GCUC Podcast Recap: Liz Simon COO of Industrious

Scaling with Intention: A Conversation with Liz Simon of Industrious

Liz Simon, Chief Operating Officer at Industrious, joined Liz Elam, on the GCUC Podcast and dove into  scaling with intention, enterprise client trends, and the critical role of brand in coworking. Industrious has built a powerful reputation by blending premium design, hospitality, and strategic partnerships—redefining what coworking can be while scaling sustainably.

Here’s a look at the key insights Liz Simon shared during the conversation.

From Policy to Coworking: A Nonlinear Journey

Liz Simon’s career path has been anything but linear. She described her professional journey by emphasizing the desire to create an impact:

“I feel like there’s no such thing as a linear career path anymore. The common thread in my career has largely been: What can I do that’s going to have an impact? I worked in the public sector in the Obama administration and on education issues for almost a decade before joining Industrious in 2021. But when I think about it, work impacts everybody’s life—and where and how you work is one of the most impactful questions in society today.”

This passion for making a meaningful difference led her to Industrious, where she is reshaping the coworking experience and influencing the future of work.

CBRE and Industrious: Integration and New Possibilities

Since CBRE acquired a significant stake in Industrious, many have wondered if the culture and operational ethos would shift. Liz Simon addressed this concern directly:

“For 95% of people, nothing about their day-to-day life has changed. But what’s exciting is that now we have new distribution channels for our products. CBRE works with 95 of the Fortune 100, which opens up huge commercial opportunities. And with capital to grow, we no longer have to worry about where funding is coming from—it’s about focusing on sustainable growth.”

Liz emphasized that despite the backing of a large public company, Industrious remains focused on sustainable growth—not hyper-scaling:

“Sustainable growth for us looks like 30-40% year-over-year. We’re going from opening 30 units a year to 50 or 60, but it’s all intentional growth. We’re not scaling the team in a massive way—we’re scaling with purpose.”

What Enterprise Clients Want Today

Industrious has always had a strong foothold in the enterprise space, but Liz highlighted how enterprise needs are evolving:

“More and more companies are trying to figure out hybrid work arrangements. It’s not just about needing a glass box with four walls anymore. It’s about enabling people to do what they need when they need it, and only paying for the space when it’s being used. Flexibility is the name of the game.”

A noteworthy example of this evolution is their partnership with CBRE at Lever House:

“We’re building out their whole headquarters with a flexible component. They’re taking six floors, but only need four right now. We’ll sublease the other two floors as flex space, and they have the right to take them back as they grow. More and more companies are asking for this kind of long-term flexibility.”

Building a Brand that Lasts

With a reputation built on trust and hospitality, Industrious’ brand has become synonymous with quality and consistency. Liz shared how Industrious has been intentional about curating its brand:

“We’ve been super intentional in the way we’ve curated our brand and what it stands for. It’s all about member experience—hospitality layers, thoughtful details, and the way people feel when they walk through the door. And that’s something CBRE sees as an asset in our partnership.”

She also emphasized that Industrious is expanding beyond just coworking:

“We are a workplace experience company at the end of the day. We operationalize and manage amenities and activate full buildings for landlords. We do all kinds of things beyond coworking, and we want to apply that expertise to more areas within CBRE.”

Innovative Partnerships: The Delta Connection

One of the most exciting recent developments for Industrious has been its partnership with Delta Airlines, offering Delta SkyMiles members four days of access to Industrious spaces each month.

“The primary reason this partnership works is that work and travel are becoming increasingly interconnected. Delta wanted to better serve small and medium-sized businesses and entrepreneurs who are traveling. And for $99 a month, members get a consistent, high-quality work experience when they’re on the road.”

The partnership has seen great success, and Liz hinted that there’s more to come:

“We’re exploring how we can partner on Sky Lounges and other work-adjacent experiences. The alignment between Delta’s hospitality ethos and ours has been so natural—it feels like kismet.”

The Power of Hospitality: A Mindset Shift

Industrious has long championed the idea that coworking is more about hospitality than real estate. Liz highlighted that this mindset is at the core of their success:

“I didn’t fully realize before joining Industrious that this business operates more like a hospitality business than a real estate business. The bulk of the people who work here come from hotels, restaurants, and even as flight attendants. And that ethos of service is so deep in the culture.”

This attention to detail is what differentiates Industrious and keeps members coming back:

“We have a great product. The offices are great, the layouts are great, the design is great, but all of that is secondary to how people make you feel when you show up in the space.”

Insights on Brand Building at GCUC

Liz Simon is slated to speak at GCUC 2025, where she will delve into the intricacies of brand building. She plans to share both the successes and the challenges that Industrious has encountered along the way:

“I want people to walk away with one or two actionable takeaways—something memorable that will stick with them and change how they approach their work. It’s not just about what we’ve done well; I also want to share the vulnerabilities and the things that have been challenging for us.”

Her presentation will emphasize practical, tactical insights that attendees can immediately apply to their own businesses.

Wellness Rituals: Staying Grounded Amid the Chaos

When asked about her favorite rituals or habits that keep her grounded, Liz offered a variety of suggestions:

1. Trash Reality TV: “I’m all about the Bachelor franchise, Love Is Blind, and anything in that realm.”

2. Reading: “I’m a huge reader, especially literary and historical fiction. I just finished a great book called Eola that I highly recommend.”

3. Strength Training: “Lifting heavy weights has been a game-changer for me. I’ve been doing it consistently for two years and love it.”

She also gave a glowing endorsement for the Eight Sleep mattress, which has helped her improve her sleep quality dramatically.

A Commitment to Hospitality and Impact

Liz Simon’s insights offered a behind-the-scenes look at how Industrious continues to lead the coworking industry with a focus on hospitality, brand trust, and sustainable growth. With exciting partnerships, intentional brand building, and a commitment to enhancing the workplace experience, Industrious is poised to continue making a lasting impact on the future of work.

For anyone interested in the evolution of coworking and the intersection of work, hospitality, and brand, Liz Simon’s perspective is one to watch. 

You can catch Liz Simon on stage at GCUC Boston next week! Grab your ticket at na.gcuc.co now.