Expanding into new markets is one of the most exciting opportunities for flex workspace providers today. It's also one of the most complex; each city has its own rhythm, its own way of working, and its own definition of what "flex" really means. That complexity can make it difficult to create spaces that resonate locally while remaining scalable across regions.
For infinitSpace, that's exactly where the opportunity lies.
During a recent webinar, "Flex Expansion: How to Win in New Markets," hosted by technologywithin, our Head of Marketing EMEA, Maria Bichl, shared how the company has expanded seamlessly from one market to another. She also explained how infinitSpace helps landlords transform their buildings into thriving, community driven workspaces as part of that expansion strategy.
From Amsterdam to the World
infinitSpace launched in Amsterdam with a clear mission: to create positive impact into people’s lives in local communities, everywhere. From that foundation, the company has expanded rapidly across Europe and beyond, with operations now in the UK, Germany, the UAE, and North America.
Each market has provided valuable insights into how landlords can unlock their building's potential through flexible workspace.
In Europe, for example, fragmentation and innovation demand strong hospitality and seamless technology integration. Meanwhile, in the UAE, success depends on understanding partnership structures and cultural nuance. In North America, however, scale is everything.
For infinitSpace, the focus is on cities where its model can deliver maximum value for landlords and tenants alike.
As Maria explained: “Our approach has evolved from market entry to market partnership. We build alongside landlords, aligning with their brand, strategy, and community.”
Starting with Data and Partnership
Every new market entry begins with insight, not instinct.
At infinitSpace, we analyse real estate and economic data, from vacancy rates and investment cycles to the strength of local start-up ecosystems and the flexibility of lease structures. The goal is to identify markets where flexible workspace can deliver long-term returns for landlords.
Finding the right partnership is equally critical. We only enter cities where it can achieve meaningful scale (around 2,000 desks) and work with landlords who share its appetite for innovation.
"It's less about being in every capital city," Maria noted, "and more about being where landlord vision, local culture, and demand align."
Co-Creating Flex Brands with Landlords
At the core of infinitSpace's model is true co-creation. We build partnerships through management agreements, developing flexible workspace propositions that reflect each landlord's goals and brand.
"Everything starts with the landlord partnership," Maria said. "We spend time understanding their vision, risk appetite, and definition of success. Once that's aligned, everything else follows naturally: design, technology, and community."
This collaborative model allows us to help landlords position their assets for the future, creating spaces that adapt to how people want to work today and tomorrow.
Local Relevance, Global Consistency
Our white-label and branded solutions enable landlords to tailor their flexible workspace strategy without compromising on quality.
For landlords with an established brand, we provide the operational platform, technology, and community expertise to elevate it. For those seeking a ready-made proposition, our flagship brand, beyond, delivers a premium experience defined by service, design, and a sense of belonging.
Each space is rooted in its local culture and architecture yet is still underpinned by the same global standards of hospitality and technology.
"We build the same sense of belonging everywhere," Maria said, "but each space tells a different local story."
Data, Transparency, and Trust
Across every partnership, transparency is the key to scale. Shared systems and performance data allow landlords to see the value their workspace delivers, from occupancy and engagement to revenue performance.
"If we were starting again, we'd invest earlier in shared systems," Maria reflected. "In flex, success isn't about great design alone. It's about proving value with data. That's what builds trust, and trust is what scales."
A Scalable Vision for Landlords
Our global experience offers landlords a proven blueprint for building and scaling successful flexible workspace brands. By combining local insight with global consistency, and human connection with digital intelligence, the company enables landlords to future-proof their assets and expand with confidence.
At its core, the mission remains simple: create spaces that bring people together, empower local communities, and help landlords unlock the full potential of their buildings anywhere in the world.