Brave Ideas Season 16, Episode 3
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Learn how Flexspace AI is transforming coworking with their ecommerce revenue platform, featuring SmartPricing Agent, an AI-powered dynamic pricing engine. Tap here
Hospitality makes people stay, AI makes pricing smart, together they unlock flex performance
In this episode, Brave Corp CEO, Caleb Parker, and co-host
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.
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What 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 revenue
Key Takeaways for Operators
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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 moments
Key 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 yield
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.
