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It’s “more sustainable, thoughtful and less risky” to rely on management contracts that last 15 to 25 years, Hodari said. He plans to phase out leases his company already signed for office space. WeWork, in contrast, had US$47.2 billion in future lease obligations as of June 30.

Knotel Inc., another manager of flexible work spaces, announced its own US$400 million fundraising Wednesday, giving it an implied value of at least US$1.3 billion. Hodari declined to disclose Industrious’s valuation.

Co-working space is a growing area in our portfolio Sandeep Mathrani, CEO of Brookfield Properties' retail group

Hodari said he focused on raising funds from large landlords who can play a role in accelerating growth. The venture will operate co-working sites attached to Equinox gyms, a partnership to be showcased at Manhattan’s Hudson Yards development. It’s also working on deals with investors including Brookfield Properties, a subsidiary of Brookfield Asset Management Inc.

As Brookfield properties evolve into hubs where people shop, dine, live and do their jobs, “co-working space is a growing area in our portfolio,” said Sandeep Mathrani, CEO of Brookfield Properties’ retail group.

A ‘Scary’ Pivot

Industrious operates about 80 locations and aims to strike partnerships for 60 more sites next year. Building owners typically cover the bulk of cost for overhauling spaces. The firm gets some of the revenue collected from customers, and can share in a landlord’s profits, once a location earns more than the equivalent market rent. Industrious spaces generally are projected to earn 30% more for landlords than they would otherwise, Hodari says. Past and current members include Hyatt Hotels Corp., Airbus SE, Pandora A/S, Humana Inc. and Lyft Inc.