Flex That Worx
Welcome to Flex That Worx, a podcast for anyone building, managing or growing a flexible workspace without making things more complicated than they need to be.
If you're running a single coworking space, juggling multiple locations, or overseeing a growing network of spaces across towns or cities, this is your space. It’s for the operators, managers, decision-makers, the people doing the work to make these places run.
Each week, we’ll share focused, no-fluff episodes with practical insights on how to run a better workspace. We’re talking about smoother operations, happier members, stronger systems, and sustainable growth. Think of it as your shortcut to learning what actually works.
At Baseworx, we work from coworking spaces ourselves. We see the wins, the mess, and everything in between. This podcast is a way for us to share what we’re learning, chatting with the people doing good work in this industry and helping you simplify how you scale.
Episodes are short, so you can fit them into your week easily. You’ll hear from workspace operators, industry experts, and our team. No jargon, no filler. Just useful ideas you can actually apply.
If that sounds like your kind of thing, hit follow or subscribe so you don’t miss an episode. You can also find us on LinkedIn, YouTube, or check out free tools and resources over at Baseworx.co
Thanks for listening. This is Flex That Worx, scaling your workspace, made simpler and less stressful.
Flex That Worx is powered by Baseworx
Flex That Worx
Where to Start When You're Building Your Coworking Brand | Flex Rewind | S2 EP17
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
When you're deep in the day-to-day of running a space, brand can feel like something that belongs to other people. The operators with bigger budgets or the ones who seem to just get it naturally. In this Flex Rewind from our conversation with Emilie Lashmar, Creative Director at TOGETHER and Director of GCUC UK, we explore why brand has very little to do with logos or colour palettes and everything to do with the decisions you're already making every day.
How you welcome people, how you respond when things go wrong, how you treat a member on their way out. That's your brand in action and it's already stronger than you might think.
Emilie shares why replicating another operator's approach tends to fall flat and what actually works when you're trying to build something that feels true to you and your space. Whether you're in your first year or well established, the encouraging message here is that branding is a skill you can grow into. You don't need to have it all figured out on day one, you just need to begin somewhere honest.
Key takeaways for coworking & flexible workspace operators:
- Your brand is already being shaped by how you operate every day. The small, human moments matter far more than visual identity.
- Replicating what's worked for another space can leave your brand feeling disconnected from who you are, your team and your community.
- Writing down why you do this work, honestly and in your own words, is a practical first step towards articulating your brand.
- Branding is a learnable skill. You don't need a creative background to build something people genuinely connect with.
- Taking people on the journey with you as things evolve builds deeper loyalty than a perfectly polished front ever could.
Thanks for tuning in to Flex That Worx!
If you enjoyed this episode, don’t forget to follow or subscribe wherever you get your podcasts so you don't miss our next episode.
Connect with us on LinkedIn:
Watch the full episode on our YouTube, explore free tools and resources over at Baseworx.co.
This is Flex That Worx powered by Baseworx, scaling your workspace, made simpler and less stressful!