WeWork members have included startups such as Consumr, Coupon Follow, Fitocracy, HackHands, New York Tech Meetup, Reddit, Turf, and Whole Whale.[19] In 2011, PepsiCo placed a few employees in the SoHo, Manhattan WeWork, who acted as advisors to smaller WeWork member companies.[2] The first WeWork Labs opened in New York's SoHo in April 2011.[20] WeWork Labs functions as a startup incubator, providing an open workspace with the goal of encouraging collaboration among members who "don't have their business ideas fully cooked."[20]