Meet the Ambassadors: Helena Hughes

The flex space industry is full of fascinating career stories and Helena Hughes’ is no exception. 

A career that started with a degree in French and Management, a graduate sales scheme, and a “what I didn’t want to do” mindset has evolved into two decades of leadership and expertise at the heart of the flex world.   

Today, as Director at Savills/Workthere, Helena combines deep industry knowledge with a relationship focused approach that’s shaped not only her own career but also those of many around her.  

Falling into Flex and finding her passion 

Like so many in this industry, Helena didn’t plan to work in coworking or flex space. But from her first graduate role at Regus, it was clear the sector had plenty to offer. 

“I absolutely fell into the Flex Industry,” she explains. After an in-depth sales programme and hands-on learning alongside facilities colleagues, Helena realised this was an environment where her skills could thrive. Moving from sales to corporate accounts, she found herself drawn to building lasting relationships and creating impact through her work. 

A move to Instant Offices allowed her to grow even further, leading teams, shaping new roles, and gaining a deep understanding of flex from multiple angles. Her current role at Savills/Workthere allows her to work with a broad client base while driving positive change across the sector. 

Leadership lessons 

Helena’s leadership style is grounded in empathy, authenticity, and a real understanding of people. But that didn’t happen overnight — key moments along the way shaped how she leads today.  

Covid, she says, was one of the most challenging times of her career. Having to review roles and lead through uncertainty required honesty, empathy, and resilience. “I tried to be honest, empathetic and my authentic self, respecting peoples reactions to the situation and acknowledging that this was not personal.” 

She’s also learned the value of listening, patience, and choosing your battles: “I have learned to listen and read people, learned to sleep on things and how to deal with difficult people.” 

Owning your voice 

For Helena, authenticity is at the core of leadership and of using your voice effectively. 

“It’s about the willingness to speak up and share – whilst being authentic.” 

And that authenticity extends to building a career that aligns with your values. While she briefly considered leaving the flex industry after moving on from Instant, Helena quickly realised her expertise and passion were still needed. “I couldn’t put that to bed just yet!” 

Managing imposter syndrome and staying balanced 

Helena is refreshingly honest about the challenges many women face around self-doubt: “Everyone is affected by impostor syndrome – even C-suite! To be honest, I think people who say they are not, are either very arrogant or lying!” 

Her advice? Surround yourself with trusted voices who can help you put things in perspective. And when it comes to work-life balance (something she believes is absolutely achievable), it’s about creating an environment where flexibility works for both you and your company. 

“I do think flexibility and balance has to work for both you as an individual and the company. It is after all a balance!”  

Mentoring the next generation 

Throughout her career, Helena has benefited from informal mentors, and now plays that role for others. She’s a passionate advocate for mentoring relationships that are built on trust and connection, not just job titles.  

“I think most people would be flattered to be asked…best if there is a connection and you feel comfortable on both sides” 

Her advice for early-career professionals? Get out there. “Ask people for help, get out there and out of your comfort zone. Put your hand up!” 

Progress in diversity — but more work to do  

Helena has seen the flex and property sectors evolve dramatically when it comes to diversity and inclusion. Where once she was surrounded by “middle aged white men,” she now sees progress, especially through initiatives like apprenticeships that create broader opportunities. 

But there’s still a way to go. “Girls need to be encouraged into the industry. Within flex, we do likely benefit from the hospitality route bringing more women.” 

Why Women in Flex matters 

For Helena, Women in Flex plays an essential role in driving progress across the industry: 

“It would be great to be in a world where no professional support groups or networks were needed, but we are some way off that. Women in Flex gives us an opportunity to share, collaborate, help each other and be inspired by others, whilst with a common work experience.” 

It’s also about visibility and representation, giving more women the confidence to step forward and shape the future of flex. 

Being an Ambassador 

As an Ambassador, Helena is passionate about paying forward the lessons she’s learned and helping others navigate their own journeys:  

“I love managing a team, mentoring and seeing people progress in their careers and would love to see that within our industry.” 

She’s especially focused on encouraging more women to step into leadership and mentoring roles: 

“Everyone needs a role model, someone to look up to.”

A reminder of just how powerful representation can be. When women see leaders who look like them, who share similar experiences, it makes career progression feel more tangible and sends an important signal that there’s space for everyone at the table. 

Women in Flex is about helping to create more of those role models across our industry. twe

If you’re passionate about building the next generation of future-facing workspaces, we’d love you to be part of the journey. 

👉 Join the conversation in our Women in Flex WhatsApp group  

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