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In a special episode of the About Basingstoke podcast, Mark Jones of Mr. Blue Sky Consultancy sat down with George Scott-Welsh, CEO of IncuHive, to mark the launch of their newest co-working space in Basingstoke.
The conversation offered a candid look into the life of a “serial entrepreneur” who balances high-tech innovation with a grounded, grit-over-style philosophy.
A Journey of Calculated Risks
George’s path to the CEO suite of IncuHive was anything but linear. Influenced by an entrepreneurial father, George transitioned from a background in chemistry and biology into the fast-paced world of London real estate with Foxtons and Chestertons.
This foundation in property served him well when he co-founded Kiss Gyms in 2010, a venture that saw explosive success, including selling over 1,076 memberships in a single day.
However, George’s career hasn’t been without its hurdles. He spoke openly about the “monumental failures” that shaped him, including a venture into the hospitality industry running a pub in Devon and the immense stress of exiting the gym business during the COVID-19 pandemic.
For George, entrepreneurship is a constant cycle of experimentation, failing, and pivoting—all underpinned by a growth mindset.
The IncuHive Philosophy
Now leading IncuHive alongside founder Steve Northam—whom George describes as a “wacky” and “unbelievably entrepreneurial” partner—the focus has shifted to creating ecosystems where small businesses can thrive.
IncuHive Basingstoke is designed for “substance over style,” targeting entrepreneurs ready to move out of their bedrooms and into a collaborative professional environment.
The business model is unique, favoring management agreements over traditional leases to protect small businesses from the rigid challenges of the property market. George highlighted three pillars that make IncuHive stand out:
- Community: Peer-to-peer learning and shared confidence significantly improve a startup’s chance of success.
- Affordability: Keeping costs marginally lower than local competitors to support early-stage ventures.
- Flexibility: Eschewing long-term leases to allow businesses the freedom to scale or pivot as needed.
High-Tech and Human Interaction
Despite the move toward automation and AI, George remains a staunch believer in the necessity of physical interaction. “Humans crave physical interaction,” George noted, arguing that the more technologically advanced we become, the more we need collaborative communities.
IncuHive is at the forefront of this technological curve. George himself utilizes microchip implants in his hands to bypass traditional keycards for door access and to share his LinkedIn profile with a simple scan.
The Basingstoke site is being integrated with advanced AI-driven systems to streamline operations, allowing the team to manage a growing portfolio of sites with efficiency.
Advice for the Next Generation
Addressing the younger generations, George expressed optimism regarding their inherent understanding of side hustles and digital platforms.
His advice to aspiring founders is simple: don’t start a business unless there is clear customer demand. “We don’t use hope,” he told the audience. “We do market research”.
As IncuHive continues its rollout across the South, George’s focus remains on the “journey” rather than a final exit strategy, driven by a desire to support the gritty, ambitious heart of local business communities like Basingstoke.
This episode was recorded at a Stronger Together Forum event at IncuHive in Basingstoke. Thanks to Mark (and George of course) for inviting us to record it.