We have been trying to make contact with Simplicity International, a destination club that seems to exist. Their competitors buy ads on Google for the relevant “Simplicity” search terms, so they’re on the industry’s radar screen, at least. One measure of a club’s validity is whether the other clubs care enough to spend a few bucks a day trying to snag web surfers that might be looking for the Simplicity.

Repeated calls and emails to Simplicity have gone unanswered. They might be too busy handling the volumes of new members, too upscale to bother with us, or a “sleath” club, getting ready to bust out on the scene. But if they are stealth, then why would they have a website?

Our guess – they’re testing the waters: hire an MBA to write a plan, throw up a website, try to corral a few ‘charter’ members, and then figure it out from there. We look forward to hearing from them – or if you do, tell us what you found out at tips@heliumreport.com. Are they a website or a club?