Everything Coworking

Most coworking operators make decisions based on instinct — pricing, marketing spend, staffing, space allocation — all guided by gut feel. But when you dig into the data, it often tells a completely different story.

In this episode, Jamie shares examples of how metrics can reveal blind spots that gut feel misses — like when vacant offices aren't the real problem, or when ad spend is working but lead follow-up isn't. You'll learn why the right data brings confidence and clarity to your decision-making and helps you prioritize what will actually move the needle.

If you're ready to make smarter, data-informed decisions about your coworking business, join Jamie for The Coworking Scorecard: Measure What Matters, a free live event happening on October 23 at 1 PM ET.

You'll learn how your space stacks up against industry benchmarks and where to focus next for sustainable growth.

👉 Save your seat at everythingcoworking.com/scorecard

Resources Mentioned in this Episode:

Everything Coworking Featured Resources:

Masterclass: 3 Behind-the-Scenes Secrets to Opening a Coworking Space

Coworking Startup School

Community Manager University

Follow Us on YouTube

Ever wondered how to build a successful coworking business in smaller markets that the big players ignore? Jeff Goronkin cracked the code by targeting overlooked cities and mastering the art of community-first growth.

Key Topics Covered:

• How Jeff leveraged a "sandbox period" to learn coworking before committing to major investments
• Why targeting smaller markets (populations 50-70k) can be more profitable than competing in saturated metros
• The power of revenue-share lease agreements and how to negotiate them with landlords
• Building relationships with economic development offices to secure grants and support
• Why PR and community engagement are secret weapons for coworking success
• Smart hiring strategies for community managers who can truly own their role
• The importance of downtown revitalization as a core business strategy
• Lessons learned from expanding to three locations across NY, PA, and MA

Resources Mentioned in this Episode:

Jeffrey's LinkedIn profile

Urban Co-Works website

Everything Coworking Featured Resources:

Masterclass: 3 Behind-the-Scenes Secrets to Opening a Coworking Space

Coworking Startup School

Community Manager University

Follow Us on YouTube

Switchyards has become one of the most talked-about concepts in the coworking world, a self-described "neighborhood work club" that blends the feel of a coffee shop, library, and boutique hotel lobby. The model looks simple, affordable, and wildly attractive. But is it really as easy and profitable as it seems?

In this episode, I sit down with Kane Willmott, CEO of IQ Offices, to reverse-engineer the Switchyards model. We walk through their pricing, staffing, buildout approach, and growth strategy to uncover what works, what's risky, and whether this is a concept you should try at home.

We cover:

• What makes Switchyards different from traditional coworking spaces.

• Their $100/month membership model, no offices, and minimal staffing.

• Why the aesthetics and "cool factor" are central to their brand success.

• The financial realities of launching and sustaining this model at scale.

• Risks operators should consider before trying to replicate Switchyards.

If you've been intrigued by Switchyards' rapid growth and cult-like following, this episode gives you the numbers, context, and reality check you need before testing the model yourself.

Resources Mentioned in this Episode:

Switchyards

Swithyards on LinkedIn

Kane's LinkedIn profile

iQ Offices website

Everything Coworking Featured Resources:

Masterclass: 3 Behind-the-Scenes Secrets to Opening a Coworking Space

Coworking Startup School

Community Manager University

Follow Us on YouTube

Coworking operators often assume that flex desks and memberships will drive the business model, but what if that's not actually true?

In this episode, I share insights from boutique gyms and play cafes that reveal how different business models generate sustainable revenue. These parallels highlight why private offices, events, and other add-ons are often the true engines of coworking profitability.

What we cover:

• Why flex desks are often overestimated in pro formas, and why they rarely drive long-term revenue.

• The boutique fitness analogy: why high-value services (like private offices) outperform low-cost memberships.

• What play cafes teach us about add-ons and event revenue as reliable income streams.

• The challenge of churn in coworking memberships and how to offset it with longer-term commitments.

• Why operators need to look under the hood of successful models instead of assuming what's working from the outside.

Everything Coworking Featured Resources:

Masterclass: 3 Behind-the-Scenes Secrets to Opening a Coworking Space

Coworking Startup School

Community Manager University

Follow Us on YouTube

This week, I’m sharing something a little different with you - the audio version of our free masterclass on how to launch a profitable coworking space.

Why? Because our next live cohort of the Coworking Startup School kicks off Tuesday, September 23rd, and this masterclass gives you a clear sense of the framework we teach inside the program. If you’ve been thinking about opening a space—or if you’ve already started the process but want to avoid the expensive mistakes that most operators make—this is your chance to get the big picture and decide if now’s the time to join us live.

The Coworking Startup School isn’t just about theory. It’s step-by-step, practical, and designed to get you from idea to open with confidence. And when you join the live cohort, you don’t just get the content—you get coaching, accountability, and a community of peers who are in it with you.

So take a listen, and if this resonates, don’t wait. The cohort starts next week, and we’d love to see you inside.

• Join the Coworking Startup School Live Cohort

Balancing career and parenthood isn't easy, and for many parents, traditional childcare options just don't fit. Megan Donovan, founder of Shift Work and Play, set out to change that. After leaving a career in policy and advocacy, Megan built a coworking model that offers parents dedicated work time while their kids enjoy structured play sessions, filling a gap most childcare and coworking models miss.

In this episode, Megan shares her journey, the challenges of running a coworking + childcare business, and why her members say the model has been life-changing.

We cover:

• Megan's unconventional career path and the "lightbulb moment" that led to Shift Work and Play.

• How the childcare model works, and how she balances staffing with flexibility for parents.

• Why part-time, flexible childcare is such a missing piece in most communities.

• The types of members attracted to this model, and how it impacts their mental health and productivity.

• What she's learned about programming, community building, and diversifying revenue streams.

Megan's story is a great reminder that coworking is at its best when it solves a very real problem for its community.

Resources Mentioned in this Episode:

Megan's LinkedIn profile

SHIFT Work + Play website

Everything Coworking Featured Resources:

Masterclass: 3 Behind-the-Scenes Secrets to Opening a Coworking Space

Coworking Startup School

Community Manager University

Follow Us on YouTube

What happens when a dietitian starts a private practice, sees a gap in support for clinicians, and decides to fix it herself? You get The Practice Collective - a coworking model built specifically for practitioners in nutrition, wellness, and mental health.

In this episode, Samantha Barash shares how she went from running her own nutrition practice to creating a thriving coworking community for private practice professionals. Her story shows how powerful niche coworking can be, and how keeping things simple and community-focused leads to strong growth.

We cover:

• How Samantha's nutrition practice inspired her to launch a coworking space designed for private practice professionals.

• Why focusing on authentic connections and referrals beats traditional marketing.

• How she reached 45 members in just 800 square feet with a mix of in-person and virtual memberships.

• The unexpected role of virtual offices in her business model.

• Key lessons from completing the Goldman Sachs 10,000 Small Businesses program and how it shaped her growth plan.

Resources Mentioned in this Episode:

Samantha's LinkedIn profile

The Practice Collective website

Everything Coworking Featured Resources:

Masterclass: 3 Behind-the-Scenes Secrets to Opening a Coworking Space

Coworking Startup School

Community Manager University

Follow Us on YouTube

One of the toughest parts of running a coworking space is managing people. What do you do when your community manager—or any team member—isn't living up to expectations? Do you settle, or is it time to make a transition?

In this episode of the Everything Coworking Podcast, Jamie Russo walks through the signs that your team member may not be a fit, what to check before you make a change, and how to confidently prepare for a transition without losing your sanity—or your members' trust.

What You'll Learn in This Episode:

• The common symptoms of underperformance (SOPs ignored, leads lost, disorganization, poor service).

• How to evaluate whether the problem is training and leadership—or true misalignment.

• Why "settling" for a mediocre fit costs more than you think.

• Options for outsourcing parts of the role if only 20% isn't working.

• How to make SOP documentation a requirement to protect your business.

• Why the community manager role is often a two-year position—and how to plan for turnover.

• Steps to take when preparing for a transition, including consulting with an employment attorney.

Resources Mentioned in this Episode:

Transitioning to a new team member doesn't have to be overwhelming. Community Manager University is your easy button for onboarding and developing new CMs. The program:

• Trains on industry standards and role expectations.

• Connects your CM to a global network of peers.

• Provides expert coaching and real-world support.

Learn more at everythingcoworking.com/communitymanager.

Everything Coworking Featured Resources:

Masterclass: 3 Behind-the-Scenes Secrets to Opening a Coworking Space

Coworking Startup School

Community Manager University

Follow Us on YouTube

If you're launching a coworking space and feel like you're doing everything out of order, welcome to the club. In this episode, I share the "chicken or egg" paradox of starting a space. That messy, exhilarating, and sometimes disorienting phase where you're working on your vision, talking to brokers, crunching numbers, and trying to figure out what comes first.

Whether you're just getting started or expanding, you'll hear why feeling uncertain is actually a sign you're on the right track, and what you do need in place before committing to a lease.

What we cover:

• Why the early stages of launching a coworking space will always feel messy, and why that's normal.

• The essential pieces to have in place before you start looking for space.

• How to work with brokers who understand the coworking model.

• Balancing your vision, budget, and capital with your ideal product mix.

• The role of due diligence, test fits, and realistic build-out estimates in avoiding costly mistakes.

Everything Coworking Featured Resources:

Masterclass: 3 Behind-the-Scenes Secrets to Opening a Coworking Space

Coworking Startup School

Community Manager University

Follow Us on YouTube

Your sales funnel can only work if you know where your leads are coming from — and how to make the most of each source.

But for many operators, coworking marketplaces, lead gen partners, and even Google Business Profiles feel like a confusing alphabet soup of options. In this episode, I break down the four core lead source categories, demystify the biggest marketplace players, and help you prioritize what's worth your time (and what isn't).

We cover:

• The four main types of coworking lead sources: organic traffic, member referrals, brokers, and marketplaces

• What platforms like Deskpass, LiquidSpace, Gable, and Peerspace actually do — and who they're best for

• Why your Google Business Profile may be your most valuable (and underutilized) lead source

• The truth about Flexspace.ai, how it works, and how it's not a lead gen platform

• How to track your lead sources effectively and decide which platforms deserve your attention

If you've ever wondered whether marketplaces are worth it or how to build a lead strategy that actually converts — this episode is your roadmap.

Resources Mentioned in this Episode:

Syncaroo

Everything Coworking Featured Resources:

Masterclass: 3 Behind-the-Scenes Secrets to Opening a Coworking Space

Coworking Startup School

Community Manager University

Follow Us on YouTube