How Does Iconic Offices Create ‘Super Normal Profit’ for Office Landlords?

Brave Ideas Season 16, Episode 9Brought you by Flexspace AILearn how Flexspace AI is transforming coworking with their ecommerce revenue platform, featuring SmartPricing Agent, an AI-powered dynamic pricing engine. Tap hereWhat happens when a Dublin estate agent spots an arbitrage opportunity, rolls out eight buildings with no brand and no bank debt, then pivots into 60,000 SqFt management deals for global AI companies?In this episode, Brave Corp CEO, Caleb Parker and cohost Eyal Lasker from Flexspace AI site down in the MUTE showroom for a detailed conversation with Joe McGinley, Founder and CEO of Iconic Offices in Dublin, Ireland to unpack what “super normal profit” really looks like in flex real estate.Joe explains how he moved from running an estate agency to securing his first site to becoming Dublin’s largest coworking brand. He breaks down the different “versions” of Iconic, from 5,000 SqFt Georgian and Victorian buildings to a 60,000 SqFt management deal one door from St Stephen’s Green, and how that evolution shifted Iconic’s customer base from SME value seekers to global companies, including several of the top AI firms in the world.We go deep on culture, brand, and operations, and Joe shares what he thinks about lease arbitrage versus management agreements, why some owners are trading fixed rent for control and “super normal profit,” and how Iconic structures its role across design, planning, and delivery to reposition entire buildings.Listen to learn how a crash era arbitrage play evolved into a premium flex brand sitting at the top of the Irish market, and what that means for owners thinking about upside in their office assets.In this episode you will learn:* How Iconic evolved from 5,000 SqFt period buildings to 60,000 SqFt, amenity rich schemes* Why design quality and experience are central to attracting global brands* How Joe defines brand* How Iconic approaches custom builds and floor by floor design for large enterprise members* Joe’s view on flight to quality* How he thinks about online bookings, on-demand products, and where e-commerce makes sense in flex* The practical differences between lease arbitrage and management agreements, and why some landlords now choose upside participation over fixed incomeTo watch this episode, join the newsletter and access behind the scenes content, visit www.braveideas.mediaCONNECT* Joe McGinley* Iconic Offices* Caleb Parker* MUTE* Flexspace AIKey Takeaways for Operators* Arbitrage plus design can be enough to start, not enough to scaleJoe’s first phase was simple, secure a whole building at a low rent, invest in a higher quality fit out than the market, and lease it up. That model got him to eight locations without a brand, a business plan, or investors, however scaling required a clearer proposition and larger, more complex buildings.* Brand is behaviour, not a logoIconic’s brand is defined by how the team shows up for members and partners every day, not by guidelines on a slide. Long tenures on the leadership team and an 85 out of 100 Great Place to Work score indicate that internal culture is aligned with the external promise.* Private offices remain the core, coworking is a toolIconic’s primary revenue driver is private offices, with coworking and on-demand elements used selectively to support atmosphere and building activation, rather than as the main business.* On demand and e-commerce are coming, but not everywhereJoe sees a clear role for online bookings across meeting rooms, day offices, and smaller private offices, however he draws the line at larger, customised floors, which still require a consultative sales process if you want to maximise value and fit.Key Takeaways for Real Estate Investors and Landlords* Management agreements can deliver control and “super normal profit”For certain owners, particularly those buying large prime assets, the ability to retain control of the building, fund capex at their own cost of capital, and share in upside above market rent is more attractive than signing a long lease. That is where “super normal profit” shows up.* Operator alignment comes from structureIn Iconic’s management deals, the owner funds capex and holds the assets, while Iconic provides business planning, design, construction oversight, and operations. Joe’s team spends years working on some schemes before opening, and only starts to benefit once the building trades, which aligns incentives around performance.* The market is splitting into two tiersJoe describes a visible two tier system in Dublin, with a clear gap opening between upper and lower quality stock. The middle is under pressure, which reinforces the need to invest in quality, amenity, and experience if owners want to compete with both home and premium flex.* Flex is no longer a marginal productIconic now operates at the top of the Irish market, with a member base that includes global technology and AI brands. For landlords, this shows that high quality flex can sit alongside, and sometimes outperform, traditional leasing in prime locations.* Partnership design matters as much as interior designJoe starts each deal by understanding the building owner’s constraints, bank requirements, and return targets, then builds a structure to hit those outcomes. The same building can justify different models, depending on the owner’s objectives and appetite for upside versus certainty.To watch this episode, join the newsletter and access behind the scenes content, visit www.braveideas.media This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.braveideas.media/subscribe

Brave Ideas Season 16, Episode 8Brought you by Flexspace AILearn how Flexspace AI is transforming coworking with their ecommerce revenue platform, featuring SmartPricing Agent, an AI-powered dynamic pricing engine. Tap hereA master class in scaling and career growthIn this episode, Brave Corp CEO, Caleb Parker, sits down in the Work.Life podcast studio in Clerkenwell with their new CEO, Paul Dutnall, to unpack how this people focused flex operator is preparing its brand and operations for scale.Paul joined Work.Life around six and a half years ago from the hospitality and F&B world, initially as Head of Operations. He then stepped into the COO role, before being appointed CEO (what we believe is a case study for any junior or mid-level role).Across that journey he has been responsible for making sure the member experience matches the founders’ (Elliot & David) vision, while evolving the systems and processes that sit behind it.Today, Work.Life is a certified B-Corp with 14 location across the UK, and a clear focus on small businesses that care about people.The company is moving from “management by walking around” to codified service and experience, while layering on an on-demand ecosystem powered by Flexspace AI to monetise non-contracted space through a proper ecommerce journey.In this episode you will learn:* Paul’s career journey* Why he believes employer and employee relationships are time bound, and what that means for ambitious team members* How an operator can create real career pathways that allow ambitious team members to rise from operations into C level roles* How Work.Life is codifying its service, culture, and member experience so it can scale across multiple locations* What becoming and staying a multi site B-Corp means in practical, operational terms* How Work.Life defines its core audience, and why they design for small businesses that care about people rather than a specific sector* How Work.Life is structuring its memberships plus on-demand model, including offices by the day, meeting rooms, and studios* How the partnership with Flexspace AI is supporting on-demand bookings, data, and the roadmap for dynamic pricingTo watch this episode and join the newsletter, visit BraveIdeas.mediaCONNECT* Paul Dutnall* Work.Life* Caleb Parker* MUTE* Flexspace AI* Mentioned in this episode* Redemption Roasters* Simon Sinek, “Worthy Rival” videoKey Takeaways For Operatorssponsored by* Career paths matter* In a young sector, operators that create clear routes from community or operations roles into leadership can keep their best people longer and build stronger cultures.* Codify what you are optimising for* Work.Life starts with the feelings they want members to have in their workplaces, then works backwards into operational fundamentals, emotionally connecting service, and community layers, all supported by SOPs, training, and systems.* On-demand is a product, not a side hustle* Treating empty offices, meeting rooms, and studios as a structured on-demand product, with proper UX and ecommerce, has driven a multiple of 8-9x more external meeting room bookings compared to their previous approach.* Use technology to amplify people, not replace them* Automation and AI free team members from low value admin, improve speed to lead, and surface better decisions, while humans stay focused on relationships, judgment calls, and how members feel.* Design for experience, not just aesthetics* Thoughtful, low cost details that remove friction in everyday journeys can have as much impact as large CapEx items when it comes to member loyalty.Key Takeaways For Real Estate Investors And Landlords* The office is now an option, not an obligation* Small and mid-sized teams are asking why they need an office at all, and if they do, how often. Product design and underwriting have to reflect part time offices, hybrid patterns, and on-demand use cases.* B-Corp and codified impact are becoming real differentiators* Work.Life’s B Corp status, and their position as a high scoring multi-site operator, is underpinned by clear systems and processes that can be measured and improved over time.* Non-contracted inventory is a revenue lever* Unlet offices, underused coworking capacity, and amenity spaces can be monetised through on-demand channels without undermining core memberships, provided pricing, access rules, and capacity management are carefully defined.* Experience led CapEx is a commercial decision* Fit out is more expensive, but investments in the right amenities, ratios, and layouts can support higher occupancy, higher effective desk rates, and lower churn over time, if they are aligned with a clearly defined customer.* Partnerships matter at building level and street level* Work.Life often relies on surrounding neighbourhood amenities, such as gyms and F&B, rather than duplicating everything inside its footprint, which affects CapEx, operating model, and location strategy.To watch this episode and join the newsletter, visit BraveIdeas.media💡 This episode is part of Brave Ideas Season 16, diving into the 6 Pillars of Space as a Service, spotlighting operator playbooks and practical moves that lift demand, protect margins, and build workplaces people choose. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.braveideas.media/subscribe

Brave Ideas Season 16, Episode 7Brought you by MUTEExplore how Mute is leading the adaptable office architecture evolution, offering modular solutions to futureproof office investments while significantly reducing construction costs and CO₂ emissions. Tap hereVisit BraveIdeas.media to watch this episode as a video and join the newsletterBusiness Is PersonalIn this episode, Brave Corp CEO, Caleb Parker, and co-host Gary Helm from MUTE sits down with Rob Schogger, Cofounder & CEO of MetSpace, to unpack how this long standing operator has built a resilient managed office platform in central London.Rob first entered the flex market in 1999 with Reflex Managed Offices, which he and his partner grew and later sold in 2015. MetSpace, launched in 2018, is the next chapter, focused on managed workplaces delivered through operator agreements with building owners.Today, MetSpace operates around 60 workplaces across 35 buildings.In this episode you’ll learn:* How Rob and his partner created one of the earliest managed office products in London* Why they exited their original long lease business* Wow they rebuilt around a structure that lets landlords participate in revenue without becoming operators themselves.* MetSpace’s commercial model and their culture of kindness* The practical realities of running managed spaceVisit BraveIdeas.media to watch this episode as a video and join the newsletterCONNECT* Rob Schogger* Caleb Parker* Gary Helm* MUTE* Flexspace AIWhat You Will Learn In This Episode* How Rob and his partner identified a gap between serviced offices and conventional leases in 1999 and launched Reflex Managed Offices* Why Reflex was built on long leases, and why Rob ultimately sold that business in 2015* How MetSpace was launched in 2018 as an evolution of that experience, using floors in multi let buildings rather than period townhouses* What an “operator agreement” means in MetSpace’s model, and how it compares to traditional management agreements* How MetSpace structures deals so the landlord is effectively paid first, then shares in the upside once income exceeds conventional rent levels* How culture, kindness, and an open plan team setup translate into commercial resilience and long term relationships* How workplace design has shifted from cellular offices and fixed desk ratios to community tables, breakout areas, booths, and modular solutions* Why Rob believes landlords will need professional operators to run services in their buildings, and why “refurbish and stick in desks” is not a sustainable strategyKey Takeaways For Operatorssponsored by Flexspace AI* You can evolve the model without chasing hype: Rob’s journey moved from Reflex on long leases to MetSpace on operator agreements, through multiple market cycles. He has adjusted structure and risk profile, not chased fashionable labels.* Simple, repeatable deal structures help you scale with landlords: MetSpace uses one core operator agreement and a consistent financial formula across its 60 workplaces. Landlords compare a conventional five year lease outcome to the managed model, then roll additional floors and buildings once they see the numbers work.* Culture is part of the operating model: MetSpace treats landlords, occupiers, and suppliers all as clients. Internally, the team works in an open plan office with a strong focus on kindness and reading the room. That is not “soft” culture, it is how they preserve relationships when markets turn.* Design needs to match actual behaviour, not old metrics: People do not just sit at desks. MetSpace spaces blend desks with community tables, breakout areas, kitchens, booths, and soft seating, while Mute’s modular approach helps future proof layouts as team sizes and patterns change.* Indecision is more dangerous than the wrong decision: Rob’s biggest lesson from mistakes is to be brave, decide, observe the impact, and adapt. Staying frozen is the real risk in a shifting market.Key Takeaways For Real Estate Investors And Landlords* Managed is becoming a requirement, not a niche: Shorter leases, more demanding occupiers, and post COVID expectations mean simply offering Cat A space is not enough. Owners that layer in managed solutions are better placed to capture demand.* You can access operational upside without building your own platform: Under MetSpace’s operator agreements, the landlord is paid first at a level that matches or exceeds conventional rent over a five year period. Income above that threshold is shared, while MetSpace funds furniture and services, and takes responsibility for day to day operations.* Operator quality is a major risk factor: Slow responses to basic issues, such as a light bulb taking days to be replaced, damage occupier satisfaction and renewal prospects. The “managed” label on a brochure is not enough, execution quality determines whether the strategy works.* Crisis behaviour reveals whether you chose the right partner: MetSpace has remained in business through the dot com crash, 9/11, the global financial crisis, and COVID, leaning on strong relationships with landlords, occupiers, and suppliers. In stressed conditions, that relationship capital protects income.* Spending on experience is now non negotiable: Rob’s view is blunt. If owners do not invest in their space and services, they will not let it. Those who spend intelligently and pair that with a capable operator are better positioned than those who simply refurbish and hope.Behind The Scenes💡 This episode is part of Brave Ideas Season 16, diving into the 6 Pillars of Space as a Service, spotlighting operator playbooks and practical moves that lift demand, protect margins, and build workplaces people choose.Visit BraveIdeas.media to watch this episode as a video and join the newsletter This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.braveideas.media/subscribe

Brave Ideas Season 16, Episode 6Brought you by MUTEExplore how Mute is leading the adaptable office architecture evolution, offering modular solutions to futureproof office investments while significantly reducing construction costs and CO₂ emissions. Tap hereVisit BraveIdeas.media to watch this episode as a video and behind the scene contentThe Opportunity?In this episode, Brave Corp CEO, Caleb Parker, and co-host Gary Helm from MUTE sits down with Patch Founder, Freddie Fforde, and Head of Growth, Andy Smith, inside the MUTE showroom in Clerkenwell, London, to unpack how Patch is building a network of work near home hubs in smaller cities and towns, reactivating high street buildings, and creating town hall style workplaces that serve whole communities while lifting asset values for landlords and investors.The conversation covers:* The investment opportunity of focusing on smaller cities and towns* How they choose buildings with “public memory”, from former department stores and libraries to heritage warehouses and turn them into town hall style hubs* How Patch’s civic ground floor layer, cafes, kids corners, makers markets, clubs, and community uses, trades some margin for loyalty, demand, and brand strength* What they are seeing in member behaviour* The hardest parts of building PatchVisit BraveIdeas.media to watch this episode as a video and behind the scene contentCONNECT* Freddie Fforde* Andy Smith* Patch* Caleb Parker* Gary Helm* MUTE* Flexspace AIWhat You’ll Learn in This Episodesponsored by* How Patch defines “work near home” in real estate terms, and why smaller cities and towns are a scalable flex market, not a side show* A simple lens for picking assets with “public memory” and embedded goodwill, and why those buildings outperform anonymous boxes* How to think commercially about giving ground floor space to civic and community uses* The two main demand patterns Patch is seeing across locations* How Patch’s member base evolvesKey Takeaways for Operatorssponsored by* Why there is real spending power and demand for premium work near home workplaces outside major cities, and how to position for that segment* How to approach building selection, focusing on assets with identity and public memory that already carry goodwill in the local community* A practical view on trading some ground floor revenue for community uses, and how that can pay back through loyalty, word of mouth, and stronger occupancy* How curated programming, from crochet clubs and cinema nights to citizen assemblies, turns a coworking space into a lighthouse for local life* What Patch is learning about member segments, from hyper local walkable catchments to wider hub models, and how that shapes layout, product mix, and staffing* How to balance premium experience with controlled CapEx, using contextual design and smart reuse rather than expensive one size fits all conceptsKey Takeaways for Real Estate Investors and Landlords* Why smaller cities and towns represent a large, underserved flex market, and how work near home can become a new anchor use for challenged high streets* How Patch typically fits into mixed use assets, taking around 15–20K SqFt in larger buildings and driving place making value for the entire property* Practical signals investors and landlords should look for when assessing these assets, from event cadence and local sentiment to the performance gap versus generic flex* Why high quality, community led operations can command a premium versus generic flex, in both pricing and occupancy, even when cheaper competitors sit nearby* How to think about CapEx and OpEx in a work near home model, where value comes from activation, brand, and loyalty rather than just finishes* What to look for when underwriting these assets, including footfall patterns, event cadence, and local sentiment, not just headline rent and yield* How stronger occupancy, premium pricing, and place making effects can translate into improved NOI resilience and, ultimately, higher asset values at exitBehind The ScenesVisit BraveIdeas.media to watch this episode as a video and behind the scene content💡 This episode is part of Brave Ideas Season 16, diving into the 6 Pillars of Space as a Service, spotlighting operator playbooks and practical moves that lift demand, protect margins, and build workplaces people choose. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.braveideas.media/subscribe

Brave Ideas Season 16, Episode 5Brought you by MUTEExplore how Mute is leading the adaptable office architecture evolution, offering modular solutions to futureproof office investments while significantly reducing construction costs and CO₂ emissions. Tap hereVisit www.BraveIdeas.media to watch an exclusive “Behind the Scenes” content.Don’t Oversimplify the Evolution of OfficeIn this episode, Brave Corp CEO, Caleb Parker, sits down with Niki Fuchs, Group CEO for Office Space in Town inside the MUTE Showroom in Clerkenwell London to discuss what Niki has been up to in the hospitality industry (she bought a hotel) and diver into the similarities and differences between hotels and hospitality-led workplaces.The conversation covers five overarching themes:* Culture turnarounds and presence-led leadership* How offices differ from hotels* Whole-building service models* PropCo-OpCo Structures that align risk and cash flow* Brand, design, and differentiation that reduce churnCONNECT* Niki Fuchs* Office Space in Town* Burgh Island Hotel* Workspace Intelligence Network* MUTE* Flexspace AI* Caleb ParkerVisit www.BraveIdeas.media to watch an exclusive “Behind the Scenes” content.What You’ll Learn in This Episode* How “presence” is operationalised, recurring one-to-ones, visibility windows, and why predictability builds trust* The practical test for cultural fit, why “feeling watched” signals misalignment and how to act decisively* Why office relationships behave like returning-guest dynamics, rising expectations and service memory over time* How OSIT’s general managers run the full business in-building, sales, service, commercials, and risk handling* Why front of house must sit under the operator to unlock building-wide service and faster issue resolution* What OSIT uncovered by bringing FM and cleaning in-house, control, cost, and risk gaps you can close* How profit-sharing leases flow from opcos to propcos, and why that matters for cash distribution and control* Ways to structure for landlord comfort, separating services where needed without losing operational coherence* Where an interim “middle investor” can bridge CapEx to stabilisation, and when that capital makes sense* Why valuation and exit remain the sticking points for flex-heavy assets, and the signals investors still look for* How differentiated theming and brand cues create emotional stickiness, and why “nice but same” invites churnKey Takeaways for Operators* A playbook for presence, consistency, transparency, and calibrated vulnerability that rebuilds trust fast* How to run long-horizon relationships, hospitality skills plus on-site commercial understanding* Why GM P&L ownership, unified sales and service, and control of front of house, FM, and cleaning protect NOI* How to choose structure for your deal, management agreement vs lease, profit-share mechanics, CapEx staging* How brand-led hospitality and distinctive design reduce churn and increase lifetime valueKey Takeaways for Real Estate Investors and Landlords* Why hotelification is a shortcut term, and why offices need relationship engines and operating platforms* How whole-building service increases resilience, align incentives to wrap service around every occupant* How to match structure to risk appetite, lease, management, or hybrid with clear profit participation* How interim capital can de-risk ramp-up, conservative underwriting protects board outcomes* What to update in valuation lenses, pricing operational income, retention, and brand stickiness, not just initial yieldBehind The ScenesVisit www.BraveIdeas.media to watch an exclusive “Behind the Scenes” content.💡 This episode is part of Brave Ideas Season 16, diving into the 6 Pillars of Space as a Service, spotlighting operator playbooks and practical moves that lift demand, protect margins, and build workplaces people choose. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.braveideas.media/subscribe

This special GCUC UK x Brave Ideas episode features Caleb Parker with Eyal Lasker, CEO of Flexspace AI, recorded live on the GCUC stage in London, England.Visit BraveIdeas.media to watch an exclusive “Behind the Scenes” clip that the GCUC audience saw before the official start of this Brave Ideas podcast episode.The EpisodeHotels have run revenue management for decades, and now coworking is beginning to use AI powered dynamic pricing to lift conversion, rate, and total revenue.In this epidode, Caleb & Eyal connect hotel-style revenue management to coworking, discuss why flex office has lagged in hospitality industry best practices, and why ecommerce is the practical on ramp.Eyal explains how an autonomous pricing agent learns from past data, live conversion, seasonality, and market signals to set prices, and that a 1% price drop correlates with 3% more bookings.The two go on to cover guardrails, floor and ceiling pricing, why prices vary by day and hour rather than by person, how office pricing is rolling out after meeting rooms and day passes, and what lenders need before financing flex at scale.Visit BraveIdeas.media to watch this episode and access behind the scenes.CONNECT* Eyal Lasker* Visit FlexSpace.ai* Caleb Parker* Visit GCUC-UK* Book your ticket to GCUC NYC in AprilWhat You’ll Learn in This Episode* How AI powered dynamic pricing works in flex, inputs, learning loops, and outcomes* How to set smart guardrails, floor and ceiling, while letting the system run autonomously* Where elasticity shows up in flex, increasing volume and effective yield* How to connect website, CRM, and occupancy so pricing, sales, and community act in sync* What needs to exist for dynamic pricing of offices, monthly and annual agreements* What lenders and investors need, forward revenue signals and reliable modelsKey Takeaways for Operators* Enable ecommerce for on-demand products, treat them as top of funnel with a goal of negative CAC (customer acquisition cost)* Use AI to reprice by hour and day, reserve human time for hospitality and community* Track drop offs and non-conversions, feed retargeting and pricing adjustments automatically* Nudge frequent on demand users into memberships or offices, protect revenue with overflow logic* Monitor elasticity and conversion weekly, adjust guardrails rather than micromanaging priceKey Takeaways for Real Estate Investors and Landlords* Flex is operational real estate, value depends on systems, data, and service, not only fit out* Dynamic pricing data improves forecasting, supports valuation and debt conversations* Hospitality and community increase retention and pricing power, supporting NOI* Industry benchmarks like WIN can inform underwriting when linked to pricing engines💡 This episode is part of Brave Ideas Season 16, diving into the 6 Pillars of Space as a Service, spotlighting operator playbooks and practical moves that lift demand, protect margins, and build workplaces people choose. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.braveideas.media/subscribe

Brave Ideas Season 16, Episode 3Brought you byLearn how Flexspace AI is transforming coworking with their ecommerce revenue platform, featuring SmartPricing Agent, an AI-powered dynamic pricing engine. Tap hereHospitality makes people stay, AI makes pricing smart, together they unlock flex performanceIn this episode, Brave Corp CEO, Caleb Parker, and co-host Eyal Lasker from Flexspace AI, sits down with Heather Fleming, Head of Revenue at Spacemade, inside the MUTE Showroom in Clerkenwell London to unpack the answers to a simple question with big implications…Can the office win by borrowing the hotel playbook?Heather brings a decade in hotels, from Ace Hotel to Ennismore with The Hoxton, where lobby culture turned passing footfall into a thriving ecosystem. She shares how hospitality and community drive retention and revenue in coworking.Then we get practical. Hotels have run on dynamic pricing for years, but flex is just catching up. Heather explains how Spacemade manages pricing across private offices, coworking, meeting rooms, and events, why some pricing is still manual today, and how better systems tighten the loop between data, sales, and community. Eyal opens the hood on FlexSpace.ai, connecting website, CRM, and occupancy to track lifetime value and automate smart retargeting. Be sure to tune in for an interesting stat for on-demand bookings.🎧 To listen as a podcast FOR FREE switch to audio above,or follow Brave Ideas on Apple, Spotify, or wherever you listen.CONNECT* Heather Fleming* Spacemade CEO, Jonny Rosenblatt’s podcast episode* Visit the Spacemade website* Eyal Lasker* Visit FlexSpace.ai* Visit MUTE’s website* Caleb ParkerWhat You’ll Learn in This Episode* How hotel hospitality translates into belonging, retention, and revenue in flex* Why lobby culture maps to an on demand funnel, day passes and meetings as paid lead gen* Dynamic pricing in practice, where to flex, where to hold rate, and how to think by product line* How to connect CRM, website, and occupancy data so pricing and community act in sync* Price elasticity for on-demand products, finding the local maximum that grows revenue* Designing industry specific hubs, curiosity and immersion as the starting points* Events as a growth engine, using venues to drive trials, community, and repeat revenueKey Takeaways for Operatorssponsored by* Hire for hospitality DNA, train teams to anticipate needs, exceed expectations consistently* Treat day passes and meeting rooms as top of funnel, aim for negative CAC through paid trials* Connect the dots, website, CRM, and occupancy should inform pricing and outreach in near real time* Track journeys, nudge frequent meeting users into memberships or offices, use cluster overflow to protect revenue* Automate the grunt work with AI, keep humans focused on high touch momentsKey Takeaways for Real Estate Investors and Landlords* Flex is operational real estate, build or partner for a platform, not just fitted floors* Hospitality drives retention and pricing power, invest in high touch areas for outsized perceived value* Events and multi use amenities increase dwell time, improve conversion, and defend NOI* Specialise thoughtfully, design for real communities, health tech, creative, local SME clusters* Let data guide reinvestment, measure lifetime value and elasticity, not just initial yieldBehind The Scenes💡 This episode is part of Brave Ideas Season 16, diving into the 6 Pillars of Space as a Service, spotlighting operator playbooks and practical moves that lift demand, protect margins, and build workplaces people choose. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.braveideas.media/subscribe

Brave Ideas Season 16, Episode 2Brought you by MUTEExplore how Mute is leading the adaptable office architecture evolution, offering modular solutions to futureproof office investments while significantly reducing construction costs and CO₂ emissions. Tap hereWorkspace proves flex works when you run it like a platform, not a product.In this episode, Brave Corp CEO, Caleb Parker, and co-host Gary Helm from MUTE sits down with Lawrence Hutchings, CEO of Workspace Group PLC, the UK’s only publicly listed flex operator, to unpack an institutional mindset meeting operational reality and how the platform’s “Fix, Accelerate, Scale” strategy aims to drive occupancy, earnings, and growth.This conversation covers broad topics such as the parallels Lawrence sees between office and his operational real estate experience, the retail lessons that apply, and the thesis behind recycling capital for growth.They also go deep into workplace design that wins customers and tactics for improving meeting room performance.This episode was recorded onside at the MUTE Showroom in Clerkenwell, London.TO WATCH THE FULL EPISODE and access behind the scenes content,visit www.braveideas.mediaCONNECT* Lawrence Hutchings* Visit Workspace Group PLC’s website* Caleb Parker* Gary Helm* Visit MUTE’s website* Fenwick Rd Coffee CompanyWhat You’ll Learn in This Episode* Why flex is a high velocity platform business, not a long lease model* Workspace Group’s fix, accelerate, scale strategy, occupancy as the lead indicator, rate as the secondary lever* Retail lessons that map to office, headlines versus reality, attendance versus utilization, culture and collaboration still drive value* Capital light upgrades at Vox Studios and Leather Market, front door to corridors to end of trip, how first impressions lift tours and retention* Meeting rooms and technology, open to non members with member priority, CRM and AI for smarter utilization, cluster overflow to protect revenue* Growth thesis, recycle capital out of lower return Southeast assets, double down in London, target SMEs with a data led map to find the next BermondseyKey Takeaways for Operatorssponsored by* You win or lose tours at the front door and on the walk to the unit* Invest in high touch areas, lobbies, corridors, kitchenettes, bathrooms, end of trip; small CapEx, big perceived value* Empower local teams with data; push decisions to the front line for retention and conversion* Use modular meeting and focus spaces to adapt quickly and improve acoustics* Prioritize members on peak days; use smarter booking rules and cluster overflow to keep revenue in networkKey Takeaways for Real Estate Investors and Landlords* Flex is operational real estate; build or partner for a platform, not just fitted floors* Occupancy drives income, rate follows tension; vacancy carries service charges and business rates, so the cost is higher than rent lost* Recycle capital into product that competes; upgrade existing buildings where demand exists* Segment by customer; specialize using demographics and psychographics rather than one size fits all* Target assets with the right bones; transport connectivity, natural light, floor plates that subdivide well, characterful buildings in the 50K to 90K SqFt sweet spot💡 This episode is part of Brave Ideas Season 16, diving into the 6 Pillars of Space-as-a-Service, spotlighting operator playbooks and practical moves that lift demand, protect margins, and build workplaces people choose. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.braveideas.media/subscribe

Brave Ideas Season 16, Episode 1Brought to you by Flexspace AIIn this episode, Brave Corp CEO, Caleb Parker, moderates a panel recorded on stage at The District Show in Barcelona with leaders from LOOM by Merlin Properties, Newmark, Sutega, Assembly Buildings, and World Trade Center Barcelona.Tune in to hear how operators and landlords are turning buildings into workplaces people choose, why OPEX in people can beat CAPEX in marble, and how amenity strategy, programming, technology, and brand convert into office value.🎥 Visit www.BraveIdeas.media to watch this episode and to view a behind the scenes interviews bonus episodeConnect with the panelists* Fernando Ramirez Baeza (Director, LOOM at Merlin Properties)* Morgan Pierstorff (Director Occupier Experience EMEA, Newmark)* Gregorio Olmeda (Head of Business Development, Sutega)* Yiğit Şatıroğlu (Cofounder, Assembly Buildings)* Carles Anglada (CEO, World Trade Center Barcelona)* Caleb Parker (CEO, Brave Corporation)Brought to you by Flexspace AILearn how Flexspace AI is transforming coworking with their ecommerce revenue platform, featuring SmartPricing Agent, an AI-powered dynamic pricing engine.💡 This episode is part of Brave Ideas Season 16, diving into the 6 Pillars of Space-as-a-Service, spotlighting operator playbooks and practical moves that lift demand, protect margins, and build workplaces people choose. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.braveideas.media/subscribe

Get your popcorn ready, Brave Ideas Season 16 is upon us.Here’s your preview…This season we’re going inside the operator playbook. How is “the office” being moved from product to service?What’s working? What’s not? What do we mean when we say the future of office looks like the hotel industry?For Season 16, we collaborated with The District Show in Barcelona, Spain and GCUC UK in London, and we’re hosting many more conversations with operators across the United Kingdom in the Mute Showroom in Clerkwenwell, London to dive into the 6 pillars of Space-as-a-Service.Expect practical moves that lift demand, protect margins, and build workplaces people choose.Press play for this Season 16 Trailer, and get ready for Episode 1 dropping tomorrow…WATCH this trailer episode and see the season lineup at www.BraveIdeas.mediaSeason 16 is brought to you by…MUTEExplore how Mute is leading the adaptable office architecture evolution, offering modular solutions to futureproof office investments while significantly reducing construction costs and CO₂ emissions.Flexspace AILearn how Flexspace AI is transforming coworking with their ecommerce revenue platform, featuring SmartPricing Agent, an AI-powered dynamic pricing engine.Partner With the World’s Leading Future of Office PodcastOur Audience Spans 90+ CountriesBrave Ideas is ranked in the top 1% of business podcasts globally, with over 245,000 downloads.The top 20 countries for our audience:United Kingdom | United States | Canada | Australia | Germany | Bangladesh Lithuania | France | Spain | Finland | Netherlands | India | Singapore | Hong Kong | Sweden | Bulgaria | South Africa | Belgium | Vietnam This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.braveideas.media/subscribe