Ben Wright speaks with Rupert Dean, CEO and Co-founder of X+Why. "I'm Flexible" - the indispensable podcast for flexible workspace operators, owners and investors.
In an evolving flex space sector, it’s vital for flex space providers to adapt to the cultural and economic shifts today’s occupiers are experiencing globally. In “I’m Flexible #2” Ben Wright of The Instant Group recently sat down with Rupert Dean, co-founder and CEO of X+Why – an operator of flexible workspaces uniting like-minded businesses and inspiring community - to discuss how his experiences and the company’s growth trajectory have shaped their approach to flexible workspaces. This conversation touches on international insights, operational lessons, and the forward-thinking strategies needed to grow and drive revenues in today's world of hybrid work.
View highlights from “I’m Flexible #2 – Rupert Dean” at the end of this article below. Access the full episode from the button on the right.
Global Lessons: From Africa to the UK
Rupert’s journey began far from London, as he built and operated flexible workspaces in East Africa. These challenging environments, where governance, infrastructure, and unit economics were vastly different, laid the foundation for his understanding of the flexible workspace industry.
Reflecting on his time in Africa, Rupert notes the unpredictable nature of operating in regions where governance can shift suddenly, creating a high demand for flexible office solutions. The ability to quickly adapt was crucial in these markets, and it gave Rupert a deep understanding of the value of flex space not just as an office but also as a resilient business solution.
When Rupert moved to the UK, he carried these lessons with him. The UK presented its own challenges—mainly high costs and thinner margins—but also provided the stability and predictability missing in African markets. As Rupert explained, while margins were lower in London, companies benefited from the transparency and governance that made long-term planning and investments safer and more secure.
“If you can do it in Africa, you’re in good stead to do it in other areas.” — Rupert Dean
Post-COVID Growth and Consolidation
X+Why faced significant challenges during the COVID-19 pandemic. However, instead of slowing down, Rupert and his team seized the opportunity. During the pandemic, X+Why ramped up its business development efforts, positioning itself for rapid expansion once the market recovered. The result? A whirlwind of growth in 2023, where X+Why opened over 250,000 square feet of workspace in a matter of months.
But 2024 looks different. Rupert acknowledges that the intense expansion of 2023 pushed the company to its limits. In response, X+Why has shifted gears, focusing on consolidation. This year is about refining operations, improving service standards, and maintaining the strong company culture that was stretched by rapid hiring and expansion.
“COVID was a catalyst for us. While others paused, we doubled down on development and emerged stronger, but now it’s time to consolidate and build a more sustainable path forward.” — Rupert Dean
The productization of flexible workspaces: Shifting Needs of Tenants and Landlords
The conversation highlighted how businesses today need more than traditional office setups—they need flexible spaces that reflect post-pandemic work cultures. Rupert spoke about club spaces, a new product X+Why introduced that merges work with social interaction. Club spaces are designed to serve as hubs where employees can collaborate, mentor, and socialize, all while enjoying premium amenities like food and beverage services and high-end meeting rooms. This shift reflects the growing desire for workspaces to be places of connection and culture, rather than just productivity.
In response to these evolving needs, landlords are increasingly turning to flexible workspaces to attract tenants, productize their traditional office spaces, and maximize their building’s potential to increase net operating income. Rupert noted that the most successful buildings today aren’t just focused on leasing office space—they’re creating holistic environments where tenants can thrive. X+Why works closely with landlords to provide full-service platforms that offer not only flexible workspaces but also front-of-house services, event management, and premium amenities that elevate tenant experiences.
"There’s a real battle for talent, and now landlords are in a battle to provide the best amenities. Offices need to be attractive environments that people want to come to, beyond just workspaces." — Rupert Dean
Looking Ahead: The Future of Workspaces
As flexible workspaces continue to evolve, Rupert believes the next two years will be critical for both X+Why and the broader industry. AI and other technologies are set to play a significant role in shaping how companies interact with workspaces, with smarter, more efficient processes driving growth. At the same time, landlords and workspace providers will need to continue offering innovative products and solutions that meet the changing needs of businesses.
Check out the highlights below to hear more from “I’m Flexible #2 – Rupert Dean”. Watch the full episode for more on X+Why’s mission-driven approach, Rupert’s global experience, and how he positions the company to lead the charge in the evolving world of flexible workspaces.
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Highlight: Operating Flexible Workspaces in Africa vs. London
Highlight: Growth and expansion of X+Why
Highlight: Introduction of club space as a product
Highlight: Cultural shift in workspaces
Highlight: Landlord collaboration and flexible space integration
Highlight: Sustainability and purpose driven business