Starting a coworking space in the middle of a pandemic is hardly a dream situation for an entrepreneur. For Jens Østgaard and the team behind Walborg Cowork, however, it became the starting point for something that has now grown into one of Gothenburg's most talked-about coworking concepts. When the doors opened for the first time, it was without pomp and circumstance—rather with a certain resignation to the situation around them. The pandemic had just hit, demand was uncertain, and the future was difficult to predict.
Instead of trying to compensate with rapid expansion or aggressive growth, Walborg chose a more thoughtful path. The focus was placed early on people, relationships, and building a context that would last over time. It is also this strategy that has now led to Walborg Cowork being a finalist in the category Coworking Space of the Year outside Stockholm at the Workaround Coworking Awards.
“It feels really exciting and very important. Beyond the nice feather in our cap, the nomination gives extra energy and confidence to a small, hungry team whose business is growing slowly and organically, but steadily,” says Jens.
Slow growth as a conscious strategy
In an industry where many players are chasing scalability and rapid presence in multiple markets, Walborg has chosen to do the opposite. Here, each new member has been seen as an active choice rather than a way to fill empty spaces. The ambition has been to build a coworking space where the whole is more important than the occupancy rate itself.
By viewing each customer as part of the community—rather than as a traditional tenant—Walborg has been able to create an environment characterized by loyalty, commitment, and job satisfaction. It is a way of working that requires patience, but also yields clear results in the form of stability and well-being.
“We have regarded each customer as a carefully considered recruitment, as a value carrier into the happy and loyal community that forms the core of our product,” explains Jens.
Relationships before square meters
For Walborg, coworking is less about space and more about context. The office is not seen as a neutral place where companies happen to sit next to each other, but as a social ecosystem where people actually want to contribute, share experiences, and build relationships.
What makes Walborg Cowork unique in Gothenburg
When the question of what sets Walborg Cowork apart in Gothenburg comes up, it is often humor that takes first place. Jens likes to return to the story of the 40,000 balls that were purchased for an ambitious ball pit—a project that was almost more memorable than profitable.
"It's obviously the 40,000 colorful balls we bought for the west coast's largest ball pit. An investment that almost ruined us.
However, there is a serious point behind the joke. Walborg starts from the insight that today's office competes with the comforts of home. For people to choose to come into the city, something more than just a desk space is required. There must be a feeling, a consideration, and a value that goes beyond the practical.
"If you understand that the office competes with the comfortable sofa at home, then you also understand that service beyond the expected, genuine interest in tenants' businesses, and damn good coffee are the keys to high attendance.
An environment that attracts people back
Recycled furniture, well-chosen locations, and reasonable prices are important parts of the offering, but it is the overall experience that makes the difference. Walborg has consistently worked to create an environment where people want to be—not because they have to, but because they enjoy it.
A community built with finesse
The community at Walborg is not a result of chance.
On the contrary, the selection of members is a central part of the business model. When new companies have been on display, the team always asks themselves a couple of fundamental questions, questions that are as much about values as they are about business.
– Would we be comfortable having them as colleagues – or even bosses? And do they belong to our primary target group, Swedish startups?
By letting these questions guide its decisions, Walborg ensures that the dynamics in the building remain right. This creates the conditions for a working environment where collaboration arises naturally and where the atmosphere remains lively over time.
“If the answer is yes to both, then we know that the relationship will be easy and the business will be right, even if we sometimes make exceptions when there are good reasons to do so.”
A year of growth, full occupancy, and new space
The past year has been clear proof that the strategy works. Walborg Cowork has reached full occupancy and at the same time chosen to invest in the organization. The team has grown from two to four people, which has made it possible to distribute responsibilities and tasks more sustainably.
– Now 2 + 2 actually feels like 7.
At the same time, the business has gained access to the neighborhood's largest roof terrace – an addition that strengthens both the offering and the community.
– Lightning-fast wifi and a bottle of rosé. It's a hard-to-beat combination.
The future of coworking in Gothenburg
When Jens looks ahead, he sees a coworking industry in transition. Many major players, both nationally and internationally, are struggling with concepts that have become either too luxurious or too impersonal. Walborg's response to this is to continue refining its small-scale model.
"Our approach has always been to create a sense of well-being among curious and driven people in safe, small, cozy environments.
At the same time, there is a clear ambition to grow – but in the right way. New collaborations with property owners, institutions, and academia, as well as models such as Coworking-as-a-Service, are seen as natural next steps. The flexibility of these arrangements makes it possible to quickly activate spaces without major interventions, which is particularly attractive in uncertain times.
"This model requires minimal renovation and makes it easy to move in and out.
Looking ahead – with a twinkle in the eye
For Walborg, the future is primarily about continuing to do what they are already good at: creating environments where people feel comfortable and want to stay. The dreams are big, but always formulated with a clear dose of self-distance.
“It would be fun to be the first coworking space on Mars. For curious astronauts who like electric cars. But we'll take that another time.”
From a cautious start in the middle of the pandemic to a national nomination, Walborg Cowork has built its journey on patience, humor, and human relationships. With Jens Østgaard at the helm, they have created more than a coworking space in Gothenburg—they have built a community.
And it all started, after all, with a sigh.