Mark Goldfinger, General Manager & Head of North America, Mindspace

Invest: spoke with Mark Goldfinger, general manager and head of North America for Mindspace, about how flexible workspace is maturing in Miami, why premium design has become a business advantage, and what corporate tenants are really buying when they choose boutique operators. “Miami is still booming,” Goldfinger said.

How do you see the role of co-working spaces evolving in Miami, and what is Mindspace’s unique contribution to that ecosystem?

Miami continues to attract more and more talent, and that inflow is changing what people expect from an office. Co-working used to be framed as a short-term solution, but in a city that keeps expanding, it is becoming a real part of the business ecosystem. People are moving here, building companies here, and investing here, and they need places to work that feel intentional, not temporary.

For boutique flexible operators like Mindspace, one way we can give back to the community is to continue growing and create more spaces for founders to be energized to work. I saw an article from CBRE that said Miami ranked No. 2 for commercial investment over the last 12 months, and that matches what we see day to day. People are trying to find booming cities that are still on the way up, and Miami keeps pulling attention and capital.

If we can help be a resource for those individuals and teams, that is where it gets exciting. By “resource,” I mean a place where people can come to work, be inspired, engaged, and excited about what they do when they wake up in the morning. That personally gets me energized, and it gives me a lot of hope that Mindspace in South Florida can continue to grow and flourish.

Over the last year, how has Mindspace adapted its services to meet changing needs, particularly around flexibility and hybrid work environments?

A lot of what happened during COVID was horrible, and from a boutique flexible operator perspective, it was really tough because people could not, or chose not to, come into a space. But post-COVID, it accelerated the need for flexible office space solutions because executives were able to see employees do not need to be in the office five days a week to perform.

You have some leaders, like Jamie Dimon and Michael Bloomberg, who have pushed hard for people to return to traditional offices. But you also have a lot of companies somewhere between entrepreneurs and the largest corporations, and those teams are looking at every single dollar being spent. CFOs and heads of real estate are asking whether they really need huge footprints sitting on their P&L, and many decide they don’t.

If a company can cut long-term space commitments and move into a flexible provider like Mindspace, they can save on overhead and still give employees an inspiring environment where people want to come in. When we spoke last year, Mindspace Miami was around 55% to 60% occupied across both of our sites. Over the last year, we have grown to about 95% occupancy across both locations, and we support larger, publicly traded Fortune 500 teams alongside growth-stage companies.

Since Mindspace serves everyone from freelancers to large corporations, how do you tailor your offering for bigger corporate teams?

Customization is the key. One of the biggest differentiators for Mindspace is the way we can curate the exact space toward what a member needs. Some companies only want a six- or eight-person office, and we can provide that. Others want a larger suite with multiple internal offices, and we can provide that too.

Then you get clients who want something more complex. They might want a full floor. They might want to remove walls to create a large bullpen area, but still keep dedicated executive offices. They might want conference rooms, a common area, and a layout that supports how their team works.

For us, speed of execution matters just as much as creativity. Being able to deliver the right configuration quickly is where we differentiate. That is why I describe Mindspace as a one-stop shop for companies where one size does not fit all, and it is something I am proud of the team for delivering consistently.

Mindspace’s design is a big part of the brand. How does design contribute to employee well-being, creativity, and productivity?

All of our spaces are designed in-house, and that matters because it creates consistency. We have roughly 50 locations around the globe, and when someone walks into a Mindspace, they should know they are in a Mindspace.

At the same time, localization is essential. The design that works in Wynwood should not be the same as downtown Miami, and it should not be the same as San Francisco, Berlin, or London. Our designers localize each space while still keeping the Mindspace essence, and that is what creates energy when members walk in.

We also look at the building itself. Location is important, but amenities are important too because everyone cares about work-life balance. If Mindspace can offer companies a space where employees have what they need in one building, that becomes a real benefit for employers who are hiring and trying to retain talent.

Both of our Miami locations have gyms. Our Wynwood location has a rooftop where we host sunrise yoga, wellness events, networking opportunities, and lunch-and-learns with community leaders. The goal is to incorporate work, wellness, and community in one environment so people are genuinely excited to come in each day.

Co-working in Miami is competitive. What challenges do you face, and how do you plan to stay ahead of other operators?

I think competition is healthy. I was a college athlete, and competition forces you to train harder and stay one step ahead. In this industry, one challenge is that many spaces have started to look and feel similar. You walk into different brands but see the same basic formula, with small variations.

If we want to continue proving Mindspace is a premium offering, we have to deliver an even more premium product. That means thinking about what the product looks like next and giving clients more options, especially larger companies that want their space to reflect their brand.

Maybe they want sheetrock on both sides. Maybe they want a wood front instead of all glass. Maybe they want doors that swing instead of doors that slide. Maybe they want standing desks as an option, not just standard seated desks. The goal is to create a menu so a client can say, yes, it might be more expensive, but it is a meaningful premium, and this is where we want our next chapter to be.

What are Mindspace’s plans for growth and innovation in the Miami market?

Miami is a big focus for me and for our executive team, and there are definitely things coming down the pipeline. We are actively thinking about how we continue elevating the product and the experience in a market that keeps evolving.

I am not ready to share every detail publicly, but we are committed to keeping the offering premium, flexible, and relevant for the kinds of teams that keep choosing Miami.

How do you see the future of co-working shaping Miami over the next few years as companies continue to adjust to hybrid work?

I see co-working continuing to grow. Miami is still booming, and the city is still building on the commercial and residential sides, and it continues to attract top talent. As people arrive, they need places to work where they can build routine and build new ventures.

A big part of the shift is that people do not want to sign five-year leases the way they used to. They want flexibility because they want optionality, and they are not always sure what the future holds.

That creates a major opportunity for premium flexible offerings that fit the Miami vibe and align with a company’s culture. As long as the city keeps expanding, the demand for high-quality, flexible space will keep growing, and Mindspace intends to be part of that growth in South Florida.