Across the United States, entrepreneurs and investors are taking a fresh look at coworking. Flexible workspace is no longer just a trend for freelancers—it’s become a mainstream solution for companies rethinking office leases, hybrid work, and employee experience. Nowhere is that shift clearer than in Bethlehem, Pennsylvania, where Terry Wallace, owner of Venture X Bethlehem, has built one of the region’s most in-demand coworking communities.
Lehigh Valley Business recently explored Wallace’s journey, the changing market forces behind the resurgence of coworking, and why his experience highlights the powerful opportunity of owning a Venture X coworking franchise.
From Early Optimism to Pandemic Shock
When Wallace opened Venture X Bethlehem in March 2020, he was bullish on coworking as an evolving office trend. But weeks later, COVID-19 shut down offices nationwide.
“Those first couple of years were brutal,” Wallace told a local newspaper. “People say that it was amazing that I survived. I may have shuttered and walked away licking my wounds.”
During that period, many coworking brands disappeared. Yet Venture X Bethlehem held on—thanks to Wallace’s perseverance, the strength of the Venture X brand, and a business model built on flexibility.
Coworking’s Comeback: A Post-Pandemic Shift
Fast forward to today, and the environment looks dramatically different. While the traditional office market remains soft, Wallace sees a niche demand for coworking space that is stronger than ever. Venture X Bethlehem now houses over 150 companies and 250 members—with a waiting list for space.
Several factors drive this surge:
- Hybrid Work Normalization. The pandemic proved remote work can succeed, but companies also learned employees miss collaboration, amenities, and a sense of place. Coworking bridges the gap.
- Flexible Leasing. Businesses are reluctant to commit to five- or fifteen-year leases. Venture X’s month-to-month and short-term agreements make it easier to scale up or down.
- Employee Experience. Access to modern, well-designed offices helps attract and retain talent. Wallace hears this directly from companies in his space.
“Firms seeking to return to office find the right balance here,” he said. “It’s not a full-time expenditure.”
The Venture X Difference: Amenities and Community
Wallace credits Venture X’s design and amenities for much of the appeal. Members can work in open common areas or in secure, lockable offices. They enjoy enterprise-level office equipment, high-speed internet, and a collaborative café.
Just as important, Venture X fosters community and connection.
“You get to be part of a lockable space, but where people can convene or collaborate with other people,” Wallace explained.
To make coworking even more engaging, Venture X Bethlehem hosts 10 events a month—from wine tastings and waffle days to educational presentations. These experiences turn a workplace into a professional network.
A Solution for “Super Commuters”
One under-appreciated driver of coworking growth is the rise of the “super commuter”—professionals who used to travel hours to reach a downtown office. Venture X solves this by giving employees a satellite workspace closer to home.
Many companies now reserve desks or private offices at Venture X so staff can work locally, cutting down commute times while still providing a professional environment.
From One Location to Many: Expansion Plans in the Lehigh Valley
Demand has been so strong that Wallace is preparing to open a second Venture X location in Allentown and is eyeing a third in Easton. His long-term goal: create an interconnected network of 1,000 local businesses across the Lehigh Valley, ensuring no resident is more than 15 minutes from a world-class office.
This kind of expansion is exactly what the Venture X franchise model is designed to support. Owners can start with a single location and scale up as demand grows.
Why This Matters to Prospective Franchise Owners
For entrepreneurs evaluating a coworking franchise, Wallace’s story is a case study in resilience and opportunity. Here’s what stands out:
- Proven Demand Across Business Segments
Venture X attracts solo entrepreneurs, small businesses, remote corporate teams, and established firms seeking flexible space. This diversity helps stabilize revenue and creates multiple growth channels.
- Recurring Revenue Model
Members typically sign monthly or annual agreements, generating predictable, recurring income. Even during economic uncertainty, flexible office solutions remain attractive.
- Brand Recognition and Support
Venture X is part of United Franchise Group (UFG), a global leader in franchise development. Owners benefit from training, marketing support, and a recognized brand.
- Community Impact
Beyond financial returns, franchisees build a hub for local professionals, creating jobs, connections, and innovation in their region.
Market Trends Favoring Coworking
Independent research backs up Wallace’s experience. Industry analysts project that the global coworking market will continue to grow as remote and hybrid work models become permanent.
Key trends include:
- Flexibility as a Corporate Strategy. Fortune 500 companies are using coworking to test new markets or house project teams.
- Demand for Premium Design. Today’s professionals expect more than desks and Wi-Fi—they want curated spaces, privacy options, and amenities that reflect their brand.
- Community Programming. Networking events, workshops, and wellness offerings drive member retention and create referral pipelines.
Venture X’s upscale aesthetic, flexible layouts, and events schedule align perfectly with these trends.
How Venture X Supports Its Franchisees
Owning a coworking franchise is about more than leasing office space—it’s about building a hospitality-driven business. Venture X equips franchise owners with the tools to do just that:
- Site Selection & Build-Out Assistance. Experts help identify ideal locations and design a layout optimized for member experience.
- Marketing & Sales Training. Franchisees learn how to attract members, sell private offices, and fill event spaces.
- Technology Infrastructure. Venture X provides robust systems for member management, billing, and security.
- Ongoing Support. As market conditions change, owners receive guidance from experienced industry leaders and the UFG network.
This support allowed Wallace not only to survive the pandemic but to thrive in its aftermath.
A Day in the Life at Venture X Bethlehem
To paint a picture of what members experience, consider a typical day at Wallace’s location:
- Morning: Entrepreneurs grab coffee in the collaborative café, chat with other members, and head to their private offices or open desks.
- Afternoon: A small business holds a team meeting in a fully equipped conference room, while a remote corporate employee takes advantage of a quiet phone booth.
- Evening: Members gather for a wine tasting or professional development workshop, strengthening their networks and friendships.
This blend of productivity, flexibility, and community is what makes Venture X unique—and why demand keeps growing.
Lessons for Aspiring Franchisees
Wallace’s experience offers several takeaways for those considering a coworking franchise:
- Resilience Pays Off. The pandemic underscored the importance of adaptability. Owners who stayed the course are now reaping the rewards.
- Market Timing Matters. With traditional office space still in flux, the window for flexible work solutions is wide open.
- Community Drives Retention. Amenities attract members, but events and culture keep them.
- Scaling Is Possible. Once a location reaches capacity, owners can expand into nearby markets, creating a regional network.
The Bottom Line: Why Now Is the Time to Own a Venture X
The coworking industry has matured from a novelty into a necessity. Businesses of all sizes want the flexibility, amenities, and community that brands like Venture X deliver. Wallace’s success in Bethlehem proves that even in challenging times, a Venture X franchise can thrive—and expand.
Whether you’re an experienced entrepreneur, a real estate investor, or a corporate professional looking for your next venture, the demand for coworking presents a timely, scalable opportunity.
If you’re ready to explore owning a Venture X coworking franchise, now is the time. Learn how you can bring premium flexible workspace to your community—backed by the training, support, and brand power of United Franchise Group.
Contact our team today to learn more about Venture X franchise opportunities.