391. Serving Purpose with Profit: How Joel Ballew is Doing Good and Doing Well with Coworking in Latin America

Ever wonder what it’s like to build a coworking space outside the U.S. from scratch, in another language, with a whole new playbook?

Joel Ballew is the Chief People Officer at Coventus Space in Barranquilla, Colombia, and he’s not your average operator. He moved his family from Georgia to Colombia, sold his dream business, learned Spanish from the ground up, and launched what is now the largest privately held coworking space in a city of nearly 2 million people.

In this episode, Joel shares the highs, the lows, and the “wait, you did what?” moments of creating a thriving, purpose-driven business in an emerging market.

We talk about:

• The cultural and operational curveballs of launching a coworking space in Colombia—including why recurring payments aren’t really a thing.

• How Joel built lead volume through WhatsApp, Instagram, and literal flyers on car windshields (and why it's working).

• What it takes to educate a market on coworking while creating a strong local brand.

• How his space combines private offices, day passes, event rentals, and even a coffee shop run by a third party.

• Why doing good while doing well isn’t just a tagline—it’s a business model that fuels impact and sustainability.

Whether you're a seasoned operator or dreaming of launching in a new market, this conversation is a masterclass in adapting, listening to your audience, and building community on your own terms.

Resources Mentioned in this Episode:

Joel's LinkedIn profile

Coventus Space website

Everything Coworking Featured Resources:

Masterclass: 3 Behind-the-Scenes Secrets to Opening a Coworking Space

Coworking Startup School

Community Manager University

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