Q&A with Mark Goldfinger, General Manager for North America at Mindspace

Reimagining Work: Mindspace’s Mark Goldfinger on the Future of Flex and the Role of Community in Tomorrow’s Office

Q: Career Path: Can you share your journey leading up to your current role as General Manager at Mindspace?

A: I began my career in advertising at the age of 15, where I developed a passion for sales and problem-solving—helping clients address challenges like building brand awareness and driving product sales. While earning my undergraduate degree in economics, I continued working in advertising and later pursued a master’s degree in international business in London, an experience that deepened my love for working abroad. After graduate school, I joined another ad agency but soon transitioned to WeWork as part of their expansion team, becoming one of the company’s first 300 employees. I played a key role in opening new markets as well as managing expansions across London, Austin, Denver, and New York, focusing on sales, marketing, and community. I later led European sales operations and helped with our expansion across Southeast Asia, and Greater China, where I worked to scale teams and integrated cross-functional efforts to drive growth. Following my time at WeWork, I joined an Amazon aggregator startup as an early employee, helping scale the company from 4 to 200 employees and driving annual revenue growth to $175 million.

Today, as General Manager for North America at Mindspace, I’m proud to lead a team dedicated to creating exceptional workspaces that prioritize culture, community, and collaboration—values that resonate deeply with me and drive my passion for building thriving workplaces.

Q: Responsibilities: What are your primary responsibilities, and how do they contribute to Mindspace’s overall mission? 

A: My primary responsibility is overseeing all aspects of our operations across our six US locations: New York City, Washington D.C., Philadelphia, two locations in Miami, and San Francisco. I manage everything tied to the P&L, ensuring alignment across key functions including sales, community engagement, customer experience, hospitality, operations, facilities, IT, and marketing.

In terms of contributing to Mindspace’s overall mission, my role, and more importantly, the team’s, is integral to delivering on our promise of providing a best-in-class experience for our current and future members. This means not only maintaining high standards of service and operational excellence but also demonstrating that North America remains a significant growth opportunity for Mindspace. By building the right team on the ground, cultivating exceptional member experiences, and identifying new locations that align with our vision, I aim to solidify our position as one of the leading flexible office space providers for entrepreneurs, founders, and enterprise companies across the U.S.

Q: Company Vision: How does Mindspace differentiate itself in the flexible workspace market, and what is its core mission?

A: Our core mission is to provide a best-in-class experience for our members. It’s incredibly important to us that whether you’re a current member or someone exploring our spaces for the first time, you feel an immediate sense of comfort and belonging when you walk through our doors. We strive to create an environment that feels almost like home but also energizes and inspires you—somewhere where you’re ready to focus, innovate, and drive toward that next breakthrough in your business.

What sets Mindspace apart in the flexible workspace market is that, while we have 47 locations globally, we still proudly consider ourselves a boutique provider. This allows us to remain agile and responsive to the unique needs of each member. We understand that one size doesn’t fit all. When you step into our communal areas, you’ll feel a strong sense of community and belonging, but your office setup might differ from that of the person next to you. We’re committed to working with you to create the workspace you need to thrive, showing why Mindspace is the ultimate destination for your business to grow.

Q: Global Presence: Can you provide an overview of Mindspace’s global footprint and recent expansions?

A: As of now, Mindspace operates across 47+ locations globally. Our largest market is Germany, followed by Israel, the UK, and the US. Additionally, we have a presence in Romania, Poland, and Amsterdam, with ongoing plans for expansion. One of the standout aspects of the Mindspace model is our deliberate approach to growth. Rather than quickly expanding, we focus on selecting the right markets and the right buildings within those markets. Even the location of a building—just a block off or slightly misplaced—can make a difference in whether we move forward. If we’re not fully committed, we won’t rush into a decision simply for the sake of growth. This thoughtful expansion strategy has been a significant strength for us.

Q: Workspace Solutions: What range of services does Mindspace offer to accommodate diverse client needs?

A: At Mindspace, we recognize that no two members are the same, and our goal is to accommodate the diverse needs of everyone in the community. This approach starts with the small but meaningful details, even if that’s having different types of milk in the pantry. Beyond that, we host educational ‘Mindspace Hours’ to provide value to our members. These sessions address a broad range of topics and incorporate current educational themes to stay relevant and engaging. Most importantly, we focus on creating an environment where everyone feels a sense of belonging. Regardless of who you are, we strive to make sure that every person who enters our spaces feels comfortable and supported.

Q: Community Building: How does Mindspace foster a sense of community among its members?

A: This is at the heart of what we do at Mindspace. One of our key priorities is ensuring that our members truly feel that they belong here. This starts with our team—our community managers and associates at the front desk—who make a genuine effort to know our members by name, understand their businesses, and actively engage with them. A big part of our approach involves connecting members with one another. For example, if a member is working on a new AI startup and another member is seeking to invest in AI, our community managers facilitate introductions. Similarly, if one company is looking for engineers and another has a pool of freelance engineers, we help bridge that gap. It’s about creating meaningful connections that benefit everyone. Our weekly ‘Mindspace Hours’ also offer opportunities for networking and collaboration in an open and welcoming environment. Together, these efforts ensure that our community is not just a shared workspace but a dynamic, interconnected network of professionals.

Q: Industry Evolution: What significant trends have you observed in the flexible workspace industry, and how is Mindspace adapting to them?

A: Over the past few years, especially since COVID-19, we’ve observed significant shifts in the flexible workspace industry. While the pandemic brought immense challenges, it also highlighted the importance of flexible office spaces for companies of all sizes. Today, we’re seeing a mix of trends, with some larger companies returning to a full-time, in-office model, but many others—especially small to mid-sized and growth-focused companies—embracing a hybrid approach as the new standard. This hybrid model has changed the way companies think about office space. They no longer need to commit to owning or leasing 50,000 square feet of office space when much of it goes unused on any given day. Flexible workspace providers like Mindspace are perfectly positioned to meet this need. We offer curated spaces that allow teams to come and go as needed, so companies only pay for what they actually use. This not only helps them optimize their budgets but also frees up resources to invest in growth. One of the things I love about Mindspace is how we support companies at every stage of their journey. Many start with just a handful of desks and over 12 to 18 months, expand into some of our largest suites. By staying in close communication with our members and understanding their needs, we ensure that we have the space and solutions to support their growth. It’s this adaptability and commitment to our members that keep us at the forefront of the flexible workspace industry

Q: Competitive Landscape: How does Mindspace maintain its competitive edge in a rapidly evolving market?

A: Mindspace maintains its competitive edge in a rapidly evolving market through a combination of thoughtful design, strategic location choices, and exceptional team efforts. Our product, design, and marketing teams work tirelessly to ensure that our spaces are inviting, modern, and inspiring—places where people genuinely want to be. It’s crucial that when someone walks into a Mindspace location, it doesn’t feel outdated but instead reflects an environment that aligns with their aspirations and needs.

Equally important is our commitment to being in the right locations. We focus on areas where the next generation of employees and entrepreneurs are gravitating. For example, as Miami has emerged as a global hub for tech and entrepreneurship, we recognized the need to expand our presence there, which is why we opened locations in Downtown Miami and Wynwood. Ultimately, it’s a combination of our design, the experience we offer, and our ability to position ourselves in high-demand markets where people want to be that keeps Mindspace ahead in the flexible workspace industry.

Q: Clientele: What types of clients typically utilize Mindspace’s services, and how do you cater to their specific needs?

A: The types of clients who utilize Mindspace’s services are incredibly diverse, ranging from lawyers, real estate professionals, engineers, designers, and marketers to a significant number of tech-based companies. One of the unique aspects of Mindspace is that if you walk into any of our locations, chances are you’ll find someone from virtually any professional ecosystem. This diversity is part of what makes our community so vibrant.

When it comes to catering to their specific needs, we recognize that no two members are the same. Our approach is to evolve with our members and ensure that our spaces meet their unique requirements. Whether it’s the type of workspace they need or the amenities they value, we tailor our offerings to align with what they’re looking for and the value they’re paying for. By providing flexible and thoughtfully designed spaces, we enable our members to focus on their work while we take care of the environment that supports their success.

Q: Strategic Goals: What are Mindspace’s strategic objectives for the next few years, and how do you plan to achieve them?

A: At Mindspace, the types of clients who utilize our services are diverse, spanning industries such as tech, law, real estate, design, marketing, and more. Each location reflects this variety, creating a dynamic and interconnected community. Our focus is to provide spaces that cater to the specific needs of these clients, ensuring they have the environment and amenities necessary for their success.

We currently have six locations in the US, three of which opened in just the last 18 months. Our immediate priority is driving stability and profitability across all our locations while maintaining the high-quality experience that our members expect. At the same time, we’re evaluating where it makes sense to expand next. We believe there’s significant untapped potential in the U.S. market, but we’re committed to growing strategically, ensuring that each new location is built on the solid foundation we’ve established.

As general manager for North America, my role is to ensure we grow thoughtfully and effectively while continuing to meet the evolving needs of our diverse client base. It’s about creating spaces where every member can thrive, no matter their industry or goals.

Mark Goldfinger is the General Manager and Head of North America at Mindspace, a global leader in flexible workspace solutions that reimagines the workplace experience for businesses of all sizes. Before joining Mindspace, Mark spent six impactful years at WeWork, where he played a key role in the company’s international expansion and led the sales team for Greater China. His tenure at WeWork included extensive travel, logging over 300 days in the air during 2018 alone.