Reengineering the Office as a Destination: A GCUC Podcast Conversation with Rupert Dean of x+why

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. His mission is clear: design environments that prioritize people, planet, and profit, in that order. With nearly 600,000 square feet of space under management across the UK, Rupert is building a new blueprint for what offices can (and should) 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 a conversation that began on stage at Coworking Europe in Berlin. Together, they unpack why offices must become destinations, not obligations, and why hospitality-led thinking is no longer optional for workspace operators.

From Landlords to Hosts

Rupert shares his unconventional journey from corporate finance law to founding x+why, and how discovering his personal “why” reshaped his career. That transformation now informs how he approaches workspace design and operations.One of Rupert’s core beliefs? Coworking operators must stop thinking like landlords and start thinking like hosts.

In the conversation, he explains why hospitality, food & beverage, members’ clubs, and programming are no longer “nice-to-haves,” but core infrastructure for thriving workspaces. He also dives into why x+why runs hospitality in-house and why outsourcing F&B so often misses the mark.

Offices That Actively Combat Isolation

As loneliness, burnout, and disconnection continue to rise, Rupert argues that flexible workspaces have a responsibility to do more than provide desks and Wi-Fi. They must actively foster belonging.

Liz and Rupert explore how:

• Offices can become social anchors in their cities
• Thoughtful programming and wellness initiatives drive real revenue, not just engagement
• Mental health must become a baseline offering, not a bonus
• Culture cannot be fully built remotely
• The coworking industry can learn from hotels, restaurants, and members’ clubs

They also discuss what landlords are really asking for right now, and how experience-driven design is quickly becoming a competitive advantage.

The Future of Work Is About Belonging

At its core, this episode is a bold, honest, and energizing conversation about human connection and the role workspace leaders play in shaping society. Rupert brings equal parts insight, optimism, and his signature “wear life like a loose garment” energy, and it’s contagious.

If you’re a coworking operator, landlord, developer, or anyone building spaces meant to bring people together, this is a must-listen.

Listen & Connect

• Connect with Rupert Dean
• Learn more about x+why
• Connect with Liz Elam
• Learn more about GCUC & get tickets for GCUC North America
• Watch the GCUC Podcast on YouTube