Indie insights: Forge founder Kim Lee's advice for coworking operators to build profitable businesses faster
When Kim Lee, Founder and CEO of Forge, launched her Birmingham coworking space in 2017, she didn’t have a blueprint.
There was no playbook. No community of operators to lean on. No startup school, no digital mail checklist, no curated Slack channel of mentors.
“We didn’t have anyone telling us what worked and what to avoid,” says Lee. “We just figured it out as we went.”
That journey, full of hard lessons, smart pivots, and slow, sustainable growth, has become the foundation for something bigger: helping the next wave of independent coworking operators build smarter from day one.
“Why am I so passionate about this stuff?” she says. “Because I want independent coworking operators to be profitable, to build something sustainable, and to not feel overwhelmed doing it.”
Building a coworking business without burnout
Forge didn’t scale through flashy funding or aggressive expansion. It grew because Lee focused on sustainable profitability. Every decision, from offerings to operations, was designed with long-term health in mind.
“We didn’t go out to raise money or open five locations in a year,” she says. “We just kept asking: What can we do really well with the space, people, and tools we already have?”
That mindset now shapes how she advises others.
“I talk to a lot of new operators who are focused on wallpaper and desk placement,” Lee says. “It’s fun, but it’s not what’s going to keep you in business five years from now.”
Instead, she recommends looking at the bigger picture: revenue diversification, lean operations, and systems that can run without daily micromanagement.
Business lessons Kim Lee wishes she’d learned early on
Forge didn’t have a roadmap. But today, Lee’s helping others draw theirs.
She’s now a regular voice in the coworking world, working with Jamie Russo’s Coworking Startup School and helping lead The Mailbox Moneymaker Challenge—a tactical, low-lift program that helps operators add scalable revenue through virtual mail.
“I want people to skip the stuff that slowed us down,” she says. “You can start stronger. You can be profitable faster. You just need the right tools and the right mindset.”
She offers four big pieces of advice for up-and-coming operators:
Don’t wait to add virtual services
Choose platforms that do some of the marketing for you
Build systems that don’t require daily oversight
Stop trying to do everything yourself
“You don’t need to be perfect to be profitable,” Lee adds. “You just need to build smart and stay consistent.”
Whether you’re launching your first location or tightening operations at your fifth, Lee has a clear message:
Keep your operations lean
Don’t depend on physical space alone
Add systems that scale—and simplify
Digital mail is one of many ways to do that, and it just might be the easiest one to start with.
Success requires smart systems and sustainable growth
Digital mail is one example of a system that’s worked for Forge, but the larger takeaway is Lee’s approach: set up smart, simple systems that grow quietly in the background.
“We’ve had digital mail since day one,” says Lee. “It may not be the most glamorous service you can offer, but it’s been one of the most scalable, reliable revenue streams we’ve added.”
She adds, “And, at the end of the day, that’s what matters most!”
Forge has partnered with several digital mail providers to reach a wider customer base. Today, virtual services generate over 10% of the space’s total revenue.
“It grew slowly at first,” she says. “It was probably just five to ten signups a month in the beginning. But we stuck with it. Now it’s thousands of dollars in revenue a month, and we don’t have to chase it. The system just runs.”
Even better, it doesn’t require additional headcount or square footage.
“I love revenue that doesn’t need more humans to operate,” says Lee. “That’s a system worth investing in.”
Virtual members are good for business and community
One of the biggest misconceptions Lee hears is that virtual members don’t engage with the space.
“People think they’re just names on a spreadsheet, but we’ve had virtual members become in-person members,” she says. “They come to events. They refer people. They’re part of our ecosystem.”
For Lee, it’s proof that community isn’t tied to a desk or office. It’s about the relationships you build.
“That’s why I always tell people: don’t underestimate your virtual offerings,” she says. “They’re not just revenue. They’re reach.”
4 things to look for in a digital mail partner
If you’re considering adding digital mail to your service repertoire, Lee is all for it. But there’s a caveat.
“I would never use a platform that isn’t spending money to bring me customers,” Lee says bluntly. “You’re doing the work. You’re handling the mail. If they’re not marketing your address and bringing you signups, what’s the point?”
In her view, operators should demand more from the platforms they work with. She shared the four qualities you should look for in a digital mail partner.
1. Proactive customer growth
“If they’re not investing in advertising to get your address in front of people, they’re not really a partner. You’re marketing for them and paying them. That doesn’t make sense. The best digital mail partners invest heavily in sending paying customers your way.”
2. Excellent customer support
“You should never have to troubleshoot on your own. Customer service should be priority one. With iPostal1, the support is fantastic. William Edmundson, who’s an Executive Vice President, will email me personally if he sees a help ticket come through. I don’t expect that, but it shows the level of care they offer.”
3. A simple operator workflow
“Choose platforms that automate as much as possible. I don’t want to think about billing, invoices, and tracking. We want systems that just work.”
4. Ease of use for customers
“If a platform is confusing, customers won’t use it. And they’ll email you with questions instead. You want something clean and intuitive.”
Digital mail proved its worth for Forge
When the pandemic hit, Forge’s core business—people using the space—ground to a halt. Almost no one was coming in. But one thing didn’t stop.
“We stayed open because of mail,” says Lee. “We had maybe two members on-site. No one was using the space. But mail kept coming. It gave us a reason to stay open, and it gave us cash flow.”
That experience reframed how she thought about digital services. They weren’t just nice-to-have revenue add-ons. They were a safety net.
“In a coworking space, your revenue is capped by how many offices or memberships you can sell,” she says. “But with virtual services, there’s no ceiling.”
For Lee, digital mail is more than just a service. It’s a symbol of how independent coworking spaces can grow smarter, not harder. It’s scalable, low-lift, and proof that the right systems can support your business through growth, uncertainty, and everything in between.
“Helping people build smarter is the work I love most,” she says. “You don’t have to figure it all out on your own.”
If you’re ready to start building sustainable, system-based revenue in your space, digital mail is a smart place to start—and iPostal1 can help.
Ready to get started with iPostal1? Contact us today to start building a new revenue stream for your workspace with digital mailbox solutions.
