- Adam Neumann founded Flow in 2022 to transform residential real estate.
- Flow has acquired Whalebone, which bills itself as the "The Ninth-Best Magazine in the World."
- The magazine is being renamed as the Flow Trip and looks to serve as an in-house content arm.
Adam Neumann is most well-known for cofounding WeWork, once valued at $47 billion. Lately he's been trying to buy the company out of bankruptcy while also building Flow, which aims to transform apartment living around the world.
Now Neumann can add a new title to his resume: Magazine publisher.
Flow has acquired Whalebone, a quirky bimonthly Montauk lifestyle publication that bills itself as the "The Ninth-Best Magazine in the World," according to an announcement on the magazine's website.
The magazine, which most recently published a "Happy Issue" extolling the benefits of magic mushrooms and spirituality, announced in a blog post that it is being rebranded as the Flow Trip. It did not explain precisely what Flow plans to do with Whalebone, but seemed to indicate that it will serve as an in-house content arm of the company.
"Flow is helping good people live a connected life in buildings and environments that make them feel good and valued, while feeling like a home," the post said. "The Flow Trip is the media side of that with quality storytelling, content, and experiences that showcase what Flow is all about."
The post also promised Flow events will be held around the world.
"Look for The Flow Trip team in a blue bus coming to a town near you," the post said.
Neumann started Flow in the summer of 2022 after landing a $350 million check from Andreessen Horowitz, better known as A16z, one of Silicon Valley's most prestigious venture firms. The company officially launched its first two apartment buildings in South Florida in April, with Neumann promising to create an "experience-first residential-real-estate company."
Whalebone was founded as a clothing brand in 2010 by Jesse Joeckel, a surfer and apparel designer.
"It soon grew into a lifestyle brand that embodies the modern-day romance of Montauk, with the salty mix of fishermen, surfers, and artists," the New York Times wrote in a 2016 profile.
Neumann is an avid surfer and Flow's website features surfing imagery. He sold his Hamptons property in 2020, according to Mansion Global.
On its blog post, the magazine stressed that it will try to retain as much as the same look and feel readers have come to expect.
"Thankfully for us it's the same team, same dog, but just with a new name and improved look that, we feel, better aligns with our new partners at Flow," it wrote.
A spokesman for Flow didn't respond to request for comment.
