The Factory
The Factory is a community-led coworking and meeting space operating the entire sixth floor of 77 Monroe Center in downtown Grand Rapids, Michigan. It serves freelancers, remote workers, small teams, entrepreneurs, and corporate innovation teams with desk memberships, private offices, conference rooms, virtual office services, and recurring community events.
- Company typePrivate
- Founded2009
- HeadquartersGrand Rapids, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What The Factory does
The Factory is a single-location coworking and meeting space operator headquartered at 77 Monroe Center St NW Ste 600 in Grand Rapids, Michigan, founded in 2009 by Aaron Schaap. The company operates the entire sixth floor of the art-deco 77 Monroe Center building, offering open-desk coworking memberships (individual and resident tiers with 24/7 access), six private/executive offices, multiple conference rooms equipped with Apple TV and video-conferencing tools, virtual office services, video call booths, private bathrooms including one with shower, bike storage, super-fast fiber internet, a podcast room, and free parking validation. Community programming is central to the offering and includes recurring events such as Expert Series talks, Games at Lunch, Sudoku Club, Let's Talk A.I. Grand Rapids, Citizen Labs, GRPUG, WPGR, Grand Rapids Bitcoin, and Coffee With Creators. There is no proprietary software product or API; the operational stack consists of the JOAN third-party reservation system for conference room bookings and standard website booking flows.
The Factory was acquired by Vianet, a holding company with operations in Grand Rapids and Scottsdale, Arizona, in January 2020, transitioning leadership from founder Aaron Schaap to Vianet's Jeff Steinport (COO/CLO) with Alberto Garza and later Megan Lavish managing community operations. Following the 2020 COVID-19 disruption, the company implemented operational changes including desk dividers, air purifiers, hand sanitizing stations, and added a podcasting room, and in March 2022 completed a relocation to the current 77 Monroe Center floor, which materially expanded the physical footprint and introduced private offices and virtual office services. Revenue is generated through recurring monthly subscriptions for memberships and office rentals, plus transactional conference room rentals available to non-members; pricing is not publicly disclosed.
The customer base consists primarily of freelancers, remote workers, small teams, entrepreneurs, students, and corporate innovation teams in the Grand Rapids market, with acquisition driven by community referrals, organic social channels (Facebook, Instagram, TikTok, Twitter, YouTube, LinkedIn), blog content, and foot traffic tours. Through its Vianet parent, The Factory also participated as a co-investor in Vori's $22 million Series B in May 2026. The business is privately held with no external venture funding rounds disclosed for the operating entity.
The Factory firmographics
Firmographics- Name
- The Factory
- Legal name
- The Factory
- Website
- https://workthefactory.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Factory is a community-led coworking and meeting space operating the entire sixth floor of 77 Monroe Center in downtown Grand Rapids, Michigan. It serves freelancers, remote workers, small teams, entrepreneurs, and corporate innovation teams with desk memberships, private offices, conference rooms, virtual office services, and recurring community events.
- Ownership category
- akta.pro rank
The Factory industry classification
Industry- Product category
- Coworking & Shared Office Space
- SIC
- Services-Facilities Support Management Services (8744)
- akta.pro primary industry
- Hybrid Work Enablement & Desk/Room Booking Operations (BPABAFAH)
- akta.pro secondary industries
- Enterprise & Workplace Communities (BPAMABAJ), Workplace Technology & Smart Office Support (Room Booking Systems, IT/AV Liaison) (IMAIALAK)
Keywords
Where The Factory is headquartered
LocationHeadquarters
- HQ city
- Grand Rapids
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Factory business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Coworking Memberships: The Factory generates revenue primarily through monthly coworking memberships that provide access to desk space, community areas, and facilities. Membership tiers include options for individuals, small teams, and resident members with 24/7 access and dedicated desks.
- Conference Room Rentals: Revenue from renting conference rooms and meeting spaces to both members and non-members for corporate meetings, events, workshops, meetups, and mini-conferences.
- Private Office Rentals: Month-to-month rental of private/executive offices at the new 77 Monroe Center location, with flexible lease signing and price negotiations available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual/Member Desk Access |
| Subscription | Monthly | Resident Membership |
| Subscription | Monthly | Private/Executive Offices |
| Subscription | Monthly | Conference Room Rental |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
The Factory product offering
Product offeringCore offering
The Factory provides flexible coworking memberships (individual and resident tiers), bookable conference and meeting rooms, private/executive offices, and virtual office services at a single downtown Grand Rapids location. The space serves freelancers, small teams, service companies, and corporate innovation teams with month-to-month terms, 24/7 access for resident members, and a community programming calendar.
Product overview
The Factory is a single-location coworking space and meeting facility in Grand Rapids, Michigan, operating since 2009. The core offering consists of flexible coworking memberships (Individual and Resident tiers), bookable meeting/conference rooms, and private executive offices at their 77 Monroe Center location. The company also historically operated a CoLearning educational program (2013-2018) offering technology courses. The Factory hosts community events and meetups including Expert Series talks, technology user groups, and social gatherings. The business does not offer a software product, API, or SaaS platform—it is a physical space and service provider. All services are accessed through membership, walk-in bookings, or the website interface.
Differentiator
Problem solved
Functional benefit
Products and services
- Coworking Space Membership Flexible desk space and open work environment for freelancers, service companies, and corporate innovation teams, including access to communal areas and video conference rooms. Members can use individual video conference rooms for phone calls and gather in areas to meet with clients.
- Resident Membership 24/7 access membership including a dedicated desk, adjustable chair, lockable filing cabinet, and 3 free day passes per month. Members can leave equipment overnight.
- Meeting Space / Conference Room Rental Bookable conference rooms (3 small and 1 large) for client meetings, private discussions, workshops, meetups, mini-conferences, and events, equipped with WiFi, Apple TV, video-conference equipment, and whiteboard walls. Available to members and non-members via the JOAN reservation system.
- Private/Executive Offices Semi-private executive offices (6 available) at the 77 Monroe Center location, rented on a month-to-month basis with flexible lease signing and price negotiation. Added as part of the March 2022 move to the new building.
- Virtual Office Services Virtual office services providing a business address and related services, offered as part of the new 77 Monroe Center space additions.
- Event Hosting Hosting of community events, meetups, Expert Series talks, workshops, seminars, and corporate meetings at the Grand Rapids space. Includes regular programming such as Games at Lunch, Sudoku Club, Let's Talk A.I. Grand Rapids, Citizen Labs, and technology user groups.
Companies that use The Factory
Customer profileSegments4 records
Ideal customer profiles3 records
The Factory technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Factory partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights4 records
The Factory competitors and assessment
Company assessmentDirect peers
- Office Evolution: Office Evolution is a US franchised network of small-business-focused coworking and private office locations. Closely comparable to The Factory in size, member profile (small businesses, freelancers), and suburban/secondary-market positioning.
- The Yard: The Yard is a hospitality-driven coworking operator offering coworking, private offices, and event space with strong community programming. Closely comparable to The Factory's premium community-first model, though concentrated in NYC and other major metros.
- Mindspace: Mindspace is a global premium coworking operator providing flexible offices, dedicated desks, and meeting rooms with a hospitality-led member experience. Directly comparable to The Factory in offering and target customer, though with a broader European/global footprint.
- WeWork: WeWork is the largest global premium coworking operator offering flexible desks, private offices, and conference rooms. Despite its 2023 bankruptcy and restructuring, it remains the most direct peer in product offering, target customer (freelancers to enterprise), and pricing tier to The Factory.
- Novel Coworking: Novel Coworking operates boutique coworking spaces with private offices and event space in mid-size US markets, including several Midwest cities. Directly comparable to The Factory in scale, market tier, and member profile.
- Industrious: Industrious is a premium coworking and flexible office provider combining workplace design, hospitality, and member experience. It directly competes with The Factory's premium positioning, community focus, and event-driven culture.
- Convene: Convene operates premium meeting, event, and flexible office spaces with a hospitality-driven model. Comparable to The Factory in blending coworking with curated meeting/event space for both members and external corporate clients.
Emerging players
- Workplaceless: Workplaceless is a virtual-first coworking and remote work community platform serving distributed teams. Adjacent to The Factory in serving remote/flexible workers and community-driven models, but operates as a software platform rather than physical space.
Broad incumbents
- Regus (IWG): Regus is IWG's flagship flexible workspace brand with thousands of locations worldwide. It directly overlaps The Factory's offering (offices, coworking, meeting rooms) but as a broad incumbent serving all market tiers, not a community-driven niche operator.
- Spaces (IWG): Spaces is IWG's design-forward coworking brand offering flexible offices, coworking, and meeting rooms globally. Comparable in product mix to The Factory, but operates at massive scale as part of IWG's portfolio (Regus, HQ, Signature).
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Factory social profiles
Digital presenceThe Factory financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Factory leadership team
Management profileNumber of profiles
Profiles3 records
The Factory funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Factory M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Factory
What does The Factory do?
The Factory provides flexible coworking memberships (individual and resident tiers), bookable conference and meeting rooms, private/executive offices, and virtual office services at a single downtown Grand Rapids location. The space serves freelancers, small teams, service companies, and corporate innovation teams with month-to-month terms, 24/7 access for resident members, and a community programming calendar.
Is The Factory a public or private company?
The Factory is a private company. It is classified as corporate owned and is currently operating.
When was The Factory founded?
The Factory was founded in 2009. It employs 1 to 10 people.
Where is The Factory based?
The Factory is headquartered in Grand Rapids, United States, in the North America region.
How does The Factory make money?
Three revenue lines are on record. Coworking Memberships are the primary driver. The others are conference Room Rentals and private Office Rentals.
Who are The Factory's main competitors?
Direct peers on record are Office Evolution, The Yard, Mindspace, WeWork, Novel Coworking, Industrious and Convene. Workplaceless is listed as an emerging player. Broad incumbents are Regus (IWG) and Spaces (IWG).
Does The Factory have an API?
No public API is recorded for The Factory.
What industry is The Factory in?
The Factory's product category is Coworking & Shared Office Space. Its primary akta.pro industry code is BPABAFAH, Hybrid Work Enablement & Desk/Room Booking Operations, with a secondary code of BPAMABAJ, Enterprise & Workplace Communities. Its SIC code is 8744.