391. Serving Purpose with Profit: How Joel Ballew is Doing Good and Doing Well with Coworking in Latin America
Release Date: 07/09/2025
391. Serving Purpose with Profit: How Joel Ballew is Doing Good and Doing Well with Coworking in Latin America
Everything Coworking
Ever wonder what it’s like to build a coworking space outside the U.S. from scratch, in another language, with a whole new playbook? Joel Ballew is the Chief People Officer at Coventus Space in Barranquilla, Colombia, and he’s not your average operator. He moved his family from Georgia to Colombia, sold his dream business, learned Spanish from the ground up, and launched what is now the largest privately held coworking space in a city of nearly 2 million people. In this episode, Joel shares the highs, the lows, and the “wait, you did what?” moments of creating a thriving,...
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390. Mail That Makes Money (and Sense): Inside Kim Lee’s Coworking Mail Strategy
Everything Coworking
How Kim Lee Turned Virtual Mail into a High-Value Revenue Stream Kim Lee has been in the coworking game since 2017—and she’s one of those operators who’s truly in it. From understanding her numbers to tweaking her team structure to building out a profitable mail program, Kim brings equal parts heart and hustle to the table. In this episode, Kim walks us through her journey with virtual mail—from opening with it in place, to running the numbers year after year to make sure it still makes sense (spoiler: it does). She now has over 200 virtual mail clients, including some premium...
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389. From Side Service to Scalable Revenue: How Christine Tosi Built Spoke’s Mail Business
Everything Coworking
Christine Tosi didn’t just open a coworking space—she invented one out of necessity. What started as a creative way to use extra space in a building she and her husband David bought for their first business has grown into a full-on coworking success story in Tucson, Arizona. Now, they’re gearing up to open a second location—this time under a management agreement—with a pipeline full of mail clients, a waitlist for dedicated desks, and a family-run team that includes their college-aged daughter (and some pretty savvy Canva support from their son). In this episode, Christine shares how...
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388. Mailbox Money & More: 3 Quick Win Ways to Keep Coworking Cash Flowing All Summer
Everything Coworking
Summer is here—and while the kids are out of school, your pipeline might be slowing down too. But don’t worry, I’ve got three ideas to help you bring in extra revenue during the slower months, and even build momentum heading into fall. Whether you’ve got open offices sitting empty, a virtual mail program that’s been collecting dust, or phone booths that aren’t pulling their weight, I walk you through how to turn these underused assets into revenue-generating machines. I also share some creative packaging and pricing ideas and how to test new concepts without getting stuck in...
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387. Scale, Sanity, and Strategy: Craig Baute's Real Talk on Merging his Coworking Business with Another Brand
Everything Coworking
Craig Baute is a familiar name in the coworking world—and he’s got a big update. After 13 years of running Creative Density, he made the leap and merged his coworking brand with Thrive, another local Denver operator. In this super candid chat, Craig dishes on what led him to walk away from day-to-day operations, what the structure looks like now, and why he’s finally embracing weekly meetings. Whether you’ve hit the scale ceiling or you’re just wondering what it looks like to not be the boss anymore, this episode is a must-listen. What we get into: Life with two kids, four...
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386. The Future of Demand Gen in Coworking: AI, E-Commerce & Operator ROI with Miro Miroslavov
Everything Coworking
If you're still asking people to "fill out a form" to book a meeting room—this episode is for you. I’m joined by Miro Miroslavov, CEO and co-founder of OfficeRnD, to talk about why e-commerce is no longer optional for coworking spaces, and how their new Growth Hub is making it easier than ever to meet customer expectations—and convert website visitors into paying members. We cover how consumer expectations have shifted, why friction kills revenue, and how the most successful operators are rethinking their websites and booking flows for today’s demand. In this episode, we cover: Why...
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385. Tech That Pays: Boost Coworking Profits with Better Booking and UX
Everything Coworking
If you’re not optimizing your coworking space for quick, seamless online bookings—especially for meeting rooms and day passes—you’re leaving serious money on the table. In this solo episode, I break down the real numbers behind poor user experiences, what the latest coworking tech can actually do for your bottom line, and why every single operator needs to rethink how they serve the on-demand customer. Whether you're in a small market or managing multiple locations, this episode will help you see your website, your phone booths, and your meeting rooms in a whole new light. We cover: ...
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384. Smart Access, Smarter Revenue: How Elumo Is Revolutionizing Meeting Room Access with James Shannon & Kurt Patrick
Everything Coworking
Operators are seeing growing demand for meeting rooms and private call space—but squatting, no-shows, and friction-filled booking systems continue to cost time and revenue. James Shannon and Kurt Patrick from Essensys join the podcast to share how they’re tackling those pain points with Elumo, a new product that simplifies access, booking, and billing in one smart, user-friendly system. In this conversation, we cover: The real cost of squatting and how much revenue is lost from underutilized shared space. Why Essensys built Elumo and how it's solving both revenue leakage and poor user...
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383. How Roseline Joseph & Merlinn Jean Built a Wellness-Driven Executive Suite for Healthcare Practitioners
Everything Coworking
Roseline and Merlinn are the sister-duo behind Holistic Executive Suites in Boynton Beach, Florida. With backgrounds in healthcare and project management, they took their unique coworking model from concept to reality—serving holistic health practitioners and wellness-focused professionals. In this episode, they share how they built a space that goes beyond office rentals, creating a supportive business environment tailored to their members' needs. We dive into their journey, the challenges of launching a niche coworking space, and the strategies that have helped them grow. We cover: How...
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382. The Federal Government Embraces Flex: Mark Gilbreath Explains What It Means for Coworking
Everything Coworking
The biggest real estate operator in the world—the U.S. federal government—is making a bold move toward flexible work. Mark Gilbreath, CEO of LiquidSpace, joins us to break down what this means for the coworking industry, why it signals a major shift in how large organizations view their real estate portfolios, and what coworking operators should be doing right now to prepare. In this episode, we cover: How the GSA’s new enterprise-wide marketplace for flexible work could change the coworking industry. What it means when a government agency starts thinking like an enterprise occupier....
info_outlineEver wonder what it’s like to build a coworking space outside the U.S. from scratch, in another language, with a whole new playbook?
Joel Ballew is the Chief People Officer at Coventus Space in Barranquilla, Colombia, and he’s not your average operator. He moved his family from Georgia to Colombia, sold his dream business, learned Spanish from the ground up, and launched what is now the largest privately held coworking space in a city of nearly 2 million people.
In this episode, Joel shares the highs, the lows, and the “wait, you did what?” moments of creating a thriving, purpose-driven business in an emerging market.
We talk about:
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The cultural and operational curveballs of launching a coworking space in Colombia—including why recurring payments aren’t really a thing.
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How Joel built lead volume through WhatsApp, Instagram, and literal flyers on car windshields (and why it's working).
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What it takes to educate a market on coworking while creating a strong local brand.
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How his space combines private offices, day passes, event rentals, and even a coffee shop run by a third party.
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Why doing good while doing well isn’t just a tagline—it’s a business model that fuels impact and sustainability.
Whether you're a seasoned operator or dreaming of launching in a new market, this conversation is a masterclass in adapting, listening to your audience, and building community on your own terms.
Resources Mentioned in this Episode:
Everything Coworking Featured Resources:
Masterclass: 3 Behind-the-Scenes Secrets to Opening a Coworking Space