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New Covent Garden flex workspace launched by Runway East
Runway East Surpasses 100,000 sq. ft. in the West End with new Covent Garden Flagship
Runway East has signed a 26,500 sq. ft. flagship at Endeavour House, Shaftesbury Avenue – making the operator one of the largest West End and Midtown flexible workspace providers with over 100,000 sq. ft. across four buildings.
Runway East Covent Garden will offer offices for teams of 4 – 40, as well as a unique ground floor member lounge with industry leading ‘pitch ready’ meeting rooms. The operator has entered into a 15-year agreement, with the site set to open in Q2 2025.
“The West End is famous for its theatrical smash runs – and we’re looking forward to a 15-year hit at Endeavour House”, said Natasha Guerra, Founder and CEO of Runway East. “With our Soho, Wardour Street and Bloomsbury sites full, we’re immensely pleased to build our presence in the West End and Midtown areas”.
“Feedback from our customer surveys has underscored the importance of premium meeting rooms for clients – a need we think is unfulfilled in this area, where professional services and marketing firms really value the experience from our tech-rich spaces” adds Guerra.
Founded in 2014, Runway East is known for hosting some of the UK’s fastest-growing startups and SMEs, as well as established names including Deliveroo, Octopus Energy, Deloitte and Canva. It delivers fully serviced, scale-ready workspaces that pair premium design with a strong sense of community. The company now operates across London, Birmingham, Bristol, Brighton, and Bath, with 14 locations nationwide.
ANALYSIS by Andrew Stanton CEO Proptech-PR
Runway East: The Flexible Workspace Operator Redefining the Mid-Market Segment
In a coworking sector once defined by hyper-growth and billion-dollar collapses, Runway East has quietly demonstrated that sustainable expansion is not only possible but profitable. Founded in 2014, the company has steadily grown across London, Bristol, Brighton, and Bath, offering flexible, community-driven workspaces for startups, scale-ups, and creative professionals who crave agility without sacrificing culture.
While giants like WeWork pursued dominance through aggressive fundraising and expansion, Runway East has adopted a more measured path — one built on flexibility, human connection, and financial discipline. The result is a business that has become a leading example of how the flexible workspace model can evolve to meet modern demand without succumbing to the excesses of the past decade.
Flexibility, Happiness, and a Sense of Belonging – Its success is rooted in its understanding that people don’t just rent a desk — they seek belonging. The company takes underused buildings, transforms them into beautifully designed, amenity-rich offices, and offers them on flexible, all-inclusive terms. Its workspaces range from hot desks and dedicated desks to private offices and enterprise suites, each equipped with the essentials — utilities, meeting spaces, and access to a lively community network. Yet what truly distinguishes it is its cultural DNA and regular social events have become part of its identity, fostering camaraderie and connection among members.
The company’s leadership often frames its offering in emotional terms, describing happiness as the core product. This people-first philosophy has helped build loyalty and community, transforming tenants into advocates and creating a sense of continuity that drives retention across sites.
A Business Model Built on Simplicity and Trust – The financial foundation of the company rests primarily on monthly membership fees, which provide access to its spaces and services. Clients appreciate the simplicity of an all-inclusive model that eliminates the hidden charges often found in traditional leasing or coworking arrangements. By offering flexibility — allowing companies to scale their space needs up or down as required — Runway East caters perfectly to the modern business environment, where agility has become essential.
Beyond memberships, the company generates revenue from meeting room bookings and event space rentals, both open to members and external clients. It also collaborates closely with commercial property agents through a broker partnership scheme that rewards successful referrals. Larger tenants can commission customised office layouts or branded spaces, creating a modest but meaningful premium income stream.
Despite this diversification, transparency remains at the heart of the model. In a sector often criticised for complex pricing and hidden costs, it has deliberately positioned itself as straightforward and predictable — a trusted partner rather than a landlord.
Partnering, Not Just Leasing – Perhaps the most defining feature of Runway East’s model is its approach to property itself. Unlike traditional coworking operators that sign long, costly leases, the company increasingly works with landlords through joint ventures or management agreements. These partnerships allow Runway East to share profits instead of carrying the full financial risk of occupancy.
This model not only reduces upfront capital requirements but also aligns incentives between operator and property owner. Both parties benefit when the space performs well. It’s an arrangement that reflects deep industry learning: flexible workspace demand can fluctuate, and operators that tie themselves into rigid leases often find themselves overexposed.
By contrast, Runway East’s partnership approach provides adaptability, allowing it to expand or pivot quickly as local markets evolve. It’s a quieter, less sensational form of innovation — but arguably one of the most important in ensuring long-term viability in the flexible office sector.
Balancing Cost and Culture – Operating coworking spaces is expensive, and Runway East faces the same pressures as any other real estate business. Lease obligations, fit-out expenses, facilities management, and staffing all weigh on margins. Yet the company’s careful site selection and operational efficiency have kept it lean.
Its collaboration with Interaction UK, a specialist in workspace design, ensures that each site reflects a balance of functionality and flair. The result is an environment where teams genuinely want to spend time — a crucial advantage in the post-pandemic era, where businesses must persuade employees back to physical offices.
“People shouldn’t feel like they’re returning to work — they should feel like they’re returning to a space that energises them,” the company has said. This commitment to experience, rather than square footage, reinforces Runway East’s cultural strength and underpins its market differentiation.
A Mature Market Meets a Measured Player – The UK’s flexible workspace industry has matured considerably over the past decade. The pandemic accelerated a structural shift toward hybrid working, with companies now seeking adaptable, short-term solutions rather than long leases. However, as demand has grown, so too has competition — from both global players and local independents.
Runway East’s response has been strategic restraint. By targeting the mid-market segment — businesses too large for budget coworking providers but not yet ready for premium, corporate offerings — it has found a resilient niche. Its focus on regional cities like Bristol and Brighton demonstrates a nuanced understanding of where future growth lies: in diverse, decentralised markets rather than oversaturated urban centres.
This strategy reflects a broader trend in real estate: localisation. As companies distribute their teams and rethink what “head office” means, operators like Runway East that can deliver community-driven flexibility in multiple locations are ideally positioned to thrive.
Balancing Profit with Purpose – Its B Corporation certification adds another dimension to its business model — a public commitment to balancing profit with purpose. The certification requires measurable performance across environmental, social, and governance criteria, ensuring that impact is more than a marketing slogan.
This aligns naturally with the company’s ethos. Its community culture, employee engagement, and design philosophy all feed into a broader mission to create workplaces that are not only functional but responsible. In an era where sustainability and well-being increasingly shape business decisions, this commitment strengthens both brand and business.
A Sustainable Model for a Flexible Future – Runway East exemplifies how the flexible workspace industry can evolve beyond hype into genuine sustainability. Its model — combining community focus, operational discipline, and innovative landlord partnerships — delivers a rare mix of profitability and purpose. While others have chased headlines or overextended, Runway East has expanded quietly, consistently, and thoughtfully. It represents a version of the future that values stability over spectacle — one in which flexibility, culture, and conscience coexist.
Andrew Stanton Executive Editor – moving property and proptech forward. PropTech-X
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