Leading the evolution of workplace.
Since 2014, we’ve led the way, shaping what work means today and tomorrow.
Our History
From day one, we’ve led the shift, redefining how buildings show up for the people inside them. Today, we craft and operate hospitality-first platforms that make spaces feel more human, more alive, and more valuable. What started as Lulafit evolved into Playbook. This is the story of how we’ve stayed a beat ahead. And why we’re just getting started.
APRIL 2014
Wellness arrives
Launches boutique fitness + wellness into Office
WELL Standard debuts October 2014
APRIL 2014
Wellness arrives
Launches boutique fitness + wellness into Office
WELL Standard debuts October 2014
OCTOBER 2017
Experience expands
Adds community + lifestyle programs
TenEx platforms gain traction in 2017
OCTOBER 2017
Experience expands
Adds community + lifestyle programs
TenEx platforms gain traction in 2017
DECEMBER 2019
Design evolves
Introduces hospitality-driven amenity design
“Amenity wars” begin in 2020
DECEMBER 2019
Design evolves
Introduces hospitality-driven amenity design
“Amenity wars” begin in 2020
JANUARY 2021
Hybrid engagement
Leads shift to collaborative, tech-bridged tenant engagement
Pandemic reshapes landlord-tenant dynamics in 2021
JANUARY 2021
Hybrid engagement
Leads shift to collaborative, tech-bridged tenant engagement
Pandemic reshapes landlord-tenant dynamics in 2021
JULY 2021
Experiential demand
Opens “The Factory,” 30k sq ft immersive, wellness hub
83% of tenants demand experiential workplaces in 2022
JULY 2021
Experiential demand
Opens “The Factory,” 30k sq ft immersive, wellness hub
83% of tenants demand experiential workplaces in 2022
JUNE 2022
National scale
CRE shifts from single amenities to portfolio-experiences in 2023
Expands national platforms with top owners
JUNE 2022
National scale
CRE shifts from single amenities to portfolio-experiences in 2023
Expands national platforms with top owners
DECEMBER 2024
Tech first ops
64% of Owners test amenity build outs + tenant-tech later in 2024
Builds proprietary platform to power hospitality operations
DECEMBER 2024
Tech first ops
64% of Owners test amenity build outs + tenant-tech later in 2024
Builds proprietary platform to power hospitality operations
SEPTEMBER 2024
Trophy assets lead CRE recovery
Builds proprietary platform to power hospitality operations
Cushman-led U.S. Office MarketBeat reports Trophy office vacancy (~9-11%) remains 500 bps below market average, with leasing centered in top-tier buildings.
SEPTEMBER 2024
Trophy assets lead CRE recovery
Builds proprietary platform to power hospitality operations
Cushman-led U.S. Office MarketBeat reports Trophy office vacancy (~9-11%) remains 500 bps below market average, with leasing centered in top-tier buildings.
SEPTEMBER 2025
Branded ecosystems
Branded ecosystems forecast as the future (+same year)
Rebrands as Playbook, blending placemaking, advisory + ops
SEPTEMBER 2025
Branded ecosystems
Branded ecosystems forecast as the future (+same year)
Rebrands as Playbook, blending placemaking, advisory + ops
Our Vision
Belief:
We believe we are here to revolutionize the workplace
Mission:
so we create thriving hubs of connection, wellbeing, and productivity
Vehicle:
through hospitality and amenities in commercial real estate
Vision:
so that we can unlock the next level of creativity, efficiency and potential in the users of our spaces.
Our Unique Structure
Agility in decision-making and implementation
Full-service integration from strategy to staffing
White-labeled delivery that elevates your brand, not ours
Custom-built IP that becomes your long-term asset
Ready to increase your asset value?
Join the Playbook team.