You might not think of them as a lifestyle brand but it certainly looks like that is the case they are making. I only knew WeWork by name and didn't know much

You might not think of them as a lifestyle brand but it certainly looks like that is the case they are making. I only knew WeWork by name and didn't know much about it, after this thread, I googled a bit and their Twitter page is full of meme-level motivational images(Always be hustlin' signs, dogs at work), they are definitely trying to appeal to a specific audience here. I share the sentiment of others in this thread, it looks to me like they are leveraging real estate to capture the trendy piece of the market. Their latest offering(as it seems from their Twitter feed) is a wellness/fitness center called "Rise by We", as described on their feed: "a holistic wellness community crafted to enliven your spirit". Judging from that I wouldn't be surprised if their next bet is the next 'W hotels' of conferences/events where they can obtain a share in bigger companies events budget.