How Operators Create Office Value

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

Brave Ideas Season 15, Episode 10📺 Watch the full episode EXCLUSIVELY on BraveIdeas.media This episode is made possible by ReturnSuite:”Complex Cash Flow Modeling Simplified.”Valuation, brand, and the lease-to-management spectrumIn this episode, Brave Corp CEO, Caleb Parker, is joined by Carl-Johan Collet in the Brave Ideas Virtual Studio from Copenhagen, Denmark.In addition to his role at Catella, Carl-Johan is Co-Chair of ULI’s Operational Real Estate Forum, alongside Valentina Shegoyan.Tune into this final episode of Season 15 to hear why operational real estate is spreading across asset classes, how brand matters for investors and landlords, why office valuation must move from binary leases to modeling variable cash flows directly and how insurance-style risk modeling can better price variability in operating income.🎧 To listen as a podcast FOR FREE,follow Brave Ideas on Apple, Spotify, or wherever you listen.What You’ll Learn in This Episode* What “operational real estate” means in practice, and why focused customer segments, brand, and tech sit at the core across office, living, hotels, logistics, and more.* Why brand is an outcome of consistent service to a defined customer, earning trust and pricing power.* How office valuation can evolve by pricing risk in the cash flows, borrowing methods from insurance rather than hiding risk in higher discount rates.* Where alignment lives along the structure spectrum, from fixed leases to hybrid base-plus-participation to management agreements.* Why many flex operators will take 10–15-year terms while most office tenants still prefer three to five.Key Takeaways for Operators* Define your sharpest customer segment, then build service delivery and amenities for that user, not the average occupier, to unlock willingness to pay.* Brand is the result of delivering the same promise, every time; consistency is what compounds trust and demand.* Expect more variable revenue over time, and be ready to evidence it with operational data that supports insurance-style risk modeling.Key Takeaways for Real Estate Investors* Model variability where it lives, in NOI, using scenario-based methods so both downside protection and upside share are explicit.* Choose structures that match capital and exit: core buyers may prefer leases, core-plus may accept hybrids, long-term owners can lean into management agreements for upside.* Pick the right operator for the building’s location and customer base, alignment matters more than face rent when the business is operational.CONNECT* Connect with Carl-Johan* Connect with Caleb Parker* Connect with Sam Gamble* Learn about ReturnSuite💡 This episode is part of Brave Ideas Season 15, exploring brave ideas shaping the future of office real estate, Space-as-a-Service, and workplace experience.Join the Conversation🎧 Listen now and see how operational real estate reframes office valuation by pricing risk in the cash flows, why brand as an outcome drives loyalty and price, and how the spectrum from fixed leases to hybrid leases to management agreements aligns owners and operators; then drop a comment with your favourite soundbite. #PlusNotVersus 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 15, Episode 9📺 Watch the full episode EXCLUSIVELY on BraveIdeas.media  (incl. behind the scenes)This episode is made possible by ReturnSuite:”Complex Cash Flow Modeling Simplified.”BXP (formerly Boston Properties) is the largest publicly traded developer, owner, and manager of premier workplaces in the United StatesFuture-proofing premium offices with flex and clustersIn this episode, Brave Corp CEO, Caleb Parker, and ReturnSuite Cofounder, Sam Gamble tee up a deep dive in the Brave Ideas Virtual Studio with Bryan Koop, EVP of BXP in Boston, Massachusetts (USA).We unpack how BXP defines “premium” around client performance and productivity, why concentrated cluster ownership outperforms one-off assets, and how in-building flex footprints de-risk churn, smooth demand, and protect NOI.Koop shares what footprint size is allocated to flex inside their 1–2M SqFt assets, why secure IT and modular walls matter for spec suites, and how percentage-rent structures with F&B operators align incentives.We close with how BXP secured a 70% pre-let in Washington, DC, delivering a redevelopment built almost from scratch to modern specs, their building wide club strategy that removes friction for customers, and a pragmatic take on sustainability that favours measurable execution over slogans.What You’ll Learn in This Episode* How to evaluate “premium” beyond finishes, focus on productivity, service, and flexibility that customers will pay for* Why cluster strategy lifts occupancy and pricing power; move customers inside the ecosystem with less friction* How to right-size and operate flex inside major assets, including spec-suite design, IT security, and modularity* How percentage-rent deals work for restaurants, and when similar logic can apply to flex footprints* How BXP approached a 70 percent pre-let repositioning in DC to deliver light, height, and healthier systemsKey Takeaways for Operators* Design spec suites for instant move-in, enterprise-grade connectivity, and quick reconfiguration with modular walls* Use in-building flex as lead generation and a bridge during build-outs; incubate growth and retain customers* Deploy building-wide clubs and meeting suites to lift experience, reduce friction, and support customer successKey Takeaways for Real Estate Investors* Underwrite flex as a core layer that absorbs volatility; 30–40K SqFt per 1–2M SqFt asset can defend NOI* Favour clusters; concentrated ownership enables placemaking, amenity sharing, and easier internal migrations* Expect hybrid income; percentage-rent and management-style structures require auditable breakpoints and clear covenants* Back modern specs; higher ceilings, light, and healthy systems can outperform even in supply-heavy marketsCONNECT* Connect with Bryan Koop* Visit the BXP website* Learn about BXP University* Connect with Caleb Parker* Connect with Sam Gamble* Learn about ReturnSuite💡 This episode is part of Brave Ideas Season 15, exploring brave ideas shaping the future of office real estate, Space-as-a-Service, and workplace experience.Join the Conversation🎧 Listen now and see how BXP’s cluster strategy, in-building flex at 30–40K SqFt per 1–2M SqFt asset, and percentage-rent F&B can protect NOI and elevate the premium office playbook; then drop a comment with your favourite soundbite. #PlusNotVersus 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 15, Episode 8This episode is made possible by ReturnSuite:”Complex Cash Flow Modeling Simplified.”📺 Watch the full episode EXCLUSIVELY on  (incl. behind the scenes and bloopers)Structuring equitable landlord-operator dealsIn this episode, Brave Corp CEO, Caleb Parker, and ReturnSuite Cofounder, Sam Gamble tee up a deep dive with Andy Igoe from New York City.We unpack how to replace desk-based pricing with licensable SqFt, how to build empirical comps from live market quotes, and how to model real ramps that reflect sales cycle times, seasonality, lead generation capacity, and customer size mix.Andy shares how his teams presented full upside and downside scenarios to landlords, how to align incentives across management agreements and hybrid leases, and why he believes private offices anchor the P&L while amenity areas support, not dilute, EBITDA.We close with when flex should be treated as a building-level amenity that lifts asset value even if modeled rent trails the headline rent number.What You’ll Learn in This Episode* How to price by licensable SqFt and translate competitor quotes into revenue per SqFt* Why the classic 30 percent to 90 percent ramp can mislead, and how to model local, operational reality* How sales cycle times, seasonality, and lead generation capacity shape a defendable ramp* How to align fees and waterfalls so site profitability comes first in owner–operator structures* When flex as an amenity improves whole-asset outcomes even at sub-headline rentKey Takeaways for Operators* Present pricing in SqFt with clear inclusions, move away from desk price for serious comparisons* Build empirical comps from local quotes, position your product inside the true market range* Size amenity areas to support sales and retention, protect breakeven and NOI* Use scenario ranges and mitigation levers to manage underperformance with ownersKey Takeaways for Real Estate Investors* Demand auditable underwriting with apples-to-apples pricing and real operational inputs* Align incentives to site profitability, avoid fee structures that reward revenue without cost discipline* Treat flex as a building amenity when it lifts leasing velocity, occupancy, and overall value* Benchmark models against market rent and realistic ramps that fit the floor plateCONNECT* Connect with Andy Igoe* Connect with Caleb Parker* Connect with Sam Gamble* Learn about ReturnSuiteBehind the Scenes(Keep scrolling for bloopers)Recorded remotely between London and New York City in the Brave Ideas virtual studio.BLOOPER REEL💡 This episode is part of Brave Ideas Season 15, exploring brave ideas shaping the future of office real estate, Space-as-a-Service, and workplace experience.Join the Conversation🎧 Listen now and see how licensable SqFt, empirical comps, and transparent scenarios make your flex model auditable, then drop a comment below with your favourite soundbite. 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 15, Episode 7This episode is made possible by ReturnSuite:”Complex Cash Flow Modeling Simplified.”📺 Watch the full episode EXCLUSIVELY on BraveIdeas.Media  (incl. behind the scenes)Brand fit is the new locationIn this episode, Brave Corp CEO, Caleb Parker, sits down with Amy Taylor from Cushman & Wakefield in the Workplace Creations London office to unpack how enterprise customers choose flex, why long-term partnerships beat one-off placements, and how the whole building experience drives outcomes.Amy explains how she matches occupier brands to operator brands, how advisors stay close after move-in to protect renewals, why clients still need to feel the space in person, and why operators should stop selling desks and start presenting value in SqFt with clear inclusions.🎧 To listen as a podcast FOR FREE,follow Brave Ideas on Apple, Spotify, or wherever you listen.What You’ll Learn in This Episode* How to align occupier brand with operator brand so members stay* Why partnership thinking improves renewals and portfolio decisions* How to show total value by counting shared amenities and hospitality, not just private SqFt* When stakeholders need a physical tour, and how to stage a show-and-feel experience that converts* Why quoting in SqFt with inclusions beats price per desk for serious enterprise comparisonsKey Takeaways for Operators* Present availability in SqFt, list what is included, and disclose the SqFt of shared amenities for fair comparison* Lead with brand alignment, match your vibe and service level to the customer’s identity, then prove it post-move-in* Create a physical proof point, show suites and walk-throughs remain decisive for many enterprise buyersKey Takeaways for Real Estate Investors* Enterprise demand expects quality hospitality, brand alignment, and amenity access alongside private demise* Advisory-led narratives that quantify whole-building value lead to better decisions and stickier occupancyCONNECT* Connect with Amy Taylor* Connect with Caleb Parker* Connect with Sam Gamble* Learn about ReturnSuiteBehind the ScenesRecorded in London at Workplace Creations’ studio on a sunny day that made the walk from the station an easy choice.💡 This episode is part of Brave Ideas Season 15, exploring brave ideas shaping the future of office real estate, Space-as-a-Service, and workplace experience.Join the Conversation🎧 Listen now and see how brand fit, partnerships, and outcome-led pricing help enterprise customers choose flex with confidence, then drop a comment below with your favourite soundbite. 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 15, Episode 6This episode is made possible by ReturnSuite:”Complex Cash Flow Modeling Simplified.”📺 Watch the full episode EXCLUSIVELY on  (incl. behind the scenes)Specialisation isn’t just a marketing choiceIn this episode, Brave Corp CEO, Caleb Parker, and ReturnSuite Cofounder, Sam Gamble, visit Techspace’s flagship 50,000 SqFt location in Farringdon, London to sit down with Jonathan Bevan, CEO of Techspace — a flexible office / coworking platform built specifically for high-growth technology companies.Since joining in 2019, Jonathan has expanded Techspace across London and Berlin while sharpening its member profile, brand values, and operational discipline.His approach shows how specialisation isn’t just a marketing choice — it’s a business strategy that creates a competitive moat with customers. By being selective about who joins their community, delivering services tailored to that niche, and structuring deals that balance long-term commitments with flexible revenues, Techspace has built a defensible position in one of the world’s most competitive flex office markets.For operators, this episode is a blueprint for how to stand out in a crowded field.For investors, it’s a case study in why niche brand differentiation can translate into more predictable performance and stronger asset value.🎧 To listen as a podcast FOR FREE,follow Brave Ideas on Apple, Spotify, or wherever you listen.Episode Highlights00:00 – Caleb & Sam episode intro from Techspace Farringdon studio02:05 – Techspace origin story: how Techspace grew from a digital agency subletting space to a 50,000 SqFt flagship in London06:20 – The power of a niche: only admitting companies where tech is core to the business09:45 – How selective member acceptance fuels organic community and relevance13:10 – Lessons from outdoor advertising: balancing long-term commitments with short-term revenues in flex office17:30 – Why the commercials matter more than whether it’s a lease, management agreement, or hybrid21:15 – Differentiation as a competitive moat in London’s crowded flex market24:50 – The investor perspective: why niche positioning attracts institutional confidence28:35 – GP partnership and bank financing — how the right operator track record unlocks deals33:40 – The role of industry benchmarking (WIN) in building stronger cases to landlords, lenders, and investors38:20 – Long-term vision: scaling without losing brand DNA41:00 – Closing thoughts and next steps for TechspaceWhat You’ll Learn in This Episode* Why Techspace only admits companies where tech is core to the business* How a tight customer focus fuels organic community and relevance* The parallels between outdoor advertising economics and flex office underwriting* Why the right commercials matter more than the legal deal structure* How differentiation becomes a competitive moat as the sector matures* Why institutional investors are starting to warm to flex-backed real estateKey Takeaways for Operators* Specialise with discipline — the clearer your niche, the easier it is to market, serve, and retain members* Live your values — openness, care, and thoughtful pace aren’t slogans; they guide decisions and member experience* Underwrite before you negotiate — pick the deal structure after you’ve matched risk and return* Differentiate now — build a brand DNA before competition forces you toKey Takeaways for Real Estate Investors* Flex can lift valuations — strong operators can enhance occupancy, market positioning, and NOI* Track record reduces risk — connected PropCo–OpCo deals with proven operational data attract financing* Institutional appetite is emerging — early transactions will set benchmarks for valuing flex-heavy assets* Alignment matters — niche focus and brand discipline improve operator performance predictabilityCONNECT* Techspace website* Connect with Jonathan Bevan on LinkedIn* Connect with Caleb Parker* Connect with Sam Gamble* Learn about ReturnSuiteBehind the Scenes💡 This episode is part of Brave Ideas Season 15, exploring brave ideas shaping the future of office real estate, Space-as-a-Service, and workplace experience.Join the Conversation🎧 Listen now and see how niche brand differentiation can become your strongest competitive advantage, then drop a comment below with your favourite soundbite. 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