set off ✈️
You know the old adage, 'A membership is only as good as its members'? That's never felt more true than it does today. As membership has become more personal, we set out to understand and recognize who our members (and potential members) really are — what drives them, what makes them tick, what sets them apart. After all, a member ID won’t tell you about the time someone shook up the luxury watch industry or finally made it big enough to take their immigrant parents on that long-dreamed-of first-class trip to Dubai.
We dug below the surface of status, belonging, power — and what it means to have the feeling that you do indeed have this, no matter what else is going on in the world. We crashed exclusive yacht parties, mingled with millionaires, sipped wine with top-tier sommeliers and talked with nannies raising the next generation of wealth.
After 75+ hours of conversations with 30 individuals, one thing is clear: there is no single type of Amex member, but there is a shared irrepressible drive that unites them. Don't just take our word for it — let’s dive into their stories and hear directly from them.
We dug below the surface of status, belonging, power — and what it means to have the feeling that you do indeed have this, no matter what else is going on in the world. We crashed exclusive yacht parties, mingled with millionaires, sipped wine with top-tier sommeliers and talked with nannies raising the next generation of wealth.
After 75+ hours of conversations with 30 individuals, one thing is clear: there is no single type of Amex member, but there is a shared irrepressible drive that unites them. Don't just take our word for it — let’s dive into their stories and hear directly from them.
BY THE NUMBERS
75+ hours
30 people
Ages 25 - 70
3 cities: NYC, Miami, Chicago
30 people
Ages 25 - 70
3 cities: NYC, Miami, Chicago
THESE ASCENDANTS
SHARE AN
IRREPRESSIBLE
DRIVE TO KEEP RISING
A strong belief in their abilities & their power.
While the average person may see ‘no’ as a barrier, our Ascendants don’t hear ‘no’. It simply isn’t in their vocabulary. They have an unwavering belief that things will work out for them. Some might call it arrogance or delusion, but they see it as necessary for achieving and leading in their respective worlds.
NOT AFRAID OF FAILURE
“By the age of 9/10, they're very developed. They know what they want. They know how to control and manipulate. They know how to get around you and they're not afraid.”
Jessica, 37, New York, NY
An aspiring writer and nanny who might write the next tell-all book about working for elite political families in NYC. DO TELL JESSICA.
NOT AFRAID OF FAILURE
“I do reckless shit because I guess I feel comfortable with whatever backing I have in my head.”
Chaz, 33, Miami, FL
Fabricator working in production. Chaz works in high-end retail and has helped design art exhibitions in Miami and NYC. He knows high quality shit!
THEY HARNESS POWER INSTEAD
OF SHYING AWAY FROM IT
“Power is freedom to do whatever you want.”
Eli, 32, Miami, FL
Luxury florist responsible for the arrangements that set the scene for the rich & famous
THEY HARNESS POWER INSTEAD
OF SHYING AWAY FROM IT
“Power is getting things done, closing things.”
Vera, 36, Miami, FL
Works for a "hedge fund" but she definitely will take any man's money if he is classy enough.
Relentlessly manifesting & pursuing their peak.
Ascendants see “good enough” as never enough. They’re not afraid of the climb — in fact, they crave it. Stagnation is their greatest fear; progress, their constant pursuit. With each new milestone, the bar rises. And as their standards for themselves grow, so do their expectations of the world around them.
GOOD ENOUGH ISN’T GOOD ENOUGH
“There's never enough that you could offer them because they're always just gonna want more.”
Adrien, 30, Miami, FL
Luxury watch dealer for young elites, 5-star restaurateur and local bookie. No matter how you look at it, you are either making or spending money around Adrien.
Good enough isn’t good enough
“How do I make that much money? it wasn't for logical reasons. Comparison games get created, and then it's just a constant chase. There's no end to this at a certain point.”
Osman, 36, Chicago, IL
High-level UX Designer at the other credit card company. Also dabbles in real e$tate.
A CONTINUAL SEARCH FOR
THE NEXT BEST THING
“People now want to be entertained. It's about what's boosting the levels of serotonin. And especially people from the luxury class, it's like what haven't you experienced yet?”
Kathleen, 29, New York, NY
Sommelier at a fancy Upper West Side restaurant and part time artist.
A CONTINUAL SEARCH FOR
THE NEXT BEST THING
“Everybody is looking for the next country. Everyone is talking about Greece and Portugal right now, they all want to move there.”
Lisa, 60, New York, NY
Top NYC sommelier to top tastemakers, writer, former international lawyer. Possible spy.
HIGH SELF STANDARDS
= HIGHER SERVICE EXPECTATIONS
“I'm like, I don't care. Just fix it. I give you guys 200 plus dollars a month.”
Rohan, 29, Miami, FL
VIP DJ and member of one of the most exclusive gyms in Miami. Could talk about credit card points for hours.
HIGH SELF STANDARDS
= HIGHER SERVICE EXPECTATIONS
“I want to be treated like a princess.”
Zach, 31, Miami, FL
Up and coming real estate tycoon. Son of professional ice skater and jiu jitsu champion. NBD.
Knowing the game and playing it three moves ahead.
Ascendants see the world around them as a chessboard. There’s an unspoken set of rules and they not only know them, but know how to navigate them with strategic brilliance. Whether it’s squeezing every drop of value from their points or getting into the hottest restaurants before they’re hot, they know how to play — and win.
They know the unspoken “rules” of the worlds they live in
“It almost seems like there is some sort of unspoken, agreed upon assumption of the dishes a restaurant should offer and what they should taste like, and if anything deviates from outside of that norm it's wrong.”
Maria, 48, New York, NY
Top sommelier and owner of a natural wine bar in NYC. Check out Somm Time next time you are in the Lower East Side.
They know the unspoken “rules” of the worlds they live in
“If you're wealthy, you send us a wire. If you're rich, credit card. But if you're [super wealthy], you'll buy a watch through a firm.”
Juan, 32, Miami, FL
Luxury watch buyer from Ecuador and co-owner of highly sought after watches Very-Special.
Gaming (and winning) the system is in their blood
“Everything is game. I never had a super fancy job, I just knew how to game the system. And I love to tell people how to do it. So fun.
Sofia, 29, Miami, FL
Originally from Tulum, now helping Very-Special create momentum as their Social media manager.
Gaming (and winning) the system is in their blood
“I would occasionally get on credit cards and just get the opening points, just do three months of spending and then close it out. And it was literally just to make sure that we got those airline points for travel.”
Dan, 41, New York, NY
CrossFit junkie, clean freak and NYC Director dedicated to return on investments.
Fueled by something that can’t be turned off.
They’re either 0 or 100 but they don’t live life in the middle. They turn goals into obsessions, driven by a passion that can never be dimmed. Because the last thing in life they want to be is mediocre.
Drawn to what fuels their identity
“The relationships I tend to stay focused around are the ones that really revolve around some sort of creativity, being around people who push me to do new things.”
Rob, 33, New York, NY
Architect who has designed everywhere from NYC to Botswana. Lover of his AmEx travel points.
Drawn to what fuels their identity
“I think there needs to be more membership clubs that are focused on health and wellness as opposed to partying. I want something more focused on healthy living and how to connect with people.”
Paulina, 31, Miami, FL
Cannabis lawyer who is very interested in who has a Black card and can play doubles at Padel.
Obsessed with excellence
“You can tell by their hair. The hair looks luxurious. You can say that hair has had money spent on it. The blonde is different, the bounce is different.”
Gionna, 31, New York, NY
Celeb Nanny who signed an NDA so we will never know who’s private jet she regularly flys on.
Obsessed with excellence
“I care a lot about a lot of things, but if I just focus on one or two things, I will excel in that, rather than trying to do everything.”
Amena, 34, Chicago, IL
Business Manager who finally got to treat her mom to the lounge experience with her card status. And isn’t ashamed to stash extra lounge snacks for later.
dream team
👋
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how we do it
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