Rupert Dean isn’t just rethinking coworking; he’s reengineering how people experience work, culture, and connection. As CEO and Co-Founder of x+why, Rupert operates at the intersection of hospitality, flexible workspace, and purpose-driven business, designing environments that prioritize people, planet, and profit, in that order. With nearly 600,000 square feet of space under management across the UK, he’s building a new blueprint for what offices can be in a post-loneliness, post-remote-only world.
In this episode of the GCUC Podcast, GCUC founder and host Liz Elam sits down with Rupert to continue the conversation sparked on stage at Coworking Europe in Berlin. Together, they dig into why offices should be destinations, not obligations, and how hospitality, food & beverage, members’ clubs, and programming are no longer “nice-to-haves,” but core infrastructure for thriving workspaces.
Rupert opens up about his unconventional journey from corporate finance law to founding x+why how discovering his “why” reshaped his career, and why coworking operators must stop thinking like landlords and start thinking like hosts. He shares how x+why approaches hospitality in-house (and why outsourcing F&B often fails), what landlords are really asking for right now, and how flexible workspaces can actively combat isolation and burnout.
Liz and Rupert also explore why culture can’t truly be built remotely, the rise of members’ clubs and hospitality-led workplaces, and how events, wellness, and thoughtful programming can drive real revenue. They dive into why mental health needs to be a baseline offering rather than a bonus, what the coworking industry can learn from hotels, restaurants, and private clubs, and ultimately why the future of work depends on spaces that help people feel a sense of belonging, not just a place to get work done.
This is a bold, honest, and energizing conversation about experience-driven design, human connection, and the responsibility workspace leaders have to society. Rupert brings equal parts insight, optimism, and “wear life like a loose garment” energy, and it’s contagious.
A must-listen for coworking operators, landlords, developers, and anyone building spaces meant to bring people together.
https://www.linkedin.com/in/rupert-dean-xandwhy
https://www.xandwhy.co.uk/
https://www.linkedin.com/in/lizelam
