Agartha’s proposals for the Flex industry

This talk highlights a reality that many operators are currently facing: the flexible workspace market can no longer be won with a single “one-size-fits-all” offering.

Agartha has restructured its offering around two main brands—Impact Hub and One Cowork—and the development of One Next as serviced offices under the One Cowork umbrella, to address very different audiences, expectations, and needs. The discussion will address how this brand and product architecture was configured, what decisions were made to allow Impact Hub to return to a clear focus on sustainability and impact, and how One Cowork builds a business-oriented offering with standards, services, and experiences aligned with the more corporate client.

Objective

To use a real-world case study to explain how to design and operate a flexible portfolio with multiple brands: what to separate (and what to share) between offerings, how to avoid cannibalization, and what product, operational, and business decisions enable serving different segments consistently and profitably.

Key Points

• Brand architecture and strategy: why two brands, what problem this solves, and what is gained or lost by this separation.

• Actual segmentation: who Impact Hub is for and who One Cowork/One Next is for (what type of client, what need, what expectations, etc.).

• Value proposition and product: what each brand includes (spaces, services, community, events, support, meeting rooms, extras) and what is explicitly excluded.

• One Next within One Cowork: why the serviced offices format is introduced, what demand it meets, and how it fits without undermining the positioning.

• Operations and standards: what is standardized across brands and what differs.

• Revenue model and pricing: how the mix is structured and how price/value is justified for each brand.

• Risks and friction points: cannibalization, market confusion, internal culture, cross-selling... and how they are managed.

• Practical lessons: decisions they would repeat exactly as made and decisions they would handle differently today.