Brave Ideas Season 16, Episode 1
Learn how Flexspace AI is transforming coworking with their ecommerce revenue platform, featuring SmartPricing Agent, an AI-powered dynamic pricing engine.
What is Space-as-a-Service?
In this episode, Brave Corp CEO,
, moderates a panel recorded on stage in partnership with 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.
🎥 Scroll to the end for a behind the scenes interviews bonus episode
Connect 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)
Save the date for The District Show - September 24-26, 2026 (Learn More)
What You’ll Learn in This Episode
What “Space-as-a-Service” looks like in practice, shifting from four walls to experience
OPEX vs CAPEX, why hospitality training and consistent service move the needle
Amenity strategy without an arms race, tenant feedback, benchmarking, and partnerships
Wellness, programming, and belonging as drivers of attendance and retention
Technology as connective tissue, access, apps, and integrations that deliver value with low CapEx
Value-engineered design, flexible layouts that reduce strip-outs and protect margins
Business models that fit the plan, leases, management agreements, and hybrids, who holds control and why
Key Takeaways for Operators
Build segmented programming for different user profiles; community needs curation
Invest in people; consistent hospitality standards compound trust and demand
Use design guidelines to influence fit outs and reduce waste
Capture data on usage, wellness, and ESG to evidence outcomes and pricing power
Key Takeaways for Real Estate Investors and Landlords
Extend services through partnerships and pop-ups before building everything in-house
Experience drives retention and price; treat on-site teams as a core line, not a nice-to-have
Right-size amenities with market data and tenant input; avoid copy-paste gyms and cafés
Deploy technology to connect services and partners for more value with less CapEx
Choose structures that match risk and control, fixed leases, hybrid base-plus-participation, or management agreements
Measure what matters, attendance, activation, and utilization, and program into peak days
Behind The Scenes Interviews
Bonus Episode Featuring:
Josep Jorge, Congress Director for The District Show
Morgan Pierstorff, Director Occupier Experience EMEA, Newmark
Gregg Wallace, General Partner at Nirman Ventures
Michelle Del Valle, Founder & CEO of FinSat
Rohan Bansal, Head of Ventures at AvenirX Labs
Juan Velayos Lluis, Chairman of The District Show and Founding Partner at JV20 Investment & Advisory
💡 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.
