Ashton Kutcher was once beloved for his role on That ’70s Show as goofy heartthrob Michael Kelso, but over the years, his star has fallen… and now, his investments just might offer a way to pick himself up.
On Monday, Kutcher took to Instagram to inform his 4.9 million followers that, after fifteen years as a ‘proud’ Soho House member, he’s ‘investing to help take the company private’ as part of a $2.7billion deal led by New York-based MCR Hotels and private equity firm Apollo.
Kutcher, who will be joining the board, described the exclusive members club as ‘a global creative home, a refuge, and a launchpad for friendships.’
While Soho House was previously a star-studded private club adored by A-listers, in recent years it has struggled with financial issues and a whole host of complaints from members who believe it is no longer quite as upper-crust.
As the once illustrious brand rapidly expanded around the world after starting on London’s Greek Street, members felt the glamour and exclusivity they were paying big bucks for was long gone.
Much like Soho House, Kutcher seems to have fallen from grace in recent years. The former Hollywood ‘it boy’ has been brushing off rumors of marital woes with his wife Mila Kunis after facing backlash for supporting Danny Masterson and over his friendship with Sean ‘Diddy’ Combs.
Now, the Daily Mail can exclusively reveal how insiders really feel about Kutcher’s major investment and if it could potentially revive his reputation… as well as the real reason he wants to re-enter the Hollywood scene.
Ashton Kutcher was once beloved for his role on That ’70s Show as a lovable, goofy heartthrob, but over the years, his star has fallen
On Monday, Kutcher took to Instagram to tell his 4.9 million followers that after fifteen years as a ‘proud’ Soho House member he’s ‘investing to help take the company private’
An insider told that the Dude, Where’s My Car? actor ‘has always seen himself as a business savvy person, and almost a savant,’ especially after making ‘lots of money’ and tech on That ’70s Show and Two and a Half Men. Kutcher has become quite the financial guru over the years, as he invested early in companies including Uber, Airbnb, Spotify, and Skype in deals that made him millions.
However, this latest deal is not just about making money. The insider revealed that while Kutcher wants to continue to act, ‘his star has been tainted for one reason or another,’ and now, it’s difficult for him to find directors ‘looking for him to join their projects,’ which is the major reason behind the Soho House deal.
With a potential acting comeback on the horizon and some ‘productions in the pipeline,’ the insider said ‘he wants to do this Soho House takeover to get in the good graces of influencers, younger businesspeople and Hollywood elite, to make his name mean something like it used to back in the day.’
The deal, and the potential it brings for movie and TV roles, is also to put him on the same level as his actress wife. The insider revealed that while Kunis has ‘endless money from Family Guy’ he still wants to be able to ‘feel that he is contributing.’
‘Money is nice, and they have all of it, but he wants the clout that he once had and his dealings with Soho House seem to be his idea to make that happen,’ the source continued.
Another major reason Kutcher is investing might be to change the conversation around the backlash he and Kunis have faced in recent years. Kutcher and Kunis, who are parents to Wyatt, 10, and Dimitri, eight, faced major criticism after they wrote letters of support for their former That 70’s Show co-star Danny Masterson ahead of his 30-year sentence for rape in 2023.
Then, Kutcher’s once-close friend Sean ‘Diddy’ Combs faced federal sex trafficking charges a year later, which he was acquitted of. After the fallout from both situations, split rumors surfaced, but the couple seems to have weathered the alleged storm.
Despite the controversies, the Your Place or Mine actor isn’t stepping out of the spotlight. Instead, he’s heading back into it with his latest investment deal, albeit off camera. Karen Kessler, the CEO and founder of crisis communications and reputation management firm Kessler PR Group, exclusively told the Daily Mail she believes it’s a ‘smart move,’ as ‘Kutcher is a proven commodity in the investment scene, with a winning track record.’
While Kutcher won’t be in back on the red carpet, he’s going to be hobnobbing with his peers, who will have to curry favor with Kutcher in order to enjoy Soho House.
‘Now he can add Soho House to his portfolio and the influencer community can be his captive audience as he works the room,’ Kessler explained. ‘Reputational damage can be short lived in the celebrity space: a good investment, a hit film, some humor in an interview and spending time with the right people is a road to redemption.’
Kutcher’s once-close friend Sean ‘Diddy’ Combs faced but was acquitted of federal sex trafficking charges and many pictures of the two partying together resurfaced
The former Hollywood ‘it boy’ has been brushing off rumors of marital woes with his wife Mila Kunis
It’s possible his latest investment won’t just be a moneymaker… it could fulfill his dreams and get him back on screen.
After all, Soho House specifically started as a networking destination for ‘creatives’ and quickly attracted celebrities like Leonardo DiCaprio, Kendall Jenner, George and Amal Clooney, David and Victoria Beckham, Tom Cruise, Taylor Swift and Dua Lipa.
Prince Harry and Meghan Markle even had their first date at a Soho House in London and enjoyed a stay at Soho’s Cotswolds Farmhouse, and it’s said to be a favorite with Princesses Beatrice and Eugenie. Celebrities often feel like they can let their hair down at the clubs, as pictures are strictly forbidden. Instead, guests snap pictures inside the photo booths as a keepsake.
With 46 locations in New York, Miami, Austin, Chicago, Bangkok, Hong Kong, Barcelona, Paris, and more, some think the brand expanded too quickly. The clubs often include communal areas, restaurants and cafes with some boasting cinemas, small music venues, and rooftop swimming pools with sweeping city views.
While Kutcher’s investment is a win for him, it’s unclear how members who pay more than $5,000 annually for access to every house will feel. Executive consultant Bill Berman told the Daily Mail that ‘members will tolerate leadership drama if the core experience remains exceptional.’
However, Berman added that ‘they’ll abandon ship quickly if they sense the leadership lacks genuine commitment to the community’s values.’
The Daily Mail has contacted reps for Kutcher for comment.