What The Experience Group does

The Experience Group (Experience Group Inc.) is a privately held B2B professional services firm founded in July 2024 by Tom Larance that operates from Chicago, Illinois with a team of approximately 10 employees. The company provides amenity management and tenant engagement services to commercial real estate owners, property managers, and asset managers across office, retail, hotel, event venue, and multi-family spaces. Its publicly documented flagship engagement is operating and managing the $8 million, LEED Gold-certified amenity center at 200 West Madison in Chicago on behalf of BGO (BentallGreenOak), with interiors designed by Gensler.

The firm's service portfolio comprises five core offerings: Amenity Management (operating hospitality-forward spaces such as tenant lounges, meeting and event venues, fitness/wellness spaces, and rooftop greenspaces), Tenant Engagement Programming (community-building marketing and activations delivered via property apps), Social Activations (events such as fashion week, celebrity chef demos, luxury brand showcases, and AI-themed experiences), Strategic Advisory (consulting on amenity space sizing, F&B, and wellness design), and Custom Concierge Services (virtual or in-person concierge program development). The technology footprint is essentially nil — no proprietary platform, app, API, patents, or integrations are disclosed, and the company is classified as service-based rather than technology-centric.

The business model is managed services and professional services, with pricing quoted on a customized basis and not publicly disclosed. Revenue is generated through multi-year amenity management contracts and shorter-cycle consulting engagements. The GTM is sales-led and direct, targeting enterprise CRE owners and asset managers including local boutique operators and international firms. Geographic reach is currently Midwest-focused, and the company is founder-owned with no institutional investors, no funding rounds, and no M&A activity disclosed. Marketing channels are limited to a website/blog, LinkedIn, Instagram, and earned media coverage (notably a BISNow feature) attributing a 36% CRE outsourcing expansion trend (CBRE/CoreNet Global) as a tailwind.

Name

The Experience Group

Legal name

Experience Group Inc.

Website

https://txg.live

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

The Experience Group is a B2B amenity management and tenant engagement firm founded in July 2024, serving commercial real estate owners and property managers across office, retail, hotel, event venue, and multi-family spaces with hospitality-forward programming and consulting services.

Ownership category

akta.pro rank

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Amenity Management Services: Full-service amenity space management including operating hospitality-forward spaces such as tenant lounges, meeting venues, fitness/wellness spaces, and outdoor greenspaces. Revenue generated through service contracts with commercial real estate owners and property managers.
2. Tenant Engagement Programming: Community-building marketing programming and tenant engagement activities designed to captivate audiences and increase time spent in properties. Includes events, activations, and ongoing engagement initiatives.
3. Strategic Consulting: Advisory services for right-sizing amenity spaces, designing event venues, food and beverage operations, and wellness spaces to support service goals while ensuring profitability.
4. Concierge Services: Custom concierge program development and direction, delivered virtually or in-person, as the country's foremost concierge service experts.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The Experience Group transforms commercial real estate spaces into destinations through amenity management and tenant engagement services. It operates hospitality-forward amenities (tenant lounges, meeting/event venues, fitness/wellness spaces, rooftop/outdoor greenspaces), designs and executes social activations and events, delivers tenant engagement programming via property apps, and provides strategic consulting on amenity-space design, F&B operations, and concierge programs for office, retail, hotel, event venue, and multi-family properties.

Product overview

The Experience Group offers a unified amenity management and tenant engagement service portfolio for commercial real estate. Their core offerings include Tenant Engagement (community-building marketing programming via property apps), Amenity Management (operating hospitality spaces such as lounges, fitness centers, rooftop greenspaces), Social Activations (events and experiences including AI-experiences, celebrity chef demos), Strategic Advisory (consulting with 75 years combined CRE experience), and Custom Concierge Services (virtual or in-person concierge programs). These services work together to transform office, retail, hotel, event venue, and multi-family spaces into destinations that drive customer interest and profitability.

Differentiator

Problem solved

Functional benefit

Products and services

• Amenity Management Ideation and operation of hospitality-forward amenity spaces including tenant lounges, meeting and special event venues, fitness/wellness spaces, and rooftop/outdoor greenspaces, designed to make commercial real estate properties more marketable.
• Tenant Engagement Programming Marketing programming and community-building services that leverage property apps to captivate audiences and encourage tenants to spend more time and money in commercial spaces.
• Social Activations Design and execution of high-energy, socially-driven experiences for commercial properties including fashion week events, mobile med spa services, luxury brand showcases, AI-experiences, and celebrity chef demonstrations.
• Strategic Advisory Consulting services leveraging 75 years of combined commercial real estate experience to help clients right-size amenity spaces and design event venues, food and beverage, or wellness spaces that support service goals and profitability.
• Custom Concierge Services Development and direction of concierge programs providing convenience and care to audiences, offered both virtually and in-person, positioning the company as the country's foremost concierge service experts.

Quantifiable outcome

• 36% of CRE departments are expanding their outsourcing strategies (CBRE and CoreNet Global reported)
• +1 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• BGO (BentallGreenOak)coreStrategic or Co-development Partner · 1 January 2024BGO, a leading global real estate investment manager, partnered with The Experience Group as operator and manager of amenities at 200 West Madison in Chicago. The $8 million amenity center, designed by Gensler, has contributed to a surge in leasing activity. The Experience Group's role as amenity operator and manager was key to this success.
• GenslerminorStrategic or Co-development PartnerGensler served as the designer of the amenity center at 200 West Madison. The Experience Group partners with architects and design firms like Gensler, providing amenity operations expertise and feedback during design phases to ensure spaces are functional for activation and tenant engagement.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Building Engines: Building operations and tenant experience software for commercial office portfolios — serves the same buyer (CRE owners/property managers) and addresses adjacent use cases (amenity programming, tenant engagement, building services coordination).
• HqO: Tech-enabled workplace experience platform that helps landlords operate amenities and engage tenants via a software layer — adjacent category (experience management for office landlords) but with a productized, technology-led model versus TXG's pure-service approach.
• Rise Buildings: Resident and tenant engagement platform for commercial and multifamily buildings — comparable end-customer (CRE owners) and overlapping capability (activating amenity spaces), but delivered as software rather than managed services.

Direct peers

• JLL: JLL's Experience Management (XM) division is the most direct comparable — the same category of service offering (amenity management and tenant engagement for commercial real estate) that TXG's founder Tom Larance built inside JLL from 2019 to 2024. Same buyer, same solution, same vocabulary.

Broad incumbents

• Savills: Global real estate services firm providing property management and tenant experience services for office and retail properties — overlapping capability set with TXG across amenity operations and occupier engagement.
• Cushman & Wakefield: Major global CRE services firm with property management, occupier services, and tenant experience offerings that overlap with TXG's amenity management and engagement programming for office owners.
• CBRE: Global full-service CRE services firm that offers property and occupier services including experience management and amenity operations as part of its broader portfolio — overlapping capability but not specialized in the TXG niche.
• Colliers: Global CRE services firm offering property management and occupier/tenant experience services to office and retail landlords — comparable target market and adjacent service portfolio.
• Newmark Group: Full-service CRE services firm providing property management, leasing, and occupier experience services to office owners — comparable buyer base and overlapping amenity/tenant engagement capability.
• Avison Young: Commercial real estate services firm with property management and occupier services for office landlords — comparable buyer base (CRE owners and asset managers) and partial overlap in amenity/tenant engagement offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/txglive
• Instagraminstagram.com/theexgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 The Experience Group