From rising into leadership roles to navigating personal challenges, such as nagging imposter syndrome, all while trying to strike a work-life balance – the unique challenges women face in their careers often go unrecognised. As we celebrate Women’s History Month and look forward to International Women’s Day on the 8th of March, following technologywithin’s Women In Flex launch event this week, we’re reflecting on the vital role that women play in the flexible workspace industry.
Technologywithin reached out to inspiring women all across Europe who are working in flex, asking them to share their advice on building a career in the flex industry and offer guidance for others looking to follow in their footsteps.
Women in leadership
Despite the significant presence of women in the flexible workspace sector, leadership roles remain predominantly male, with the majority of the largest workspace operators led by male CEOs. In late 2024, 42% of women were on FTSE 250 boards, a decrease of 11% since 2022. Most women held non-executive director roles, with only ten women, out of 793, being CEOs.
This leadership gap may be tied to the broader challenge around funding. Only about 2% of venture capital is allocated to female-led companies. Additionally, many women have been conditioned from a young age to suppress leadership traits for fear of being labelled “bossy,” reinforcing the outdated notion that leadership isn’t for them. So, what advice do women in flex have for the next generation of leaders? Becky Gardiner, Vivian Suhr, Jekaterina Kosmaceva, and Danielle Schindler all share their tips on leadership.
“Don’t be afraid to lead in a way that feels authentic to you” – Becky Gardiner, Head of Storey, British Land
What’s one leadership challenge no one prepared you for?
How much time it takes to manage a truly great team – motivating them towards a clear vision, firefighting on their behalf, advocating for their career development – all this on top of your own to-do list can feel a lot at times.
What’s your advice for the next generation of female leaders?
Don’t be afraid to lead in a way that feels authentic to you, your team will respect you so much more for it and remember – you got where you are because of your skills, not because you’re copying someone else’s style.
“Uplift other women instead of trying to put other women down” – Vivian Suhr, Managing Director, EDGE Workspaces
What can companies do to encourage more women into positions of leadership?
I don’t think the question should be what companies can do to encourage women into positions of leadership, because I don’t think that women need to be encouraged for that at all. I think the question should be what women can do to encourage companies to give them more leadership positions.
In my opinion, these are some things women can do:
• Share your ambition and ask for opportunities, don’t wait for somebody to ask you.
• Show that you are a leader by taking initiatives, making decisions, solving problems and inspiring your team.
• Develop strategic thinking.
• Recognise your worth, focus on your strengths, and overcome self doubt!
• Uplift other women instead of trying to put other women down.
• Be visible
“Be bold, believe in yourself, and yet keep your eyes open and listen to advice of the previous generation” - Jekaterina Kosmaceva, Regional SVP Balkans, Baltics, Georgia, IWG
What’s one leadership challenge no one prepared you for?
You hear about it, but you only fully realise it once the size of your team exceeds 5- 7 people: Your success depends on how efficient, passionate, hard-working, and satisfied your team is. And, it’s an art in itself to juggle generational differences, take into account personal characteristics, and ambitions, manage expectations, and take into consideration different stages in the personal life of the team without losing the big picture and going for the ultimate aim.
What is your advice for the next generation of female leaders?
Be bold, believe in yourself, and yet keep your eyes open and listen to the advice of the previous generation. Technology may change, but human nature doesn’t.
“The most impactful leaders inspire others” – Danielle Schindler, Managing Director, Engel & Völkers
What makes a good leader? What traits do you need?
An effective leader blends strategic vision, emotional intelligence, and decisive execution. The most impactful leaders inspire others, navigate difficult decisions, and empower their teams to excel. Grit and determination are essential traits that every leader should embody.
The impact of imposter syndrome
Women have made significant strides in securing leadership positions. However, 75% of women in executive roles experience feelings of imposter syndrome (the persistent feeling of not being good or capable enough). This nagging sense of inadequacy can lead women to work longer hours to prove their worth and feel afraid to ask for support, worries that are linked to increased anxiety, stress, and burnout.
One of the key reasons imposter syndrome persists is the lack of visible female role models in leadership. To shed light on this issue, we spoke with Lisa Quait, Amy Taylor and Pauline Roussel about their personal experiences with imposter syndrome, the strategies they use to combat it, and the advice they’d give to others navigating similar challenges.
“I'm choosing a new narrative, a future filled with self-belief” – Lisa Quait, Director, Business Cube
Have you ever experienced imposter syndrome? How did you overcome it?
"Imposter syndrome? She's an unwelcome guest, a bully I've mistakenly invited back for far too long. A voice whispering lies, fueling shame and doubt.
But here's the truth: I don't like her. She's not my friend. So, I'm turning down the volume, creating space for a kinder voice, one that lifts me with warmth and love. I'm asking myself, 'What would a true friend say?' And then, I'm asking, 'If I were my best self right now, what would I do?'
It's a journey, a reprogramming of years of negativity, but I'm choosing a new narrative, a future filled with self-belief.
What advice would you give to someone struggling with self-doubt at work?
• Recognize the "bully": Acknowledge that imposter syndrome is a negative force, not a reflection of your actual abilities.
• Distance yourself: You don't have to be friends with that inner critic. You can choose to ignore its harmful messages.
• Cultivate a positive inner voice: Replace the negative self-talk with compassionate, encouraging words. Ask yourself what a true friend would say.
• Focus on your actions and beliefs: Shift your focus from self-doubt to taking action and believing in your potential. Ask yourself what your best self would do.
• Acknowledge the process: This is a journey, not an instant fix. You're reprogramming years of negative conditioning. Be patient with yourself. Celebrate small victories. Each time you challenge the imposter syndrome, you're making progress.
“Overcoming imposter syndrome takes conscious effort” – Pauline Roussel, Co-founder and CEO, Coworkies
Have you ever experienced imposter syndrome?
I did and I still do. I don't know if the imposter syndrome ever leaves, actually. It often feels like a little voice in the back of my mind, questioning my capabilities. For example, when I started working on our book on coworking (‘Around the World in 250 Coworking Spaces’), I constantly felt like I wasn't enough, although I had done the work and put in all the effort. But acknowledging that feeling is the first step to managing it.
How did you overcome it?
When that's the case, I think it's important to take a breath and reflect. Overcoming imposter syndrome takes conscious effort. When in doubt, I often revisit my past achievements—whether big or small—and remind myself that if I’ve accomplished those things, I’m more than capable of taking on new challenges. It’s like building a case against my own self-doubt, using evidence from my own life.
What advice would you give to someone struggling with self-doubt at work?
Don't try to suppress self-doubt. Instead, acknowledge it and work through it. Ask yourself why you are feeling this way. Is it rooted in fear? If so, what exactly are you afraid of—making mistakes, failing, or perhaps not meeting expectations? Once you understand the root cause, it becomes much easier to address it. Also, don’t hesitate to talk to trusted friends or colleagues. Sharing your feelings can not only lighten the load but also remind you that you’re not alone—many of us feel this way.
Work-life balance
One of the greatest challenges women face is the ongoing expectation to "do it all." This phrase reflects the pressure many women feel to excel in every area of their lives simultaneously – thriving in their careers while managing household responsibilities, caregiving, and maintaining personal relationships. Women also remain the default caregiver in many households, with 79% of women across Europe undertaking household responsibilities, compared to just 34% of men.
Katri Tuori shares how she manages a work-life balance while working in a leadership position in the flex industry. She touches on the power of flexibility – a crucial yet often overlooked approach to work which enables people to pursue a career that aligns with life goals, such as caregiving, parenthood, and recovering from ill health.
“I’m happy to work in a company where we are trusted to do our job and that allows this flexibility” – Katri Tuori, Director, operator and Landlord Solutions, EMEA, The Instant Group
What’s your go-to strategy for maintaining a healthy work-life balance? How do you set boundaries between work and personal life?
I’ve been working in Flex globally since 2008. It takes courage and practice to find and set boundaries, but also be flexible when you have colleagues, partners, and clients across time zones.
Instead of just going to the gym, I go to workout classes at specific times to “force” myself to take a break. I book them in my diary. On Monday evenings, I have a recurring booking: “dance class – not available for meetings” on my work calendar. Instead, I’m available late typically one evening per week, but then I take a break during the day to work out, go for a walk, or run errands.
I might drive to the cabin in the AM when I don’t have meetings or urgent work to attend to and then keep working later in the evening. I’m happy to work in a company where we are trusted to do our job and that allows this flexibility. I think it’s the only way!
'Confidence grows when you take action, not when you wait for it!’ - Amy Taylor, International Partner, Head of Flexible Office Advisory UK, Cushman and Wakefield
Have you ever experienced imposter syndrome? How did you overcome it?
Imposter syndrome is something many of us face. Early in my career and to the current day I’ve had moments of doubt, questioning if I truly belonged in the rooms I worked so hard to enter. To help overcome personal fears, I’ve discovered that action fuels confidence. I remind myself that I’ve earned my place through experience, resilience, and results. I have spent the last few years deliberately in some ‘out of my comfort zone’ scenarios to build confidence levels. Confidence grows when you take action, not when you wait for it!
For anyone struggling with doubts, what I will say is Imposter syndrome will always whisper in a busy brain, but don’t let it take over. Instead, share your journey, you’ll be surprised how common it is and the amount of support you will have around you.
Remember; “We all deserve a seat at the table”.
Mentorship and guidance
In industries like coworking and flexible workspaces, where leadership is still predominantly male, mentorship programs designed to uplift women are especially important. These programs open doors to resources and opportunities that might otherwise be out of reach.
Despite the clear benefits, mentorship remains underutilised. Less than one-third of women leaders (32%) have a mentor, yet those who do experience measurable career advantages:
• 42% of women leaders who reach the C-suite have had a mentor, compared to just 26% of those who have not.
• Having a mentor doubles the likelihood of securing a board seat within five years (15% vs. 7%).
• Women with mentors are 10% more likely to report key achievements such as promotions, leading successful projects, and improving processes.
• Mentorship fosters a cycle of support—30% of women with mentors go on to mentor others, compared to just 9% of those without mentors.
Often advanced in their careers, mentors can bring valuable experience and connections for those looking to grow professionally. Odele Bishop and Aaron O’Dowling-Keane shared their experiences with mentors, and how learning from others has been invaluable in furthering their careers in flex.
“I don't believe you can grow your career alone” – Odele Bishop, General Manager, The Netherlands & Romania, Mindspace
What’s the best piece of advice a mentor has ever given you?
The mentorship advice I've received is to always approach each scenario/situation from at least two different angles. This has always helped me to avoid tunnel vision and consider multiple perspectives before making decisions.
Whether problem-solving, collaborating with others, navigating challenges, or setting up new strategies, looking at things from different viewpoints has allowed me to make more informed and thoughtful choices throughout my career.
How has mentorship influenced your career growth?
I don't believe you can grow your career alone. By working together and gaining feedback from a mentor, I believe I’ve gained insights that I might not gotten by solely self-reflection.
“Having a mentor has been invaluable in supporting my career growth” – Aaron O’Dowling-Keane, Head of Marketing, The Trampery
What’s the best piece of advice a mentor has ever given you?
"Why not now?" After talking about what my dream job looked like in the future, my mentor turned around and asked me what I was waiting for. Sometimes waiting until everything is exactly right slows us down, and if we know what we want, why not go for it now?
How has mentorship influenced your career growth?
Having a mentor has been invaluable in supporting my career growth by helping me identify my strengths and giving me the confidence to ask for more, whether of myself, my company, or my network.
Male Allies
Gender equality in the workplace isn’t just a women’s issue—it requires the active participation of male allies. Men in leadership positions have the power to drive change by advocating for policies that promote inclusivity, supporting their female colleagues, and challenging biases when they see them.
According to the 2022 State of Allyship-In-Action Benchmark Study, 77% of male executives believed that most men in their organization were active allies or public advocates for gender equity. However, only 45% of female executives agreed with this assessment. Similarly, a 2025 study found that only 37% of men actively engage as allies in the workplace, underscoring the need for greater participation.
This disconnect extends to everyday workplace interactions. While 49% of men reported seeing their male colleagues regularly take allyship actions, only 28% of women observed the same. Furthermore, global research reveals that while 98% of women want men’s support in addressing gender inequality, only 41% of men feel adequately prepared to do so. This uncertainty may contribute to the fact that 60% of employees say it is rare to see men openly speaking out against gender discrimination.
So what does what does meaningful allyship look like in practice? We spoke to Lauren Elias about the role male allies play in fostering a more equitable industry and the actions that make the biggest impact.
“It is pivotal that male allies within a company also address bias by supporting policies that promote gender equality” - Lauren Elias, Customer Success Manager Germany | Workaround
What role do male allies play in fostering gender equality in the workplace?
Male allies pay a vital role in fostering gender equality in the workplace. This can be by encouraging and supporting women to take on leadership roles, or speaking up against sexist language or behaviour that contributes to a toxic work culture. It is pivotal that male allies within a company also address bias by supporting policies that promote gender equality, such as equal pay and parental leave.
The power of networking
Building a successful career isn’t just about what you know—it’s also about who you know. In the flexible workspace industry, networking plays a crucial role in opening doors to new opportunities, forging meaningful professional relationships, and advancing careers. Strong networks provide support, mentorship, and collaboration, making it easier to navigate challenges and seize opportunities.
Recent research underscores the power of networking, particularly for women in leadership. A 2023 report by Chief found that 94% of women at and above management level believe their network has been instrumental in supporting or advancing their careers. Additionally, over 80% have leveraged networking to secure executive roles, board seats, and negotiate higher salaries. Beyond personal career advancement, networking also drives organisational success—more than 70% of surveyed women have used their networks to win new business, implement innovative frameworks, lead successful projects, and improve processes that save their companies time and money.
But how do you build a network that truly works for you? We spoke to Julia Verch and Janet Krüger about how networking has shaped their careers and their best advice for making meaningful connections.
“Who doesn't like having a business partner who knows how to put a smile on the other person's face?” - Julia Verch, Senior Sales Manager & Office Consultant, Design Offices
How has networking helped you advance in your career? What’s your best tip for building meaningful professional relationships?
For me, the flex sector is an environment that is characterised by being a people business. You can generate new contacts primarily through personal dialogue. This starts with networking and continues in day-to-day business. As in my favourite example - working with brokers. Due to the regular exchange and also the sharing of personal things, you almost achieve a friendship-like basis here. Who doesn't like having a business partner who knows how to put a smile on the other person's face? At the end of the day, it's all about appreciating each other and also enjoying spending time together on business and celebrating successes together.
“Be authentic, empathic, reliable and trustworthy. I always ask myself what really good service means to me personally” - Janet Krüger, Assistant Director Sales, CONTORA Office Solutions
How has networking helped you advance in your career?
Over the past 14 years since I entered into the flex office industry, I realized how helpful it is to be well connected to prospects, customers, brokers as well as partners. The flex office business is a people´s business and if you do your job passionately and the people you are in touch with see and feel the effort, cordiality, reliability as well as willingness to assist at any time, they will automatically come to you whenever they need advice or assistance. It is personally important to me that all my contacts are aware of the above points and that they can always call or write to me. This automatically brings joy to both sides because one is more than just a contact on social media. You are experienced as a living being with everything that makes us human. Of course, this doesn't always lead to measurable success at first glance, but after 14 years I can clearly say that this practice pays off in the form of a higher number of inquiries, exciting collaborations, recommendations and meaningful relationships in general. My experience is, taking all these points into account, success will be the result.
What’s your best tip for building meaningful professional relationships?
Be authentic, empathic, reliable and trustworthy. I always ask myself what really good service means to me personally, for example when I'm on vacation in a hotel or restaurant. This always reminds me why I have been loyal to this industry for so long and why I want to pass on the joy of experiencing good service and having meaningful, long-lasting relationships.
Diversity, equity, and inclusion in coworking
At the heart of this conversation is Diversity, Equity, and Inclusion (DEI) - particularly in addressing the barriers that have historically excluded women and other marginalised groups from professional and educational opportunities.
Women of colour continue to face unique barriers in the workplace. According to Chief’s 2023 report, women hold just 21% of C-Suite roles and women of colour who hold 13% of C-Suite roles. Their experiences are often shaped by intersecting forms of discrimination, making DEI efforts even more critical in ensuring that all women, regardless of race or background, have the opportunity to succeed and lead. Organisations like Black Women in Real Estate (BWRE) are actively working to challenge these barriers. BWRE provides a strong network, advocacy, and professional development opportunities for Black women in the real estate sector, ensuring they have the resources, connections, and visibility needed to thrive in an industry where representation is still lacking.
Workspace operator x+Why identifies that the lack of access to opportunities “has led to a striking disparity in representation across all levels in the modern workplace.” It addresses this, by celebrating global holidays and prioritising a more diverse talent pool. Likewise, female-owned flexible workspace brand, Huckletree, is PROUD certified, an initiative committed to providing inclusive and safe working environments for the LGBTQ+ community.
DEI also manifests in women-only coworking spaces, of which there are about fifty in Europe. Coworking spaces catering to young parents have also emerged, incorporating the essential amenity of a nursery space. By nature, flexible workspaces empower autonomy, allowing people to choose how, where, and when they work, making inclusivity a built-in feature rather than an afterthought.
