What stood out most to me was the mix of people who came along to celebrate: members, local business owners, and visitors who were simply curious about what the workspace has to offer.

Someone commented that it was fantastic to have a hub in the community where local business owners could meet and connect. It’s a real pleasure to witness Queens House becoming the kind of place where those connections can naturally happen.

However, the real test of coworking isn’t filling a room for one evening. Seeing familiar faces return last week, alongside people discovering the space for the first time, indicates that the strongest coworking communities are constantly renewing themselves.

Let’s look at how Queens House is maintaining its relevancy as a coworking space serving a regional community in more detail.

The Queens House story

I always love a space that has a story to tell, and Queens House has exactly that.

Located right in the heart of St Albans, between the high street and train station, Queens House is in the old Crown Prosecution Service offices, which was originally a hat factory.

Having undergone a complete transformation before opening in 2025, the 20,000 sq ft building now boasts a ground floor coworking space, with comfortable sofas, state-of-the-art phone booths and the most innovative coffee straight-from-the-tap machine I’ve ever seen in its extremely well-stocked kitchen.

Private offices occupy the upper floors, with the top floor being home to MrQ — an online casino business and the company behind Queens House. Savvas Fellas is MrQ’s founder and CEO, who’s vision was to open a flexible workspace for the local community, while moving his company into the building.

Stepping into Mr Q’s office feels like walking into someone’s loft apartment. It’s comfortable, bright, and airy, with a party atmosphere, complete with a bar in the centre of the space, a rooftop terrace, and when I went in for the first time, the speaker was blasting Jamiroqui. Quite the vibe!

The rest of the workspace has a gorgeous design aesthetic: concrete floors, soft comfortable furnishings and an earthy colour palette of mustard yellows, forest greens, and peach tones. Impressive plants act as dividers, adding a certain peacefulness to the space (it’s something I don’t see very often in workspaces but it absolutely works).

It’s easy to see why Queens House made such a strong first impression. But a year on, it wasn’t the design people were talking about but the community that has grown inside it.

Community is the key

I met Danielle Wallington at Queens House last year. She’s the founder of FlockHere — a platform for women and non-binary individuals, which hosts coworking meets up in restaurants and coworking spaces. The platform encourages people to work away from home, and build stronger communities.

Queens House is one of FlockHere’s host venues, and at last week’s event, I was introduced to a couple of inspiring female founders who regularly cowork together there.

While they aren’t necessarily members of the workspace itself, they demonstrate something I think coworking operators sometimes overlook: communities don’t exist in isolation.

Some coworking spaces talk about their membership base as one big community, but meaningful relationships rarely happen at that scale. Anthropologist Robin Dunbar’s research suggests there’s a limit to the number of relationships humans can maintain, with deeper connections forming in much smaller groups.

This is why the strongest coworking spaces aren’t building one huge, perfectly connected community. Instead, they create the environment for smaller groups to emerge: founders working together, wellness communities, or shared-interest meetups.

This brought to mind something author Peter Block said at the Coworking Alliance Summit last month:

It’s worth thinking about your space as a home for several micro-communities, who arrive with their own relationships, interests, and shared experiences, enriching the wider culture of the space.

Seeing familiar faces indicates that belonging isn’t created overnight. It grows through repeat encounters, shared conversations, and the gradual weaving together of different networks. Perhaps that’s one of the main reasons that a coworking space remains relevant beyond its first year.

Rooted in local community

Micro-communities give people a sense of belonging within a larger ecosystem. They provide the familiarity and connection that makes a workspace feel less like a building full of strangers and more like a place where people know they belong.

The workspace is extremely rooted in the St Albans community. For instance, last week’s food was supplied by a local pizza company (who are back at the space this week to cater Mr Q’s summer party).

Last year, the event was catered by another local restaurant and drinks companies, and I remember chatting to a couple who had literally stepped into the workspace as they were passing by on an evening walk. They were getting married, and the restaurant catering the event was one of their chosen venues. This was a complete coincidence.

This example shows the value of being embedded in a local community. The relationships formed around a coworking space aren’t always transactional, but they create a sense of place and connection that makes a coworking space feel like a natural part of the neighbourhood.

As a commuter town, with trains reaching London in 20–30 minutes, St Albans may have traditionally been seen as a challenging market for coworking. But in the post-COVID era, the rise of the work near home movement has changed that dynamic.

Proximity to the city is no longer the deciding factor; instead, more people are looking for high-quality workspaces closer to where they live.

Working near home is a term penned by Freddie Fforde, the founder of Patch coworking spaces. It’s a way of life, supported by local, neighbourhood workspaces and third places. Freddie explains how this works:

In fact, many companies are basing themselves beyond the capital, while hybrid workers and freelancers enjoy days where the commute looks like a 15-minute walk or cycle.

For Queens House, staying relevant isn’t just about attracting people away from their home offices or coffee shops. It’s about becoming a place that St Albans itself values.

This is how coworking spaces in regional towns provide unique opportunities. They don’t need to compete with central London offices on location; they offer something different. By becoming part of the local fabric, they provide more than just a place to work, as hubs where businesses, freelancers, and the wider community can connect.

The value of co

As a coworking space matures, the focus naturally shifts from introducing people to the space to understanding which parts of the experience make them want to stay.

At last year’s launch party, stacks of free coworking day passes were given out to guests on arrival. It’s a smart idea following a new opening, however, coworking day passes are a challenging offer to uphold.

On the one hand, the offer removes barriers to enter workspaces, providing people with a taste of what coworking is like. But in reality, many workspace operators want conversion, and freebies don’t always do that because people exploit the offer to the point where the workspace loses its value. They won’t pay for a membership when they associate a coworking space with being free.

This year’s decision not to offer freebies signals that the business has matured, shifting the focus from generating awareness to attracting people who want to become part of the workspace.

From what I saw last week, that’s really working. While members and those familiar with the space were outside chatting and basking in the evening sunshine, the team were giving visitors tours of the space. This gave them an opportunity to look around and get a sense of its vibe without any commitment.

There’s an important distinction between creating awareness and creating belonging. In the early days, getting people through the door is essential. But as a workspace matures, the goal shifts from convincing people to visit to giving them a reason to stay.

A real measure of success

A year on, Queens House feels more confident in what it offers. It’s no longer just introducing people to a new workspace; it’s inviting them into a community that already exists.

Opening a coworking space might create a moment but staying relevant means becoming part of people’s routines, relationships, and the wider community around it.

And that’s when a coworking space becomes more than somewhere people work, more about creating a sense of belonging and finding its place in the local community.

Thank you to Zoe and the team at Spaces to Places for the invite to last week’s event. I can’t wait to see where the next year takes Queens House!

Until next time,

Lucy

But International Women’s Day isn’t something that should be celebrated once a year.

A single day of panels, LinkedIn posts, and branded campaigns can’t possibly capture the reality of women’s experiences at work and in the world. The conversations we have in March about bias, leadership, care, safety, and opportunity are the same conversations that shape women’s lives every other day of the year.

Progress doesn’t come from a moment of recognition, but from redesigning the systems that were never built with women in mind.

In her bestselling book, Lean In, Sheryl Sandberg recalls struggling to walk across the large office car park during the later stages of her pregnancy while working at Google. Eventually, she asked whether the company could introduce parking spaces for pregnant employees closer to the entrance – something they quickly agreed to.

But what struck her was that no one had thought about it, even though pregnant employees had certainly worked there before. The decision-makers simply hadn’t experienced that need themselves, so the problem never appeared on their radar.

She uses the story to illustrate a broader point: when the people designing systems all share similar experiences, entire groups of needs can remain invisible.

The distance between women and work

We experience one of these systems in our everyday lives – cities, office districts, and traditional workplaces are largely designed around a worker who can commute long distances every day, stay late, and organise their life around the office.

But for people with more fragmented time, such as caregivers of children or ageing parents, people with disabilities or those in ill health, the separation between work and home can completely ostracise a portion of our society.

It’s not always women bearing the invisible load, but in today’s world, women are typically the default caregivers.

At last night’s Women in Flex event hosted by technologywithin, one of the speakers shared how having a son with autism meant she wasn’t always able to stick to a routine, requiring an extra hour or so in the mornings, which can change the nature of her workdays.

Examples like these make it frustrating when companies enforce office mandates, reducing worker flexibility. Some people genuinely need a level of flexibility to carry everything in their lives – work, family, and additional responsibilities. If they can’t access hybrid work, then they are often forced to reduce hours or step away from careers entirely.

Flexible working supports people with fragmented time, and local coworking spaces support people who work flexibly, improving proximity to a professional workspace while giving access to a supportive community – or a village, if you will.

When I spoke to Sarah Greene and Phil Fisk, the founders of Buro Coworking in Brockley, one of London’s neighbourhoods, they explained how a coworking space on their community’s doorstep works in practice:

“Our neighbourhood coworker is typically someone in their mid-thirties with two young kids. They’ve got to drop off and pick up, so they need a place where they can work intensely for about 6.5 hours before running out the door to get to school in 5 minutes (without hopping on a hot bus). They might come back to the space after putting the kids to bed, or come in on Saturdays.”

As I expressed in last week’s newsletter, independent coworking spaces deserve greater support and recognition as lifelines for people across intersectionalities (in more ways than just proximity).

When care isn’t taken seriously

While many of the decision-makers at the top in coworking are still men: investors, landlords, and shareholders, we’re seeing more female-founded spaces, and women running operations or working as community managers.

But it’s worth asking, are some people placed in these roles because what they naturally bring to the role – empathy, attentiveness, emotional intelligence (also known as “soft traits”) are undervalued elsewhere, yet expected and relied upon in community-focused work?

Coworking expert, Maggie Terhune shared a fascinating observation with me recently: many community managers she meets are eldest daughters. Maggie is one, so am I, and the connection is clear. Eldest daughters often grow up shouldering family responsibilities, managing emotions, and carrying the invisible weight of care.

But as Maggie puts it, community leaders are people “where community is ingrained into their personal ethos.”

Caring about your community is a superpower. Last night, one of the speakers, a coworking director, shared a time when shareholders expressed their dislike at how close she had become to her team. But I saw this as evidence she cares deeply about them.

Likewise, another panellist reflected on her time working as a community manager in a flexible workspace. She was constantly undermined by her (male) managing director, who once called her “meek,” and when he praised her, used phrases like “good girl.” The whole room gasped when she said that.

Words might seem small, but they carry weight. Language shapes how authority is granted, so when women are described as too loud, too emotional, too assertive, or simply too much, yet those same traits in men are often framed as leadership — confident, decisive, ambitious — it can erode self-confidence.

Last night’s stories reminded me of a moment last year when a prospective client told me over the phone that I was “too cold.” In fact, the event sparked so many conversations, with people being open and honest about their experiences in a safe environment.

Moments like these are incredibly powerful for women at every stage of their careers because they remind us we’re not alone, our experiences are valid, and there is strength in shared understanding.

Questions to ask before, during, and after IWD

As we gear up for International Women’s Day on Sunday, it’s worth reflecting on what this day should really mean.

Workplaces should celebrate women, but recognition alone isn’t enough. True progress comes from asking difficult questions:

• Do I provide meaningful support for the women in my team and community, beyond a single photo or LinkedIn post?

• Do I truly value the skills and traits – empathy, attentiveness, emotional intelligence – that are often overlooked yet essential to leadership and community-building?

• Am I building community programmes and flexible systems that recognise and value women’s contributions every day, not just on International Women’s Day?

I’d love to know what you’ve got planned for International Women’s Day, but we must also remember that it shouldn’t be a moment. Women’s contributions matter every day.

From workspace design to community culture, our systems ought to reflect that. Because when we do, we don’t just support women – we build workplaces and communities that work better for everyone.

Until next time,

Lucy

The event kicked off with an introduction by Kofi Oppong (founder, Urban MBA) of a startling reality of the future of work: automation and AI could reshape around 400 million jobs globally.

You might think this is a challenge for the distant future, but according to Kofi, “the future is already here.” Layoffs are pretty constant, companies are facing economic pressures, and AI is streamlining entire roles. As a writer, I’ve been pretty shaken by how quickly businesses adopted AI tools, like ChatGPT, replacing human writers.

The central question is: how do coworking spaces play a role in the new world of work? This event recap dives deeper into some of the discussions that took place at Unreasonable Connection Live!

From employee to entrepreneur

There is an assumption that if employees are laid off, they’ll simply start something of their own and become entrepreneurs. Call me cynical, but that assumption feels wildly optimistic.

We’ve started using ‘entrepreneurship’ as a kind of catch-all solution to economic instability, as if starting a business is a natural next step for anyone whose job disappears. But strip the word back and what we’re really talking about is this: generating your own income, from scratch, in a competitive market, without the structural safety net of employment.

Additionally, starting a business is so often inaccessible to the people who might need it most. This is where the conversation around neighbourhood coworking gets interesting.

When I recently spoke to Stacey Sheppard, founder of The Tribe, a women’s coworking space in rural Devon, she articulated a similar point:

“If you’ve been employed your entire life and aren’t born with an entrepreneurial spirit, or that feeling that you’ve always wanted to start your own business, you’re going to struggle to navigate that journey.”

Coworking spaces can provide real-time support for people transitioning to running their own businesses. Rather than waiting for formal programmes or council initiatives, the everyday interactions that happen within coworking spaces do more to build entrepreneurial confidence than a quarterly workshop ever could.

Coworking not only increases access to entrepreneurship but also to freelance and gig-based models. On Tuesday, we talked about the rise of content creators and side hustles — people who have created security for themselves and are well-positioned to adapt to new ways of working.

By embracing flexibility and independence, coworking spaces can support these evolving working lifestyles, empowering people to choose how, when and where they work, while providing vital networks for connection and community.

The profitability question

It’s all well thinking that coworking spaces are going to fix things for people affected by future workforce changes. However, coworking operators are experiencing their own challenges, with uncertainty around profitability and unease about the future of their workspaces.

Coworking businesses are facing crushing business rates, and relying on one income stream from the coworking desk model feels increasingly fragile. At Unreasonable Connection Live!, one of the exercises involved exploring how coworking spaces can become truly profitable.

Reaching profitability takes time, with new coworking businesses riding out over the first few months to years, before seeing a return on investment.

In my group, I met two people running a new coworking space in Old Town Tallinn, Estonia. Instead of securing the lease, fitting out the space, and then building community (while covering the overheads), they did the opposite: spending months hosting community events in local cafés before finding and opening their building.

It’s proof before risk, and testing the market before going all in. I love that they focussed on people first, recognising that coworking is about community. When the space opened, it already had a solid community.

Of course, many coworking operators are years into running their businesses. They survived the pandemic, but have since experienced financial difficulties — punishing taxes, the energy crisis, or the loss of members as remote workers return to their full-time place of employment.

How can you adapt your business model to increase profitability? One solution, as suggested by the Estonian guys, is hiring out event space. It’s their most profitable revenue stream.

On Tuesday, it also felt particularly apt that we were having this discussion at an event space within a workspace – Blue Garage, in Lewisham. The room itself proved the appetite for event hire, hosting 150 people during the day, while its community members milled around the workspace areas.

Why neighbourhood workspaces matter

Blue Garage isn’t coworking in the clean, laptop-and-flat-white sense. It’s a makerspace with industrial workshops, sewing rooms, fabrication equipment, and private offices housing sustainability-focused innovators. Founder, Michael Korn, runs his own manufacturing company from one of the floors, opening up the building for sharing – space, resources, ideas, knowledge, the list is endless.

We were introduced to Koder, founder of Undeniable Music Studios and Lewisham resident, who began his career by building relationships and credibility within the local creative scene. Following Koder’s momentum and the idea that providing pathways into niches, such as music production, has a huge impact on the local neighbourhood, Blue Garage is converting one of its meeting rooms into a music studio.

Coworking becomes most powerful when it’s deeply embedded in place. Not just serving people who already identify as entrepreneurs, but widening who gets to participate in something.

Despite this potential civic role of coworking, there is wider frustration about how little recognition or structural support coworking businesses receive from the UK government. We’re more than two decades into this movement, and yet, many people still don’t fully understand what coworking is, let alone what it can unlock.

If coworking spaces operate as small business incubators and community anchors (essentially the lifeblood of the future of work), why are they still treated as niche hospitality businesses rather than economic infrastructure?

Coworking operators are also constrained by high upfront risk and inflexible lease terms. On Tuesday, there was talk of forming more creative partnerships with landlords, structures that acknowledge that a thriving operator ultimately benefits the building owner too.

Ultimately, coworking and neighbourhood spaces are building critical long-term community value, directly addressing the future world of work.

“The engine room of the future”

At times, the topics that came up at Unreasonable Connection Live! were impossible to respond to. There are still lots of unanswered questions, with our group particularly struggling to answer how coworking spaces can find a permanent home in London. Given how expensive the city is, we couldn’t agree on the right approach, with our group questioning the nature of permanence.

Nonetheless, Unreasonable Connection Live! gave us so much food for thought around the future of coworking. I thank Bernie Mitchell, the London Coworking Assembly team and Urban MBA for all the hard work they put into organising such a thoughtful and impactful day. It’s always a pleasure connecting with this community.

Coworking spaces have incredible potential for people. They can act as places for people to test ideas, build businesses, improve confidence, find collaborators, and learn how to sell skills. That’s a huge responsibility beyond simply providing desks.

But when coworking businesses aren’t supported, or their potential isn’t recognised, it can be incredibly difficult for operators and communities to keep going. Unreasonable Connection Live! introduced some real conversations about the future of work and coworking. I wonder if you’ve had similar discussions with your communities.

There’s a lot of work to be done still, so I’ll leave you with Kofi’s prediction:

Coworking spaces will become “the home for the displaced, the creators and the future.”

Until next time,

Lucy

That’s exactly what Unreasonable Connection Live! promises to deliver on Tuesday 24th February.

This event – a partnership between London Coworking Assembly, Blue Garage, and Urban MBA – brings together 150 people who care deeply about the coworking industry.

In true Bernie Mitchell-style, this event doesn’t involve polished panels or surface-level networking, but opens an honest conversation about the shared challenges in coworking.

I can’t wait to experience the magic when a large group of coworking enthusiasts gather in the same room. Here are five things to look forward to when this event comes to London in three weeks.

1. Real conversations about the challenges of coworking

Running a coworking space comes with challenges that are hard to fully explain unless you’re living them. Unreasonable Connection Live! exists to make room for those conversations.

If you’re familiar with Bernie Mitchell’s Unreasonable Connection calls, you’ll know the format already: a monthly check-in where operators come together to share what’s really going on behind the scenes in their workspaces.

Unreasonable Connection Live! builds on that spirit, holding space for honest discussion rather than glossy success stories. We all know that true connection happens when everyone is in the room IRL, rather than over a Teams call.

Expect thoughtful reflection, shared experience, and story-swapping conversations that leave you feeling inspired and less alone in the work.

2. The power of neighbourhood spaces

For many people, most of life already happens locally. Schools, gyms, cafés, and friends are all within walking distance. But for years, work has pulled people away from their local communities and into long commutes that increasingly make little sense.

Over the last five years, that has shifted dramatically. Hybrid work has become the norm, teams are distributed, and the daily commute is no longer a given. What people need now is a place to do meaningful work close to home – somewhere you can walk to, settle in, and get into a rhythm.

This is where neighbourhood spaces truly shine. They support people with fragmented schedules, caring responsibilities, or flexible working needs, reducing isolation, increasing accessibility, and creating genuine connections between people who live and work in the same area.

Unreasonable Connection Live! encourages the group to share stories about how neighbourhood coworking spaces are filling that missing piece — offering focus, community, and belonging right where people already live.

In Bernie’s words: “This is a local neighbourhood conversation.”

3. Visiting Blue Garage: Lewisham’s newest coworking makerspace

It feels fitting that an event centred around neighbourhood spaces is hosted by one.

Blue Garage is an industrial-grade fabrication lab and makerspace in Lewisham, founded by Michael Korn. Sitting above a micro-factory, it provides the tools, resources, and equipment, improving affordability and accessibility for local makers.

While I haven’t visited Blue Garage yet, I spoke with Michael last year for a Nexudus piece ahead of European Coworking Day. His passion for community-led spaces and breaking down barriers for makers is unmistakable.

This feels like the perfect venue for conversations around neighbourhood spaces to take place.

4. Honest discussions about the realities of running a coworking space

Running a coworking business can be brutal at times. When a large member leaves with a month’s notice and overheads continue to rise, even the most committed operators can find themselves questioning why they decided to open a coworking space in the first place.

This event isn’t a sugar-coated view of coworking. Unreasonable Connection Live! offers a rare opportunity to share those experiences openly.

Operators who’ve been through the good, the bad, and the ugly will be exchanging knowledge, including timely discussions around challenges such as the recent VOA business tax rates.

I recently spoke with Suzanne Murdock about the hidden pressures of running a coworking space, and one thing was clear: sharing these challenges can be incredibly powerful.

5. Connecting with people who get it

Many coworking spaces are founded from a personal motivation to overcome loneliness, build a community, or a desire to work differently.

But as your workspace grows, finding time to connect with people in similar positions becomes harder, even though that might have been your primary goal at the beginning.

Unreasonable Connection Live! brings that connection back to the forefront.

If you’re looking for a reminder of why you started your coworking space in the first place, then that’s absolutely what will be covered at the event. Prepare to feel inspired by other workspace operators, and return from the day with tonnes of ideas and motivation to bring to your coworking business.

Let’s connect at Unreasonable Connection Live!

I can’t wait to head along to Unreasonable Connection Live! later this month.

The room will be full of coworking operators and enthusiasts who care deeply about their spaces, and who are open, curious, and willing to share what they’re learning along the way.

If you’re already on the list, let me know — I’d love to connect with you there.

If you haven’t grabbed your ticket yet, consider this your nudge. Get yours here.

And if you’ve been missing the joy of in-person coworking conversations – the kind that remind you why you started in the first place – this might just be the room you’ve been waiting for.

Until next week,

Lucy

Held at the Pan Pacific hotel in London, the event was a beautiful celebration of the flexible workspace industry. I bumped into some lovely clients, familiar faces, and people I’ve gotten to know across this friendly community.

My fellow judges have decades of experience in the flexible workspace world, which made me feel a little unqualified at times. But that feeling also prompted me to reflect on how I stumbled into this industry only a few years ago, and how much it has shaped me since.

So, I thought I’d share that story.

Journeying into co

My entry into the coworking industry was completely serendipitous. I began my freelance career in October 2020, just after finishing my Master’s in Interior Design at the Glasgow School of Art, where I studied how people gather and connect in spaces. Although I’m not an interior designer, that research has shaped everything I write about, especially how design, community, and inclusivity come together in coworking spaces.

One of my first clients was a coliving organisation running hybrid events. Their team was extremely nomadic – one week they’d be living in Mexico, the next in Southeast Asia – while I was cooped up in a very locked-down Edinburgh.

I had no desire to become a digital nomad myself, but I was drawn to the coworking spaces they Zoomed in from: bright, accessible, welcoming places that felt full of possibility. I wondered whether coworking could work for me, too.

Around that time, I started passing a Clockwise workspace while out for lockdown walks. It was a 15-minute stroll from my flat in the heart of the Shore, a bustling area of Leith filled with cafés, restaurants, and wee independent shops. I imagined myself working in the coworking space on weekdays and bumping into fellow members at local brunch spots on the weekend.

As soon as restrictions eased, I joined. I was a member at Clockwise Leith for a year before moving to London in mid-2022.

During that year, I experienced what it really means to work near home: the active commute to the office, the freedom to adapt my day to what I needed, and the way community shows up in small but meaningful moments through everyday interactions in the space and its local surroundings.

And then there was the most unexpected connection of all: the building itself. The space used to be a whisky distillery run by Glenmorangie, the very building my Grandpa McInally once worked in. I only discovered that after joining, and it made the space feel even more special to me.

Finding community in a new city

Not long after leaving Clockwise Leith and moving to London, one of my clients was co-hosting a London Coworking Assembly event at the XCHG in Bishopsgate. It was a glorious June day, hot and sunny; if you’ve ever been to the XCHG, you’ll know it’s the perfect space to be on a clear day – the view stretches for miles.

Not only was the coworking space incredibly inspiring and made me feel like I was right in the centre of London, but the event itself was a beautiful coming together of coworking operators and enthusiasts.

My friend, Shazia Mustafa, was on the panel, talking about her journey of launching a family-friendly coworking space with a nursery.

I met other regulars within the London Coworking Assembly, who I’ve since worked with and who have recommended my work to others.

Of course, my most formative coworking experience was joining a London workspace for two years. It’s been my longest coworking experience to date, and a space that I played an active part in — connecting with my fellow coworkers, and where I experienced a deep sense of community, and belonging.

Around the same time, I joined a freelancer community which held monthly meetups for coworking and knowledge exchange. In my first couple of sessions, I met three people with whom I regularly cowork in various spots across town to this day, and who have become close friends of mine.

See, this is what the power of coworking is all about – connection, collaboration, and community. I’ve grown professionally through coworking, the connections I’ve made, and the opportunities that have come out of it. I was reminded of that at the FlexSA awards last week, and at GCUC UK London in October too.

The magic of ‘co’

Truthfully, I don’t think I’d be qualified to talk about the industry without having those real-life coworking experiences, because I wouldn’t be able to understand the magic of coworking or write about it.

Coworking spaces are where you can share stories, knowledge, experiences, offer guidance, learn together, and where people grow. For me, coworking is about inclusion, togetherness, and connecting with people from all walks of life.

Last week’s FlexSA Awards reminded me of that, and of the deeper meaning of ‘co’: feeling included, valued, and welcomed by an industry that genuinely cares about its people.

Until next week,

Lucy

Marketing is something that many of us know how to do in practice. But it can often get placed on the back burner for several reasons:

• You come up with so many exciting content ideas, but you don’t have time to execute them all on top of running your business (I’m guilty of this, too!).

• You feel uncomfortable about putting yourself out there online. Rather than just going for it, you falter on the ‘post’ button and talk yourself out of it.

• The perceived value and ROI on marketing isn’t always clear, making you question whether it’s worth doing it, especially if you’ve got other tasks that might seem more important for your business.

For coworking businesses, neglecting content marketing can be the difference between a potential member choosing the first workspace brand that comes to mind – even if it’s not the best fit – and discovering your space instead.

My approach to this session wasn’t a how-to, but to give the group an hour to explore ideas collaboratively, with the hope that the knowledge shared and discussions sowed the seed for their own coworking businesses.

Looking for a content framework for your own space? Scroll down to the end of this piece for three content steps you can implement today.

Connection, emotion, experience

When you walk into your favourite space, how does it make you feel?

This was the first exercise that broke the ice, encouraging the group to think deeply about the emotional link to brands and spaces. We explored this in the context of a space that isn’t related to coworking.

Some of the following answers came up:

• A local park → free

• Fitness studios → calm, motivated, empowered

• Coffee shop → inclusive (this is what I like to hear).

We live in a busy world. If your workspace was the only one in your neighborhood a few years ago, you might now be located close to three or four coworking spaces. One of the big differentiators between your space and the space down the road is how your space makes your community feel.

That’s why we talk a lot about the sense of belonging within coworking communities, because that’s really powerful and can have a profound impact on your members’ lives. But how does that translate to marketing?

Why Projects leads the way with brand experience

When I was planning this workshop, I began pondering who was doing their marketing well. I took to Instagram, scrolling through all my favourite coworking space brands before stopping at Projects in Brighton.

I must have spent about an hour scrolling through reels and posts filled with sandy beaches, blue skies, and cocktails in hand before deciding that I wasn’t, in fact, going to relocate to Brighton, but instead share this example with my group during the workshop.

The emotional connection I felt with Projects’ content is exactly what bridges brand values, emotion, and experience. Through the posts, I got a genuine sense of the culture, community, and vibe at Projects, and I knew it was something worth sharing with the group.

I was then connected with the Brand Manager at Projects, Alana Harris, who kindly shared her time and expertise about their marketing approach. The team has built up an impressive 9,000 followers, with hundreds of likes, comments, saves, and shares on each post.

Alana shared how authentic, people-first content can transform coworking marketing into something that truly connects.

What makes Projects stand apart is that their marketing features people. Many coworking spaces showcase their lovely spaces, but there are no people in the content, which makes you wonder whether there is a vibe at all. We’re a people business, after all.

It’s a flywheel, not a funnel

Projects have nailed their marketing. They know who they’re targeting and create content for them.

A highly effective marketing framework for this is the flywheel – yes, a flywheel, not a funnel. Unlike traditional marketing funnels, which are largely linear and one-and-done, the flywheel emphasises ongoing, cyclical engagement.

This makes it particularly well-suited to the coworking sector, where nurturing long-term relationships is key.

The three aspects of the flywheel we explored during the session were:

1. Discover – How people notice your brand

2. Convert – Turning interest into action

3. Retain – Keeping members engaged, happy, and sharing

(Optional: Activate stage for community advocacy.)

The scenario

During the workshop, we explored how coworking operators can build stronger, more consistent marketing flywheels from discovery to retention.

To bring the concept to life, I split attendees into three smaller groups and gave each one a unique coworking scenario:

• a regional space designed for remote workers,

• and two urban hubs catering to solopreneurs and freelancers.

Each group was asked to map out marketing ideas across every stage of the flywheel: Discover → Convert → Retain.

What was most surprising? Despite the different contexts, their ideas were strikingly similar. Whether rural or urban, the core themes of community, connection, and storytelling stood out across the board.

Let’s take a closer look at what they came up with:

Discovering a coworking space

• Using community forums, such as Next Door, Reddit, and WhatsApp chats.

• Organising in-person events.

• Creating a referral scheme via word of mouth or email marketing.

The conversion stage

• Sharing the various benefits of the space through content. The regional hub group reflected on their workspace being the better option over a home office, and an affordable space that’s family-friendly. Meanwhile, the urban hub groups felt it was worth mentioning their space’s link to transport connections.

• Organising open days. Coworking tours are typically a lead generator for coworking spaces, giving prospects a feel for the space.

• Sharing testimonials. All groups came up with this one as it shows proof of concept. One of the urban hub groups mentioned sharing referrals through word of mouth and email.

Retaining your community members

• Creating a listening forum and having honest communication that works both ways.

• Curating well-rounded member events, from socials to personal development and wellbeing-themed events.

• The regional group suggested having a long-term community manager and creating a buddy system for the coworkers.

On a deeper level, retention is about supporting your community in feeling valued, seen, heard, and a sense of belonging. These elements are the difference between a long-term community member and just a customer.

TL;DR: 3 content steps you can implement today to connect

1. Show your people, not just your space: Post authentic photos or short videos featuring your members and community in action.

2. Engage consistently across touchpoints: Plan a simple content schedule – sharing tips, testimonials, or events weekly – to keep your brand top of mind.

3. Capture experience, not just features: Shift messaging from “we offer desks and coffee” → “this is the feeling and connection your members get here.”

Take a Deep Dive Session with me

As for the workshop, there were so many excellent ideas shared. The feedback has been amazing, too, and I want to thank all the engaging people who participated in the workshop.

If you’d like to dive into your content and create a tailored strategy for your coworking space together, get in touch to explore a Deep Dive Session with me.

The panel talks, the casual conversations during networking breaks, the tours…every curated aspect of the last two days brought people together who share a deep passion for coworking and the future of work.

As I look back on the last 24+ hours, I’d like to share my favourite moments:

1. Vanessa, the most exceptional MC

We can all get excited about coworking, but there’s one person who got us cheering, laughing and clapping throughout the day: Vanessa Belleau, the most exceptional MC. Wow, or rather “Wow, wow, wow” as Vanessa would say!

Vanessa was an absolute joy; she brought an incredible amount of energy and happiness to the event, and we all loved her enthusiasm. Vanessa listened to every talk, sharing key takeaways between panels. In her closing words, which almost moved us all to tears, Vanessa expressed how “this industry runs on people.” She’s spot on.

Two claps for Vanessa (IYKYK).

2. Brand activation and the true community work

GCUC is best known for its inspiring talks on the future of coworking. For me, two talks stood out in particular, the first on Foundry’s partnership with Legal & General.

Adam Walker left school at 17 to pursue entrepreneurship. He first built CRATE, a hybrid between WeWork and BoxPark, providing access to workspace for entrepreneurs in container units. Then, while touring a Barclays home a few years ago, Adam came up with the idea of workspace within a residential property. Adam sought a partnership with L&G to develop Foundry workspaces in build-to-rent properties in regional towns and the London ‘burbs.

Foundry features a forward-thinking workspace design concept. During the panel, Pamela D’Alessandro, Creative Lead at Interaction – the workspace design partners for the Foundry project – shared some of the key inspirations behind the design, including:

• Accessibility was a major consideration in the design process – ensuring the space truly works for everyone, rather than feeling like an afterthought. Pamela highlighted that even small details, like the height of a table, can make a big difference for people with disabilities.

• Technology can also create friction if not thoughtfully integrated. Pam emphasised the importance of ensuring your tech setup flows seamlessly throughout the workspace to support, not hinder, productivity.

• Natural light is another key factor. Pam shared a striking insight: simply looking at nature or greenery can reduce cortisol levels by up to 30%. With that in mind, Foundry was designed with high-level windows to flood the space with daylight and maintain a strong connection to the outdoors.

• Your product mix should also work hard for you – and it needs to evolve over time. Stay flexible and adapt your space as demographic needs shift.

• Finally, the pace of workplace change is accelerating. Where companies once refreshed their spaces every five years, the new norm is closer to every two. That doesn’t mean a full renovation, even simple updates like changing artwork or refreshing wall colours can make a big impact.

Foundry prioritises bringing communities together, particularly local residential communities. This thread overlapped with Koral Ibrahim’s absolutely stand-out presentation on building future-ready brands in flex, which, although the last session of the day, left everyone absolutely buzzing.

Why? Koral’s work involves building a sense of belonging, activating community in space, and diving into why people congregate in certain places.

Collaborating on the New Acres project, where Foundry Wandsworth is located, Koral’s team curated events to activate the buildings, tapping into local communities and demographics.

For instance, having used data insights to learn that the target audience for New Acres shopped at Glassette, the design brand was invited to record their podcast in one of the BTR units. That kind of collaboration is epic.

3. Creating content that connects

Those sessions explored experiential concepts and how they build emotional connections within communities, rather than purely transactional ones. This theme flowed perfectly into my workshop yesterday on creating content that truly connects.

Instead of diving into marketing jargon or technical frameworks, I wanted to bring a more human approach to the discussion. As an icebreaker, I asked everyone to write down how their favourite brands made them feel – an exercise that helped shift our focus from tactics to genuine connection.

The group then split into three, each tackling a scenario to develop a marketing strategy for a coworking space concept aimed at a specific persona profile. Together, the groups came up with some fantastic content ideas to attract, convert, and retain a coworking community.

I also shared a case study of Projects in Brighton, after interviewing Brand Manager, Alana Harris, recently on their approach to content on channels like Instagram and LinkedIn.

The group was open, honest, and full of great energy. A huge shoutout to Ann-Marie, Zoe, and Jankarl, three of my regular readers who joined the session, and to everyone who took part.

I’ll be sharing those insights in a deeper post soon, but in the meantime, if you’d like to chat about anything content-related, just shoot me a message.

4. FLOC luncheon

I’ve heard so much about the Future Leaders of Coworking organisation recently, I just had to go along to their luncheon to learn more. FLOC was founded by Sam Shea, who has worked with some awesome coworking brands in the US, and who truly believes in empowering emerging leaders in the coworking industry. In fact, FLOC is the world’s first peer community for this.

Sam and I went for a coffee in Shoreditch on Tuesday, so it was fab to get to know more about her coworking background and FLOC.

At the luncheon, we played a fun game that got us speaking to new people. We had to find people in the room who had certain industry experience, from running a business to being a ‘therapist’ for a member, opening a new site recently, and sharing advice on leadership. There, I reconnected with FLOC’s UK chair James Panepinto, whom I’d met at GCUC Manchester last year.

5. Coworking tours

To top off a cracking conference, this morning, I went along to the coworking tours in Elephant & Castle and Borough. Each space was a beautiful example of exceptional workspace design, and they each had their own uniqueness:

Walworth Town Hall

A historic Grade II listed building that was constructed in 1865, Walworth Town Hall has served so many uses for the local community in Elephant & Castle, from a civic building, to where soldiers enlisted for WWI around 1914 (there are some photos of the event), to a library with a philanthropic function for local people, and now, of course, a workspace.

The building burned down in a huge fire in 2013, where it had stood in disrepair for many years before the developer, General People, took it over and turned it into a workspace. There are many beautiful design elements within the space; we were shown an impressive office with a mezzanine floor, the rooftop office, which was clad in timber (and had that fresh woody scent), and the cafe at the entrance with some comfy chairs and lovely artworks.

The Ministry

What a vibe! The Ministry has been open for 7 years following the sale of the Ministry of Sound record label to Sony. It had a brief stint as a private member’s club before being transformed into a workspace – packaging work, wellness, and events all in one.

Located in an old leather book binding factory in Borough, The Ministry has so many quirky aspects, from the exposed old brick walls to the melted disco ball above the doorway (the artist now works with the likes of Lady Gaga). What I love about this building is that there is a space for everyone – the beautiful outdoor terrace, the neon-lit gym and studio, and the buzzing hot desk floor.

The Ministry has full occupancy, which is no surprise – it was so busy this morning! Our lovely host Alex lives and breathes the Ministry brand.

Work.Life Borough

It’s always a joy to step into a Work.Life, and today’s tour visit was no exception. One of the coworking brand’s newer sites, Work.Life Borough is conveniently located close to Borough Market, and from its top floor, it boasts some awesome vistas of central London (including the London Eye).

The workspace was bustling with people, and like many Work.Life spaces, features a bright colour palette in their workspace design. We all loved the Winter Garden, with its impressive circular seating around a tree and atrium bringing in lots of daylight.

If you’d like to see some more visuals of the space, make sure to follow my Instagram, as I’ll be sharing more content in the coming days.

The future of coworking is: inspiring

There were so many standout moments over the past couple of days that, even beyond my shortlist, were an absolute joy to experience. The connections, conversations, and sense of community within the coworking industry are truly special — and I really felt that yesterday

If you went to GCUC yesterday, what were your favourite moments from the event? I’d love to know.

See you next week,

Lucy

Could there be a better way to kick off the season?

If you’ve been before, you’ll know just how vibey, exciting, and friendly GCUC is. If you haven’t, here’s the scoop: GCUC (that’s the Global Coworking Unconference Conference, pronounced juicy) is the world’s biggest coworking conference series. It’s where operators, community managers, designers, investors, and anyone passionate about the future of work come together to share ideas, swap stories, and collaborate.

And honestly, the coworking industry might just be the most welcoming and open out there – where else would people so freely share advice, lessons learned, and insights about their own businesses? It’s all down to the industry’s collaboration over competition mindset.

Whether you’re a GCUC regular or stepping into the community for the very first time, this guide will help you make the most of GCUC London next month.

1. Be present throughout the panels

In my opinion, the GCUC panel discussions are one of the best, led by industry experts who absolutely know their stuff about the coworking and flex space markets.

Often, the panellists share key industry trends that define the flex space industry in the months ahead. At last year’s GCUC London, for instance, John Williams predicted that Google’s evolving algorithms would increasingly benefit smaller, independent coworking brands, encouraging operators to shift towards authenticity.

In his words, “doubling down on brand” was the key to success. One year later, his prediction couldn’t be more apt.

At next month’s event, you don’t want to miss these sessions:

• Fit-Out, Funded, and Future Proofed: A Flex Investment Deep Dive

Investment is always a big talking point in flex, and this year’s GCUC line-up brings some heavyweight perspectives. Expect insights on the KPIs that matter most, the common traps to watch out for, and how the right design and fit-out choices can turn ambition into an investable asset.

• Is Coworking Finally Growing Up?

One of the big themes this year is around how the coworking industry is ‘growing up.’ And no, it’s not just about operators adding more spaces. The conversation goes deeper, like what happens when growth outpaces discipline, and how do we make sure the industry matures in a way that’s both sustainable and investable, without losing the human, community-driven element that makes coworking so different in the first place?

• Circular By Design | Rethinking the Workspace Lifecycle

Another hot topic on the agenda this year is sustainability, and it’s no longer just a “nice to have.” For investors, landlords, and operators alike, it’s becoming the measure of who will thrive in the long run. This panel dives into sustainability through a flex-space lens, with a focus on the circular economy. Expect a practical conversation around what it really takes to design, retrofit, and run spaces that cut carbon and waste, without compromising on commercial success.

2. Use the networking opportunities

From my experience, the coworking sector is friendly, open, and collaborative. What GCUC does better than most is provide ample networking breaks for everyone to connect.

Whether you meet another operator, supplier, or consultant, connections are truly key to developing in the sector. During GCUC breaks, I’ve met new clients, connected with friends, and met founders from coworking spaces all over the world.

My favourite was two years ago, when I met a lovely couple of workspace managers from a regional flexible workspace near Manchester during one of the breaks. We just had a fun chat! The next day, we were on the coworking tours together, and it was a real joy walking through the spaces with them, learning about their own, and generally having a good chinwag. I love seeing these ladies at GCUC and hope to see them next month.

The additional benefits of networking breaks? It’s the perfect chance to fuel up on some coffee — something very much needed for an intense day of concentrating.

And, after a long day of panels and chatter, there’s a very relaxing networking drinks to look forward to! Much like the one at GCUC Manchester last year, on the roof of 100 Embankment.

3. Participate in the roundtable discussions

Now, I might be biased here because I’m leading a roundtable discussion at this year’s GCUC London, but the roundtable discussions always provide great learning opportunities (no pressure on me then!).

In the past, I’ve enjoyed how the roundtables encourage openness and sharing. Two years ago, I joined Lara Sheldrake’s roundtable on community – an eye-opening discussion about how people gather. At the last couple of GCUC events, Claire Carpenter devised a board game around leadership. Honestly, I haven’t stopped hearing about it from people who took part!

My session — Content That Connects: Building Your Coworking Community With a Smart Marketing Strategy — will be an interactive workshop helping you co-design a practical marketing strategy, placing your community and members at the heart of your content, and helping you connect with right-fit members and deepen engagement.

If you’re interested in connecting your marketing with the community you’d like to attract and gaining more confidence in putting yourself out there, do come along to my session at 2 pm.

To get you thinking about your marketing and discoverability, here’s a piece I wrote earlier…

4. Let your hair down at the after-party

GCUC isn’t all panels and note-taking; the after-party lets us all enjoy more casual conversations and see a coworking space come alive after dark. Think of it as networking… but with music, drinks, and a much more relaxed vibe.

I’ll never forget last year’s technologywithin after-party at Clockwise Manchester, aka FlexFest. Everyone dressed up for a 90s festival, there were face-painting stations, and yes, even silver bunnies on the dance floor. Let’s just say, the bar for GCUC after-parties was set very high.

5. Attend the coworking tours

If you’ve managed to dodge a sore head the next morning, then head back into town for a second day of GCUC. It’s a packed morning full of coworking tours. After a day of listening to some of the exciting work industry stakeholders are carrying out, the tours provide some real-world examples of that work in practice.

Whether you’re an operator looking at other spaces for inspiration or you’re just curious about the local coworking scene, the GCUC coworking tours are a must-do, because they really shine a light on the industry. It’s also a fantastic way to see a city because we often walk from place to place.

Let’s connect at GCUC!

From panels to roundtables, coworking tours to the after-party, GCUC London is packed with opportunities to learn, connect, and be inspired. Whether it’s discovering the latest trends in flex investment, sharing ideas with fellow operators, or simply soaking up the vibrant community, there’s something for everyone — newcomers and GCUC veterans alike.

The key is to show up, participate, and make those connections count. Ask questions, join discussions, explore the spaces, and don’t be afraid to let loose at the after-party. Every conversation, tour, and panel is a chance to gain insight, spark ideas, and build long-lasting relationships within the industry.

So, if you haven’t got your ticket yet, now’s the time! Use my 10% discount code: GCUCSPEAKER10, and make sure you’re part of one of the coworking industry’s most exciting gatherings of the year. Grab yours here.

If you’re going along, I can’t wait to see you there (let me know). Let’s connect, learn, and celebrate the future of coworking together!

All the best,

Lucy

International Women’s Day mustn’t be seen as a tickbox exercise or a day where ‘we must do something for the sake of it.’ We should always strive to champion women, and people across intersectionalities.

Women in Flex: What happened in the industry this week

Most notably, the stand-out Women in Flex event, organised by technologywithin’s Mary Nolan, and GCUC’s Emilie Lashmar at Myo St Paul’s, was held last night, celebrating women in the industry.

Two panels tackled important topics — leadership, and building a successful career in the sector. I was gutted not to attend this event due to family commitments, but this morning saw a fantastic photo, showing how popular this event was. I look forward to attending future events on this topic.

However, I was at an industry event on Wednesday afternoon, moderating two panel discussions on ‘What does “service” mean today for the flex industry?’, hosted by the Flexible Space Association, in partnership with PONT. If I’m entirely honest, public speaking isn’t something I often do or necessarily enjoy (from time to time, I end up having what I call a ‘Bridget Jones’ moment). In the lead-up to this event, the nerves were certainly kicking in and I experienced feelings of imposter syndrome, a sad reality for so many of us.

Nonetheless, I prepared and asked some insightful questions, met by the panellists with interest and debate (especially from John Williams!).

The response from the audience, some of whom came to the event to support me, and panellists was especially encouraging. They congratulated me on my efforts and left lovely comments on LinkedIn posts, including my own takeaways piece.

This feedback means the world to me, as I often struggle with validating myself. It also really backs up how I feel about this industry — it’s such a friendly and welcoming community. Someone mentioned this at the after-drinks, and I vouch for it.

People Make Coworking: Stories from female community builders

One of my main goals is to keep working in this industry as a freelance writer. I feel inspired and energised when I listen to stories from the people who make up the fabric of this industry. That’s why I started the interview series: People Make Coworking, last summer. I was intrigued to speak to the people making a difference in their coworking communities.

Out of the six people I’ve spoken to and published interviews with, four of those people are inspiring women in coworking and flex. They shared their inspirational journeys about building coworking communities and thriving businesses. To mark International Women’s Day, I’m revisiting those engaging conversations.

The Magic of Community

When I chat with community builders, I’m often inspired by their natural ability to bring people together, nurture and welcome people, and retain them within their communities. To Suzanne Murdock, the founder of The Hub Newry, I asked: “Can you share more about your journey of launching and managing The Hub Newry?”

Catalysts of coworking

I’ve only been in this wonderful industry for a few years, but the impact of coworking goes back at least a couple of decades. I’m inspired by the people who were there right at the very beginning, like Claire Carpenter, founder of The Melting Pot in Edinburgh, who answered my question: “You’ve had 20 years of experience in coworking. What has the evolution of this movement looked like?”

Attention to detail in workspace design

The community and people in coworking matter, but so does the workspace design. When we walk into a workspace, we can either feel the energy and it makes us feel comfortable straight away, or it doesn’t. Speaking to Paula Madrid, founder of Blue Panda Office Spaces in New York City, she gets it. I asked Paula: “How have your psychology and interior decoration backgrounds influenced your vision for Blue Panda Office Spaces?”

Making memorable moments in coworking

My very first interview was with Anna Chuicharoen, former community manager at Townsq Islington. The impact of Anna’s community management holds a special place in my heart — as her naturally welcoming and friendly nature led me to join and stay at the coworking space for two years. Anna was always a staunch supporter of my work and the freelancers around us. During our conversation, Anna responded to my question: “What are some of your favourite stories about how people have celebrated the power of “co” at TownSq Islington?”

How are you celebrating International Women’s Day and Month?

However you’re marking International Women’s Day 2025, and International Women’s Month this month, I hope you’re having a fabulous time and taking good care of yourself and your members.

I’d love to hear what you’re planning for this month, and how your workspace champions women.

If you’d like to be interviewed for my People Make Coworking series, please get in touch!

Organised by Caleb Parker (Founder, Brave Corp), with MC, Tim Burke (Editor at EG News), the eye-opening discussion around culture, values, and community in the workplace, featured keynote speaker and author of ‘Speak-up Culture; When Leaders Truly Listen, People Step Up,’ Stephen Shedletzky (introduced as ‘Shed’).

Leaders set the ‘heartbeat of workplace culture’

In your coworking community, can you identify the people who show up week after week, the people who strive, and influence others? Those people can be described ‘leaders,’ introduces Shed. These individuals attempt to lead people in the world.

Typically, leaders possess the following characteristics:

• Decisive: Leaders are quick to make a call on something

• Compassion: An understanding and level of kindness defines a compassionate leader. While the ‘empathy’ trait is something you might expect leaders to possess, Shed explained how empathy can sometimes cloud judgment.

• Confidence: A confident leader is influential, but arrogance is a form of insecurity that derails confidence.

When I worked in the coliving industry, operators were always banging on about having a ‘star player’ – a resident everyone naturally gravitates towards. That person was typically extraverted, but not cocky. Their opinions were respected and they spoke up, but they weren’t too overbearing.

Similarly, one of my friends organises a weekly coworking meetup at a hotel lobby in Shoreditch. He always shows up. In fact, he’s usually the first person to arrive, and the last to leave. I would say he possesses the attributes of a leader because he is quick to make decisions (ever making a decision about where to go for lunch, he’s already putting a cafe into Google Maps). He can sit and listen to one of us talk about the struggles of freelancing, or a business problem, for ages, and he’s confident in his own abilities.

My friend has built a large group of coworkers around him. Applying this to a coworking context, there’s probably at least one individual in your community who you can identify as your ‘star player.’

The question is – how will you nurture and empower that individual? I’ve got a few ideas:

• Try and spend some time with that person, get to know them personally, and ask for feedback.

• If that person has an awesome idea (like for an event or social), roll with it!

• Allow that person to bring in new people into your workspace and accommodate that, within reason. For instance, can you organise regular open days where your members bring in their friends to your workspace?

• Incentive your members if they bring in another full-time coworking member (such as offering a free month).

What is culture, anyway?

The official definition of ‘culture’ is: “the arts and manifestations of human intellectual achievement regarded collectively.” According to Shed, a strong culture is a combination of values and behaviours, and the power of influence, impacting how we feel.

But as we’re all too aware, culture can be good or bad.

In one of my last pieces, I wrote about the truth behind a ‘good vibe’ in coworking spaces, following Dr. Louise Suckley’s insightful talk at the RGCS symposium in Milan. It explored how people and communities in shared workspaces can create a positive atmosphere, or ‘vibe,’ which “is created by the people who use that space. They bring the value, the experiences, and the cultural values that all tie together.”

In coworking, we’re often quite fortunate that our communities are typically made up of friendly, positive, and respectful people. However, this can’t always be said in other work environments. For instance, on Shed’s first day at his corporate job, 1,000 employees were let go. The ‘vibe’ was pretty unhealthy, to say the least. Not only that, but he explained how the company values didn’t filter down amongst employees, and the organisation became a breeding ground of resentment.

Leaders can set a particular culture by how they show up and lead. In fact, Shed expressed: “leaders set the heartbeat of workplace culture.” Many businesses have the intention of creating an awesome culture, but it doesn’t always translate. Sometimes, it’s down to factors like lack of trust (RTO mandates, anyone), narcissistic bosses, and simply not living and breathing their values.

The impact of workspace design

Workspace design can also have a huge impact on workplace culture. Bringing in two design experts – Mark Catchlove (Director at MillerKnoll) and Marissa Wallder (Senior Creative Designer at Workplace Creations) — Shed invited them to share their experiences around workplace culture, and the influence on workspace design.

Take table tennis as an example – a fairly recent addition to shared workspaces. While consulting with a company that had a table tennis in the workspace, Marissa learned that no one used it, however, it was taking up valuable space that could be utilised for other purposes, such as a breakout space, which she identified that they still needed somewhere in the workspace.

According to Marissa, there are four key factors impacting culture in a workspace:

• Pride of image

• Privacy spaces

• Community and people – woo!

• An enjoyable place to work

A staggering 40% of people in the workplace are introverted, said Shed. Typically, they don’t thrive in busy, vibrant workspaces, (especially when there’s a table tennis ball constantly bouncing around!). I’m super sensitive to distractions too, and in an open-plan office, it can be really challenging to have a productive work day.

Not everyone struggles, however, those who do typically end up working from home in order to focus. When people are physically missing from a company or workplace community, this impacts culture. It also affects the individuals who don’t feel comfortable coming into their physical work environments, so they work remotely. However, remote workers can feel left out and lonely.

Creating serendipitous moments (with cranberry muffins)

Surprisingly, cranberry muffins can be the solution. Shed explained: if you and your coworkers both reach for a cranberry muffin at exactly the same time, an interaction ensues, often a funny one. This interaction may continue past this moment because you’ve broken the ice, so to say.

Where will a cranberry muffin moment take you?

This week, Sarah Travers (CEO at Workbar) shared a LinkedIn post about how she met her husband, in a shared workspace. It made me think back to Shed’s analogy about the cranberry muffin — you really don’t know who you’ll meet and where that moment will take you, but if you’re working from home 100% of the time, you won’t have these same interactions with people.

Back when I started going into a coworking space in 2022, my friendships with several other freelancers in that community formed because we all tried to sit at the same table every day.

This got so competitive that we’d arrive at the workspace super early to try and get a seat (there were only four desks up for grabs). The hilarious thing is that these desks were no different from the desk next to them. It was just something about how that moment began that turned into a joke for the entire duration of my membership there.

Even though we’ve almost all left that workspace community, our Whatsapp group chat name still remains: The Cool Table.

This nicely segues into my final point about the importance of storytelling. Shed asked the audience: ‘How many stories are you creating every day to nurture your values amongst your customers, and your teams?’ Another question promoted: “If we want people to build relationships, how do we create cues for serendipity and social interaction?”

Shed shared an example of taking a walking meeting on the Nike campus within a labyrinth – a circular maze that is often associated with contemplation. He remembers it well, but the space itself was designed to cue certain interactions and emotions.

Value, culture, and community

‘The workplace is always in beta mode’, says Mark, quoting author and blogger, Neil Usher. The world is constantly changing, but businesses can strive to make a positive impact on the world, and other humans. When you act on positive, open, and transparent values, this filters down to your team and customers’ behaviours.

How is your workspace making an impact on your communities, what are you striving for, and how are you putting your values into practice to empower your leaders while creating a fabulous community of human beings?

Get in touch, I’d love to hear how you’re getting on.

Purple Goat is the world’s only disability-led, disability-inclusive marketing agency with 50% of staff members identifying as disabled. I first became aware of the agency earlier this year, when I joined Dom on a panel discussion called Designing an Accessible Workspace at the Workspace Design Show, hosted by the London Coworking Assembly.

Last week’s webinar, co-hosted by Beth Forsyth, Senior Account Manager, shared some brilliant tips for improving inclusivity in marketing. Some of these learnings I felt were worth cross-referencing in the context of coworking.

Dom and I on the panel at the Workspace Design Show earlier this year, with Jeannine van der Linden

Why inclusion matters

Although disabled people make up 24% of the UK population, only a poor 0.06% of adverts feature disabled people. Unfortunately, ‘headlines about inclusivity are historically negative.’

However, there are many opportunities around inclusive representation in marketing, such as hearing more diverse voices and encouraging people from doom-scrolling (the habit of endlessly consuming negative news). Promoting inclusivity also facilitates deeper connections. An example is the Assume That I Can campaign for World Down Syndrome Day 2024 (please watch it if you haven’t already).

Like this incredible campaign addresses stereotypes and misconceptions impacting “every aspect of the lives of people with intellectual disabilities,” inclusive marketing efforts should promote the voices and share stories from the disabled community. In many cases, these are lived experiences others haven’t heard before.

Nonetheless, only 32% of adults say they haven’t watched, read, or seen any disability-related advertising content or media in the last six months. This indicates that there is still so much work to do.

Creating inclusive spaces

The webinar advised businesses to partner and engage with the disabled community in their campaigns. For example, Purple Goat recently worked with Virgin Media towards the launch of its new Gamepad – an accessible and exciting gaming experience. With 20% of the gaming community being disabled, and facing barriers relating to the accessibility and the expense of gaming, failure to be inclusive of the disabled community alienates a large customer segment from gaming.

The agency “activated” four content creators who recorded their trip to the Gamepad, and “naturally touched on the accessibility features authentic to them.” They relayed how Virgin has successfully designed a disability-friendly product and an accessible space with adaptable equipment. For example, the Gamepad has space for more people to enter the gamepad, including friends, family, and assistants.

Putting inclusivity first is incredibly valuable. In fact, Purple Goat shared that “76% of customers will feel more loyal to a business that creates accessible products and services.”

It was also expressed: “Your industry might not do inclusivity well, but it doesn’t mean you can’t…” In terms of the coworking sector, the Virgin case study prompts me to ask – how are you engaging with the disabled community and adapting your spaces to suit their needs?

In an episode of Bernie Mitchell’s Coworking Values podcast (recorded ahead of the Workspace Design Show), Dom was asked how coworking operators can improve accessibility in their workspaces. Highlighting that 8% of the disabled population are wheelchair users, Dom replies: “It’s not just the ramps, or keeping the corridors clear. It’s the facility to adjust to people if they need a slightly different setup in that workspace. Do people need a personal assistant with them? It’s about dotting the I’s and crossing the T’s of that experience.”

Not just a tickbox

Inclusivity isn’t simply a tickbox exercise. For example, hiring a British Sign Language (BSL) interpreter for an event for the sake of ticking a box without someone who needs their support present takes the interpreter away from an event or project where their attendance would be necessary for others.

With coworking spaces typically hosting a range of social events to bring the community together, my question from this example is – are you asking event attendees whether they require any assistance during the registration process? Understanding their needs is an important step in ensuring no one feels excluded from your community events.

When we were together at the Workspace Design Show in February, an audience member shared how a wheelchair user had come into their workspace for a job interview, only to find they couldn’t access the office because the building lift couldn’t accommodate their wheelchair. In this instance, it was a community member who overlooked the situation, but operators must take some form of responsibility – how can you prevent a situation like this from happening in your workspace?

Honesty truly is the best policy. We discussed transparency in this panel discussion – it’s unfair to pretend that your coworking space is inclusive of, let’s say, wheelchair users when that’s not the case. Equally, have you communicated the restrictions of your space to your community, so they’re well-equipped in this instance?

Source: Adobe Stock

Inclusivity in coworking spaces

Equally, someone searching for a new workspace might feel excluded if they cannot see themselves as part of your community. This might be unintentional on your part, but someone with disabilities will immediately feel alienated if they don’t see the information they require to know that your space can accommodate them. During the panel discussion, the WelcoMe app was recommended — it’s a directory of accessible places for people with disabilities.

Meanwhile, the webinar highlighted the underrepresentation of inclusive imagery in visual media and across websites. Again, in the context of coworking — do your website and social media images truly represent your coworking community? Have you provided any content that will reassure someone with disabilities that your workspace is inclusive of their needs?

Again, you can engage with people with disabilities, asking them whether your online communication sufficiently covers what they’d be looking for when planning to visit your space. After all, ‘23% of people felt that the representation in advertising they saw of disabled people reflected their experience of disability.’

This again highlights how important it is to engage with the disabled community when striving for true inclusivity. The accessibility of online content is already fairly compulsory but come next year, you’ll need to improve accessibility of your website and media content. Coworking software company, Cobot, recently shared a useful article about these new regulations around online accessibility – it’s worth a read!

The point about gaming being too expensive makes me wonder whether rising rates of flexible workspaces and coworking spaces restrict the disabled community, (particularly the self-employed), from joining a workspace community. The Purple Pound – an initiative promoting the collective spending power of the UK disabled community, valued at £274 billion – highlights that the disabled community is “fiercely loyal to disabled friendly organisations.” Similarly, the webinar expressed: “57% of consumers are more loyal to brands that commit to addressing social inequities in their actions.”

What’s next to embrace true inclusivity

So, why aren’t all businesses wholly inclusive in their marketing and operational efforts, and bringing disability-friendly products and services to market? The webinar exposed reasons including fear of doing something wrong and the cost implications. But, many businesses do nothing at all. The advice was – to be open to learning and iterating, and do what you can.

Education is a good step forward, I found Purple Goat’s webinar truly enlightening in this sense. It urged ‘bringing diverse voices into the conversation, don’t just guess how someone will feel.’ Here, I’ll hold my hands up – I need to do so much more to really understand the needs of the people I’m writing about in my content.

In 2025, the disabled community would like to see greater representation of inclusion. With campaigns including World Down Syndrome Day 2024 and media coverage around the Paralympics in Paris recently, there’s a shift towards greater inclusivity. This must continue into the new year and beyond.

Collectively, we can all do something – I hope this article is a helpful step for you in your mission to become more inclusive.

Source: Suzanne Murdock

The original takeaways piece was published by GCUC UK on LinkedIn.

The global GCUC community convened at 22 Bishopsgate on 10th October for a day of panel discussions and roundtables hosted by GCUC UK organiser, Emilie Lashmar, and MC, Freddie Fforde, founder of Patch neighbourhood workspaces and thought-leader behind the ‘work near home’ movement. Uncommon Liverpool St hosted the fun evening celebrations, and the next morning was filled with enjoyable coworking tours across the capital. 

Let’s get into the key takeaways of this unforgettable event. 

‘Doubling down on brand’

The opening panel brought together international experts who called for disruption in the industry, with Sarah Travers, CEO at Workbar (who flew in from the US), predicting that the old-school operators (who’ve been operating on the same business model for the past 30 years) are unlikely to continue over the next five years. Greater synergy between different offerings that sit alongside workspace is expected, including fitness amenities and F&B. This conversation brought us back to GCUC UK Manchester in June, where ‘hotelification of the office’ was declared this year’s industry buzzword. 

Interestingly, the broker model is continuing to shift – ‘if you need an office space you don’t need to go to the online brokers, you just Google it,’ remarked Australian-based Cliff Ho, CEO and cofounder at The Commons. In fact, search engine algorithm changes prompted by the emergence of generative AI technologies, like ChatGPT, are working in favour of smaller, more independent brands, said John Williams, Director at B&E Consulting. In his following talk unpacking the industry data, John advised: “Operators need to double down on brand.”  

Indeed, brand does matter (Caleb Parker brought this topic to the fore during an excellent round table later that day). The opening panel debated the use of the word ‘coworking’, acknowledging how the 2019 documentary tarnished the WeWork brand and continues to impact its definition. While Denise McGeachy, COO at Bracken Workspace Plus, described coworking as a ‘sub-product of flexible workspace,’ Sarah declared it: A ‘product of the future.’ Ultimately, these conversations will continue to shape the industry, and I love a healthy debate! 

In recent years, the UK flex market has grown slowly, with John remarking that prices have gone down. Yet, it doesn’t diminish future opportunities brought about by hybrid working practices, greater awareness of the benefits of coworking, and the opportunities (including investment) from improved partnerships between occupiers and landlords.

Source: Ashley Ford/GCUC

‘People Are Your Competitive Edge’

Whether we’re working in or simply being in a workspace, those serendipitous conversations with people can transform our experience of a place. The aptly-named panel – People Are Your Competitive Edge, moderated by Vanessa Belleau, Founder and MD at High Fifteen Ltd, highlighted why people matter most all in this industry. 

Exploring industry career roles and opportunities, the panel spoke at length about the role of community managers. A truly imperative yet multi-faceted position, community management often comes with additional expectations beyond engaging with and building coworking communities. This might look like the day-to-day running of a workspace, social media marketing, event facilitation during and beyond the 9-5, and welcoming everyone in the space – even just thinking about all these different roles sounds exhausting! 

Indeed, Pauline Roussel, co-founder and CEO at Coworkies, pointed out that community managers who lack support can burn out after only a few years in the role. Especially if a coworking space founder’s expectations differ, and tasks pile up. But there is a balance to strike – as adding more nuance to community management can generate opportunities for career development, said Sarah Hayford, Founder & CEO at The Land Collective. This can bring about more equitable access to opportunities for marginalised individuals and young generations entering the workforce. 

Cameron MacRae, Head of Flexible Workspace Recruitment at Property Management Recruitment, felt that community managers in coworking have a better work-life balance than hospitality jobs, where many community managers are recruited (95% of community managers are headhunted). 

As new flex brands emerge with wildly different values from traditional operators – think forming a welcoming, bubbly, friendly community over more formal customer relationships – the search for talent often goes beyond the industry, said Derek Lutz, CEO at Bottle Rocket Search. In fact, some flexspace brands are so intentional in hiring a suitable community manager for their workspace, that they may even refuse to hire within the industry altogether. 

The downside of community management is that the role often comes with entry-level salaries (a community manager earns an average of £28,000 per year), expectations to commute daily, and limited progression opportunities. The panel called for greater investment (an example being supporting your CMs to attend a GCUC event), offering greater opportunities for career development, and providing flexibility in the role while always treating community managers with the utmost respect and value. 

Source: Ashley Ford/GCUC

‘Flight to experience’ 

Many workspaces entering the market want to bring something unique to their offerings and community. This works very well if it aligns with members’ expectations but – ‘are we just looking at an amenity race?’ – opened Danny Babington, Global Lead – Agent & Broke Partnerships at Mindspace, moderator of the panel: Evolving Occupier Needs in the Flex Space Market. 

Robert Stevenson, COO at Techspace, agreed with Danny – this often happens when operators broaden their appeal to as many customers as possible, without niching down on a particular customer segment or understanding their needs. Currently, we’re seeing all sorts of snazzy amenities sitting alongside flexible workspaces – for instance, lush rooftop gardens, well-equipped podcast studios, and even wellness-enhancing saunas! Niamh Martin, MD at Covene (the host location for GCUC UK London), coined this “flight to experience.” 

But, do we need them? “The brief of today will not be the brief of tomorrow,” answered Amy Taylor, International Partner, Head of Flex Office Advisory UK at Cushman & Wakefield. Workspaces aren’t just about amenities. Without nailing the basics first (good WIFI and connectivity, hospitality service, ergonomic furniture etc.), it’s difficult for customers to buy into you. Niamh describes this as having “a beautiful building without a soul.”

When it comes to pricing, Danny questioned how operators maintain good occupancy and raise the rates. Provide amazing service throughout tenancies, not just when the time edges closer to renewal, advised Amy, and maintain good relationships with customers. Robert suggested a thoughtful ‘value-based pricing model’, agreeing that first-rate hospitality and account management justifies prices. Ultimately, ‘staying close to occupiers’ makes these relationships work, concluded Danny. 

Source: Ashley Ford/GCUC

‘Personality rich designs’

Dean Connell, founder at IAMDC, took us on a journey of his time at WeWork leading their workspace design fit-outs during the company’s impressive global expansion. He introduced the concept of ‘glocal’ – a combination of global and local – to describe WeWork’s approach to designing new locations worldwide. 

For example in India, WeWork brought in ceiling fixtures resembling its iconic spinning wheel motif, made from local materials in bright colours that were indicative of Holi festival. After learning that in Indian culture, dining together is a significant ritual, the design team brought large dining tables into breakout spaces to facilitate communal dining. 

Similarly in Japan, WeWork designed desks that were translated versions of low tables. Japanese motifs reflected its iconic architectural features, including curved glass walls. Although Japan was an ambitious place for WeWork expansion, said Dean, collaborating with like-minded local people brought a distinct perspective to the team’s design decisions, as they ‘let the locals lead.’ 

Indeed, workspace design facilitates incredible social interactions. Dean’s tips for creating ‘personality rich designs’ included: Don’t be afraid to add personality to the space and installing artwork, it’s acceptable to take time in curating a ‘home away from home,’ (you wouldn’t fit out your entire home in a matter of days, for instance), and ‘accessories create the vibe.’ 

With 80-90% of office furniture ending up in landfills (at GCUC UK Manchester, Dean spoke on a panel about sustainability in office furniture), more thoughtful design choices were advised, keeping the sustainability and durability of products in consideration, and importantly, to ‘immerse everyone in the process.’ 

Source: Ashley Ford/GCUC

Canary Wharf – the new 15-minute city

On its second day, GCUC facilitated a fantastic coworking tour series, and this conference was no exception. I joined the Canary Wharf tour, exploring three beautiful workspaces across the district. 

We began at Type SQB in South Quays, greeted with some delicious coffee and pastries before the community managers showcased the amenities, including a basement gym and car park. We explored their workspaces, boasting incredible views over to Greenwich (having just moved there, I was keen to spot my house across the water!). The spectacular views were enhanced by such a sunny morning.

We then walked over to the iconic One Canada Square, before getting the lift right to the top of the building for a tour around L39 – a workspace specifically for technology startups and SMEs. This niche community curates a tight circle of inspiring and innovative leaders in their respective fields. This really worked post-pandemic, where the community was keen to get back in the office to reconnect with their coworkers.

In fact, the pandemic has impacted Canary Wharf to a large extent. What used to be a purely commercial district before additional offerings were added, including retail, leisure, F&B, and more recently, residential, has enabled the district to become set up for a more mixed-use purpose. It goes back to the opening panel, discussing the workspace ecosystem. Is Canary Wharf (and exciting Wood Wharf, currently in development) an example of a futuristic 15-minute city? 

Finally, we were taken to another area of One Canada Square to visit FORA. As always the interior design and feel didn’t disappoint – I loved the earthy tones and mid-century workspace design. It was lovely to see many people coworking on a Friday too, and some of us even joined afterwards to keep our conversations flowing, experiencing coworking at FORA first-hand. 

Amazing views from L39. Source: Lucy McInally

Another epic event

GCUC UK London was, as ever, an absolute joy. The people and sense of community within this industry really make the experience special, with the conversations and panels being super enlightening. Thank you Team GCUC – I can’t wait for the next one!

The original takeaways piece was published by GCUC UK on LinkedIn.

Source: GCUC

by Christian Schmitz and Lucy McInally 

The coworking movement continues to transform how people work and live. London has recently experienced closures of large workspace operators while corporations continue to place return-to-office mandates on their workforce.

Meanwhile, employees themselves are leaning into flexible working practices, seeking out their local neighbourhood workspace (which has the added bonus of thriving communities). Work no longer centres around the capital.

Regional coworking is in vogue, not least because of the shifting nature of work. 

It was very fitting then that GCUC – the world’s largest coworking conference – came to the UK’s second city of Manchester for the first time in June. Organised by Emilie Lashmar, hosted by Heather Gray, Sales Director at Clockwise, and attended by many people in the European coworking community, GCUC UK Manchester was a big hit.

This article details some of the highlights from the discussions, panels, and tours. 

Capital of the UK regions

Opening GCUC UK Manchester, CBRE’s Daniel White (Head of Flex Advisory) gave us the low down on the coworking and flex boom beyond the capital. Accepting that Manchester is the UK’s second city in terms of development, investment, and growth, Daniel explained how coworking came to regions in the first place – it’s all because of WeWork. Being the first large-scale workspace operator to move out of London, WeWork prompted the trend of bringing coworking to the UK’s regional cities.

In conversation with Sarah Kelly (Workspace Director at Avenue HQ), Chris Mapp (COO at Wizu Workspace), and Jack Maher (Head of Flexible Workspace at Bruntwood Sci Tech), Daniel explained how life beyond the capital attracts people to move out of the capital and into the regional cities, which offer much cheaper lifestyles leading to a better quality of life.

Flexible working is more mainstream, satellite offices have popped up across the regions, and companies are open to leasing desks in residential workspaces. Good transport links nationwide enable rural dwellers to travel into Britain’s cities to reach workspaces. More workspaces increase job opportunities, retaining talent from top universities, and small businesses are a perfect customer for coworking as “every penny counts,” says Chris, thanks to the shorter, flexible, and cheaper leases. These are just a few of the current trends impacting the coworking movement.  

As flex moves towards hospitality-infused spaces, hotelification is this year’s buzzword. Gone are the white box offices, we expect to walk into beautifully designed workspaces complete with breakout space and hospitality offerings, including a coffee bar. Investment is being pooled into wellness spaces, like rooftops and Yoga studios. Be prepared to adapt inventory towards demands, says Jack, sharing an example of transforming an event space in Harrogate into coworking to make better returns. 

Source: GCUC

To BCorp or not to BCorp?

After touching on coworking’s environmental impact, the opening panel ended with Chris stating: “ESG needs to be on everyone’s minds.” This fittingly brings us to the following discussion around sustainability accreditations, hosted by Aceil Haddad, Founder of MATT PR.

Aceil began asking the audience about their views on BCorp accreditation (which proves that a company “meets high standards of social and environmental performance, transparency, and accountability”). Interestingly, only a small number of the audience wanted to go down the BCorp route and felt that it was making a difference.

This set up the debate between the panel, featuring Sophie Turnbull (Commercial Director at Huckletree), Alexandra Livesey (COO at Clockwise), Will Kinnear (Director at HEWN), and Adam Sandford (Regional Lead at Runway East).

So, what did the panel think about the accreditation? Clockwise, for example, is really careful about the accreditations they pursue, purposefully choosing not to become a BCorp, as it felt to them more like a marketing tool than contributing to an overall cultural change. While in agreement that BCorp is a marketing tool to an extent, Adam felt that it has transformational outcomes. It provides a good roadmap for making changes, says Sophie, however, the downside is the cost to achieve and maintain it. 

Despite whether these workspaces are BCorps or not, they certainly do their bit for the environment. Instead of throwing office furniture away, for instance, Huckletree recently gave pieces of furniture away to a local school. They’ve been a fully vegetarian office since 2018 (and have plenty of milk alternatives too) and have competitions between sites to encourage the community to do their bit too. Likewise, Clockwise has “gamified” its sustainability efforts. Even though the arguments on both sides were convincing, no one in the audience wanted to become a BCorp by the end of the discussion. 

Circular economies

Continuing the conversation around sustainability, one of the last panels brought four design experts together to talk about circular furniture. Led by Steven Gayle (Projects Director at Cast Interiors), Paul Nellist (Managing Director, Koba), Dean Connell (Founder at IAMDC), and Angela St Clair-Ford (Director at JRA). 

A staggering 300 tonnes of office furniture is thrown into landfills daily. The panel called for the industry to think more consciously about furniture usage, with Dean, who designed WeWork offices around the world, before setting up his own practice honouring circular design, asking the audience to think about the lifetime usage of furniture, for example, pieces that could return to their natural state (like wood), or creating multi-functional furniture, that doubles as a desk and dining room table.

This topic reminds Christian and me of industrial designer, Irena Übler’s work – a specialist in developing ecological solutions in product and furniture design. Irena implements emerging artistic perspectives while establishing connections between human identity, design, and environmental responsibility.

Read more about SALTO’s collaboration with Irena and Porto’s first “fab-lab,” Opo’Lab. 

After the panel, Christian and Dean discussed how smart furniture could provide data on whether it's a good fit for the space (or not), in which case the location or type of furniture could be changed. 

Source: technologywithin

Data is power

Many digital tools are available at operators’ fingertips, saturating the coworking tech world. But, having too many solutions likely means those tools don’t integrate with one another, leading to difficult decision-making processes.

In a roundtable led by Ed Crabtree (Director of Business Development at technologywithin), attended by Christian and myself, alongside experts from Nexudus, technologywihtin, NCG, and Yardi, the topic of data analytics was discussed at a high level.

The group agreed that basic requirements for technology software ought to ascertain space usage, while working to improve community experience. From frictionless door entry to energy usage smart tech, tech for good can be really impactful (as Sarah put it – “data is power”). For a better understanding of the tools making a difference, Sarah recommends operators check out the Instant Group’s market research.

But although technology is crucial, nothing beats talking to customers and tapping into our feelings and emotions when making certain decisions around a workspace, putting the community first. 

A lesson in scaling-up from x+why

GCUC UK Manchester took place at x+why’s gorgeous workspace at 100 Embankment, a glossy, glass tower overlooking the Cathedral. It’s almost a symbol of the brand’s enormous growth and success since launching only a few years ago. In a cosy fireside conversation, x+why CEO, Rupert Dean, told of the brand story to Justin Harley (Regional Director at Yardi). 

Originally working as a corporate lawyer, Rupert ran businesses in Africa, including workspaces, before working out the mission behind x+why – combining profit and purpose. Since first launching in London, x+why has scaled up quickly, and it now has a firm presence in the regional cities of Manchester, Birmingham, and Milton Keynes, plus expansion across London.

x+why offers more than just workspace. Some of the sites are member’s clubs with F&B offerings, a popular addition as the flex sector becomes more hospitality-driven. 

The business began with a tiny team of three, including Rupert’s wife, Tanya, as CFO. But it now requires a large team across multiple sites. Rupert explained that team growth was down to establishing a constant brand and company culture (that its people stay true to), and giving value at every touchpoint. x+why’s book, Mission Lit, reclaims what purpose means to a business, including interviews behind brands that deliver true impact, like Patagonia, and Tony’s Chocoloney.

During onboarding processes, new x+why employees read this book, they never start work on a Monday and are matched with a buddy who supports them in those important first few weeks. These are just a few examples of the processes x+why implements to form a healthy company culture.

Source: technologywithin

Coworking tours

To showcase the fabulousness of x+why Manchester, we were all invited to the sunny rooftop following the conference before attending a lively festival-themed after-party at Clockwise (hosted by technologywithin) — fancy dress compulsory!

We all loved dancing to the live band music, getting glitter face paint, and taking fun photos in the car photo booth parked outside. The next morning, Lucy attended the coworking tour led by technologywithin, starting with a much-needed breakfast at Orega before we were shown around the serviced offices.

On the tour, we were fortunate to see some of Manchester’s industrial history (for which it’s well-known). For example, Orega, a serviced office brand, is based at an old textile factory – The Tootal Building – protected by English Heritage. Rather than selling coworking memberships, Orega has plenty of breakout spots from sofas dotted around the space, and the big kitchen, complete with natural, Scandi-inspired wooden floors and soft furnishings, for serviced office clients. Phone booths are shared between the community, and they have a lovely garden, where they host summer parties. 

A short walk away, and we were back at Clockwise Manchester. Miraculously, all the glitter from the night before was swept up and the room restored to order – by day, the ground floor operates as the hot-desk coworking area and cafe (called Two Hands). We were shown around the communal spaces and the flexible workspaces, including the phone booths and shared first-floor kitchens. 

Before we all said our goodbyes, we visited Industrious, occupying several floors in the Landmark building (the home of HSBC in Manchester). The building has only recently reopened following a disastrous accident with a sprinkler on the roof, flooding the entire building and resulting in it being out of action for an entire year during restoration. It’s back up and running today. Met by the community manager in the cafe-reception (and offered a sweet treat as Fridays are donut day – a lovely touch!), we toured a large private office and meeting room. 

Source: GCUC

What’s next in flex?

GCUC UK Manchester proved an educational couple of days, learning more about the success of regional coworking and shifting working practices. We thoroughly enjoyed meeting one another, our clients and partners, and look forward to the next GCUC UK in London in October. Will we see you there?