WeWork: New Strategy Aims to Underpin Return as a Growth Engine

Undoubtedly, we have undergone transformations that have redefined the way we work, collaborate, and conceive of workspaces. From the rise of remote work to the consolidation of hybrid models, companies face the challenge of remaining agile without sacrificing culture, productivity, or a sense of belonging. In this context, the corporate real estate sector, traditionally rigid and long term, has had to rethink its foundations.

Today, at WeWork, we are certain that work is no longer confined to a single place but extends to a network of possibilities where flexibility is the new engine of growth. The launch of our global "WeWork for Business" campaign is the tangible expression of a company that has transformed to lead this new era — stronger, more stable, profitable, and, above all, designed to drive the success of every business.

Just a year ago, we concluded a global restructuring process that allowed us to look forward with a renewed vision. We learned from our successes and also from our stumbles, and today, we present ourselves as a company that is disciplined in its growth, smarter in how we invest, and with a diversified business model.

The investment of over $80 million to enhance the experience at our locations worldwide is just one example of our commitment to our members and partners. This is not about image or superficial adjustments, it is about building a solid, sustainable, and relevant WeWork for the present and the future.

The reality is that companies of all sizes need to adapt quickly. A startup in Mexico City may require immediate space to scale to 20 employees; a global company in Bogota may be looking to expand without signing inflexible lease agreements; a corporate firm in Sao Paulo may need hybrid solutions to attract and retain talent.

WeWork responds to these demands with a unique real estate platform featuring optimized spaces, world-class services, hospitality-focused experiences, and technology-enabled solutions. Our value proposition is an ecosystem that allows companies to focus on what they do best, while we take care of the space.

The "WeWork for Business" campaign encapsulates this vision with a direct message: WeWork means business. The narrative, constructed in black and white, reflects the maturity of a brand that has evolved and now communicates with confidence and sophistication. Bold wordplay, clear messaging, and an iconic aesthetic underscore that we are the only real estate platform specifically designed for the changing way the world works.

The rollout is global and multichannel, aiming to connect with startups, SMEs, corporations, landlords, and real estate brokers. In Latin America, where business resilience is part of the DNA, the campaign takes on a special nuance. Here, companies face challenges such as inflation, economic slowdown, and regulatory uncertainty, while simultaneously needing flexible spaces to grow without risk. In this sense, WeWork is a strategic tool for survival and competitiveness.

In my experience working with companies from different sectors in the region, I have seen that flexibility goes far beyond physical space. It also involves an adaptable financial model, the ability to attract talent by offering high-quality work experiences, and the capacity to reconfigure organizational culture to be more collaborative and inclusive.

When we say "WeWork means business," we are talking about enabling real-world scenarios where a fintech company can launch a product from Medellín and connect with investors in New York the next day, or where an entrepreneur in Buenos Aires can find a global community ready to collaborate within WeWork.

One of WeWork's most valuable differentiators is our network of over half a million members across 600 locations worldwide. Each building is a hub of connection where ideas, industries, and cultures converge. This intangible value translates into innovation, networking, and opportunities that transcend borders.

From tech startups to multinational corporations, everyone finds common ground at WeWork: the possibility of growing with support.

Today, I can affirm that we are at the best moment to write a new chapter in WeWork's history. The "WeWork for Business" campaign is proof that we have learned, evolved, and are ready to continue leading the transformation of the world of work.

In Latin America, the opportunity is enormous. Companies are seeking agility, employees are demanding enriching work experiences, and investors are betting on sustainable models. At this intersection, WeWork solidifies its position as the strategic partner for those who want to look forward without fear, with solutions made for work and built for business.