Column by Alex West Steinman, Co-Founder, CEO, The Coven
Work shapes so much of our lives. It shapes our confidence, our community, and our sense of possibility. It has always been central to my own identity. I built my career in advertising and public relations before launching my own communications consulting practice. I loved the creativity and strategy of the industry, and I was fortunate to support incredible clients. But over time, I kept coming back to a bigger question: why didn’t more workplaces feel designed for everyone to thrive?
Alongside my co-founders, who also came from the advertising world, I experienced firsthand how traditional workplaces often left people out. Inclusive policies were inconsistent or nonexistent. Working parents struggled to access basic accommodations, like private pumping rooms. Talented professionals burned out in cultures that prioritized productivity over belonging. So we set out to create the kind of space we wished we’d had. That vision became The Coven .
The Coven is a coworking space designed for belonging and open to all genders. Every detail is intentional. From the art on the walls to the programming we offer, everything is created to make people feel seen, safe, and included. We are not simply offering desks and offices. We are creating environments where people can grow personally and professionally without compromising who they are.
As we’ve grown, we’ve been intentional about expanding into communities where collaboration, connection, and entrepreneurship can thrive. Today, The Coven has nine locations across Minnesota, Wisconsin, and North Carolina, including two headquarters locations and seven franchises. Each location reflects the same core belief: belonging should not be a luxury. It should be the standard.
Expanding into Wisconsin felt like a natural next step. After establishing a strong foundation in Minnesota, we were introduced to Eau Claire through a conversation with a local coworking space, CoLab, that was interested in becoming a franchise partner. That conversation led to The Coven’s first Wisconsin location. It quickly became clear that there was strong momentum among local professionals who were eager for a shared space to connect, collaborate, and grow their businesses. We saw an opportunity to support and amplify the vibrant entrepreneurial energy already present in the region.
Since expanding into Wisconsin, I have been especially encouraged by the state’s investment in entrepreneurship. The Wisconsin Economic Development Corporation has demonstrated a clear commitment to supporting innovation and business growth. There is an openness here to collaboration and new ideas that align closely with our values.
Our partnership with UW–Eau Claire has also been meaningful. We have helped bridge entrepreneurial students with the local business community, creating real pathways between education and opportunity. The broader University of Wisconsin system has shown interest in collaboration across the state, reinforcing a culture that prioritizes connection over competition.
Looking ahead, we plan to take the lessons we have learned in the Twin Cities and apply them to new Midwest markets, including the hope to expand into Milwaukee and Madison markets in the future. As we continue thoughtfully growing our franchise model and building relationships with individuals and communities interested in opening coworking spaces, we remain committed to creating environments where people can lead, create, and thrive.
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