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Brave Ideas

Brave Ideas

Di: Hosted by Caleb Parker
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 Join award winning podcaster and CEO of Brave Corporation, Caleb Parker, as he shines a light on the entrepreneurs, intrapreneurs, and brave ideas at the forefront of innovation, who are creating the future of office real estate. Brave Ideas dives deep into the stories of the visionaries, zooms out to discuss the macro trends driving change in demand for the office, and brings you thought provoking and insightful content from the innovators challenging the status quo as we know it today. Subscribe to this podcast and our Brave Ideas Newsletter for weekly updates at www.BraveIdeas.media

www.braveideas.mediaBrave Corporation Ltd. Economia Finanza personale Gestione e leadership Leadership
Episodi
  • How Did x+why Scale a Management Agreement Only Flex Portfolio?

    How Did x+why Scale a Management Agreement Only Flex Portfolio?
    Dec 23 2025
    Brave Ideas Season 16, Episode 10Explore 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 hereAvoiding Risk InequityIn this episode, Brave Corp CEO, Caleb Parker, and co-host Gary Helm from MUTE sits down with x+why CEO & Cofounder, Rupert Dean, inside the MUTE showroom in Clerkenwell, London, to unpack how x+why has scaled a management agreement only flex platform to 16 locations, partnered with landlords who also back the operating company, and turned heritage buildings into hospitality-led workplaces that serve whole buildings, not just flex floors.The conversation covers:* How x+why’s first East London site combined a management agreement with landlord equity into the operating company* Why Rupert, an ex corporate finance lawyer, rejected lease arbitrage in favour of a management agreement only strategy* How x+why separates TopCo and site level P&Ls and structures fees against net effective performance* The role of heritage, hospitality and community in projects like Arding and Hobbs in Clapham Junction and 103 Colmore Row in Birmingham* How modular fit out, e commerce and early stage dynamic pricing are being used today, and why AI is on Rupert’s roadmapVisit BraveIdeas.media for behind the scenes or to watch this episode and signup for the newslettter.CONNECT* Rupert Dean* x+why website* Caleb Parker* Gary Helm* MUTE* Flexspace AIKey Takeaways for Operators* Use a three part filter before you say yes to a buildingAlways test demand, building fabric, and landlord profile together; a management agreement only model still fails if any one of those is wrong.* Design your economics around the opco, not the propcoSeparate TopCo and site level P&Ls, and link your upside to net effective operating performance so you are not dependent on a future sale or refinance that you do not control.* Turn “flex floors” into whole building servicesLook beyond coworking; build capability in front of house, clubs, events and F&B so you can credibly pitch as the single operating platform for a landlord, not just another floor operator.* Plan for B2B and B2C engines to coexistIn secondary nodes and members club buildings, build workflows, automation and CRM logic that can handle high volume individual sales alongside office deals, rather than treating everything like a broker led B2B pipeline.* Climb the revenue management ladder deliberatelyMove from static rate cards to simple spreadsheet based dynamic pricing by day and demand band, then layer in data capture and AI once you know which levers genuinely move occupancy and yield.Key Takeaways for Real Estate Investors and Landlords* Treat operator selection as a governance decision, not just a design choiceWhen you back a management agreement, you are effectively buying into an operating system, so interrogate reporting standards, risk management and decision rights as hard as the look and feel.* Consider equity alignment where you want long term partnershipCo-investing at opco or site level can align incentives more tightly than an SPV lease, but only if you understand how the P&Ls work and where upside is shared.* Use amenity and clubs as leasing tools, not decorationsStudy examples like Birmingham and Clapham Junction, where properly executed clubs, terraces and F&B have coincided with stronger leasing and local traction, and underwrite amenity as part of the demand story.* Re-rate secondary nodes using total occupancy cost and experienceLocations like Clapham Junction can offer strong connectivity, lower total occupancy cost and a differentiated, hospitality led experience; weigh those against headline rent in core CBD when allocating capital.* Build adaptability into your underwritingPrioritise assets and operators that can reconfigure layouts quickly with modular products and light interventions, so you are not locked into one demand pattern for the full hold period.Visit BraveIdeas.media for behind the scenes or to watch this episode and signup for the newslettter. Get full access to Brave Ideas at www.braveideas.media/subscribe
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    1 ora e 2 min
  • Brave Ideas Special Feature: Unpacking the UK’s Flex Demand

    Brave Ideas Special Feature: Unpacking the UK’s Flex Demand
    Dec 18 2025

    Brave Ideas Special Feature: Unpacking the UK’s Flex Demand

    Jim Groves, CEO of Rubberdesk, joins Brave Corp CEO, Caleb Parker for a Brave Ideas Special Feature. The conversation follows Brave Ideas’ collaboration with Rubberdesk on their Q3 2025 report, and goes deeper into what Rubberdesk is seeing in the UK flex market. Jim explains how Rubberdesk tracks live availability and pricing, then breaks down the split in market dynamics, London tightening versus softer conditions in several regional cities. They also discuss the growth of managed offices, what larger occupiers are asking for, and how technology and automation may change flex broking.

    Links and References

    * Flex Is the Backbone of the Brave Economy: Why Businesses Are Doubling Down in Uncertain Times

    * The New Era of ‘Landlord Flex’

    * The Flex Divide: Regional Realities in a Brave Economy

    * Enterprise Flex: How Big Business Is Powering the UK’s Office Resilience

    Visit BraveIdeas.media to watch the episode and join the newsletter.

    Connect

    * Jim Groves

    * Rubberdesk

    * Caleb Parker

    Published exclusively in partnership with early access to Rubberdesk’s Q3 2025 report.



    Get full access to Brave Ideas at www.braveideas.media/subscribe
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    42 min
  • How Does Iconic Offices Create ‘Super Normal Profit’ for Office Landlords?

    How Does Iconic Offices Create ‘Super Normal Profit’ for Office Landlords?
    Dec 17 2025
    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...
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    42 min
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