Name: Natasha Guerra
Job title: Founder of Runway East
What I do: I founded Runway East in 2014. At the time, I was working with a number of start-ups and Silicon Valley-backed businesses. They were growing at pace, but their offices were… well, boring. I wanted to help them thrive and one way to do that was to take the hassle of office and property management off their hands so they could focus on their day jobs. That’s really what I do, but on a much larger scale now, with 8,000 members and growing.
Why I got into the property industry: I didn’t come from a property background – I was a founder using co-working spaces that didn’t really get what start-ups needed. So, I decided to build the kind of place I wanted to work in. Not being a ‘property person’ gave me an edge; I built Runway East from a founder’s perspective, not a landlord’s.
How I did it: By listening and learning as I went. I didn’t have a real estate background, but I had a clear sense of what start-ups needed – energy, community, flexibility. The hard bit was convincing landlords to see things the same way. We heard a lot of “no’s,” but eventually found partners willing to take a chance on us. That persistence, and a bit of healthy naivety, kept me going.
My first proper job: I was a project manager at SuperAwesome, a children’s edtech start-up. It gave me the start-up bug, which ultimately led me to launch Runway East.
My first big break: Signing our first deal with a big institutional landlord (thanks GPE!) Up until then, we were hustling in the margins, convincing people to give us a go. That partnership gave us credibility – suddenly others started to take us seriously.
My inspiration(s): My dad. He made risk taking feel exciting, not scary.
The biggest challenge I’ve encountered to date: Our first permanent site nearly finished us. Two months in, a structural beam collapsed and we had to rehouse everyone overnight. We couldn’t charge members, but we still had costs and it felt impossible. But we survived – and it made us more resilient than ever.
My greatest achievement/proudest moment to date: When I first started my business, I wanted to create a company that would feature in The Times 100 Best Places to Work. Last year, we did it. I was so proud, as this was a benchmark I’d been keen to reach.
The biggest misconception people have about the property industry: That it’s about buildings. It’s really about people.
My biggest bugbear about the industry/the one thing I would change about the industry: It can be a bit traditional and slow to evolve. I’d love to see more collaboration and a stronger collective voice, especially around policy areas like business rates where we all face the same challenges.
Why I’m so passionate about DE&I: Because spaces shape how people feel and not everyone experiences them the same way. We design with that in mind – whether that’s thinking about accessibility, the language we use, or even making sure ‘Cake Wednesday’ has a gluten-free option. It’s small, but it sends a message that everyone’s included.
Where I’d like to be in five years’ time career-wise: Still growing Runway East, hopefully managing around 1.5m sq ft and expanding into new cities like Manchester and Glasgow. But more than anything, I want to keep building a company that lasts – one that people are proud to be part of.
Who I’d invite, living or dead, to a dinner party: Anne Boleyn – there are few people in the world that they’ve made a king so infatuated with them that they created a new religion. She must have had great chat.
What I do in my downtime: Most of my downtime involves chasing small humans around North London parks. Every now and then, I get to sit down long enough for a Sunday roast.
The job I’d be doing if I was not doing this: Probably building another kind of community – something that brings people together, whether that’s around work, creativity, or shared experiences.
My advice for someone just starting out: Don’t wait until you feel ready – you never will. Start small, learn quickly and surround yourself with people who make you better.
My motto/mantra: “Nothing is ever as good or as bad as it seems.” It helps me keep perspective through the highs and the lows.
