Interview by Sofia Bochoidze
In Georgia’s business landscape, international brands are making a significant impact, shaping industries and fostering economic growth. But who are the individuals leading these global giants in our country? What drives them, and how do they navigate the unique challenges and opportunities presented by the Georgian market?
In our new series, Spotlight on Business Leaders, we introduce the key figures steering international companies in Georgia. Through in-depth interviews, we uncover their leadership philosophies, market insights, and vision for the future.
To launch the series, we spoke with Ruska Chakvetadze, Area Manager of Regus IWG PLC, a global leader in flexible workspace solutions. Ruska shares her journey into leadership, the dynamics of the co-working industry in Georgia, and how Regus is transforming the way businesses operate in an increasingly flexible world.
What qualities and skills do you believe are essential for successfully managing an international brand like IWG PLC in Georgia?
Managing an international brand like IWG in Georgia requires a unique blend of global vision and local insight. On one hand, you need strong leadership and strategic thinking to align with the brand’s global mission of revolutionizing the way people work. On the other hand, deep cultural understanding and adaptability are critical to ensure that the solutions we offer resonate with the local market.
Another vital quality is innovation – the ability to think creatively and identify opportunities to tailor our workspace solutions to meet the specific needs of Georgian professionals and businesses.
Lastly, resilience and a passion for continuous improvement are essential. The workspace industry is evolving rapidly, and staying ahead means being open to change, fostering a customer-centric mindset, and empowering our team to deliver excellence every day. It’s an exciting challenge, and Georgia’s entrepreneurial spirit makes it the perfect place to grow with IWG.
What inspired your journey into leadership, and how did your path lead you to this role as Area Manager?
When I learned about IWG’s vision of flexible workspaces and supporting businesses in modern ways, I felt it was the perfect fit for my skills and interests. Being a woman in this role is also something I’m proud of. It’s important to show that women can lead in any industry, and can bring a unique perspective to the table. This role allows me to combine strategy and creativity while making a real impact on how people work in Georgia. I love that every day brings something new, and I feel inspired by the chance to help shape the future of work.
What unique challenges and opportunities have you encountered while managing Regus in the Georgian market?
Managing IWG PLC in the Georgian market has been both exciting and rewarding. One unique challenge is balancing global standards with local expectations. Georgian businesses often value personal relationships and trust, so we’ve worked hard to build strong connections with our clients while delivering the high-quality service Regus is known for worldwide.
Another challenge is educating the market about the benefits of flexible workspaces. While many businesses are now seeing the advantages, some still prefer traditional office setups. This has been an opportunity for us to show how flexible workspaces can help companies save costs, increase productivity, and adapt to change.
Georgia also has a growing startup culture and attracts international businesses, which creates great opportunities. We’ve seen more demand from entrepreneurs and global companies looking for modern, professional workspaces.
Overall, the Georgian market is dynamic and full of potential. It’s been amazing to see how our solutions help businesses of all sizes grow and succeed. Each challenge has pushed us to adapt and improve, and each opportunity has allowed us to contribute to the evolving business environment here.
How does Regus adapt its global vision and services to meet the specific needs of Georgian businesses and professionals?
IWG PLC has a strong global vision of creating flexible workspaces that suit businesses of all sizes, but we understand that every market has its own unique dynamics. In Georgia, we focus on understanding the local culture, business practices, and what professionals here truly need.
For example, Georgian businesses value personal connections and trust, so we emphasize building strong relationships with our clients. We also see a growing demand for flexibility as startups, freelancers, and international companies expand their presence in Georgia. To meet these needs, we provide a range of workspace solutions, from private offices to coworking spaces, designed to support both small businesses and large corporations.
How would you describe the current state of Georgia’s coworking and flexible office space market? What trends are you observing?
Georgia’s coworking and flexible office space market is growing and becoming more popular every year. Businesses here are starting to see the benefits of flexibility, especially as more startups, freelancers, and international companies enter the market. This is creating a demand for modern, professional spaces that are easy to access and adapt to different needs.
One trend we’re seeing is that more businesses want hybrid solutions—spaces they can use part-time or as needed. Companies are focusing on reducing costs and increasing efficiency, and flexible offices are a great way to achieve that.
Another trend is the rise of remote work. Many professionals want a workspace that offers a professional environment without the commitment of a traditional office. Coworking spaces are perfect for this, as they provide networking opportunities and a sense of community.
We’re also noticing that international businesses are using flexible offices to enter the Georgian market because it’s faster and easier than setting up traditional offices. This is helping to bring global connections to Georgia and creating exciting opportunities for local professionals.
What role do you see Regus playing in the growth and development of Georgia’s business infrastructure?
IWG PLC plays a key role in driving the growth of Georgia’s business infrastructure by offering more than just workspace solutions—we create valuable partnerships with landlords. Our business model is designed to benefit our partners by turning their properties into high-performing assets through flexible workspace solutions.
Landlords who partner with us gain access to IWG’s global expertise, brand reputation, and network of over 3,500 locations worldwide. This partnership transforms properties into hubs for modern business, attracting both local and international clients. By working with IWG, landlords in Georgia can diversify their portfolios, maximize occupancy rates, and enjoy stable, long-term income streams.
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As the business world continues to embrace flexibility, Georgia’s co-working space market stands at the forefront of change. Leaders like Ruska Chakvetadze are not only shaping the industry, but also driving innovation and growth. Stay tuned for more insights from top executives leading international companies in Georgia as we continue our Spotlight on Business Leaders series.
