Leading the Evolution
of Workplace

Since 2014, we’ve led the way, shaping what work means today and tomorrow.

About

What started as Lulafit became Playbook, the partner redefining how buildings show up for the people inside them. For over a decade, we’ve made spaces feel more human, more alive, and more valuable. And we’re just getting started.
2014
April 2014

Wellness Arrives

Launches boutique fitness + wellness into Office

WELL Standard debuts October 2014

2015
2014-2015

Experience Expands

Adds community + lifestyle programs

TenEx platforms gain traction in 2017

2019
December 2019

Design Evolves

Introduces hospitality-driven amenity design

“Amenity wars” begin in 2020

2020
2021
July 2021

Experiential Demand

Opens “The Factory,” 30k sq ft immersive, wellness hub

83% of tenants demand experiential workplaces in 2022

2022
June 2022

National Scale

Expands national platforms with top owners

CRE shifts from single amenities to portfolio-experiences in 2023

2023
2024
December 2024

Tech First Ops

Builds proprietary platform to power hospitality operations

64% of Owners test amenity build outs + tenant-tech later in 2024

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.

2025
September 2025

Branded Ecosystems

Rebrands as Playbook, blending placemaking, advisory + ops

Branded ecosystems forecast as the future (+same year)

Our Vision

We are on a mission to revolutionize the workplace by creating thriving hubs of connection, longevity, and productivity. We partner with owners of commercial real estate to transform their assets through hospitality and amenities so that we can unlock the next level of creativity, efficiency, and potential in the users of our spaces.

Our Unique Structure

Unlike PE-owned or faceless vendors, we’re a fast-paced, boutique team that embeds
directly with your asset team, moving faster, thinking bigger, and delivering strategies
that are tailored, not templated.

By blending placemaking, advisory expertise, people, and technology, we turn buildings
into living brands. Every detail — from brand to operations — is shaped for its audience and powered
by the Playbook OS to deliver personal, valuable experiences.

Our structure enables:

Agility in decision-making and implentation

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

Your Unfair Advantage

Every move we’ve made kept our partners a step ahead. Today, Playbook is the benchmark.
Powered by people, backed by data, and built for the future of real estate.