From the outside, running a coworking space can look deceptively simple. Open the doors, fill the desks, and let the community take care of itself. But anyone who has ever run a neighbourhood or independent coworking space knows that behind every thriving coworking environment is an operator quietly carrying an enormous, often invisible load.
This is the reality that Suzanne Murdock often talks about. Co-founder of The Hub Newry, Suzanne has spent the last decade building a network of award-winning flexible workspaces in Newry, Northern Ireland. Suzanne is also a coach and mentor for independent coworking space operators and micro business owners.
In a recent conversation I had with Suzanne, she revealed a reality that isn’t often spoken about in coworking: the hidden pressures of running a coworking space. We spoke about energy, expectations, burnout, and the personal costs of holding space for others every day.
This post dives into the takeaways from our recorded conversation on this topic and shares some practical insights for support.
Managing the ‘invisible load’
Coworking is a people-first business. Operators are at once hosts, troubleshooters, marketers, cleaners, strategists, therapists, accountants, community catalysts, and sometimes emergency responders.
Many are doing it without a team while running another business on the side. Suzanne coins this pressure as the ‘invisible load.’
For operators, the challenge isn’t just the tasks themselves; it’s the unpredictability of what comes up each day. Suzanne explains:
‘There’s that human aspect of the unexpected…We don’t know what’s going to happen from one day to the next. You feel that you’re the community manager – you’re the one holding space. You’re there for them, so you have to drop things when your members need you.’
Many operators also face the challenge of juggling multiple businesses or responsibilities simultaneously, which amplifies the mental load. Costs rise, regulations change, and the community’s needs evolve, all while operators try to maintain the personal connections that make a coworking space thrive.
While the pressures of running a coworking space are real, Suzanne emphasises how reflecting on the original purpose behind your space can help ease things. Ask yourself:
Are you serving the right members?
Does your space align with your values?
This clarity can help distinguish between feeling overwhelmed by tasks and feeling out of alignment with your community.
Creating the magic of community
Community is often the buzzword in coworking, but building one can be one of the hardest parts of running a coworking space.
For Suzanne, community management is deeply human. With over 13 years of running The Hub Newry, she has witnessed her members grow not just in their businesses but also in their personal lives. Some of her members’ children have literally grown up alongside the space, creating multi-generational connections that make the community feel like an extended family.
Coworking communities can bring immense joy, connection, and a sense of shared purpose, but as many of you may know, there can be a downside, with some individuals draining your time and completely shifting the cultural dynamic within a space. Building community requires a balancing act between having emotional awareness and clear boundaries.
To keep a balance when managing your community, Suzanne recommends:
Checking in with your members once a week.
Keeping your door open so members can pop in for a chat.
But also put soft rules in place on how much time you’re prepared to spend with community members to protect yourself.
Consider undertaking mental health first aid training to help others.
Community is also about connecting to your local area. Suzanne says:
“The community isn’t just the people within the four walls, it’s the businesses outside as well that we’ve got to know over the years and are very much a part of it.”
Coping with finances
Cash flow pressures hit neighbourhood coworking operators particularly hard. Empty offices, unpaid invoices, and unexpected costs can pile up quickly, not to mention rising taxes that continue to hit coworking businesses.
Suzanne reflects on the reality for small, independent spaces:
“Cash flow is always a worry for a lot of us local operators. The margins can be quite tight, and we don’t have the deep pockets that the bigger branded spaces have got…So you feel the pressure there.”
Smaller operators often face a balancing act between meeting members’ expectations and staying financially sustainable.
Investing your money wisely is key. But knowing your numbers is really important to maintain a cash flow buffer for unexpected costs, and diversifying revenue streams within your space can add protection.
Some additional revenue streams to consider include:
Having a mix of private offices alongside coworking memberships.
Offering a registered office address service.
Launching another business, such as providing coaching and mentoring services.
Seeking referral schemes in partnership with local businesses.
Navigating the financial side of coworking requires foresight, adaptability, and trusted advisors. For Suzanne, having trusted mentors, peers, and accountants helps manage the financial side of running an independent workspace.
Working smarter on your marketing
Without additional resources, marketing is one of the most time-consuming hats a coworking operator wears. For Suzanne, marketing takes up 30-40% of her time running the business.
Content creation never stops, but sometimes, business owners are creating content for content’s sake. Creating a strategy can help you spread yourself too thin.
Pick the platforms that align with your personality and goals, map out content themes in advance, and prioritise quality and authenticity over chasing every trend. For Suzanne, podcasting works best, while writing is definitely my outlet. Suzanne expands on this:
“Find your platform, your outlet, and then repurpose that. So if you’re doing video or podcasting, pull out the MP3 sounds, videos, transcripts, and turn them into anything – just with that one piece of content.”
Featuring community members in your content is a brilliant way to build trust, but it requires sensitivity to their privacy and personal boundaries. Evergreen content should also be managed carefully so past members aren’t featured in your content without their consent.
Embracing AI is a smart move to avoid getting left behind, and many tools can help speed up processes. But make an extra effort to produce content that feels more authentic.
Marketing in coworking isn’t just about promotion; it’s about connection, storytelling, and building trust with your community.
Overcoming loneliness when running a workspace
Running a coworking business can be deeply rewarding, but it can also be isolating. For operators outside major cities, the loneliness of leadership often comes from carrying the weight of responsibility alone.
Suzanne explains:
“Small business owners say it can be a lonely place because they feel they have to carry a lot of the worries, and they’re holding so much space for their members that they don’t really want to divulge all their own concerns.”
In smaller neighbourhoods, competition can feel more acute. Operators may hesitate to open up to peers, fearing it could impact their business. Suzanne recalls early experiences where trust between operators was hard to come by, compared with the more collaborative nature of networks often found in larger cities.
Other factors that amplify isolation include:
Navigating complex jurisdictions and red tape.
Limited access to in-person networking events due to cost or location.
Seasonal quiet periods, especially in summer, when members and team routines shift.
Even in quieter times, the demands of running a space continue, and the lack of immediate peer support can affect confidence and energy levels. Suzanne manages this by keeping a structure and boundaries, grasping online networking opportunities where she can, and checking in with mentors.
Leadership loneliness is a tough reality for coworking operators, but with boundaries, peer support, and self-awareness, you can navigate isolation while continuing to lead a thriving, people-first space.
Coworking operators – you’re not alone
Coworking leaders carry many hidden pressures which impact how you build community and manage finances, while juggling multiple roles and coping with loneliness. The good news is that practical strategies exist to navigate each of these challenges.
As Suzanne reminds us, you’re not alone: reach out to peers, mentors, or trusted advisors, and take small, manageable steps rather than attempting huge leaps that risk overwhelm. Check in with your own well-being, set boundaries, and don’t wait until burnout hits to ask for support.
For those looking for more tailored guidance, Suzanne’s coaching and resources focus on the hidden pressures of neighbourhood coworking leadership. Additional insights and discussions can also be found on The Inclusive Coworker.
Remember – share, connect, and take it one step at a time.
Until next time,
Lucy & Suzanne
