IT'S THE club where size really does matter.

Brisbane socialites were shocked on Wednesday night when a party for a new “lifestyle program”, the curiously named The 7th, ended up being the launch of an organisation for well-endowed men and the women who make them a priority.

Membership to the club, which has been shopped around to Brisbane’s business and entertainment elite, is determined by the size of one’s johnson.

Event host Sophie Binfield told the amused crowd The 7th was about empowering men who were chockers full of honour, integrity, loyalty, respect and, as it turns out, testosterone.

“We have chosen to focus on something at the very core of our nature and so centric to human relationships, one that we subconsciously already accept, but is a social taboo, the endowment of a man,” she said.

“Men must qualify by exceeding 7 inches and agree to embrace the values.”

The club’s official website, which went live yesterday and reveals it already had attracted 12 members, says: “Until now ... it hasn’t been verifiable on sight if a gentleman has the capacity to fulfil a natural desire and preference that cannot be compensated for”.

Members are given a distinctive silver ring to signify their membership.

The ring will be linked to a mobile phone app which verifies membership.

Women and men who fail to measure up can join by recruiting others who meet the criteria.

“We have created the ambassador program – any member of the public regardless of endowment or gender may become an ambassador and, for introducing three qualifying members, can be a part of The 7th,” Binfield said.

Valley Chamber of Commerce delegates, local business owners and “members” of the media were in attendance. Those who RSVP’d but didn’t show included football players, TV personalities and musicians.