Generator

What Generator does

Generator (rebranded to Precinct Flex in August 2025) is a workspace solutions provider operating across Auckland and Wellington, New Zealand, and is a trading business unit of NZX-listed Precinct Properties, the country's largest owner and manager of premium real estate. The company operates seven central-city locations — Britomart Place, 12 Madden Street, Pipiri Lane, HSBC Tower (Commercial Bay), and PwC Tower (Commercial Bay) in Auckland, plus Waring Taylor Street and Bowen Campus in Wellington — and offers five core product lines: Private Offices for teams, Coworking (hot desks and dedicated setups), Remote Membership for distributed workers, Meeting Rooms, and Event Spaces. Its revenue model is built on recurring membership fees, serviced-office rentals, meeting-room bookings, and event-venue hire, leveraging parent-owned premium real estate in flagship commercial precincts.

The commercial logic is anchored to the parent's real estate portfolio: by operating as the flexible-workspace arm of a listed property group, the business benefits from intra-group real estate supply and shared services, which removes the single largest cost line (premium central-city leases) faced by independent coworking competitors. Distribution is direct via the precinctflex.co.nz website, supported by a New Zealand-focused social presence on Facebook, LinkedIn, and Instagram. The business is small in headcount (11–50 employees per firmographics) and operates within a clearly delineated geographic boundary (Auckland and Wellington only). No public pricing, revenue figures, or enterprise customer disclosures are available; demand-side signals are limited to a 25% promotional window on selected event spaces between 1 June and 31 August 2026. Note: scraped source data also references a UK-based music development organization sharing the 'Generator' name; per the firmographics provided, this analysis treats the New Zealand coworking business as the in-scope entity.

Name

Generator

Legal name

Precinct Properties

Website

https://generatornz.com

Company type

Public

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Generator, rebranded to Precinct Flex in August 2025, operates flexible workspace, meeting, and event venues across seven premium Auckland and Wellington locations as the workspace division of NZX-listed Precinct Properties.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Infrastructure, Operations, Personnel, Marketing or Sales

Core offering

Generator (now rebranded to Precinct Flex) operates a portfolio of premium flexible workspace services across seven central city locations in Auckland and Wellington, New Zealand. The company offers private offices, coworking (hot desks and dedicated setups), remote memberships, meeting rooms, and event spaces for businesses, teams, and professionals.

Product overview

Generator (now rebranded to Precinct Flex) is a workspace solutions provider offering a unified platform of flexible workspace services. The product portfolio consists of five interconnected offerings: Private Offices (move-in ready custom spaces for teams), Coworking (flexible hot desks and dedicated setups), Remote Membership (access for remote teams and out-of-towners), Meeting Rooms (fully equipped rooms for business needs), and Event Spaces (premium venues for events). The services are delivered across seven central city locations in Auckland and Wellington, New Zealand, as part of Precinct Properties' premium real estate portfolio. Generator previously operated as a UK-based music development organization before the rebrand.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Offices Move-in ready private offices, sized and styled for teams. Custom spaces with the perks of a premium shared workspace, available across Auckland and Wellington CBD locations.
• Coworking Flexible coworking options from hot desks to dedicated setups, offering flexibility, professional support, and access to a member network across Auckland and Wellington CBD locations.
• Remote Membership Access to a city base for remote teams, out-of-towners and work-from-home professionals, plus access to events, lounges and the broader member network.
• Meeting Rooms Fully equipped meeting rooms for interviews, video calls, board meetings, or strategy sessions, with multiple capacity options (0-4, 5-10, 11-20) available across Auckland and Wellington.
• Event Spaces Premium venues for workshops, celebrations, product launches and events, with multiple layout configurations (cocktail, theatre, cabaret, boardroom) and capacities from 5 to 100+ attendees, supported by expert staff from start to finish.

Quantifiable outcome

• Hundreds of people to receive training, work placements, networking, and mentoring over three years through the Create Talent Programme

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered flagship and core.

• North East Combined AuthorityflagshipStrategic or Co-development Partner · 27 February 2026North East Mayor Kim McGuinness launched a £4 million Create Talent Programme in partnership with Generator, The NewBridge Project, ITV Signpost, and New Writing North. The programme offers hundreds of people training, work placements, networking, and mentoring over three years, aiming to close regional skills gaps and build the North East's capacity with national and international production, film, and events companies.
• Warner Music UKflagshipStrategic or Co-development Partner · 11 February 2026Warner partnered with Generator to create new creative opportunities in Northern England. This strategic partnership aims to power new creative opportunities and support emerging talent in the North of England through Generator's music development programs.
• UK Creative Industries CouncilcoreStrategic or Co-development Partner · 18 December 2025Mick Ross, Chief Executive of Generator, was appointed to the UK's Creative Industries Council, a government-led forum for shaping policy in the creative sector. The council aims to promote regional representation and sector growth, with a focus on increasing investment and export potential across the UK.
• Newcastle City CouncilcoreStrategic or Co-development PartnerNewcastle City Council partnered with Generator and the Mercury Prize organization to host the 2026 Mercury Prize awards show at Utilita Arena. The 2025 ceremony generated an estimated £874,724 in visitor spend and over £552,000 in GVA, supporting 13 equivalent jobs, demonstrating significant economic impact for the region.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• IWG (Regus, Spaces, HQ): Global flex workspace giant operating Regus, Spaces, HQ, and Signature brands across 120+ countries. Directly comparable product portfolio (coworking, private offices, meeting rooms) and a comparable business model, though at vastly greater scale and broader geographic reach than Precinct Flex.
• WeWork: Global premium coworking and office provider offering shared offices, private offices, and event spaces to enterprises and SMBs. Comparable premium positioning and product mix; operates at much larger scale across multiple global cities.
• Servcorp: Premium serviced office and virtual office provider operating globally in CBD skyscrapers. Comparable premium positioning, target enterprise customer base, and product set (private offices, meeting rooms, virtual offices).

Direct peers

• HQ Coworking (HQ NZ): HQ operates premium coworking spaces in Auckland and Wellington, directly overlapping Precinct Flex's core geographies with very similar target customers (corporates, SMEs, remote workers) and a comparable product mix including offices, meeting rooms, and event venues.
• BizDojo: NZ-based coworking and innovation hub operator with locations in Auckland and Wellington. Targets similar SMB and startup segments and offers comparable coworking, private office, and event space products.

Emerging players

• Industrious: Premium flexible workspace operator focused on enterprise-grade coworking, private offices, and meeting space in Class-A office towers. Comparable premium positioning and target customer base, though primarily US-focused with growing international footprint.
• Common Desk: Flexible workspace provider offering coworking, private offices, and enterprise suites with premium CBD locations. Comparable product offerings and SMB-to-enterprise target customer mix to Precinct Flex.

Regional players

• Workhouse: NZ coworking operator with multiple sites in Auckland, offering comparable coworking and office products to local SMBs and remote workers. Closest direct competitor at similar scale within NZ.

Others

• Arup (Workspace advisory): Adjacent industry participant providing workplace strategy and real estate advisory to occupiers; not a direct competitor but informs corporate decisions on flex vs. traditional office leases.
• Precinct Properties: NZX-listed parent REIT of Precinct Flex; the landlord relationship between Precinct Properties and the Flex workspace unit is unique and material to understanding the unit's economics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights4 records

Customer concentration

• Facebookfacebook.com/precinctflex
• LinkedInlinkedin.com/company/generator2
• Instagraminstagram.com/precinct_flex
• Xx.com/generatornz

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Generator