409. The Invisible Flex Model: How Andrea Pirrotti Helps Landlords Activate Space Without the Friction

What happens when a flex workspace veteran with decades of global experience decides the future isn't about branded coworking takeovers—but about making flex invisible so the building itself can thrive? In this episode, Andrea Pirrotti, Head of Real Estate at infinitSpace, shares her unconventional approach to helping landlords activate underutilized space without heavy CapEx, long lease-up timelines, or the friction that comes with traditional flex operators. Andrea's background is extensive—she ran global marketing for IWG across 65 countries, led operations at Office Evolution, and now she's bringing a Dutch operator's profitable, partnership-first model to the Americas. We cover: Why spec suites look like a solution but often lose money for landlords How infinitSpace's semi-white-label model (Beyond) blends into a building's existing design and brand The fatal mistakes operators make that Andrea's team capitalizes on when taking over failed spaces Why "high optics, low friction" (like a barista at the entrance) creates outsized value without blowing budgets The magic 10% rule: why every building should dedicate at least 10% of inventory to flex Why banks still don't know how to value flex revenue—and what needs to change If you're a landlord wondering whether flex makes sense for your building, or an operator curious about partnership models that actually work, this conversation is essential listening. Resources Mentioned in this Episode: Andrea Pirrotti on LinkedIn infinitSpace website Everything Coworking Featured Resources: Masterclass: 3 Behind-the-Scenes Secrets to Opening a Coworking Space Coworking Startup School Community Manager University Follow Us on YouTube

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