What Groska does

Gróska ehf. operates an innovation hub and coworking community located in Reykjavik's university district at Kristínargata 1 / Bjargargata 1. The company's core offering is flexible workspace, delivered through individual memberships (Einstaklingsaðild), corporate memberships (Fyrirtækjaaðild), and, from October 15, 2025, fully furnished private office rentals (Skrifstofuleiga). Supporting services include 19 meeting rooms rented hourly from 5,000 ISK, a conference and event hall with AV support, and ancillary amenities such as a 2,000 sqm World Class gym, the Eiríksdóttir restaurant, and 220 underground parking spaces. A sub-brand, Gróðurhúsið, operates a startup incubator on the 2nd floor.

The business model is subscription-based across the membership and office-rental lines, with pay-as-you-go pricing for meeting rooms and event space. Gróska targets freelancers, SMEs, larger enterprises (including Landsvirkjun and a pharma corridor anchored by PLAIO), and event organizers, with a horizontal segmentation approach. The company does not develop proprietary technology platforms; its value proposition rests on a curated community, a BREEAM In-Use certified sustainable building, and bundled amenities. Gróska partners with KLAK Icelandic Startups and MIT (2022) to host accelerator programs and mentorship, and with CICERO for green financing framework validation.

Gróska was acquired by Heimar hf. on June 13, 2025, alongside the property-holding entity Gróðurhúsið ehf. (date of acquisition 2025-06-13), funded by issuance of 258 million new Nasdaq-listed shares. CEO Vera Dögg Antonsdóttir leads a team reported at 1-10 employees, and the company is registered in Iceland (Gróska ehf., kt. 680515-1580).

Name

Groska

Legal name

Gróska ehf.

Website

https://groska.is/en/

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Gróska operates an innovation hub and coworking community in Reykjavik, Iceland, offering flexible individual and corporate memberships, private offices, meeting rooms, and event space to freelancers, startups, SMEs, and enterprises, anchored by a startup incubator and bundled amenities including a gym and restaurant.

Ownership category

akta.pro rank

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Infrastructure, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Workspace Rental - Individual Membership: Flexible desk and coworking space rental for individual members, providing 24/7 access to shared workspaces in a creative innovation environment
2. Private Office Rental: Fully furnished private office spaces for businesses of all sizes with flexible terms
3. Enterprise/Corporate Membership: Company membership programs offering flexible workspace access for employees with various benefit tiers
4. Meeting Room Rental: Hourly rental of various sized meeting rooms equipped with video conferencing and presentation technology. Price from 5,000 ISK per hour
5. Event Hall Rental: Conference and event venue rental for conferences, talks, launches, and panels with professional AV support
6. Ancillary Services: Gym membership (World Class), restaurant (Eiríksdóttir), parking, catering services

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Groska operates an innovation hub and coworking facility in Reykjavik, Iceland, providing flexible workspace solutions including individual memberships with 24/7 desk access, fully furnished private offices, corporate memberships, 19 meeting rooms, and a conference and event hall. The facility also houses a startup incubator (Gróðurhúsið) and offers ancillary amenities such as a World Class gym, an Eiríksdóttir restaurant, and underground parking with 220 spaces.

Product overview

Gróska is an innovation hub and coworking community in Reykjavík, Iceland. The offering is a platform-plus-services architecture centered on flexible workspace solutions. The core product includes private offices and shared workspaces (Skrifstofuleiga), individual memberships (Einstaklingsaðild), corporate memberships (Fyrirtækjaaðild), and a dedicated startup incubator called Gróðurhúsið. Supporting services include meeting room facilities (Fundaraðstaða) with 19 meeting rooms, a conference and events hall (Ráðstefnur og viðburðir), on-site gym operated by World Class, parking facilities, and a restaurant (Eiríksdóttir). The 2nd floor houses an innovation center connecting startups across industries.

Differentiator

Problem solved

Functional benefit

Brands

• Gróðurhúsið: Sprotasetur (startup hub) on the 2nd floor of Gróska that hosts and connects startups in various industries with the goal of promoting Icelandic innovation.

Products and services

• Einstaklingsaðild (Individual Membership) Flexible desk membership for freelancers, entrepreneurs, and remote workers, offering 24/7 access to shared workspaces in a creative community environment at Gróska.
• Skrifstofuleiga (Office Space Rental) Fully furnished private office spaces for businesses in a coworking environment, with access to shared services, professional address, and reception services.
• Fyrirtækjaaðild (Corporate Membership) Flexible company membership providing employees with access to shared workspaces, 19 meeting rooms, 24/7 access, high-speed internet, coffee facilities, locker rooms, and all Gróska events.
• Fundaraðstaða (Meeting Room Facilities) Variety of 19 modern meeting rooms of different sizes for team collaboration, equipped with presentation and video conferencing technology. Pricing starts from 5,000 ISK per hour.
• Ráðstefnur og viðburðir (Conference and Event Venue) Main auditorium suitable for conferences, talks, launches, panels, and corporate events with advanced audiovisual technology and professional technical support from Exton.

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered flagship and core.

• MIT (Massachusetts Institute of Technology)flagshipStrategic or Co-development Partner · 1 January 2022Partnership signed in 2022 for mentorship services. MIT has trained 126 experienced Icelandic entrepreneurs, specialists and executives who joined KLAK's mentorship service. Supports the startup ecosystem through expert guidance and networking.
• World ClasscoreOthersWorld Class operates a 2000 square meter fitness center on the ground floor of Gróska, providing health and wellness facilities for members and tenants. This partnership adds comprehensive fitness amenities to the building's service offering.
• EiríksdóttircoreOthersRestaurant operated by renowned chefs Friðgeir Ingi Eiríksson and Guðmundur Kr. Ragnarsson, opening early 2024. Provides dining services for building occupants and event catering.
• KLAK - Icelandic StartupsflagshipStrategic or Co-development PartnerLong-standing partnership with KLAK-Icelandic Startups, Iceland's startup support organization. Gróska hosts KLAK programs including Gulleggið startup competition, accelerator programs, workshops, and mentorship initiatives. KLAK supports 70-80 startups annually through various programs.
• CICEROcoreOthersIndependent climate research organization providing second opinion on Gróska's Green Financing Framework, validating the sustainability credentials of the green bond framework.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Hubud: Community-driven coworking space in Bali, Indonesia, focused on connecting local and international entrepreneurs. Comparable in its community/innovation-hub positioning to Gróska, though operating in a different geography.
• H1 (Helsinki Hub): Nordic coworking and innovation-hub operator providing flexible workspace and community programming. Regional peer with similar small-market, innovation-ecosystem positioning to Gróska but operating in Finland.
• Innovation House Iceland: Iceland-based coworking and office community providing flexible workspace for startups, freelancers, and SMEs. Direct local competitor serving the same Reykjavik market and customer segments as Gróska.

Direct peers

• Industrious: Premium flexible-workspace provider offering private offices, suites, and coworking with hospitality-grade amenities. Closest direct peer to Gróska's positioning (premium offices + meeting rooms + events), though operating in North America/Europe rather than Iceland.
• Mindspace: Premium coworking and flexible-office operator with locations across Europe, Israel, and the US. Comparable community-driven, design-forward positioning and similar mix of private offices, meeting rooms, and event space.
• Betahaus: Berlin-based coworking community operator with multiple European locations focused on entrepreneurship and creative collaboration. Closely comparable to Gróska's innovation-hub positioning and community-event programming.

Broad incumbents

• WeWork: Global coworking and flexible-office leader offering shared workspaces, private offices, and enterprise solutions. Comparable to Gróska as a broad incumbent in the same coworking category, though at vastly larger scale and geographic reach.
• Station F: World's largest startup campus located in Paris, hosting thousands of entrepreneurs, programs, and corporate partners. Comparable to Gróska as a flagship innovation hub anchoring a national startup ecosystem, but at massively greater scale.
• Knotel (Newmark): Flexible-office provider (now part of Newmark) focused on enterprise-grade headquarters-as-a-service. Comparable enterprise-membership and private-office model to Gróska's corporate offering, with larger-scale B2B focus.
• IWG (Regus): World's largest flexible-workspace provider operating Regus, Spaces, HQ, and Signature brands. Direct business-model parallel to Gróska (workspace rental, meeting rooms, virtual offices) at global scale, with broader portfolio and longer operating history.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Groska