Can Work Near Home Real Estate Revive Local Communities and Asset Values?

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

GCUC UK lands in London next week; go behind the scenes with Emilie Lashmar before you go | Grab a ticket here.For this Special Edition Brave Ideas episode in collaboration with GCUC UK , Brave Corp CEO, Caleb Parker sits down with Emilie Lashmar in the MUTE Showroom in Clerkenwell London to unpack what drives Emilie’s passion for coworking, what ignited her career and why GCUC UK.The conversation explores how brand, hospitality, and community shape modern workplaces, and covers the evolution of coworking in the UK, the tension between purist vibes and scalable operations, and how to attract enterprise members without diluting the energy that makes a space feel alive.🎧 To listen as a podcast FOR FREE,follow Brave Ideas on Apple, Spotify, or wherever you listen.What you will learn* Why brand is a lived experience, not a logo, and how to operationalise it across hiring, sales, and daily rituals* How design and hospitality create belonging and help people do better work* Practical ways independents can scale while protecting authenticity and community* Product mix and floorplate strategy, how to blend coworking, studios, and managed space for margin and vibe* Recruiting for values, building playbooks, and training teams so the culture travels* Enterprise demand, how to welcome larger members while keeping the room diverse and collaborative* Year-round community, why intimate peer groups and regional touchpoints matter for operatorsWho should watch/listenLandlords exploring flex, independent operators, brand and community leads, enterprise workplace teams, investors seeking the commercial levers behind flex.Key Topics MentionedBrand and community, hospitality mindset in operations, independents and corporates learning from each other, brokers and brand alignment, member experience as a driver of choice and performance, stress management ahead of conference season, the future of GCUC UK with more intimate peer groups and regional moments.CONNECT* Connect with Emilie* Visit GCUC UK Website* Grab a ticket* Connect with CalebBEHIND THE SCENES(and previous GCUC snaps) 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

A Brave Ideas Special Feature📺 WATCH the full episode EXCLUSIVELY on BraveIdeas.mediaWhy Flex Operators Must Think Like AirbnbIn this episode, Brave Corp CEO, Caleb Parker, is joined by Ivan Guberkov Chief Product Officer at OfficeRnD, to explore why coworking must adopt an Airbnb-style e-commerce mindset before it can achieve the brand power of Soho House.Actionable strategies every operator can apply, including:* Open vs closed tech stacksHow to audit your systems, avoid lock-in contracts, and prioritize integrations that protect flexibility and ROI* Selling like AirbnbWhy seamless digital experiences, real-time availability, and transparent pricing are critical for winning members* Revenue management & dynamic pricingHow to approach it without the AI hype, when it makes sense to start, and who in your team should own it* AI sales agentsThe promise, pitfalls, and the baseline data you need before implementation* Automation for efficiencyFreeing your team from admin tasks so they can focus on hospitality and the member experience* The evolving role of brokersShifting from traditional middlemen to tech-enabled affiliates in a future of real-time inventory and global distributionWho Should Watch/Listen?Whether you run a single coworking location or a global flex portfolio, this episode is packed with insights to future-proof your operations and keep your team focused on what matters most—your members.Connect* Connect with Ivan Guberkov* Learn about Office RnD* Connect with Caleb ParkerThis Brave Ideas Special Feature is brought to you in partnership with Office RnD, customizable coworking and workplace management platform. 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

Special Feature Bonus EpisodeThis one is for the creators! Forward this to your team member who manages your marketing, social media and/or community.📺 Watch the full show at www.BraveIdeas.mediaContent is the best way to differentiate your brand isIn this conversation, Brave Corp CEO, Caleb Parker, chats with Cat Johnson to get the details behind the Coworking Creators Summit 2025.(Scroll down for event details)This Special FeatureIn this conversation Caleb asks Cat to go behind the scenes, from the early day’s of her career to finding her vibe with coworking to becoming a coworking community champion and coach, and why she care’s so much about helping coworking brands (her why).They dive into how content marketing helps coworking brand differentiate, and explore the significance of understanding one's ideal customer.This discussion highlights the need for coworking spaces to reflect their local communities and the future of work, which increasingly values in-person connections and flexibility.🎧 To listen as a podcast FOR FREE,follow Brave Ideas on Apple, Spotify, or wherever you listen.The EventThe Coworking Creators Summit is a new virtual event created for people who run and market coworking spaces.Happening October 23 from 9am–1pm Pacific, the half-day summit features eight expert guest teachers sharing what’s working right now in coworking marketing, content strategy, storytelling, and community building.Topics include:📸 Capturing better photos🗣️ Storytelling and visibility🧠 Finding your brand voice🧩 Content distribution strategy💛 Creating connection through content📈 Differentiating your space with content🎟 $99 Live Pass | $129 Pro Pass (includes recordings + bonus content)🌐 Learn more and get your pass at coworkingcreators.com 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