Why x+why? The workspace provider doing it differently

Last month, we looked at the rise and fall of coworking giant WeWork — a company that, in 2018, reported a loss of $1.82 billion. This time round, we’ll be covering x+why, set up in 2019 by entrepreneurs Rupert Dean, Phil Nevin, and Tanya Donald, at a time when industry leader WeWork teetered on the edge of bankruptcy. WeWork’s impending demise promised to create a gap in the market for a truly purpose-driven flexible workspace provider, with a focus on bringing together businesses with a common goal: making the world a better place. And so x+why was born.

Rupert Dean, x+why co-founder and CEO, is among the few to acknowledge that WeWork ‘wasn’t always motivated purely by dollar bills’. In fact, the company’s founders Adam Neumann and Miguel McKelvey had aspirations to revolutionise the world of work, aiming to provide eco-friendly spaces that fostered community and sparked innovation — our mission is to ‘elevate the world’s consciousness’, they said. What went wrong, argues Dean, is that WeWork ‘lost sight of its purpose’, despite it having a ‘great product’.

Today, flexible workspace provider WeWork seems to be out of the woods. The difference is that x+why never lost its way — or its why.

Where it all began…

For quite some time, ‘I was an uninspired lawyer’, says Dean — he’d spent over ten years working long hours, ‘satisfied only by the above-average salary’. Tired of corporate life, Dean turned to entrepreneurship, and a stint in East Africa — where he worked in real estate — helped him rediscover his ‘why’.

Five years on, x+why has office spaces in London, Birmingham, Manchester, and Milton Keynes, with a site due to open in Leeds this year.

What can tenants expect from an x+why space?

Before we dive in to what makes x+why stand out from the crowd, let’s consider some of the company’s most popular spaces and what they bring to the table.

• People’s Mission Hall, Whitechapel (London)

People’s Mission Hall — which the Soul Spaces design and build team had the pleasure of refurbishing — was the first x+why site to open. Previously home to the Salvation Army, the space has a long history of philanthropy, and its community spirit is what users today love most. Reviews of the space applaud its ‘very welcoming’, ‘super friendly’ staff, its ‘beautiful, clean interior, with lots of greens everywhere’, the ‘interesting events’ hosted there, and (of course) the free coffee. Another happy customer said: ‘I visited to attend an event and I was blown away by the positive vibes. Members of People’s Mission Hall can enjoy ergonomic furniture, bike storage, an outdoor courtyard, and kitchen facilities.

• The Fulwood, Chancery Lane (London)

x+y’s Holborn space, where a close-knit community of businesses occupy small to medium offices, is tucked away in a private mews. Members of The Fulwood have access to a roof terrace, and (like at People’s Mission Hall), showers, kitchens, bike storage, and meeting rooms.

• Fivefields, Victoria (London)

Fivefields has all the amenities you’d expect from an x+y site, with the added bonus of being less than five minutes away from London Victoria Station. This review says it all: ‘[Fivefields is] a wonderful space to work in and we work within the charity hub section of the building. The space allows collaboration and increased productivity amongst our team with many high-quality amenities and regular social events scheduled. The team at x+why are friendly, supportive, and committed to helping us to achieve as much impact as possible. Would highly recommend to anyone who is looking for a new workspace!’

It goes without saying that all of x+y’s spaces are designed beautifully, with plenty of natural light, and both open-plan and private areas available depending on how you prefer to work, or what you’re doing. Members also benefit from free fruit, as well as free breakfast once a month.

What’s different about x+y?

x+why doesn’t just talk the talk; its commitment to its ‘why’ — improving sustainability and giving back to the community — has been evident from the outset. Here’s how x+why achieved B-Corp status, with an Impact Score of 98.3:

• Sustainable power sources: x+why spaces use 100% renewable energy.
• Food donation points: x+why members are encouraged to support local food banks by dropping off non-perishable items, canned goods, and other essentials at donation points located in each space.
• Design with the planet in mind: taking a leaf out of Eat Work Art’s book, rather than building new office blocks in which to house their workspaces, x+why often rejuvenates existing spaces. Its latest London venture will see a former department store transformed into a thriving creative hub, offering members a perfect blend of historical charm and modern amenities.
• WhyB: this is an initiative designed to guide other businesses through the B Impact Assessment, which must be completed in order to achieve B-Corp status.
• Mission Lit: this is x+y’s publication, covering topics from money management in life and in business, to driving environmental success.

‘The word ‘purpose’ in a business context has both positively influenced and confused the world in equal measures. At x+why, we define it as understanding your ‘why’, your reason for being beyond profit alone, and implementing it in a responsible and sustainable way. Do this and you are what we call a Mission Lit business.

Mission Lit, the book x+why published last year, written by Richard Johnson, is a toolkit for finding purpose and outshining the competition.’

All things considered, it’s clear that x+why isn’t just another workspace provider — it’s a movement. In an industry often preoccupied with aesthetics and profit, x+why stands out by staying true to its mission: fostering a community of purpose-driven businesses and entrepreneurs that aim to make the world better. From revitalizing historic spaces to achieving B-Corp status, every decision reflects their true commitment to sustainability and impact.

With beautifully designed spaces and thoughtful initiatives like WhyB and food donation points, x+why has successfully proven that purpose and profitability can coexist. Isn’t it time your workspace had a ‘why’?