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Impact
Our mission in motion
2024 Impact Report
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Impact
at a glance
365
Active companies
4482
Active members
5267
Total meetings hosted
452
Member socials
51
Charities under our roof
33
B Corp Certified members
98.3
B Impact Assessment score
100%
renewable electricity sources
100+
Passionate employees
15
Employee benefits
245km
Ran in the run club
1580
Food bank items donated
0%
of waste to landfill
STEPPING
UP
After a whopping year in 2023 (read here). The name of the game in 2024 was consolidation, and simplicity.
Setting the stage for good growth and a strong, sustainable business, we put ourselves, our brand and our processes under the microscope, sharpened our tools and re-evaluated our values.
For us, impact is the big and the small. It’s good governance and triple-bottom-line sustainability - ensuring we grow responsibly, support our community, and drive positive change. But it’s also about the little joys that make a difference in someone’s day - the warm welcome at the door, the coffee just as you like it, the moment of inspiration in an incredible space.
As we head into 2025, we’re expanding on our impact, our spaces and services with clarity, purpose and pep in our step.
Setting the stage for good growth and a strong, sustainable business, we put ourselves, our brand and our processes under the microscope, sharpened our tools and re-evaluated our values.
For us, impact is the big and the small. It’s good governance and triple-bottom-line sustainability - ensuring we grow responsibly, support our community, and drive positive change. But it’s also about the little joys that make a difference in someone’s day - the warm welcome at the door, the coffee just as you like it, the moment of inspiration in an incredible space.
As we head into 2025, we’re expanding on our impact, our spaces and services with clarity, purpose and pep in our step.
Mission milestones
Scroll for a month-by-month playback of the year. It’s a fun look at key moments, big wins, reality checks and progress that made this year unforgettable.
Mission Day
Once a year, every year, the whole x+why team gather together at one of our sites to spend a day connecting with each other and our mission - to change the way the world meets and works, for good.
We look back on the story so far, forwards to great things to come and take time to celebrate together.
We look back on the story so far, forwards to great things to come and take time to celebrate together.
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January
February
Pitch For Six at Unity Place
As part of the official launch celebration for Unity Place, our workspace in Milton Keynes, we hosted our second Pitch For Six event, inviting local start-ups, scale-ups, and entrepreneurs to pitch their businesses. Two winners were awarded 6 months free office space at Unity Place.
Check out Track Zero and You Mental CIC.
Check out Track Zero and You Mental CIC.
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Michelin Starred Hospitality - Carters pop-up at eighteen
In February, we were delighted to host a pop-up by Michelin starred Carters of Moseley, led by Brad and Holly Carter.
Carters brought their ‘ultra-British seasonality’ to the heart of Birmingham with a pop-up at eighteen, our clubspace on the eighteenth floor of 103 Colmore Row. The exclusive ‘Chef’s Table’ experience, hosted in the boardroom, offered guests a multi-course feast featuring exquisite UK produce, expertly paired drinks, and breathtaking city views.
All x+why's unique members clubspaces offer outstanding food and drinks menus curated by our chefs and bar team. Exceptional hospitality service is combined with community spirit and stunning design to create an unforgettable experience.
March - B Corp Month
On Purpose - The B Corp Bar at The Orchard clubspace
In celebration of B Corp Month we were delighted to team up with B Lab UK and over 15 B Corp Drinks brands to run the first ever B Corp Bar at The Orchard clubspace at One Great Cumberland Place.
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Collaboration in our industry
We also collaborated with fellow B Corp certified flexible workspaces, Runway East and Projects Brighton, to discuss and celebrate values aligned with purpose-driven business practices.
Click to watch the video.
Click to watch the video.
Changemakers unite - x+why and Virgin StartUp partnered events series
x+why and Virgin StartUp teamed up together to host six inspiring ‘Changemakers’ events, bringing together ambitious founders to learn, connect, and grow. With shared missions to support entrepreneurs and drive business for good, this partnership created a space for forward-thinking conversations and actionable insights.
From Joe & Nikki Wicks to the founders of Neom Organics, Ocean Bottle, and Olivia Rubin, a fantastic lineup of speakers shared the highs, lows, and lessons of business life.
Together we also celebrated Virgin StartUp’s 10th birthday with a milestone event led by Holly Branson and Simon Sinek.
April
Celebrating 5 years of x+why
To mark the occasion of x+why’s 5 year anniversary, our team put together a fun compilation video sharing what it means to us, from across our teams and spaces.
Click to watch here.
Click to watch here.
Award wins
We’ve been incredibly lucky to be nominated and recognised for some fantastic awards. 2024 saw our space at 100 Embankment win Fit out of Workplace at the regional BCO Awards.
Our CEO, Rupert, was also announced as Entrepreneur of the Year at the Property Week awards.
Our CEO, Rupert, was also announced as Entrepreneur of the Year at the Property Week awards.
May
Mission Lit: Introducing the zine
Mission Lit is all about sparking conversations and shining a light on big ideas.
Inspired by the original book, we introduced the new format of the zine in 2024 to bring fresh perspectives, new topics, and refreshed vibrant energy to the Better Business community. Featuring expert voices from across the x+why community and beyond:
Inspired by the original book, we introduced the new format of the zine in 2024 to bring fresh perspectives, new topics, and refreshed vibrant energy to the Better Business community. Featuring expert voices from across the x+why community and beyond:
July
Amplify with x+why
Over the course of the year, our principal comms campaign was ‘Amplify with x+why’, focusing on the incredible stories and achievements within our member community. Hear directly from our members here.
Over the course of the year, our principal comms campaign was ‘Amplify with x+why’, focusing on the incredible stories and achievements within our member community. Hear directly from our members here.
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August
Summer Party and our Race to 100
We next gathered together as a team for our summer party. Whilst, yes, we had an incredible time cruising down the Thames, the purpose of this day was also consolidation on our team effort ‘Race to 100’.
We set ourselves a challenge to go up and over 100 points in our B Corp re-certification, gamifying it and involving everyone within the business to help us reach this milestone. Watch this space!
We set ourselves a challenge to go up and over 100 points in our B Corp re-certification, gamifying it and involving everyone within the business to help us reach this milestone. Watch this space!
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September
Podcast features with the team
The x+why team hit the airwaves!
Loux joined Bunch Podcast to talk all things community, Ed explored the future of work on Workplace 3000, and Rupert shared his journey and leadership insights on People Property Place.
Loux joined Bunch Podcast to talk all things community, Ed explored the future of work on Workplace 3000, and Rupert shared his journey and leadership insights on People Property Place.
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Introducing the Culture club
x+why’s Culture Club is a self nominated group of employees who represent the team, implement initiatives that enhance our workplace culture, and help support and embed x+why’s brand values amongst our workforce.
x+why’s Culture Club is a self nominated group of employees who represent the team, implement initiatives that enhance our workplace culture, and help support and embed x+why’s brand values amongst our workforce.
October
Collaborative giving - Multi-bank drive
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Over the festive period, x+why, Bates Wells, Jude’s Ice Cream, LIS, Bower Collective and 42 London came together with our communities to collect for local food banks and multi-banks supporting those in need of essential items.
We're delighted to share that, together, we:
- Collected for 15 food and multi- banks local to us around the UK
- Donated a total of 2,009 individual items
- + 1 entire ice cream truck full of items (that's too many to count!)
- Raised £2,285 in monetary funds to support
We are so grateful to everyone who donated, collaborated with us and helped spread the word, as well as to those who passionately and tirelessly run these essential services year round. It's true that we can drive great impact much further by working together.
November
Member NPS Survey
We love hearing from our members. Our NPS surveys show what you love, what we can improve, and keep us striving for even better spaces.
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Celebrating one year of Fivefields
We teamed up with x+why members Velvet Green to create a collaborative video with our brilliant charity members at Fivefields, highlighting the impact of this unique co-purpose workspace - made possible with our partners Grosvenor and The Westminster Foundation.
Click to watch.
Click to watch.
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December
Our Golden KPI
How it’s measured
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You might recognise our Golden KPI from previous impact reports, or the Mission Lit book!
A Golden KPI is a unique, mission-led formula that helps track the big picture - if you keep moving the needle on it, you know you're making real progress.
Ours? It’s a quirky, yet simple, equation:
Innovating Spaces (Total Spaces) + Member Engagement (Happiness Score) × Community Growth (Total Members).
It’s how we measure impact, rally our team, and make sure our growth is all good.
Carbon Reporting
We run on 100% renewable energy and have zero Scope 1 or 2 emissions. The majority of our footprint comes from our supply chain, where driving change takes collaboration and commitment.
It’s why we do our best to partner with local and forward-thinking suppliers, such as GreenZest, who prioritise people and the planet.
We’ve also made a clear choice not to rely on carbon offsetting, because we believe real change comes from cutting emissions at the source, not just balancing the books. Instead, we’re investing in Life Cycle Assessments for all our major refurbishments to reduce our embodied carbon and support greener futures.
Watch this space for further announcements!
It’s why we do our best to partner with local and forward-thinking suppliers, such as GreenZest, who prioritise people and the planet.
We’ve also made a clear choice not to rely on carbon offsetting, because we believe real change comes from cutting emissions at the source, not just balancing the books. Instead, we’re investing in Life Cycle Assessments for all our major refurbishments to reduce our embodied carbon and support greener futures.
Watch this space for further announcements!
Good Energy: Action over offsets
2025
AND BEYOND
Towards Net Zero
Our friends at Seismic have been incredible in supporting us on our journey to Net Zero. With their help, we’re setting a science-based target to maintain Scope 1 and 2 emissions at zero by 2030 and beyond.
Scope 1 and 2 objectives:
- Continue purchasing 100% renewable electricity at all of our existing properties.
- Ensure all existing and new properties are powered by 100% renewable electricity and have no gas heating.
Scope 3 objectives:
- Proactively work with our members to reduce waste and sustain zero waste to landfill
- Prioritise working with suppliers with their own carbon reduction targets
- Promote our cycle to work scheme and low carbon means of transport
- Reduce business travel emissions per employee by 20% by 2030
- Integrate Life Cycle Assessments into all major refurbishments
General Targets for 2025
We’re aiming high in 2025 - think big moves for the planet,
our people, and our community.
- Kickstart our Net Zero journey
- Boost team growth with enhanced training & development opportunities
- Enhance our sustainable procurement
- Strengthen local community support, supporting food banks and multi-banks year-round.
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Go team!
We’re incredibly proud of our fantastic team, which grew by nearly 40 brilliant individuals in 2024. Each person brings their whole self to work and gives their all, contributing to our dynamic and purposeful culture.
With personal development plans for every team member, we’re committed to making x+why a fun, inspiring, and progressive place to grow.
40+
New employees joined the team
11
Internal promotions
25
Enhanced holiday days
Medicash medical cashback plan
Class Pass
New benefit added
72
Volunteer hours spent
Cycle to work scheme
and gym membership options
11
eNPS Score
100+
Passionate employees
2
Company wide parties per year
£30 Betterspace spend
Per employee per month
Additional day of leave
After 2 and 4 years service
2
Volunteer days per employee
Join us
Feeling inspired? Ready to take real action?
Here are five things you can do today
Here are five things you can do today
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Guiding you through the landscape. Check out the Why’s Words blog
Discover the Mission Lit book and issues of the zine
Discover our Impact Reports over the years:
B1G1 at x+why
Download our impact reports below.
