FOR IMMEDIATE RELEASE
September 2, 2025
Lulafit Rebrands as Playbook, Expands National Platform for Hospitality-Led Office Assets
New brand reflects evolution into national CRE partner for all workplace amenity management.
CHICAGO, IL – September 2, 2025 – Lulafit, founded in 2014 as a workplace wellness and hospitality firm, today announced it has rebranded as Playbook. The new identity reflects the company’s evolution from a Chicago-based boutique into a national commercial real estate partner operating in 18 U.S. markets, advising and operating amenity strategies to strengthen leasing outcomes and enhance long-term asset value.
“Eleven years ago, I founded Lulafit with a simple belief: the workplace could be transformed through wellness,” said Colleen Werner, Founder & CEO of Playbook. “That idea proved true, and today we’ve grown into a national platform that spans beyond wellness to all workplace amenity management.”
With tenant expectations and investor priorities shifting, amenities and services have become central to asset performance. Playbook integrates strategy, placemaking, design, operations, and technology to help landlords elevate asset brands, support leasing, and drive portfolio growth.
In a consolidating market, Playbook has distinguished itself as a leading independent operator. Its employee-owned structure allows the company to stay agile, adapt quickly, and deliver tailored strategies for each property.
To mark the rebrand, Playbook will host a series of national activations across key markets and properties it operates, in partnership with ownership groups and industry collaborators. These events will spotlight how hospitality-led operations are redefining Office and creating new value for owners.
About Playbook
Playbook partners with real estate owners to transform office assets into performance-driven, hospitality-led venues. Through strategy, placemaking, design, and operations powered by proprietary technology, Playbook creates thriving hubs of connection, productivity, and longevity.
Founded in Chicago in 2014 as Lulafit, Playbook has expanded from a local boutique into a national platform, now operating in 18 U.S. markets. The company remains female-led and employee-owned, fiercely independent and fueled by top talent. Playbook serves as the strategic partner behind the scenes, powering ownership brands and delivering outcomes that elevate both experience and asset performance. Learn more at www.playbookexp.com.
Media Contact
PJ Appleton
Bloxspring
pj@bloxspring.com
www.playbookexp.com