Pride Holdings Group (OTC: PHSE) announced on September 24, 2026, that it will launch Pride Cell, a mobile communications brand developed in partnership with Perch Mobile. The service will offer wireless connectivity through the AT&T network and is designed to reflect connection, community, inclusion, and pride. According to the announcement, as reported by NEWMEDIAWIRE, the launch marks the Company's entry into the mobile communications market and adds a subscription gateway to its expanding consumer ecosystem.
Pride Holdings Group has spent the past year building a diversified portfolio of LGBTQ+-oriented hospitality, nightlife, entertainment, and lifestyle businesses through a disciplined acquisition strategy that has added iconic community venues and brands. That expansion has helped push the Company's total assets toward the $100 million mark in 2026, a milestone management has pointed to as evidence of its focus on building durable, asset-backed value rather than speculative growth. Alongside its acquisitions, the Company has taken steps aimed at strengthening its capital structure and aligning management with shareholders, including the return of a meaningful percentage of outstanding shares to treasury and open-market share purchases by members of management.
Pride Cell represents the next phase of this strategy. Rather than adding another standalone venue or venture, it gives Pride Holdings Group a recurring, everyday touchpoint with its community that extends beyond any single location or event. The Company views wireless phone service as an everyday necessity, and a Pride Cell subscription is intended to function as an ongoing daily relationship with the customer rather than a one-time transaction.
Pride Holdings Group intends for Pride Cell to serve as a connective layer across its portfolio, rather than an isolated product line. Because a mobile subscription is used daily, management believes it is well positioned to introduce customers, by default, to the Company's broader roster of venues, events, media, and membership offerings through account-level perks, cross-brand promotions, and loyalty benefits built directly into the Pride Cell service. A Pride Cell subscription is intended to be the bridge for the customer into the wider Pride ecosystem. Management views this approach as a way to lower the cost of introducing customers to new brands as the Company continues to acquire and launch them, since each Pride Cell subscriber represents an existing, ongoing relationship rather than a new audience that must be built from scratch. In the same way that 2 computer giants used their operating systems to market software brands, Pride Holdings will use a premium cell phone service to launch its brands nationwide.
"Our goal is to build Pride Holdings Group into much more than a collection of individual businesses," said Tim Majors, Interim CEO of Pride Holdings Group. "We are developing an ecosystem of brands that can connect with our community in everyday life. Pride Cell gives us an opportunity to enter the mobile communications market with a brand that represents our community while creating another potential recurring-revenue business for Pride Holdings Group. Just as important, it gives us a direct, everyday line to our customers that we can use to introduce them to everything else we're building."
Paul Harkins, Chairman of the Board of Perch Mobile Inc., added, "Pride Cell is exactly the kind of partnership Perch Mobile was built to support. Wireless service creates a relationship with the customer every single day. By combining Perch's mobile infrastructure and operating platform with Pride Holdings Group's brands and community reach, we have the opportunity to build Pride Cell into more than a wireless service. It can become an everyday connection between Pride Holdings and the customers it serves."
The launch could have implications for the LGBTQ+ market and the broader wireless industry. For consumers, Pride Cell offers a service tailored to the community with potential perks tied to Pride Holdings Group's venues and events. For investors, it introduces a recurring-revenue model that may complement the Company's asset-backed holdings. For the wireless sector, it demonstrates how niche brands can leverage established networks to reach underserved audiences. As Pride Holdings Group continues to acquire and launch businesses, Pride Cell may serve as a central hub that drives engagement and cross-selling across its entire portfolio.
