Vast Coworking Names New CMO and CFO

Vast Coworking Group has named Chris Baszto as chief marketing officer and Ozlem Soyturk as chief financial officer, filling out its executive bench a few months after private equity firm New State Capital Partners acquired the company. Vast is the parent of Venture X, Office Evolution, Intelligent Office and Intelligent Assistant, and calls itself the largest privately held coworking franchisor in the world.

Two Hires With Franchise-Specific Track Records

Baszto spent two decades in marketing across real estate, SaaS and healthcare, most recently leading marketing at Industrious as it grew from 100 to nearly 250 locations before CBRE acquired the brand. Soyturk joins from Endeavor Schools, where as CFO she helped guide an expansion from 34 to more than 110 locations across 14 states, plus a decade earlier at PwC advising growth-stage companies.

Reading the Signal Behind the Hires

Bringing in a CMO and CFO with experience scaling multi-location brands through acquisition and rapid unit growth points to where Vast is headed next: faster franchise sales, tighter financial controls and a coordinated growth push across its four brands. CEO Jason Anderson framed the hires as investment in the team that supports franchisees directly, not just corporate strategy. The timing lines up with a broader surge in demand for flexible office space, as more companies favor short-term, amenity-rich leases over traditional long-term commitments.

What It Means for Coworking Franchisees

For current and prospective Vast franchisees, new financial and marketing leadership usually precedes changes in how the brand markets territories, prices packages and reports performance data back to owners. With flexible workspace demand still climbing and a PE owner looking for returns, franchisees should expect more structured growth targets and marketing support in the coming year.