When it comes to office buildings, amenities are everywhere. Gyms, roof terraces, coffee shops, and even meditation pods or wellness rooms are popping up in buildings across London. But are we building space people actually use and value, or are we just ticking boxes on a brochure?
It is easy to get caught up in the competition to offer more, but is it worth it? As Peter McNamara (Union Investment Real Estate GmbH) pointed out at our panel with Trustek, “In an amenities arms race that’s getting out of control, if you’re in a West End building with ten gyms within a couple of minutes walk, you don’t need one in your building.” The truth Is not every amenity adds value for every occupier. Sometimes, less is more.
Tom Cazalet (Hines) shared a similar sentiment: “People aren’t using their gyms, but it ticks a box.” It serves as a reminder that just because something looks good on paper it does not mean that is what tenants want or need.
So, how should landlords and flex operators decide which amenities to offer? It starts with understanding your occupiers and using data to inform your decisions. Not every building needs the same set of features. As Cazalet put it, “Flex in Canary Wharf needs something different to a West End building.” The key is to focus on the amenities that genuinely support the people in your building.
Freddie Pritchard-Smith (Trustek) suggested using data to track usage of amenities, meaning if they’re not being used enough, you can re-evaluate costs. This use of data is more often used for desks and breakout areas but can be a powerful decision maker as to what amenity space is used for. Regularly reviewing how spaces are used helps landlords optimise their offering and avoid wasted investment.
Community is often promoted as the ultimate amenity, but it’s not something you procure and install like your connectivity. There were two trains of thought here from the panel: on one hand it was argued that people come to work to work, but on the other Michael Dubicki (NCG) pointed out the value of B2B community.
Making your technology usable is the first step and then after that you can start clubs and work on culture. The best spaces foster both social and commercial connections as Dubicki noted above, it’s not just about after-work drinks or yoga classes; it’s about helping businesses network and grow together.
The most successful landlord strategies start with the occupiers. McNamara shared an example of success in one of Union Investment Real Estate GmbH’s buildings: “We redid reception to provide a café as an extra amenity and now we’re getting through 5kg of coffee per week.” Sometimes, the simplest changes make the biggest difference. A key part of the story, though, was what coffee they used. By putting time into taste testing and choosing a local brand of bean they were able to show occupiers they were invested in their opinions.
Giving tenants a say in what is offered, from the type of coffee served to the events held, can transform the atmosphere of a building. As Bex Moorhouse (Work Reconstructed) said, “Choosing coffee as a community and giving occupiers a say in it makes a real difference.”
Instead of seeing flex and traditional offices as competing models, forward-thinking landlords are integrating flex space into their buildings alongside conventional leases. This blend creates a workplace ecosystem where tenants can choose their space, experiment with new ways of working, and benefit from vibrant building community. Traditional office space will always have its place, especially for businesses that need stability and privacy whereas flex space, can bring in new energy and cater to those looking for agility and community.
The amenities arms race might be a catchy headline, but real value comes from understanding your occupiers and delivering what they need. Could the best amenity be a space where you feel welcome and heard?
The goal isn’t to replace everything with flex or to fill every corner with new features. It’s about creating spaces that work for the people who use them, whether that’s a quiet corner for Debbie in Finance or a lively breakout area for the Sales Team.
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