Velocity Black is bringing white glove service to Chelsea FC fans

Digital concierge service Velocity Black has built its reputation on pairing world-class human expertise with technology to deliver bespoke experiences for its high-net-worth users.

Having recently launched a co-branded business offering, scoring Chelsea FC as a first major client, we speak with Greg Piddington, Senior Director of Marketing at Velocity Black, about the partnership, and why radical personalisation has become the defining expectation in today's luxury market.

Walpole: What is Velocity Black, as an organisation?

Greg Piddington: Velocity Black is a luxury digital lifestyle concierge service that harnesses the power of human experts and technology to offer world class experiences for members. The app provides a feed of personalised offerings, and 24/7 dedicated support from travel, dining, entertainment, and luxury goods specialists.

What is it that sets Velocity Black apart in the luxury sector?

Our people. We have teams of specialists, all over the world, who intuitively know and understand our members. This allows us to service them in a highly bespoke, personalised and proactive way. Whilst our servicing bar is set extremely high, our specialists understand that 'luxury' can mean something different to each individual member, even per request, and they are masters in delivering this on a daily basis.

How has your organisation evolved since it was founded back in 2014?

Velocity Black was acquired by Capital One just over three years ago and together we are a powerful force. By pairing each team's industry expertise, relationships and tech acumen we are able to deliver unmatched and world-class access, experiences and service for our members.

You've worked with luxury brands on their customer concierge offerings as a part of your Velocity for Business offering. Can you tell us a bit more about that?

Velocity for Business is how we partner with companies to give their customers access to everything Velocity Black has to offer, built for their unique brands. It is a turnkey concierge, serviced end-to-end, by our experts.

Our co-branded app can drive our partners' business through customer engagement, customer retention and lifetime value. It also supports the brand in creating desire and deepens customer connections through a fully realised lifestyle experience.

As a part of this you have recently launched a collaboration with Chelsea FC. Can you tell me more about how that came about?

We are thrilled to have announced Velocity Black as the Official Lifestyle Concierge partner for Chelsea Football Club. The partnership underscores Chelsea's commitment to placing the club at the heart of culture and bringing the worlds of football and premium experiences together. As we begin on-boarding club members to the new co-branded app, our specialists are ready to provide expert knowledge, seamless planning and a world-class service on their behalf.

What is the highlight of this collaboration for you?

The highlight of this collaboration is the seamless fusion of two worlds defined by excellence. Chelsea FC's unrivalled prestige in professional football and Velocity Black's standard for world-class, white gloved, personalised service. Aligning the brands has allowed us to move beyond a traditional partnership to create something truly transformative, unlocking a new, premium layer of supporter engagement.

Which luxury brands have you worked with previously? Can you tell us more about a project you’ve worked on for one of them that really captured your imagination, and delivered results for them?

A great example is our partnership with the Aston Martin Aramco Formula One™ Team, positioning Velocity Black as their official Luxury Lifestyle Partner. By integrating our concierge service with the excitement of Formula One, we have been able to provide our members with exclusive, seamless access to the Aston Martin Aramco Lounge at F1 events around the world. It’s a perfect example of how we can take a high-octane, global event and layer in a personalised, premium experience that drives real engagement and value.

Why should luxury businesses consider working with a concierge service? What are the advantages for customers?

Partnering with Velocity Black can transform a brand's relationship with its customers. It shifts the dynamic from purely transactional interactions to an emotionally resonant lifestyle partnership, driving deeper engagement, lasting loyalty, and a more profound connection to the brand.

Would you say there’s a wider trend right now with luxury customers towards more personalised services and experience more generally?

The demand for radical personalisation is not just a trend, it is now the expectation. At Velocity Black, our daily engagement with the world’s most high-performing individuals confirms that they value 'friction-free' efficiency above all else. Success in today's luxury market requires us to anticipate a member’s needs before they even voice them. We leverage deep preference intelligence and prioritise getting to know the individual behind the request, allowing us to offer tailored, inspiring solutions that make it incredibly easy for them to say 'yes'.

For more information, visit velocity.black