WeWork didn’t just create office spaces—they sparked a global co-working revolution.
Founded in 2010, WeWork reimagined how people work by offering flexible, community-driven workspaces. With modern design, an emphasis on collaboration, and the flexibility to rent space on short-term leases, WeWork disrupted the traditional office rental model.
What started as a small operation grew into a multi-billion-dollar company with locations around the world.
For startup founders, WeWork’s rise offers valuable lessons in how to disrupt established industries, scale quickly, and build a brand that resonates with the modern workforce.
In this blog, we’ll explore how WeWork transformed the office space industry and provide actionable takeaways for startups looking to replicate similar success.
Identifying a Shift in Workforce Preferences
WeWork’s success began by recognizing a major shift in how people wanted to work.
Traditional office spaces were rigid and expensive, with long-term leases that didn’t suit the needs of startups, freelancers, or growing companies. WeWork filled this gap by offering flexible, short-term leases in beautifully designed co-working spaces that encouraged collaboration.
This shift aligned perfectly with the rise of the gig economy, remote work, and the need for more agile office solutions. WeWork’s spaces appealed to entrepreneurs, freelancers, and companies that valued flexibility and community.
Takeaway for startups: Pay attention to shifts in your industry. Identify new preferences or behaviors in your target audience and create products or services that meet those evolving needs. Timing and market fit are key to gaining early traction.
Building a Strong Community-Focused Brand
WeWork wasn’t just about renting office space—it was about building a community. The company created workspaces where members could connect, collaborate, and share ideas.
This community aspect became central to WeWork’s brand, making it more than just a real estate company—it became a lifestyle brand for the modern worker.
Through events, networking opportunities, and shared amenities, WeWork fostered a sense of belonging, making the office feel more like a community space than a corporate environment.
This focus on community helped the company build a loyal customer base that valued connection as much as flexibility.
Takeaway for startups: Build a brand that goes beyond the product. Create a sense of community around your offering, whether through events, shared spaces, or online forums. A strong brand that fosters connection can inspire loyalty and increase customer retention.
Offering Flexibility and Scalability
One of WeWork’s biggest selling points was its flexibility. Unlike traditional office spaces that required long-term leases, WeWork allowed businesses to rent space for as little as a month.
This was a game-changer for startups and freelancers who needed an affordable, short-term solution without the burden of long contracts.
WeWork also offered scalability. As companies grew, they could easily upgrade to larger spaces within the same building or network of WeWork locations.
This scalability made WeWork a great option for startups looking to grow without the constraints of traditional office leases.
Takeaway for startups: Flexibility is key, especially when catering to modern businesses. Offer flexible plans, pricing, or contracts that allow customers to scale up or down based on their needs. This adaptability can make your product or service more attractive to growing companies.
Designing Spaces with a Modern Aesthetic
WeWork’s workspaces didn’t look like traditional offices—they were designed to be modern, stylish, and inspiring. WeWork prioritized aesthetics, offering sleek furniture, open floor plans, and creative touches like murals and shared lounges.
These design elements made WeWork spaces attractive to millennials and startups, who valued a workspace that felt less corporate and more creative.
This design-forward approach helped WeWork stand out in the real estate market, where office spaces were often seen as dull or uninspiring. By creating spaces that people wanted to work in, WeWork elevated the appeal of co-working.
Takeaway for startups: Invest in the design and user experience of your product. A well-designed product or space can make a huge difference in how customers perceive and engage with your brand.
Make design a priority to create an environment that resonates with your target audience.
Scaling Rapidly with a Focus on Global Expansion
WeWork scaled rapidly by expanding into major cities around the world. The company didn’t limit itself to one region—it opened locations in key business hubs, from New York to London to Shanghai.
This global presence allowed WeWork to serve a diverse range of customers and build a brand that was synonymous with modern workspaces.
WeWork’s expansion strategy was fueled by massive investments, allowing the company to open hundreds of locations in a short period. By focusing on global growth, WeWork became a leader in the co-working space industry and built a strong international brand.
Takeaway for startups: Scale strategically by focusing on key markets. Expanding your reach to major hubs can help you grow your user base and build a strong brand presence. However, ensure you have the resources and infrastructure to support rapid expansion.
Monetizing Through Memberships and Add-Ons
WeWork’s revenue model went beyond just renting office space.
The company introduced memberships for individuals who didn’t need a permanent desk but still wanted access to the community, events, and amenities.
These memberships allowed freelancers and remote workers to access WeWork spaces without committing to a full-time office.
WeWork also monetized through add-ons like meeting rooms, event spaces, and business services. This diversified revenue model helped WeWork attract a broader range of customers, from individual freelancers to large enterprises looking for flexible office solutions.
Takeaway for startups: Explore multiple revenue streams. Offering flexible membership options, add-ons, or premium services can help you diversify your income and attract a broader audience.
Don’t rely on just one source of revenue—find creative ways to monetize your product or service.
Disrupting a Traditional Industry
WeWork’s biggest achievement was disrupting the traditional office real estate industry. Before WeWork, office space was typically leased on long-term contracts that required significant upfront investment.
WeWork changed that by offering flexible, short-term leases and co-working spaces that were more affordable and accessible.
This disruption attracted not only startups and freelancers but also larger corporations that wanted flexible workspaces for their teams. WeWork’s ability to cater to a wide range of businesses helped it scale rapidly and become a major player in the office space industry.
Takeaway for startups: Look for ways to disrupt traditional industries by offering more flexible, accessible, or affordable solutions. Innovation often comes from rethinking how things are done and finding ways to make products or services more user-friendly.
Navigating Challenges and Learning from Setbacks
While WeWork experienced rapid growth, it also faced challenges. The company’s high valuation and aggressive expansion strategy led to financial difficulties and a high-profile restructuring.
These challenges forced WeWork to refocus on its core strengths and adjust its business model to be more sustainable.
WeWork’s journey offers a key lesson: growth must be balanced with sustainability. While rapid scaling can lead to success, it’s important to ensure that your business model is solid and that you can manage growth effectively without compromising long-term viability.
Takeaway for startups: Scale responsibly and ensure your business model can support long-term growth. Don’t sacrifice sustainability for speed. Be prepared to adjust your strategy as needed and learn from any setbacks along the way.
Adapting to Remote Work and Hybrid Models
With the rise of remote work, WeWork has adapted its model to meet the changing needs of the workforce.
The company now offers more flexible plans for remote teams and hybrid work models, allowing businesses to access office space on-demand. This adaptability has helped WeWork remain relevant in a world where traditional office spaces are no longer the norm.
By offering flexible solutions for the future of work, WeWork continues to be a leader in the co-working space, providing value to businesses and individuals who need versatile, modern workspaces.
Takeaway for startups: Stay adaptable and respond to changing market needs. As new trends emerge, be ready to pivot and offer solutions that meet your customers’ evolving requirements. Flexibility is key to staying competitive in a dynamic business environment.
Conclusion
WeWork’s disruption of the office space industry shows the power of innovation, flexibility, and community-building.
By recognizing shifts in workforce preferences, offering adaptable workspaces, and scaling rapidly, WeWork transformed how businesses approach office space and created a global co-working revolution.
For startup founders, the lessons from WeWork’s journey are clear: focus on flexibility, build a community-driven brand, scale responsibly, and stay adaptable in the face of challenges.
With the right strategies, your startup can disrupt industries, build a loyal customer base, and achieve lasting success—just like WeWork.
