Ashton Kutcher, who was once a major player in Hollywood, has seemingly seen his star power dwindle after several controversies.

The actor recently announced that he was joining to help take Soho House private as part of a $2.7 billion investment led by New York-based MCR Hotels and private equity firm Apollo.

However, insiders believe Ashton Kutcher has “ulterior motives” for making the investment as he subtly makes his comeback.

Kutcher used to be Hollywood’s “it guy” after warming his way into the hearts of many Americans for his role as goofy heartthrob Michael Kelso on “That ’70s Show.”

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However, he has seemingly fallen from grace over the years after facing backlash for supporting Danny Masterson and over his friendship with embattled rapper Sean “Diddy” Combs.

Now, he has an enormous task on his hands after joining the board of the exclusive members’ club Soho House.

The actor-turned-investor took to his Instagram on Monday to announce that after being a “proud” Soho House member for the past 15 years, he’s “investing to help take the company private.”

Like the company, Kutcher needs a resuscitation of some sort as it concerns his acceptance and pedigree in the Hollywood social circle.

With his major investment in the company, insiders opened up about how they feel, with some speculating that the move could be a way for him to revive his career.

A source told the Daily Mail that Kutcher “has always seen himself as a business-savvy person, and almost a savant,” especially after making “lots of money” from tech and on “That ’70s Show” and “Two and a Half Men.”

The 47-year-old actor has gained fame over the years for his keen eye for good investments, having invested early in companies like Uber, Airbnb, Spotify, and Skype in deals that have made him millions.

Yet, sources don’t think his investment in Soho House is just about making money, as he has always wanted to continue acting, but “his star has been tainted for one reason or another,” making it difficult for him to find directors “looking for him to join their projects.”

For some, Kutcher’s intention behind the deal is to get back in the good graces of Americans so as to pick up his career from where he left off.

The insider who spoke to the news outlet explained that he may be making an acting comeback as he already has some “productions in the pipeline,” but that he “wants to do this Soho House takeover to get in the good graces of influencers, younger businesspeople and Hollywood elite, to make his name mean something like it used to back in the day.”

The source also shared that Kutcher is looking to be at par with his actress wife, who’s said to have “endless money from ‘Family Guy,'” as he wants to be able to “feel that he is contributing.”

“Money is nice, and they have all of it, but he wants the clout that he once had, and his dealings with Soho House seem to be his idea to make that happen,” the source said.

Another reason Kutcher allegedly made the Soho investment is to change the narrative surrounding his name.

He and his wife, Kunis, previously came under fire after they wrote letters in support of Danny Masterson ahead of his 30-year sentence for rape in 2023.

He was then linked to Diddy due to his past friendship with the music mogul. The embattled rapper faced charges of sex trafficking, racketeering, and transportation to engage in prostitution, but was acquitted of the more serious crimes.

According to the Daily Mail, the CEO and founder of crisis communications and reputation management firm Kessler PR Group, Karen Kessler, explained that she believes it’s a “smart move,” as “Kutcher is a proven commodity in the investment scene, with a winning track record.”

“Now he can add Soho House to his portfolio, and the influencer community can be his captive audience as he works the room,” Kessler explained. “Reputational damage can be short-lived in the celebrity space: a good investment, a hit film, some humor in an interview, and spending time with the right people is a road to redemption.”

In his post announcing his move to help take Soho House private, Kutcher described the exclusive members club as “a global creative home, a refuge, and a launchpad for friendships.”

The group opened its first club on London’s Greek Street in 1995, and now has 46 Soho Houses in Europe, North America, and Asia, as well as a string of other high-scale hospitality businesses.

However, it has faced criticism from some members who believe it has supposedly lost its unique, exclusive culture following rapid expansions around the world.