I’m writing this article to expand on a LinkedIn comment I recently left under a post by Cat Johnson about big coworking brands versus independent spaces.
Pricing comes up again and again when new coworking owners reach out to us at Cobot. And at launch, it’s one of the easiest things to overthink and one of the fastest ways to get stuck.
Here’s the short version: your pricing should be anchored in your local market, not in abstract calculations or what you “feel” your space is worth.
What should you base your coworking prices on at launch?
When you’re setting prices for a new coworking space, the most important reference point is simple: how other coworking spaces around you are pricing their memberships, and how you compare to their offering.
Coworking does not exist in a vacuum. Potential members already have expectations shaped by:
- Other coworking spaces nearby
- Flexible offices and business centers
- Cafes, libraries, and home offices as alternatives
Your prices will almost always be compared, consciously or not, to what exists locally.
Why big coworking chains can often charge less
Large coworking brands usually operate with a standardized model across many locations. That standardization is what allows them to benefit from economies of scale:
- Centralized marketing
- Shared operations and tooling
- Bulk purchasing
- Repeatable space design
Because of this, big chains can often afford lower membership prices and still make the numbers work. Competing with them purely on price is usually a losing game for independent spaces, and it's not a game you want to play.
Why independent coworking spaces can price higher
Independent coworking spaces work differently, and that’s their advantage!
As an independent coworking owner, you’re usually offering:
- A more personal, human experience
- A stronger sense of community
- A space shaped by the neighborhood (and shaping the neighbourhood), not a global brand book
- A clearer target audience
Members don’t just pay for a desk. They pay for belonging, relationships, and a space that feels like home. That added value justifies higher pricing, as long as it’s aligned with the local market.
What if you’re the first coworking space in a small town?
If you’re opening the first coworking space in a small town, pricing can feel especially tricky because there’s no direct comparison.
In that case, look sideways instead of locally:
- Find coworking spaces in similar-sized towns or small cities in your region or country
- Compare demographics, income levels, and business mix
- Use those prices as your reference point, not prices from major capitals
Being first doesn’t mean you should underprice. It means you need better comparisons.
When should high demand trigger a price adjustment
According to the Deskmag yearly coworking trends report, the average occupancy rate for coworking spaces is 69 percent globally, and 72 percent in cities.
If your space is filling up significantly faster than that, it usually means one of two things:
- You’ve found a very strong location
- Your concept is delivering more value than the local alternatives
- (or both)
In those cases, a gradual price increase can make sense. But there are two important rules:
- Increase prices slowly
- Don't raise prices for recent members
Raising prices too aggressively or breaking trust with early members can backfire quickly.
The core takeaway for coworking owners
Pricing is not just a financial decision. It’s a positioning decision.
Big chains win on scale and efficiency. Independent spaces win on community, identity, and experience. Your pricing should reflect which game you’re playing.
If you’re unsure, start close to your local market, listen carefully to demand, and adjust with intention rather than emotion.
Coworking Membership Pricing FAQs
How much should I charge for coworking memberships when launching?
At launch, your prices should be close to what similar coworking spaces in your local market charge. Most potential members already have a price expectation based on nearby options.
Should independent coworking spaces be cheaper than big chains?
Not necessarily. Big chains often charge less because they benefit from economies of scale. Independent spaces usually offer a more personal experience and stronger community, which can justify higher prices.
What if there are no other coworking spaces in my town?
Look at coworking spaces in comparable towns or small cities in your region. Use their pricing as a reference instead of guessing or defaulting to very low prices.
When is it okay to raise coworking membership prices?
If your space fills up faster than average and demand stays high, a gradual price increase can make sense. Increase slowly and avoid raising prices for existing members.