BHIVE Workspace has appointed actor and model Milind Soman as its brand ambassador, marking a strategic move to position its campus-style co-working model around fitness, community and active living.

The company, which operates large-format co-working campuses, integrates workspaces with sports infrastructure and recreational facilities under one roof. 

Soman, known for his endurance achievements, including completing the Ironman triathlon, aligns with the company’s focus on discipline and performance-led lifestyles.

The partnership is intended to go beyond a traditional celebrity endorsement, tying into BHIVE’s efforts to build a more fitness-driven workplace ecosystem.

BHIVE’s campuses currently host running clubs, sports facilities such as pickleball courts and football turfs, and community tournaments. The company has also set a target to enable over 50 members to participate in Ironman 70.3 Goa in 2026.

The move comes as workplace trends increasingly shift towards hybrid models and experience-led environments, with companies placing greater emphasis on employee wellness and community engagement.

Shesh Rao Paplikar, founder and CEO, BHIVE Workspace, said, "Running BHIVE is not just a business for me, it’s an opportunity to make a real impact in people's lives. We have always believed a workspace should support how people live, move, and show up every day. When we sat down to think about who could truly represent that vision, there was only one name. Milind Soman is one of the people who put Ironman on the map in India, long before endurance sports went mainstream. That kind of pioneering spirit is exactly what BHIVE stands for. I completed Ironman 70.3 Goa last year, and I am going back this year, with a much larger BHIVE community alongside me. With Milind now part of the BHIVE family, that movement is only going to get bigger."