Community

When I first walk into a coworking space, it’s a gut reaction as to whether that space is for me or not. It’s often felt in the welcoming tone of the community manager who greets me as I step inside, or the friendliness of the members working in the space. Sometimes, the workspace design has that ‘wow’ factor, or just walking through the space feels effortless, thanks to the technology.

Over the past four years, I’ve been part of two coworking spaces, both of which I joined as a member for more than a year. That time gave me first-hand insight into what keeps people coming back, and what ultimately drives long-term member retention in coworking spaces. This blog post looks at the benefits of coworking and what makes a great coworking member experience.

More than a desk: the core benefits of the coworking model

A far cry from the offices of the past that deliver workspace and workspace alone, coworking spaces provide so much more than just a desk, differentiating the coworking model from traditional office space.

Let’s look at the core benefits of coworking.

Flexibility and autonomy

Many coworking spaces provide 24/7 access to full-time members, giving people the flexibility and autonomy to choose when and how they work.

This round-the-clock availability opens opportunities to a wider range of people and working styles. From the freelancer who thrives during late-night hours to the parent who needs to work around school runs, removing the constraints of the traditional 9-to-5 aligns professional needs with personal rhythms, creating a more accessible and inclusive work environment for many. This also helps to improve member retention.

Meanwhile, monthly rolling contracts are a standard in coworking, breaking the long leases of traditional commercial offices, making coworking a low-commitment option.

This means teams can enjoy the benefits of a private office in a coworking space for a few months while searching for a more permanent office space. Ideally, they enjoy the space so much that they maintain their membership, even if it means flexing down.

The benefits of coworking are in how it supports businesses of every size.

Networking and collaboration

It’s in the name, really, but collaboration, connection, and community all go hand in hand with coworking.

Originally synonymous with freelancers and startups, the coworking model initially bringing people together who usually worked alone, overcoming feelings of loneliness and isolation that many home workers face.

Since then, the collaborative nature of coworking has become more widespread, resulting in the industry’s nascent growth.

The model has since evolved into a true celebration of community. Today’s coworking spaces offer many opportunities for people to collaborate and share knowledge, whether it’s through a lunch and learn event or a networking party.

In my coworking experience, I’ve seen many powerful opportunities come out of coworking spaces, from new friendships, business ideas, and job prospects.

Improved work-life balance

Our sense of belonging and need to connect with and be accepted by others is vital for our well-being. Think of it like Maslow’s hierarchy of needs. You need that ‘love and belonging’ piece to feel fulfilled. Coworking feeds into that, helping us feel more connected in our everyday lives.

Ultimately, coworking was designed around work-life balance, embracing flexibility and connection, and empowering autonomy over how we work and where we spend our working lives (after all, we spend around 50% of our waking hours at work). In this sense, coworking distinctly separates home life from work life.

6 actionable ways to enhance the member experience

While the coworking model certainly exists for all the reasons listed above, the coworking experience can only be judged by the people using these spaces. So, from my experience, here’s how you can enhance the coworking member experience.

1. Provide a brilliant onboarding process

My first coworking space membership came about thanks to a seamless first impression, so when Cat Johnson says “belonging starts with the tour,” she’s absolutely spot on.

It all started with an enquiry, followed by a speedy call from the friendly community manager who invited me for a workspace tour and a complimentary trial day – a standard ‘try before you buy’ experience in most coworking spaces.

The entire experience felt relaxed, and I didn’t feel forced into joining; the community manager even invited me back the following day for a Yoga session.

Well, I wasn’t going to say no? After the yoga session, I signed up as a permanent hot desk member. All this goes to say that if it wasn’t for such a smooth onboarding process, with a surprise twist of the Yoga class, I may not have signed up as a coworking space member.

2. Prioritise health and wellness

The coworking space’s Yoga offering indicated to me that health and wellness were top of its priority list. And it wasn’t just a one-time thing; the Yoga sessions continued, and the community managers kept checking in with community members.

The space was also dog-friendly, which, although I didn’t require this perk myself, attracted other members to the space. As a dog lover, I couldn’t resist petting the dogs in the space and chatting with owners, leading to new friendships being formed.

Meanwhile, I’ve seen other coworking spaces prioritise wellness by providing complimentary healthy snacks and fruit, and different tea varieties, adding just a little something extra to members’ day-to-day.

3. Offer best-in-class amenities

In many of today’s workplaces, it’s not unusual to see wellness facilities sitting alongside offices.

The benefit of a gym within a coworking space means that we’re getting the benefits of two awesome services – workspace and fitness.

However, gyms aren’t a must-have in coworking spaces, and it’s important to incorporate amenities that best suit your customer base.

So, which amenities are coworkers really looking for in workspaces?

Phone booths

My second coworking space didn’t have phone booths when I first joined, which proved very distracting, particularly as there were a couple of members constantly on calls all day.

As most coworkers require privacy while taking calls, they’ll be looking to join coworking spaces with phone booths.

Kitchen

Another must-have in a coworking space is a kitchen space, ideally equipped with a coffee machine. The main benefit is cost; we don’t want to spend a fortune buying lunch and coffee every day, so consider how to absorb coffee costs within your membership plans.

Additionally, the kitchen is often a meeting point where the community can connect to one another.

Meeting rooms

Community members enjoy the benefits of meeting rooms in coworking spaces for internal meetings and events, while external teams might book this space and become a potential customer for your workspace in the future.

4. Design your physical space for a better experience

When it comes to workspace amenities, specific zones and interaction points can make or break the coworking experience. This is where intentional design becomes crucial.

Traditionally, coworking took place in open-plan spaces, but many members (myself included) struggle to focus amidst the constant bustle.

With more than 15% of the UK population being neurodivergent, the need for dedicated focus areas is clear. Enclosed desk areas or dedicated focus rooms (with clear rules around noise) give members a quiet space for deep work.

Even better, calm, light-filled zones filled with warm lighting can help reduce sensory overload.

Zoning helps cater to these diverse needs. A social, open-plan kitchen leads to casual conversation, while breakout lounges provide more relaxed areas to collaborate.

Furniture also plays a key role. No one wants to pay for a hot desk membership only to find uncomfortable bench seating that squeezes as many coworkers into a coworking space as possible. It won’t do our backs any favours!

To enhance your coworking member experience, look at investing in ergonomic chairs, wide desks, and standing options, giving members choices and comfort for how they spend their work days.

5. Hire a fantastic community manager

Coworking centres on building a sense of belonging and community, but we all know this can’t be forced, right?

Having been fortunate to truly feel a sense of community existing within the walls of coworking spaces, I believe the number one contributing factor for a strong community comes down to the work of the community manager.

In the London workspace, ours was the first person greeting us in the coworking space, a supportive hug when needed, and the glue holding us together.

At each gathering, conversation around the kitchen table, or just general conversation in the coworking space, our connections got stronger and stronger, and this created a vibrant and inclusive community where we all felt like we truly belonged.

Our community manager empowered us to do our best work and understood the nature of flexibility in our work schedules (something I felt was lacking from my first coworking experience).

6. Provide learning and skill-sharing opportunities

At the workspace, events weren’t pushed upon us; instead, our community manager would constantly ask us questions, using our feedback to organise events around our needs, whether it be a practical business support session or a fun Murder Mystery night.

These opportunities helped develop our skills and share knowledge with one another. But something more powerful was happening in the workspace: we were building our confidence and developing on a more personal level within a supportive work environment.

The impact of learning new skills is widespread. A GCUC survey found that 69% of coworkers learned new skills while working in a coworking space, while 68% improved existing skills after joining a workspace.

How technology shapes the modern member experience

No one is going to come back to a coworking space after a trial day, where the internet connection is constantly dropping.

In fact, back in 2017, fast internet was the number one requirement when choosing an office space. Nowadays, it’s a given, with more sophisticated technology solutions coming to market, specifically to enhance the coworking member experience and overcome certain pain points.

Both coworking spaces I joined operated on a first-come-first-serve basis for workstations, which proved frustrating when I turned up only to find the workspace completely full. After all, I was a paying member. Our coworking community could have benefitted from a desk booking tool to book a workstation in advance so that we could come into the workspace knowing full well that a productive spot would be available for a full workday.

The other detrimental aspect I’ve seen in previous coworking spaces relates to access. Both coworking spaces I joined used physical badges, and often I’d accidentally leave mine at home. So, what about digital keys? Although we coworkers can be resistant to downloading another app on our phones, we certainly won’t leave our phones at home! Keyless solutions unlock 24/7 access, making it easier for coworkers to fit work around their other commitments, improving the safety and security of the workplace for everyone.

Enhance your coworking members’ experience by setting them up with any access requirements and tech tools during onboarding processes. Additionally, if you use a communication tool, introducing new members via your chat will make people feel welcome and included right from the get-go.

What I’m looking for in a coworking space

Reflecting on these previous coworking member experiences is informing my hunt for a new workspace. I’d love to belong to another thriving community and access events and opportunities that support professional growth.

Meanwhile, I’d like to find a space that’s designed to meet my needs, with focus areas, phone booths, and maybe a wellness offering like a Yoga class, and of course, some snacks in the kitchen. Technology ties everything together, creating those effortless coworking member experiences, and working in the background making tech solutions often seem invisible for us coworkers.

While every coworker has different needs, and mine is only one example of many, investing in your member experience helps to maintain member retention and grow your coworking business, for the long term.