Hey there,
There’s a question from coworking veteran Bernie J Mitchell that’s been living rent-free in my head:
“If your space closed tomorrow, would people miss it?”
It’s a powerful one, and it gets right to the heart of what separates a desk-rental business from a real coworking community. Because what makes a coworking community truly resilient isn’t surface-level perks. It’s whether members feel like they belong, like they matter, and like this is their place — not just a place.
This week’s edition is a long one (so grab a coffee ☕), but I wanted to explore how you, as an independent coworking operator, can build a community that thrives beyond your walls. One that can evolve, survive closures, and even re-emerge stronger than before.
Let’s dive in 👇
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Take part in the Global Coworking Survey 2025-2026
It will be revealed at Coworking Europe 2025 in Berlin. Join in and contribute to a decade-long effort to map the evolution of coworking in Europe and beyond.
Find the link at the end of this newsletter.
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💡 Start With Purpose: Why Does Your Space Exist?
A lasting community begins with a clear “why.”
Not the fluffy “we provide flexible offices,” but something deeper. What values does your space represent? What’s your mission beyond filling desks?
Bernie Mitchell (yes, again!) once said:
And he means it! During lockdown, he kept paying membership fees at his favorite space, just to support the community. That’s the kind of loyalty values create.
Take workish.berlin as an example. When betahaus vacated their Neukölln location, Taylor and Lenny didn’t just rent a space, they preserved a creative community. They launched workish with sustainability and connection as the foundation, not just buzzwords. That kind of origin story attracts people who believe what you believe.
Want to catch the full story? We chatted with them about how workish grew from a shared vision. Check it out 👇
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Instead: take a stand. Say who your space is for (and who it’s not). Whether it’s artists, activists, startups, freelancers with kids, or climate entrepreneurs, make it clear. You’ll attract a loyal following by being real, not by trying to please everyone.
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🤝 Cultivate Belonging: You’re Selling Community, Not Just Space
Your members want to feel like they’re part of something. So give them more than a workspace – give them a reason to care.
At Creative Works London, founder Elena Giroli knows all ~180 members by name. There are no fancy funnels, just relationships. When she sends an event invite, people show up. Why? Because they feel ownership over the space. It’s theirs, not just a place they pay for.
Want to replicate that?
Start by sharing your story. Why did you start this space? What do you care about? Let your members in on the bigger picture.
And be transparent. Set honest expectations. Define your vibe. (And yes, sometimes that means telling someone, “This might not be the right fit.”)
The more your members trust you, the more they’ll support each other and the community.
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🧭 Let Members Lead
You don’t need to carry the whole community on your shoulders. In fact – you shouldn’t.
Some of the strongest coworking spaces give members the tools and trust to shape the culture. Whether it’s hosting events, forming book clubs, or just organizing lunch chats, empower them to take the lead.
And don’t forget your “super members”— the natural connectors who bring good vibes and rally others. Encourage them. Give them a platform. They’re your best community builders (and defenders).
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🎥 Show the Life of the Community (Not Just the Office)
If you only market your square footage, you're missing the point.
People want genuine atmosphere. Connection. Culture.
So show them what life inside your space actually looks like: on your website, social media, and newsletters. Think:
- Coffee chats in the kitchen
- Skillshares or member lunches
- Behind-the-scenes photos of someone hanging new lights (yes, even that!)
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Snapshot from Toolbox's events.
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🙋 Help First, Sell Later
Here’s a controversial take: stop selling memberships.
Okay, not entirely. But lead with value. Instead of pushing people to “Join now!”, think: how can we include them first?
Some ideas:
- Open Coworking Days – Let locals try the vibe for free, no pressure.
- Community Lunches – BYO lunch with intros and coffee.
- Skill Shares – 30-min member-led talks open to the public.
- Scholarships – Offer a few free passes to local nonprofits or students.
Each of these touchpoints plants a seed. It shows people what coworking feels like. And by the time they’re ready to join, they already feel like they belong.
Just yesterday, for example, we stopped by the opening day of Kiez Büro Berlin: a neighborhood open house where people could drop in for yoga sessions, AI workshops, and a relaxed day of coworking. It was a chance for locals and new members to meet, share ideas, and get a feel for the space together.
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A few locals and coworkers exploring the new Kiez Büro located in KALLE Neukölln (Berlin).
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Pro tip: these activities also give you great content for social and newsletters.
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🌍 Think Beyond the Walls
If 2020 taught us anything, it’s that community doesn’t need four walls.
Look at Indy Hall in Philadelphia. When their space closed, the community didn’t die — they just shifted online. With Slack groups, virtual coworking, and even a digital summer camp, they stayed connected until a new space opened.
Start building this resilience now:
- Create a Slack or Discord group.
- Host occasional Zoom hangouts.
- Keep former members in the loop.
You’re not just running a space. You’re building a movement. And movements can travel.
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Final Thoughts: Community as Your Competitive Edge
In the end, what sets your space apart isn’t how it looks — it’s how it works for the people inside it.
As an independent space, community is your advantage. Big coworking chains can’t fake what you can create. So lean into it. Be real. Be human. Be values-first.
And trust that if you build a community people believe in - they’ll stick around. Maybe even after the desks are gone.
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🧠 Coworking Trends Survey 2025
We’re happy to support the Coworking Trends Survey - the longest running global study tracking how coworking and flex spaces are evolving.
If you’re an operator or team member, take 5–10 minutes to share how your space is doing this year. Your input helps shape the most accurate industry snapshot out there.
Let’s make sure voices from all types of spaces - big and small, rural and urban- are heard.
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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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