Adam Neumann and his wife Rebekah Neumann in 2018. Photo / Taylor Hill/FilmMagic
The Cult of We
by Eliot Brown and Maureen Farrell
(Mudlark, $40)
In 2021, WeWork is a punchline. The commercial real estate company is the basis of a scathing new documentary, the podcast WeCrashed, countless think pieces about greed and hubris, and now this beast of a book written by Wall Street
Journal reporters Eliot Brown and Maureen Farrell, who covered WeWork for years.
Following the global financial crisis, New York was replete with under-utilised office space. Israeli entrepreneur Adam Neumann (who once sold pants with reinforced knees for crawling babies) saw an opportunity to harness the co-working trend and capitalise on cheap rent. He negotiated leases for empty buildings, filled them with Ikea furniture, pot plants and inspirational artwork (We Love Work) and watched the young freelancers and small businesses move in with their laptops and bushy-tailed ambition.
WeWork was an immediate success but it wasn't a big enough success for Neumann, who curated fancier workspaces with vintage arcade games and high-end lounge spaces, taking on more and more ambitious projects. He launched the co-living apartment business WeLive, the luxury gym business WeWork Wellness, and the private school WeGrow.
In all of this Neumann was enabled by his wife Rebekah, Gwyneth Paltrow's cousin, who shared the Goop founder's affiliation with the woo-woo and taste for the finer things. She was the force behind the establishment of WeGrow.