Alicia Navarro, CEO and founder of virtual co-working platform, FLOWN
Alicia Navarro is a dynamic force in the tech world, known for shaking up industries and transforming how people work. She is currently the founder and CEO of FLOWN, a virtual co-working platform designed to help remote workers and digital professionals stay focused, motivated, and connected.
- Can you tell us a little about your background and your company?
“I guess I’d describe myself as a serial tech entrepreneur with a passion for product, brand, design, and culture.
“In 2007, I founded Skimlinks, an innovative platform that helped publishers like Buzzfeed and Conde Nast monetise their commerce-related content. What started in my living room in Sydney, Australia, grew into a $50M/year business based in London, with operations in San Francisco and New York. After 11 years as CEO, I stepped down in 2018 to focus on my next venture, and in 2020 – during the COVID lockdown – Skimlinks was acquired by Connexity.
“I’m now the founder and CEO of FLOWN, a virtual co-working platform that’s designed to help remote workers and digital professionals stay focused, motivated, and connected.
“I created FLOWN to address the challenges of isolation and distraction that so many remote workers face. We combine virtual co-working, accountability techniques like body doubling, and structured deep work sessions to help individuals achieve their best work. I’m on a mission to redefine how we think about work, creating a space that fosters productivity, connection, and a healthier work-life balance for those working remotely.
“Today alongside running FLOWN, I try to dedicate as much of my time as possible to mentoring and inspiring the next generation of founders”.
2. What inspired you to start your business?
“After I stepped down from my last startup, Skimlinks, I took a two year sabbatical. Running a startup for 11 years is gruelling work, not just in terms of work load, but also stress and the burden always being on your shoulders. I needed a break!
“During my subsequent sabbatical, I spent my time reading extensively, exploring new ideas, and embracing a nomadic lifestyle. I soon realised that my most productive – and most fulfilling – days were those when I set aside dedicated, distraction-free time to focus deeply on a task. This sparked my curiosity about focus, deep work, and flow states, leading me to dive into research and hands-on experimentation.
“And then I set about creating FLOWN and haven’t looked back!”
3. How did you create awareness for your brand?
“Our users are our biggest advocates. We’ve built a platform that doesn’t just solve a problem – it transforms the way millions of remote workers, digital nomads, and people with ADHD experience productivity. Instead of feeling isolated and overwhelmed, they feel connected, empowered, and focused.
“What’s truly inspiring is how this has sparked a movement. A community of like-minded individuals is spreading the word about FLOWN, not because they have to, but because it’s made a real difference in their lives. That kind of organic enthusiasm is the ultimate validation – and proof that we’ve created something truly special.”
4. What strategies helped you secure funding and scale your business?
“My experience at Skimlinks allowed me to build strong connections in the tech sector across both the UK and the US, and it established my credibility as a successful entrepreneur and business leader among investors. That foundation was invaluable when securing funding for FLOWN.
“Having built and scaled Skimlinks from the ground up, I understand the challenges and requirements at every stage of growth. While FLOWN is still in startup mode, this time I’m leading a fully remote company, which demands a different leadership approach – but I’m embracing the challenge and loving every minute!”
5. What have been your biggest successes so far?
“The response from our users has been nothing short of amazing. From freelancers to remote teams and digital nomads, people from all walks of life have embraced FLOWN as a game-changer for staying focused, connected, and accountable.
“For many, it’s like having a secret weapon for productivity – an instant cure for procrastination and isolation. Instead of struggling alone at home, our members log into FLOWN to set goals, find their flow, and tap into the collective energy of a dynamic, like-minded community. Seeing the real impact it has on people’s lives – that, to me, is true success.”
6. What challenges have you faced, and how did you overcome them?
“Building and scaling a business is always a challenge, but doing it in a world of ever-shifting politics, rapid technological leaps, economic uncertainty, rising competition, and evolving regulations makes it an exhilarating, high-stakes game.
“True success isn’t just about solving today’s problems – it’s about staying ahead of the curve, anticipating what’s coming next, and adapting before anyone else does. And while that level of intensity can be all-consuming, the real challenge is mastering it without sacrificing balance, well-being, or perspective.
“It’s not for the faint-hearted, but I thrive on it. I believe wholeheartedly in the business I’ve built and the exceptional team I’m surrounded by. Together, we’re not just overcoming obstacles – we’re redefining the way people work and building something truly groundbreaking.”
7. What are your plans for the future?
“I have big plans for FLOWN. We’re on a mission to change how remote workers focus, create, and ultimately thrive. And so I want to expand our global footprint, making deep work accessible to millions more remote workers worldwide, as well as partnering with businesses and organisations to integrate virtual co-working into their corporate well-being and productivity initiatives.
“I truly believe that businesses that give their people the tools they need to be their most productive selves and ones that can foster true connection and community, will win out in the end.”
8. What advice would you give to aspiring female entrepreneurs?
“Stop viewing yourself as a “female entrepreneur” as if it were a challenge or obstacle. In reality, the key to success lies in leveraging your unique strengths and addressing your weaknesses, no matter what they may be. If your strengths as a woman include collaboration, empathy, or creativity, embrace these qualities as powerful leadership traits.
“Surround yourself with people who excel in areas where you’re less strong, and build a team that complements your abilities. This approach will allow you to thrive and create a balanced, successful business.”
9. What are your top three tips for entrepreneurial success?
“Number one. Remember, building a successful business is a marathon, not a sprint. Prioritise your health and support systems, and learn to compartmentalise so you’re not constantly “on.” Balance is key.
“Number two. Invest in creating a strong company culture – not just perks or fancy office spaces, but by deeply understanding the behaviors and values you want to cultivate. Make those values a part of your day-to-day operations. This way, your team can work seamlessly and autonomously, even without your constant supervision – this is how you scale effectively.
“Number three. Network strategically. While connecting with other entrepreneurs, investors, industry leaders, and journalists is valuable, it’s important not to overdo it. Spend enough time building meaningful relationships, but avoid letting networking take over, as it can divert your focus from your business. Done right, the connections you build will pay off in the long run.”
10. Who are five people who inspire you the most, and why?
“The first thing that springs to mind (and it’s more than five), is my team. Honestly, the FLOWN team is probably the best team I’ve ever worked with (and my Skimlinks team was already extraordinary). They are passionate, hard-working, smart, resilient, creative, and they care. They inspire me every day.”
11. What are your favourite inspirational or motivational quotes?
“There is a line from a play by George Bernard Shaw that my father used to say a lot. He only ever said the first half, and it was only in his last few weeks of life that I discovered it was only half a quote. The whole quote is “Life wasn’t meant to be easy, my child, but take courage, it can also be delightful”. That has become entirely my life motto.”
