Hey there,
This week’s edition is extra special.
I had the chance to speak with one of the early leaders in coworking, Liz Elam, and bring her insights straight to your inbox, from big trends to everyday strategies you can start using today.
Coworking has come a long way. With 40,000+ spaces worldwide, it’s no longer a side note in office real estate. It is the future and present of work.
Hybrid policies, corporate demand, and AI are reshaping our industry fast. Yet the most resilient spaces are the ones that stay true to their values and double down on community.
Spoiler: You don’t need 50 locations or venture capital to future-proof your space. You just need clarity, curiosity, and consistency.
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👋 Hey Liz, let's start with trends that matter now.
What trends should independent coworking operators talk about when selling their space to potential members?
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“In talking to a potential member, they should highlight what makes them unique and double down on that.
And as far trends go, we’ve talked for years at GCUC about how physical health and sustainability are important. But what often gets overlooked is mental health. That needs to be a bigger part of the conversation, especially now.”
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A More Human Future of Work
The good news? These tools are not just for the giants anymore. Used well, they give independents a real edge.
But Liz also offers a timely reminder: comparison steals joy, if you let it.
Let others inspire you, but focus on your strengths. Your authenticity is your advantage.
And remember: inclusion, wellness, and sustainability aren’t extras anymore. They’re expected. That’s why the IDEA Project came to life, with a commitment to making the coworking movement more Inclusive, Diverse, Equitable, and Accessible, both online and offline.
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🧭 Trend to Strategy: 5 Moves You Can Make This Year
Here are five strategic shifts to help your space grow with the industry:
1. Design for teams, but delight individuals.
Private offices pay the bills, but it’s your shared spaces and culture that make people stay. Bundle team suites with perks like meeting room credits, quiet zones, or a warm onboarding process.
2. Offer hybrid plans that match real behavior.
3-day or “core days” passes (Tue–Thu) are perfect for hybrid workers. Throw in perks like locker access, phone booth time, or coffee vouchers for added stickiness.
McKinsey reports that hybrid remains the dominant model, but employer policies are inconsistent. This unpredictability creates steady demand for flexible third places close to home.
3. Launch margin-friendly services.
Virtual office memberships and meeting room rentals = low overhead, high return. Just make sure your booking, ID verification, and cancellation policies are tight.
4. Design for neuro-inclusion and wellness.
Simple changes, like quiet corners, adjustable lighting, plant walls, and clear signage, create safer, more welcoming spaces. And they’re good for everyone, not just neurodivergent members.
Coworking was always about people. But now, members expect more than just friendliness; they expect inclusivity by design.
5. Track what matters.
Use your software (like Cobot 😉) to follow trends in occupancy, revenue mix, churn, and reviews. It doesn’t need to be fancy, just consistent. Operators using data for pricing and churn forecasting are already pulling ahead.
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👀 What to Watch for (and What to Do About It)
I asked Liz what operators should look out for and how to respond. Here's her (very real-world) advice:
Q: What signals should indie spaces watch for in their communities?
“Changes in demand or price sensitivity. These are indicators of larger trends. One way to stay ahead is to survey your members frequently.”
Q: How can small teams prepare for the next five years?
“Be flexible—especially with your membership plans and physical layout. Things will keep changing.”
Q: How can independent spaces practice foresight and scenario planning without a big budget?
“Curiosity. Read articles. Watch documentaries. Talk to AI. Follow the GCUC Megatrends. Just keep your radar on.”
Q: And if you're talking to a potential member?
“Don’t compete. Differentiate. Just focus on offering a space that is more than just space. Offer belonging and community: you can’t buy or sell those, you have to build them.”
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🛠️ Low Budget, High-Impact Tactics
Still thinking: “Yeah, but I don’t have time/money/people to do all this”? That’s exactly the point. These strategies work because they’re lean.
Here are a few easy wins:
- Run low-cost rituals. Weekly coffee chats. Quiet coworking Tuesdays. Friday “cowork & chill” playlists. Doesn’t cost much, builds a ton of trust.
- Get members to tell your story. Testimonials. Short videos. Social shares. Or better yet: host a “Toolbox Pitch”-style event where members share what they’re working on. It builds pride and community in one go.
- Make small moments big. Celebrate birthdays. Offer a welcome note or snack. Send a thank-you email after a trial. Hospitality is the backbone of coworking, and it’s mostly free.
- Partner with local gems. Free cookie with coffee from the café next door? Pop-up workshop at the bookstore around the corner? Think value-added, not budget-busting.
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Final Thought
No matter where coworking is heading, AI, hybrid, or newer business models, the feeling that sets independent spaces apart has always been the same: community.
Through every shift and every stage of evolution, the spaces that thrive are the ones that stay true to their people. Not louder. Not shinier. Just real, thoughtful, and rooted in something bigger than square footage.
You don’t need to do everything. But you do need to do something, and do it with clarity, consistency, and care.
In Liz’s words:
“The operator you should worry about the most is the one that doesn’t worry about you at all.”
Build something no algorithm or competitor can copy. That’s the future, and it’s already here.
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★ PS: Want to know more about Liz and GCUC?
Liz has been a defining voice in coworking for over a decade. Back in 2011, she took over a small event and turned it into GCUC, the largest coworking conference series in the world.
She’s helped shape the industry from the ground up, always with one goal in mind: making coworking better for the people who live it every day.
If you're curious about how she got started, what she’s building next, and why she still believes in the power of community-first spaces, check out our interview from the Cobot archives:
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The topic for next week is:
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If you missed last week's newsletter, check it out here:
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Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.
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See you next Wednesday and happy coworking! 🥳
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Harzer Str. 39
Berlin, 12059, Germany
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