A LinkedIn post shared by Paul Stanton has some great observations and makes a great point for workspace operators. Equinox's evolution from gym to luxury real estate illustrates a powerful model for flexible workspace operators to create higher-value businesses. By prioritizing emotional connection and community over physical space alone, coworking brands can transform from commodity office providers into lifestyle companies commanding premium prices. This strategy involves first establishing a distinctive feeling and community, then monetizing that loyalty through enhanced offerings, and finally separating brand operations from real estate ownership.

Workspace operators who embrace this approach can potentially escape price-per-square-foot comparisons and instead drive value through brand strength, programming that reduces turnover, and a sense of belonging that transcends location.