As the coworking industry continues to grow and evolve, marketing strategies for coworking spaces must adapt to stay competitive and relevant. 

In a special episode of the This Week in Coworking podcast, host Hector Kolonas sat down with coworking marketing experts Cat Johnson (Cat Johnson Co), Reuben Lau (Spacefully), and Taylor Mason (Talemaker) to discuss trends, challenges, and opportunities for coworking spaces in 2024 and beyond. 

They discuss the shift towards on-demand services, leveraging personal and brand narratives, and the critical role of data and analytics. 

Tune in for invaluable insights on how to make your coworking space stand out in 2025 and beyond.

Chapters.

00:00 Introduction to the Podcast

00:31 Meet the Coworking Marketing Superheroes

00:58 The Evolution of Coworking Marketing

04:04 The Importance of Brand and Community

05:15 Trends and Predictions for 2025

14:21 The Power of Storytelling in Coworking

18:10 Content Strategies for Coworking Spaces

20:02 Sales and Automation in Content

20:29 Celebrating Member Successes

21:32 Ad Spend and Revenue Strategies

23:34 Leveraging Data for Personalization

24:52 Balancing Data Tracking and Workload

25:49 The Role of AI in Content Creation

31:36 Building Personal Brands in Coworking

38:48 Marketing to Diverse Stakeholders

40:42 Final Thoughts and Future Trends

In this episode, Hector Kolonas sits down with Sarah Travers, the CEO of WorkBar, to discuss her extensive career in the coworking industry, starting from her 15-year tenure at IWG to her strategic role at PropTech company WorkFrame and finally leading WorkBar since 2017. Travers shares insights into WorkBar's unique coworking model, its regional density, member reciprocity, and commitment to the Boston community. The conversation also touches on the evolution of coworking spaces, the importance of strong landlord relationships, and WorkBar's strategies for future growth. Travers offers valuable advice to aspiring community managers and highlights the value of coworking in nurturing innovation and productivity.

00:00 Welcome and Introduction

00:39 Sarah Travers' Career Journey

03:23 The WorkBar Experience

08:44 WorkBar's Unique Model

14:37 Landlord Relationships and Management Agreements

20:44 Supporting Local Businesses

32:08 Future Plans for WorkBar

35:38 Advice for Aspiring Community Managers

37:40 Conclusion and Final Thoughts

In this week 47 recap episode of the This Week In Coworking podcast, hosts Mike LaRosa and Hector Kolonas discuss Allstate's bold move towards hybrid work by partnering with LiquidSpace, providing coworking space access to 13,000 employees. The episode delves into evolving coworking terminologies, highlighting 'space as a service' and the emergence of diverse workspace brands like Kinrise. Other key topics include the potential for the first flex-oriented REIT and the industry's collective challenge to create a standardized lexicon amid growing complexities. The episode also touches on industry community support and announces a brief hiatus for the Thanksgiving holiday.

00:00 Introduction and Weekly Recap

01:17 Allstate's Hybrid Work Strategy

02:20 Corporate Coworking Trends

08:49 Terminology in Coworking

19:05 Emerging Trends in Flex Spaces

33:01 Community and Support

34:03 Thanksgiving and Wrap-Up

Join us this week as we sit down with Johnny Rosenblatt, co-founder of Spacemade, calling in from London.

Johnny discusses his journey from founding The Headspace Group to launching Spacemade, aimed at redefining the landlord flex industry with a 100% management agreement structure.

We dive deep into what makes Spacemade unique, from creating individual brands for each asset to leveraging unique amenities like bouldering walls and podcast studios to foster meaningful connections among users.

Discover the future of niche coworking spaces with Spacemade's new health tech cluster, the competitive landscape of the London flex space market, and the revolutionary Workspace Intelligence Network that aggregates data for better decision-making.

Don't miss this insightful conversation packed with industry trends, challenges, and innovative solutions!

This Week in Coworking: Week 46 Recap

In this episode of 'This Week in Coworking,' Hector Kolonas and Mike LaRosa recap all the news from Week 46. Mike reports from the 2024 Coworking Europe Conference in Sofia, Bulgaria, highlighting conversations about management agreements and the growth of multi-location operators. They dive into IWG's Q3 earnings report, noting significant growth through franchising and the delayed launch of the Worka app. The concept of 'polyworking' or having multiple jobs and revenue streams is explored, and the importance of coworking spaces evolving to meet diverse work needs is emphasized. Multiple noteworthy stories, market moves, and best practices in community hospitality are also covered.

00:00 Introduction and Conference Updates

01:56 Trends in Coworking: Management Agreements

05:36 Hospitality in Coworking Spaces

08:45 Marketing Insights and Terminology

12:04 Industry Data and Analysis

19:34 Polyworking and Space Design

27:26 Conclusion and Call to Action

How COHatch went from an accidental coworking space to a 44-space network, and where they're going next.

Links:

In this episode of the weekly recap, hosts Hector Kolonas and Mike LaRosa discuss the latest stories in coworking and flex spaces from week 45's newsletter.

Key topics include the launch of the Workspace Intelligence Network in the UK, a data-sharing initiative among ten multi-location coworking brands, and the growing trend of management agreements in the coworking sector. 

They also explore new data sets from Coworking Cafe and CBRE, highlighting market growth and trends in the UK. The hosts dive into the benefits and challenges of different coworking models, including rent arbitrage, asset ownership, and management agreements, and mention notable expansions and acquisitions of coworking spaces. 

Additionally, they discuss the potential impact of these developments on the coworking landscape and call for listener feedback to improve future recaps.

00:00 Introduction and Welcome

00:50 UK Workspace Intelligence Network

05:13 UK Coworking Market Data

09:10 Management Agreements in Flex Spaces

17:03 Operator-Owned Assets and Trends

26:37 Closing Remarks and Feedback Request

In this episode, workspace expert and consultant Phil Kirschner joins Hector Kolonas to discuss his 15 years of experience in improving work environments. Formerly at McKinsey and WeWork, Phil talks about the evolving nature of workplaces, especially in the context of the pandemic. He explains his term 'weirdo workspace things' and his contributions to Forbes about business strategies related to corporate campuses and business travel. Phil shares insights on the importance of mobility within workspaces, the challenges of legacy policies and technologies, and the role of trust between employers and employees. He also explores the concept of 'experience density' and how it impacts the vibrancy and magnetism of workspaces. Phil and Hector discuss future trends in flexible work environments and how the flex industry can adapt to seize these opportunities.

00:00 Introduction to Phil Kirchner

00:26 Defining 'Weirdo Workspace Things'

01:13 Phil's Contributions to Forbes

01:31 Learning from Campuses and Corporate Travel

05:45 The Concept of Hyper-Local Business Trips

06:42 Expense Management and Employee Benefits

08:52 Trust and Legacy Policies

16:23 Flex Office Opportunities

25:00 Experience Density in Workspaces

33:07 Conclusion and Future Insights

Join Hector Kolonas and Mike LaRosa for this week’s deep dive into the latest coworking news, trends, and insights shared in Week 44's newsletter.

In this episode, they discuss how dynamic pricing is changing the coworking industry and the role of celebrity influencers in marketing coworking spaces. They also explore recent broker incentives, the benefits and drawbacks of such promotions, and what it means for consumers. Don't miss out on engaging talks, expert interviews, and all the latest updates from the world of coworking.

Subscribe to stay informed!

--

00:00 Introduction and Weekly Recap

00:42 Halloween Vibes and Week 44 Highlights

01:20 Influencer Marketing in Coworking

03:53 Dynamic Pricing in Property Listings

10:53 Integration Challenges in Coworking

13:57 Broker Incentives and Industry Impact

19:24 Upcoming Interviews and Conclusion

In this exclusive ThisWeekInCoworking.com interview, Hector & Mike chat with Sophia Stolberg, co-founder of Piloto 151, Puerto Rico's first coworking space, about her journey and the coworking industry on the island.

The conversation also covers the unique managed partnerships with hedge funds, the introduction of private wings in their newest class-A building, and the potential for international expansion.

Join them to learn more about the dynamic coworking landscape and Piloto 151's contribution to the industry.