in which Rebekah Neumann stands on a stage beside her husband, WeWork’s founder and then CEO, Adam Neumann, at a company retreat called Summer Camp. Dressed in a T-shirt and fitted blazer, her long hair hanging limply over her shoulders, she tells the audience of assembled employees to close their eyes and join hands. Her voice is deep and monotone, with a vestigial Long Island accent.
By now, just about everyone knows the origin story of WeWork, the coworking start-up founded by two extremely tall men: Adam Neumann, a six-foot-five college dropout who grew up on a kibbutz in Israel, and Miguel McKelvey, a six-foot-eight architect who grew up on a commune in Oregon. Inspired by the paradoxical concept of a “capitalist kibbutz,” they launched in 2010 with a single location in downtown New York City.
To Amanda Uhry, founder of Manhattan Private School Advisors, the whole thing seemed like a vanity project started by a woman who was so privileged she didn’t really have to worry about typical concerns, like positioning her kids for acceptance into top universities. “Very wealthy parents are often more relaxed about where their kids get into college because they know those same kids will always be financially well-off, thanks to them,” she said.
People who worked closely with Rebekah say that, at her best, she is smart and driven and was influential on WeWork’s branding, coming up with clever ideas like the slogan “Do what you love,” focusing on creators, and honing the company’s environmentally conscious ethos through efforts like banning meat consumption in the office.
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