Luxury coworking is a growing niche within the flexible office landscape — one that balances thoughtful design, hospitality, and functionality to create spaces that feel both professional and personal. To explore what truly defines ‘premium’ in this context, we spoke with Nadim Ahmed, the owner of Venture X Dallas by the Galleria and Venture X Allen/Fairview.
With a background in engineering and product development, Nadim brings an analytical yet creative approach to workspace design and operations. In this conversation, he reflects on the shift from corporate life to entrepreneurship, what sets high-end coworking apart, and how the idea of luxury is evolving as flexible work becomes more mainstream.
You came from a corporate and engineering background before opening a coworking franchise. What mindset shifts did you need to make to succeed, and what lessons from your past did you take with you?
In corporations, you’re part of a large team where everyone has specific tasks and responsibilities. As a small business owner, many of those tasks fall on you. The success or failure of the business is amplified by your own actions — there’s no one else to blame.
If you hit a roadblock, you either turn around or build a path around it. My background in engineering helped a lot because it gave me transferable skills and a problem-solving mindset. I’d been part of launching different products and businesses before, so I was used to wearing multiple hats. That adaptability became crucial once I stepped into ownership.
What was the biggest surprise or challenge you faced in your first year as a coworking owner?
Even with plenty of planning, every day brought new challenges. Once you accept that there will always be problems, the work becomes less about firefighting and more about solving puzzles. You start to see challenges as opportunities to get creative, not reasons to stress.
Coworking can mean different things to different people. How do you personally define a luxury coworking space?
Ever since childhood, I’ve cared deeply about how a space makes me feel. Home is where we recharge — but work is where we create, and we often forget to give that same level of energy and attention to our workspace.
A luxury coworking space, to me, has to inspire. It should make you feel motivated, comfortable, and at ease — somewhere you can spend the whole day and still feel good. It also needs to take care of the small things members shouldn’t have to think about: the internet speed, the lighting, the HVAC maintenance. Those details shouldn’t distract from the work that matters. And finally, it has to nurture a sense of community where people connect, collaborate and grow together.
Venture X is known for design-forward, hospitality-driven workplaces. What design elements or service standards do you think elevate a space into the premium tier?
There are plenty of good workspaces out there, but only a few have the right energy. I look for spaces that feel alive — part of a vibrant live-work-play environment where you can walk to restaurants or gyms, with high ceilings and large windows that make the space feel open and free.
When it comes to design, luxury isn’t about being flashy. It’s not marble and gold; it’s warmth and character. We use rustic wood tones and natural materials to bring the outside in. Everything from the type of furniture to the art on the walls to lighting intensity to noise insulation has to be taken into account when designing a space where hundreds of people are going to be producing and creating.
On the service side, we aim to anticipate needs before members even notice them. Like a hotel that leaves a chocolate on your pillow — that extra gesture transforms the experience. It’s about doing more than what’s expected, not just doing your job.
In your experience, who is the typical member drawn to luxury coworking? Is it executives, small teams, consultants, or a mix? How does your space handle the different needs of all of them?
The key is customization. Today’s businesses come in all shapes and sizes, each with unique needs, and we try to make work as seamless as possible for all of them. We bring hospitality into the workplace — offering flexible solutions for everyone from solo professionals who want a productive alternative to coffee shops, to larger enterprises that want to avoid the cost and complexity of long-term leases.
With Venture X, members can choose how and where they work. They might have a private office, a team suite, or just drop in for a meeting or event. Because we’re a global brand — from London to India to Costa Rica — members can move between spaces with ease.
Luxury coworking is often associated with aesthetics. How do you ensure the ‘luxury’ extends into the day-to-day experience?
True luxury isn’t forced. It’s that effortless feeling where form and function blend perfectly. We obsess over every detail — how high the lights should be, how warm the color temperature feels, where the outlets are placed, how wide the hallways are, even what scents fill the space. All those little decisions add up to an experience that shapes how people feel and perform.
You really have to love the product you’re building. That’s what makes the difference between a nice office and a space people remember.
Looking ahead, do you see luxury coworking becoming mainstream — or will today’s premium features simply become tomorrow’s baseline?
As industries evolve, people become more specialized — and that leads to more choice for consumers. A century ago, you could buy any car you wanted, as long as it was black. Now, every feature can be customized. Coworking is going through a similar shift.
As employees gain more say in where and how they work, coworking spaces that deliver premium experiences will rise to the top. It’s no longer just about having a desk — it’s about the value, the service, and the sense of belonging that come with it.
In the future, I see coworking becoming a true ecosystem. Beyond premium design, members will have access to shared resources: marketing, legal, or accounting experts down the hall; mentorship networks; wellness programs; even healthcare benefits. Work shouldn’t compete with life — it should integrate with it.
For operators thinking about entering the high-end segment, what lessons have you learned about balancing design, service, and profitability?
The biggest challenge is the upfront investment. Creating a premium experience takes significant capital, and many people hesitate because it feels risky. Some rely too heavily on spreadsheets, assuming customers only care about price per square foot. Others pour their hearts into beautiful spaces but lose sight of ROI.
It’s hard to get the balance right — it’s both an art and a science. At Venture X, we see ourselves in the business of transforming square footage into an experience. That’s where the value lies. If you’re cutting corners on hospitality or service, you’re missing the point of coworking entirely.
