Brave Ideas Season 15, Episode 5
This episode is made possible by ReturnSuite:”Complex Cash Flow Modeling Simplified.”
📺 Watch the full episode EXCLUSIVELY on BraveIdeas.media (incl. behind the scenes)
Should Offices Transact Like Hotels?
What if office space was sold like hotel rooms, priced by the hour, dynamically re-skinned for each occupant, and managed by tech that plays Tetris with demand?
Rogier Braakman believes that is the future.
In this episode, Brave Corp CEO Caleb Parker travelled to Amsterdam to tour Mr. Green and chat with their Chief Exec, Rogier Braakman, who breaks down Mr Green’s “properator” strategy—owning and operating buildings—plus the NetOS platform that lets companies share the same SqFt on different days, boosting NOI while slashing wasted space.
🎧 To listen as a podcast FOR FREE,follow Brave Ideas on Apple, Spotify, or wherever you listen.
Episode Highlights
* 00:00 - Caleb & Sam episode intro
* 03:15 - Rogier’s hospitality roots (Ritz-Carlton, Pillows Hotels) and the empty-office “aha” moment
* 10:45 - Why utilization, not rent roll, is the only truly green metric
* 18:20 - Pay-for-time pricing replaces SqFt leases — “No use, no pay”
* 25:40 - Defining a properator (prop-co + op-co under one roof)
* 32:10 - Inside NetOS: the tech stack that swaps brand identities and books space automatically
* 41:05 - Building a “super flex” lung floor landlords can lease to multiple corporates on alternating days
* 47:50 - How sharing drives a 2-3× revenue uplift even in down-cycles
Key Topics:
* Empty desks are the real carbon sin. A fully utilised office is the only sustainable one, so pricing must follow actual occupancy, not fixed leases.
* Time-based memberships beat long-term leases. Companies choose the exact days they need and pay only for the hours used.
* Properator power. By owning buildings and operating them through NetOS, Mr Green captures both real-estate upside and hospitality margin in one structure.
* Landlord win-win. Hand back under-used floors, let NetOS resell them on a super flex basis, and watch yield per SqFt rise.
* Super Flex DNA. Think electric-vehicle equivalent for offices: lower base cost, higher performance, and a lighter environmental footprint.
Why You Should Watch
Office vacancy is your biggest risk. Rogier Braakman reveals, with numbers and live examples, how time based pricing, owner operator alignment, and smart utilisation tech can turn dark desks into a revenue engine—essential viewing for anyone who signs, sells, or services office deals.
CONNECT
* Connect with Rogier Braakman
For behind the scenes, visit:
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Special Summer Offer: Exclusively on Apple Podcasts, try our Dateline Premium subscription completely free for one month! With Dateline Premium, you get every episode ad-free plus exclusive bonus content.
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!