The Community in Coworking: Fresh Ideas and New Perspectives

It’s not a secret that community is the heart of coworking spaces. Beyond Wi-Fi, coffee, and desks, it’s the human connections and shared experiences that make coworking special.

At the recent FlexWorld 2024 Conference, the session titled “We Put the Community in Coworking: Fresh Ideas and New Perspectives” explored how coworking operators can create, sustain, and scale vibrant communities while balancing financial goals.

With insights from industry leaders like Liz Elam, founder of GCUC, Cat Johnson, host of Coworking Convos, and Brandon DeChirico, Community Director, ALX Community, and Crispin Piney, Managing Director UKI, OfficeRnD, this session offered actionable strategies to make community-building authentic and impactful.

Eager to learn more?

Let’s dive in.

Community: The Core of Coworking Success

In coworking, community is more than just a buzzword—it’s a key driver of membership retention and satisfaction. But how do coworking operators balance community-building with the demands of profitability?

Baking Community into the Business Model

As Cat Johnson explained,

Community isn’t an amenity you tack on; it has to be intentionally created from the start.

A thriving community drives ROI by attracting members, retaining them, and creating opportunities for organic growth. Measuring this ROI isn’t always about hard metrics; sometimes, the energy and buzz in a space are proof enough.

Practical Approaches to Building Community

Listen and Adapt

Brandon emphasized the importance of listening to members. As he put it:

It’s not about creating programs you think they want but understanding their needs and meeting them where they are.

Operators can use surveys and regular feedback loops to identify member preferences. For example, Liz Elam noted that asking members for input—even on ideas like hosting a dog-friendly happy hour—can foster engagement. When members take ownership of initiatives, it’s a clear sign the community has gelled.

Engage Beyond the Workspace

True coworking communities extend beyond the walls of the space. Brandon encouraged operators to connect with the wider local community through partnerships and events, creating a ripple effect of engagement that benefits both members and neighbors.

Personalized Experiences

Not all members seek deep engagement. Some prefer a quiet, heads-down workspace, while others thrive in vibrant, collaborative environments.

Cat highlighted the need to respect these differences, ensuring spaces cater to diverse needs without compromising the core community vibe.

Community vs. Profitability: Finding the Balance

One of the biggest challenges coworking operators face is balancing a strong P&L with robust community-building.

As Brandon pointed out, community shouldn’t stretch resources thin. Instead, strategic partnerships and thoughtful programming can deliver high-value experiences without overburdening the budget.

Liz shared that knowing your target audience and self-selecting members who align with your space’s ethos can make all the difference. As she said:

Not everyone will be a fit—and that’s okay. Point people to a space that suits them better and focus on the members who align with your vision.

The Role of Technology in Enhancing Community

A Double-Edged Sword

Technology can either enhance or detract from the coworking experience. As Liz aptly noted:

If your technology creates frustration, you’ve failed.

Seamless tools for booking rooms, accessing spaces, and engaging with events can elevate the member experience. Poorly executed tech, however, can become a barrier.

Automation for More Human Interaction

Brandon underscored that technology should handle administrative tasks so staff can focus on meaningful interactions with members. As he said:

Automate the small stuff—like check-ins and payments—so you can spend more time building relationships.”.

Mobile-First Mindset

With members increasingly relying on smartphones, a robust mobile experience is critical. From booking spaces to joining events, the mobile journey must be intuitive and seamless. Cat added:

The tech should remind me about events and help me connect—but the real value is in showing up and engaging with the community.

Fresh Ideas for Community Building

1. Chili Cook-Offs and Social Events
   Cat shared the success of a recent chili cook-off at her coworking space, which brought everyone together in a relaxed, fun environment. Events like this strengthen bonds and create memorable experiences.
2. Outdoor Activities
   Paddleboarding, bonfires, and community outings can foster connections beyond the workspace. These activities allow members to interact in new ways, building deeper relationships.
3. Corporate Integration
   Liz challenged the perception that corporate members don’t fit into coworking communities. “At the end of the day, they’re just people too. With the right approach, they can integrate seamlessly into the community.”

The Future of Community in Coworking

The panelists agreed that the future of coworking lies in its ability to address the loneliness epidemic. With remote work on the rise, coworking spaces provide an antidote to isolation, offering connection and camaraderie.

Liz ended with a rallying cry:

If you don’t find a space that fits your needs, create one. The world needs more coworking spaces to help people connect where they spend the majority of their day—at work.

Key Takeaways from the Session

• Community Is a Feeling: It can’t be bought or forced; it must be built authentically.
• Listen First: Regular feedback and open communication are essential to understanding member needs.
• Balance Profitability with Authenticity: Sustainable community-building aligns with business goals through intentional programming and partnerships.
• Leverage Technology Thoughtfully: Seamless tech enhances the member experience but should never replace human interaction.
• Celebrate Diversity in Needs: Cater to both highly engaged members and those seeking quiet productivity.

Final Thoughts

This insightful session at FlexWorld 2024 highlighted the enduring importance of community in coworking spaces. While technology and financial sustainability are critical, the human element remains irreplaceable and a strong differentiator.

For operators, the challenge is to strike the perfect balance between community and profitability, leveraging technology as a tool—not a barrier—to connection. By doing so, coworking spaces can fulfill their potential as hubs of collaboration, innovation, and belonging.

We invite you to check out the next two conference sessions:

1. The Secret to Happy Members and Seamless Workspace Management in 2025
2. Future-Proofing Your Coworking Space: Emerging Trends in Coworking Technology