Member Highlight: Joe Binder, Founder & CEO of WOAW

Joe Binder, CEO of WOAW

Since Work.Life began again in 2015, we’ve supported 1000’s of companies to develop and thrive below our roofs, from budding startups by means of to extra established corporations.

Our second favorite pastime is watching our members excel. Our first, is telling everybody about them! We’re highlighting founders who’ve grown their companies (and their groups) throughout the partitions of Work.Life coworking areas.

Joe Binder joined Work.Life as a one-man band, and have a look at him now – an informal 15 hires later, and his firm WOAW is constructing manufacturers for a few of the nation’s most distinguished CEOs and founders. We chatted to Joe about how he began WOAW, his journey at Work.Life, and his bold plans for the yr forward…


So initially, inform us about WOAW…

For so long as I can keep in mind, I’ve at all times needed to begin a enterprise. At College, I launched and grew a YouTube channel to over 20,000 subscribers and realized hundreds about social media within the course of. After graduating, I had a possibility to mix my love of entrepreneurship with my curiosity in social media. So, I took it. Enter, WOAW.

We construct private manufacturers for founders and CEOs and use social media to redefine private branding, in order that our shoppers can assemble their very own distinctive viewers that they will entry anytime. The digital panorama has modified considerably during the last couple of years, and it’s now extra necessary than ever for enterprise leaders to construct their repute on-line.

Joe Binder, WOAW Interview
Joe and the staff at Work.Life Camden

When did you initially be a part of Work.Life, and why?

I joined in January 2018 as quickly as I arrange WOAW. I wanted a dependable house to work, in order that I may have a transparent division between sitting on the tip of my mattress at residence and doing ‘correct’ work in an workplace. The truth that I might be surrounded by different entrepreneurs was a giant pull issue for me, and we’ve ended up assembly various our current shoppers from working within the house. The group right here is good and so welcoming.

What number of of you might be there within the staff now in comparison with once you joined?

Once I joined, I used to be a solo sizzling desker. Day by day I’d come into the house, sit down, open up my laptop computer and get to work. Although, whereas I used to be working, I’d at all times have conversations with different small enterprise homeowners in the identical place as I used to be.

Regularly we expanded to five individuals. Then, we took a while to ascertain clear processes, methods of profitable and constructed impactful case research. After that, issues actually took off. The staff greater than tripled in dimension in 9 months.

Ultimately, we would have liked our personal personal workplace house. So after sizzling desking for a number of years, predominantly at Work.Life Camden and sometimes at Work.Life Soho, we lastly took our personal 8 particular person workplace in Camden. This was an enormous second for us and felt like an enormous step in the direction of being seen as a ‘correct’ enterprise.

Flexibility is necessary to every of us, so we’re capable of make nice use of the house utilizing a rota system. Which means that the staff can get pleasure from full flexibility in working from residence or working from the workplace. Over the following few months as we proceed to develop, it could be the case that extra individuals wish to be within the workplace extra usually. I really feel secure in Work.Life’s arms, that means that if we do want to maneuver into an even bigger house it is going to be a seamless expertise – similar to final time.

I’m now grateful to say that we’re a staff of 16. This time subsequent yr, we’d have doubtless handed the 30 particular person mark… however let’s see how we get on!

How else has the corporate grown during the last 3 years?

The previous few years has been a interval of large development and momentum for WOAW. We’re now quick approaching our £1M ARR goal and have additionally considerably diversified our portfolio of shoppers.

We now work with a variety of founders, CEOs and management groups of high-growth companies, and our shoppers have develop into our greatest supporters. An enormous milestone for me and the staff was watching our title get plastered onto the door of our workplace. Every of us are massively proud to stroll in each morning.

I’m completely buzzing to press ahead with our bold development plans for 2022.

WOAW Work.Life Camden
The WOAW staff out and about in Camden

How has Work.Life supported you as you’ve grown?

All of the fundamentals have at all times been lined, from Wifi to espresso to heat within the workplace. Small issues which might be a ache if you must handle them your self. The Work.Life staff have hosted numerous occasions and had too many pizza-gatherings to depend, all of which have facilitated the forming of nice relationships.

The Work.Life staff has at all times been extremely welcoming to every new staff member, showering them with items and goodies on their first day.

As a enterprise proprietor, there’s many issues that Work.Life helps me with. The pliability is a big assist, in addition to not having to fret in regards to the tedious facet of getting to handle an workplace your self. If the espresso machine breaks, Work.Life will repair it. If the web goes down, Work.Life will repair it. If the heating abruptly breaks, Work.Life will repair it. Issues that will appear insignificant, however once you’re making an attempt to maneuver at 1,000,000 miles an hour – it helps to have all of them lined.

What do you & the staff love about being members?

The actually good vibes, notably held up by Cara and Georgie. It’s at all times a fantastic environment. Some favourites among the many staff are Pizza Thursdays, Wellness Wednesdays and particularly No matter-the-name-is-for-the-reason-we-get-croissants-and-pain-au-chocolates-in-abundance-on-Mondays.

To not point out, it’s at all times nice assembly different proficient entrepreneurs in such a relaxed atmosphere.

And eventually, what are your targets for this yr?

We’re trying to greater than double the dimensions of the enterprise and proceed our work with good entrepreneurs and enterprise leaders; inspiring tens of millions by means of the impactful content material we assist create.

Briefly – we’re going to WOAW.


We couldn’t be prouder of OG Work.Life member Joe’s unbelievable success with WOAW. When you’re serious about following within the footsteps of WOAW and turning into a member at Work.Life Camden, e book a tour now or get in contact at [email protected].

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