IWG (International Workplace Group) is at the cutting edge of the flexible workspace revolution, with CEO Mark Dixon’s vision of the company as the “Uber for offices” — offering a global network of professional spaces accessible at the touch of a button. With over 4,500 locations in 125 countries, IWG is helping businesses around the world meet the demands of a changing workforce. Marc Descrozaille, IWG’s Regional CEO for the Middle East and Africa, is guiding the company’s expansion across the region, with a particular focus on Egypt, a market poised for significant growth. In this interview, Descrozaille shares how IWG is capitalizing on Egypt’s evolving workforce and infrastructure to redefine the future of work in the region.

Interviewer: Could you tell us about the highlights of your career at IWG so far? What have you learned during your time with the company?

Marc Descrozaille: It’s been just over a year and a few months since I joined IWG, and what I find most exciting is the entrepreneurial spirit that permeates the company. Despite being a global giant, with over 4,500 centers across 125 countries, IWG maintains a very entrepreneurial culture. The founder, Mark Dixon, was my boss, and he’s incredibly involved in the business. Mark is a serial entrepreneur, and his entrepreneurial mindset shapes the company’s culture. One of the things that stands out is how we are empowered to run our operations locally. For example, what works in Egypt might not work in Jordan or the UAE, and the flexibility to adapt to local needs is key.

Another fascinating aspect is how early on, IWG realized the importance of having multiple brands to cater to different market segments. Instead of relying on a single brand to serve all needs, we developed distinct brands, each tailored to specific audiences. For instance, we have Regus, which has been around for over 35 years and targets a more traditional corporate market, Spaces, which appeals to creative entrepreneurs, and HQ, which offers cost-effective, professional spaces for businesses on a budget. This strategy allows us to reach a diverse range of clients and meet their various needs.

Interviewer: That’s really interesting. Moving on to your strategy in Egypt, which is a key market in the region, what makes it special, and what investments are you planning?

Marc Descrozaille: The pace of development in Egypt is remarkable. It’s growing faster than any other market in the region. The pandemic accelerated the shift toward remote and hybrid working, and in places like Cairo, this change is particularly relevant due to the traffic challenges. While infrastructure has improved significantly in recent years, commuting is still a major issue, and people want flexible workspaces closer to home.

We’re focused not just on Cairo but also on expanding to other areas like the New Administrative Capital, the North Coast, and other emerging districts. For example, we’ve already signed five new centers in the New Capital, and we plan to open more in various strategic locations. This expansion will allow us to meet the increasing demand for flexible workspaces across the country.

We also see a shift in the market. Traditional office leases are no longer appealing to many clients. Businesses are realizing they don’t need to commit to long-term leases or invest in office furniture. Our offering allows clients to scale their office space as their business grows or shrinks, providing them with more flexibility. This is exactly what the market needs.

Interviewer: It’s exciting to hear about such rapid growth. Can you share more about your investments in Egypt?

Marc Descrozaille: Our investment in Egypt focuses heavily on technology. This year, we are investing $85 million into developing our IT infrastructure. This includes building out our systems, platforms, and distribution channels. Unlike local competitors who may struggle with such investments, we have the advantage of a global network, which allows us to invest at scale.

However, when it comes to real estate, we prefer to partner with local investors who know the market best. Real estate is highly localized, and it’s always more efficient for an Egyptian investor to handle the logistics and municipality requirements. We provide the expertise, design, and support, while our partners handle the investment and development.

Interviewer: Do you have any government partnerships in Egypt, and do you see any regulatory changes that might be needed to help your business?

Marc Descrozaille: We do have some discussions with the government for specific projects, but at the moment, our main partnerships are with private investors. The government has been quite open to collaboration with foreign companies, and there’s a strong push to encourage private sector investment.

As for regulations, I would say Egypt is quite an open market for us to operate in, with no major constraints. Some markets have more significant challenges in terms of regulations, but here in Egypt, the environment has been supportive, which is why we are able to expand so quickly.

Interviewer: You operate across the Middle East and Africa. What are the key markets, and what’s the role of Egypt in your strategy?

Marc Descrozaille: Egypt is by far our number one market in terms of development. We are seeing rapid growth here, and the market is very receptive to flexible workspaces. Other mature markets in the region, like South Africa, the UAE, and Saudi Arabia, are also important, but Egypt is a key focus for the future.

Egypt is increasingly becoming a hub for Africa. It offers a skilled workforce, particularly in sectors like IT and engineering, and the cost-efficiency is unmatched. Many international companies are setting up operations here because of the favorable economic conditions, and we’re seeing strong demand for our services in the country.

Interviewer: How does IWG attract and retain clients, especially in these challenging times?

Marc Descrozaille: Our strategy focuses on being in the right location and ensuring we are in the best buildings. It’s crucial that our spaces are easily accessible and in buildings that are well-maintained and environmentally efficient. We also carefully select our partners because, as with any partnership, the success of our centers depends on the right relationship.

We make a lot of effort in our marketing, both through digital channels and on-the-ground efforts. The key differentiator for us is the global network we offer. Once clients sign up for a center, they can access all of our locations worldwide, which is a huge benefit for businesses with teams spread across different cities or countries.

Our customer experience is at the core of everything we do, and our team is passionate about ensuring that every client has a seamless, enjoyable experience. This is what sets us apart in a competitive market.

Interviewer: It sounds like IWG is really focused on providing the best value for your clients. Thank you for sharing all this valuable insight.

Marc Descrozaille: It was a pleasure to speak with you. We’re excited about the future in Egypt and the broader Middle East and Africa region, and we’re looking forward to growing our business here.