The term third space goes back to sociologist Ray Oldenburg and describes regular, informal social environments people frequent voluntarily between home (first space) and work (second space). From cafés, bars, and parks to tennis courts, gyms, and nightclubs, we all spend time in third spaces.

In a world shaped by screens, algorithms, and profit-driven systems, these environments have increasingly turned into individual consumption hubs: buy something, consume it while looking at your phone, and leave – often straight back to more screen time.

Most spaces aren’t social environments anymore. They’re just a place where people happen to be and buy. Community ties are weakening. Loneliness is rising. Big tech is profiting. A worrying cycle.

When was the last time you spoke to a stranger at a bar? Do you know anyone at your local gym by name? How many of your relationships started in the real world – not online?

As a response to the loneliness epidemic, structured social environments such as run clubs, IRL dating events, or communal sauna and ice bath experiences are gaining traction. But the category is still early, often lacking consistency, strong marketing, sustainable business models, and long-term strategy.

While traditional third spaces have lost much of their social soul, intentional ones are only just beginning to take shape. That is exactly why I started The Allyance, which creates structured social environments where interaction happens by design. In addition, we support existing third spaces and their ecosystem with community building, events, marketing, communications, and brand development.

Wherever the ride takes us, one thing’s for certain: everything we do is fueled by creativity, storytelling, top-notch service, and a passion for bringing people together. 

Team human is under attack.
We are getting ready to defend it.