UK: Spaces to Places, a flexible workspace marketing and consultancy agency, has published its analysis of the London flex office market.
The research was launched to determine the role brand plays in an operator’s success. The inaugural report assesses 686 flex locations operated by 60 distinct brands across 22.5 million square feet and reveals the top 10 providers in the UK capital. The approach, carried out using H1 2024 data, involved analysing five elements: average amenity score per location (Valve Space), Google Business Profile average ratings per location (Google), Domain Rating (Ahrefs), Primary brand keyword search volume (Ahrefs) and social media following (key platforms). London flex office brands with four or more locations within the M25 area were assessed.
Designed to help companies benchmark their brands in a crowded market and offer actionable insights, the report unveiled the top 10 performers:
• WeWork
• Regus (IWG)
• Workspace
• Fora
• Runway East
• Uncommon
• Spaces (IWG)
• Halkin
• Landmark Spaces
• Work.Life
The report maps all providers and classifies them into four categories:
• Determined Dominators: brands with a high index score and an extensive presence
• Energetic Innovators: brands with a high index score but a lesser presence
• Established Providers: brands with a sizeable presence in London but comparatively low index scores
• Emerging Players: brands with less than 11 locations and a low index score but potential for growth
The comprehensive study also defines the top five online authority leaders, brand keyword dominance and google reviews of brands. The role of amenity and social responsibility in the strength of brand and the number of reviews and ratings online are also presented in the report.
The analysis of 60 London brands highlights the rise of the ‘brandlord’. These landlords, most of whom have emerged in the last six years, are responding to market demands by offering pre-fitted flexible spaces with shorter lease terms, a departure from their traditional lease office models. This shift reflects the increasing need for adaptable workspace solutions. Some forward-thinking landlords have gone a step further, establishing their own distinct flex space brands, such as MYO, Storey, and GPE. These brandlord offerings are predominantly located in key areas, particularly within the City and West End.
Zoe Ellis-Moore, founder of Spaces to Places, said: “Our Brand Index provides unparalleled, data-driven insights into London’s ever-evolving flexible workspace market. In an era of destination workplaces, we’ve moved beyond soulless and faceless offices. Today, brand strength and direct connections with end-users are paramount, as Google’s evolving algorithms favour providers with credibility over aggregators and brokers. Having collaborated with 10 of the top 60 brands, we showcase how a strong brand can shape success in the flex office industry, empowering providers to create truly authentic and desirable workspaces.”
For access to further data, including detailed Provider Profiles for more than 50 flex space and serviced office businesses and a Brand Accelerator comprehensive brand diagnostic, companies are invited to contact Spaces to Places directly. Direct benchmarking is currently available for London providers, with UK-wide benchmarking coming in 2025.
To download the report click here.
