FORA: scaling a stand-out workspace experience across 65+ locations
FORA is a community-driven workspace provider redefining how people perceive their work environments. With beautifully designed spaces and hospitality-level service, FORA creates settings where businesses and individuals can thrive. As FORA rapidly expanded across London and beyond, they faced a key question: how to scale their unique culture and consistently deliver an exceptional workspace experience across more than 65 locations.
the challenge:
bringing the new brand mission to life
Early in 2024, FORA reached a pivotal moment following the merger with The Office Group and the subsequent rebranding. Their new mission was bold and forward-looking:
“To be the world’s first brand to elevate different work styles.”
FORA’s ambition wasn’t just about beautiful spaces—it was about creating bespoke solutions, an individualised approach, consistency in delivery, and a memorable experience for progressive thinkers who choose their high-end workspaces.
Their central question to Start Reverse was:
“How can we bring our new brand mission to life through:
- Leading a customer-centric mentality;
- Delivering it across diverse customer journeys—whether office, meeting, or virtual—through all co-workers by being progressive, inspiring, clear, and in a measurable framework;
- Ultimately resulting in a sustainable and memorable customer/member experience and growth as a differentiating brand?”
“Quote from team”
At the same time, FORA wanted to connect the dots between leadership behaviours, the employee journey, and the member journey—ensuring that every team member, from front-of-house staff to back-office teams, delivered the same standout experience in line with their refreshed brand mission.
the FORA way!
the approach: creating the FORA experience blueprint & journey
Partnering with Start Reverse, FORA embarked on a transformative journey to bring their purpose and new brand mission to life in every interaction. Together, we co-created the FORA Experience Blueprint, mapping out how leadership and teams should show up to deliver exceptional member experiences. This wasn’t just about creating new materials; it was about translating FORA’s visionary mission into practical, everyday actions across the business.
Through intensive workshops, we defined the Member Journey and explored how the Employee Journey connects to it, ensuring colleagues felt as valued as FORA’s members. We developed engaging deliverables like an Online Experience Guide, Blueprint animations, and comprehensive programmes for Leadership Activation and Train the Champion.
“Quote team"
A crucial part of the strategy was building internal capability. FORA’s Learning & Development team completed a 6-day Master Train the Trainer programme, equipping them to independently deliver leadership training, champion programmes, and on-site immersion sessions. Start Reverse provided coaching throughout the pilot phase, fine-tuning the approach based on real-life feedback.
The rollout began with a pilot in six locations, allowing FORA to test and refine the programme before expanding to all other locations. Following the pilot’s success, the fully trained internal team led the rollout across ±65 locations, ensuring sustainability and brand consistency as FORA continued its ambitious growth.
activating the FORA way
Team Activations
the outcome: FORA as a brand that excels in member experience.
Results from the initial workshop’s implementation.
- Net Promoter Score (NPS): 73
- Applicability Score: 9.1/10
- Relevance Score: 9.1/10
- 180+ managers transformed into extraordinary leaders
These figures reflect more than just successful training; they mark a cultural transformation. Leaders at FORA have become true ambassadors of the brand mission, equipped to deliver a progressive, inspiring, and consistent experience across all customer touchpoints, whether in-office, meetings, or virtual engagements.
Perhaps most importantly, FORA now has an integrated approach where the employee journey and member journey reinforce one another. Teams understand precisely what behaviours and standards bring the brand mission to life, leading to increased confidence, engagement, and member satisfaction.
Operationally, the business is better placed to handle rapid growth without compromising the personalised, high-end experience that distinguishes FORA in the competitive flexible workspace market. The internal capability developed through Train the Trainer guarantees the programme remains sustainable and scalable, ready to adapt as FORA expands.
the power of an purpose-driven implementation
By bridging leadership development, employee experience, and member experience, FORA has crafted a blueprint for sustainable growth and differentiation in the workspace industry.
Today, FORA stands as a pioneer, not just in flexible workspaces but in proving how brand purpose can shape powerful customer and employee experiences. As they look ahead to further expansion, FORA is well-equipped to continue elevating diverse work styles and delivering a workspace experience that progressive thinkers won’t find anywhere else.
“Quote FORA team”
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