The age of technology converges with the world of hospitality with the launch of the Trader Club, a new partnership between two leaders in these seemingly different industries: Jayma Cardoso of the Surf Lodge and Jonah Goodhart of Mobian. The Surf Lodge, a boutique resort on the sea swept beaches of Montauk, continues to evolve as both a luxury hospitality experience and a leader in innovative entertainment. In partnership with Mobian, an AI startup from the founders of Moat, the Surf Lodge is launching this new invite-only summer membership. This is where summer meets strategy, where cutting-edge AI technology rendezvous in Montauk with high-finance traders.

Mobian represents the future of AI, where brand safety and contextual ad targeting is reimagined and former blind-spots in digital media are checked and corrected. Mobian’s predictive AI decodes consumer attention and context with unmatched efficiency, fueling billion-dollar industries and dominating in digital advertising. The Surf Lodge will not be left behind in the pivot toward a technology-fueled world. This partnership marks a new chapter in the realm of hospitality and entertainment—one that unplugs without truly disconnecting, where rest and relaxation fuel the decisions of the economic future. The Trader Club represents a landmark decision to mesh two worlds that—despite their different approaches—both influence the social culture and landscape. 

Today’s traders are shedding the image of suits and offices on the New York Stock Exchange floor and embracing the summery vibes of Montauk whilst engaging in productive industry conversations. The economic future exists behind screens, but that doesn’t mean those making the decisions must limit themselves to office chairs and a desktop. With the Trader Club, live music and beachy cocktails meet the next generation of media power. 

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The Surf Lodge is a perfect backdrop for the convergence of these two worlds. Montauk, long lauded as the pinnacle of seaside charm and coastal elegance, has become the stomping ground for some of New York’s most elite creative class. The Surf Lodge, founded in 2008, has captured the essence of Montauk through a seamless blend of barefoot luxury with a free-spirited vibe—offering sun-soaked days, iconic live music nights, and wellness experiences. Each season is its own experience, with curated lineups of DJs and live performers, exclusive and limited brand collaborations, and immersive VIP privileges. 

Jayma Cardoso, the visionary behind the Surf Lodge, later expanded to create a wintry version of the iconic beach getaway—the Snow Lodge. The Aspen, Colorado venue features a Supper Club, Jade Room Lounge, and Après-Ski Courtyard, all with the same off-duty energy as its Montauk counterpart.

A champion of hospitality, Cardoso’s venture into the world of AI and technology comes as no surprise to those with an innovative eye. From the slopes of Aspen to the sands of Montauk, the Surf Lodge brand has always been driven by a curiosity to expand, to explore the reaches of luxury experiences and create an adventurous reality. This creative partnership with Mobian is a strategic pivot toward media—a recognition of the new drivers of culture and commerce. The Trader Club is the engine powering the digital economy, and the waterfront sunsets and velvet-ropes of the Surf Lodge will drive forward towards the future. Jonah Goodhart of Mobian, and Jayma Cardoso speak on the partnership, the ever-evolving economic world, and the Surf Lodge brand.

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How did the idea for this partnership and the Trader Club come about? What can these two worlds learn from each other?

Goodhart: The Surf Lodge is a cultural landmark known for blending creativity, lifestyle, and connection. Mobian brings a deep understanding of digital context and attention and media dynamics. The partnership emerged from a shared vision: to bring communities together that don’t often meet, but deeply shape culture. Traders power much of what we see online, and The Surf Lodge is where much of culture unfolds in real life. The Trader Club is about creating a space where those shaping digital influence can mix with the worlds of fashion, music, and art, leading to experiences that are unexpected, enriching, and memorable. These two worlds can learn from each other by exploring how emotion, creativity, and intelligence come together to define what matters.  

What does this move toward media—melding lifestyle with AI—mean for the future of hospitality and beyond?

Goodhart: It shows that hospitality is expanding. It is no longer only about place, but about presence. By integrating Mobian’s community with The Surf Lodge’s cultural influence, this partnership brings hospitality into the world of signal, context and attention, and shared purpose. It means spaces will increasingly become platforms for media, creativity, and real-time engagement. The future lies in blending social and digital realities into one seamless experience, where how people feel and how media performs are part of the same conversation. 

The Surf Lodge is more than a boutique hotel—it’s an experience. What was the vision, and how does Montauk serve that?

Cardoso: The vision was to create a setting that feels both open and curated, where you can be yourself while being surrounded by moments that inspire. Montauk is the ideal canvas. It is relaxed but not quiet, vibrant but not overdone. It draws people who want to unplug without disconnecting. The Surf Lodge brings art, music, style, and food into that environment, creating a sense of immersion that feels natural rather than programmed.

Aspen vs Montauk: how did you translate that beachy energy to the Snow Lodge?

Cardoso: The energy is about how people come together, not the temperature outside. In Montauk, that happens over sunsets and surf. In Aspen, it is over ski runs and fireside gatherings. The translation isn’t literal. It’s about keeping the spirit of community and creativity alive, whether you are in flip-flops or snow boots. Both places are rooted in creating a mood that feels free, elevated, and connected to something meaningful.

What does wellness look like for you, and how does it evolve across Montauk and Aspen?

Cardoso: Wellness is about rhythm. In Montauk, it’s early ocean swims, light meals, long conversations, and dancing barefoot at night. In Aspen, it is slower mornings, alpine air, warm interiors, and après that feels like celebration, not excess. In both places, wellness is not a program. It is a philosophy of balance, joy, and tuning into your environment and the people around you. ‍

What brought you into hospitality, and what have your goals been across your venues?

Cardoso: It started with a love for energy and atmosphere. Every venue I’ve opened has been about creating a space where people want to linger. Places that feel like a mix of the right people, the right sound, and the right light at just the right time. From New York nightlife to Montauk summers to Aspen winters, the goal has always been to make space for connection. That connection is what keeps people coming back. 

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