Membership Growth Strategies for Coworking Spaces: The Playbook

The coworking industry has exploded in popularity over the past decade. With more professionals and businesses transitioning to remote or hybrid work models, coworking spaces have become the go-to solution for those craving a flexible and community-driven environment. According to a recent industry report, the number of coworking spaces worldwide is expected to exceed 50,000 by 2026, reflecting a continued demand for shared offices and collaborative work hubs.

If you operate a coworking space, you’re likely aware of the challenges and opportunities this booming market offers. There’s competition, for sure—but there’s also an ever-growing pool of potential members who are looking for the right space to call their professional home. So how can you stand out and consistently grow your membership?

Know Your Target Market

Before anything else, it’s crucial to understand who you’re trying to reach. Coworking spaces often attract various professionals—remote workers, freelancers, startups, small businesses, and even corporate teams looking for satellite offices. However, within these categories, each group has distinct needs and preferences. By clarifying your target market, you can tailor your space and services to resonate with them.

Freelancers and Remote Workers

• Often need flexible membership options like daily or weekly passes.
• Value a quiet but energetic atmosphere that promotes focus and creativity.
• Look for networking opportunities to find new clients or collaborations.

Startups and Small Businesses

• Tend to need dedicated offices or large desk clusters for team collaboration.
• Appreciate amenities such as conference rooms, mail handling, and 24/7 access.
• Typically stick around longer if they can grow within the same space (e.g., moving from a few desks to a private office).

Corporate Teams

• May require privacy, higher security, and advanced technology features.
• Often sign longer-term leases if the space aligns with their brand and professional standards.
• Value concierge-level services like catering, IT support, and event planning.

Knowing who your ideal members are gives you a clearer direction for your marketing, pricing, amenities, and community initiatives. This laser focus helps potential members recognize that your space is uniquely suited to their professional journey.

Define a Strong CoWorking Brand Identity

In a sea of coworking options, a compelling brand identity helps you stand out. Though those are important, it’s not just about having a stylish logo or a trendy color palette. Your brand identity should reflect the core values and experiences your space offers.

Brand Personality

• Are you a fun, vibrant space for creative professionals, or a sleek, minimalist environment for corporate teams?
• Develop a brand voice and aesthetic that aligns with the vibe you want to cultivate.
• Ensure consistent design elements throughout your website, social media, signage, and marketing materials.

Value Proposition

• Ask yourself: What unique benefits do I offer members? Is it unbeatable location, premium amenities, or a strong focus on sustainability?
• Communicate these advantages clearly. If your strength lies in being eco-friendly, emphasize solar-powered electricity or zero-waste initiatives.
• Craft an elevator pitch that sums up your space in one or two punchy sentences.

Cultural Fit

• The culture of your coworking space matters. If you encourage collaboration and community-building, highlight events like pitch nights, lunch-and-learns, or happy hours.
• If your focus is on tranquility and deep work, make that clear. Some members prefer a bustling environment, while others thrive in calm, quiet spaces.
• Being transparent about what kind of environment members can expect will help attract the right fit.

Your brand is like a promise—it tells potential members what kind of experience they’ll have if they join your coworking space. When your brand identity resonates with people’s professional goals and personal values, they’re more likely to sign up and stick around.

Optimize Your CoWorking Space and Member Amenities

Many coworking spaces succeed or fail based on how well the physical environment supports productivity, collaboration, and comfort. While location often matters (being near public transport or central business districts can be a huge advantage), thoughtful interior design and useful amenities can be just as influential.

Layout

• Offer different zones for various work styles: open desks for co-located teamwork, dedicated nooks or phone booths for private calls, and lounge areas for relaxed networking.
• Ensure there’s enough natural light, greenery, and comfortable seating to keep people motivated.
• Use soundproofing materials or partitions if noise is a concern.

Facilities

• Quality Wi-Fi is non-negotiable. Consider having multiple internet providers to ensure constant uptime.
• Provide well-equipped conference rooms with video conferencing tools, whiteboards, and adequate seating.
• For communal areas like kitchens, stock them with quality coffee, tea, and healthy snacks.

Extras that Stand Out

• Showers and lockers can be a big selling point, especially for members who bike to work or enjoy midday workouts.
• Meditation rooms, nap pods, or podcast studios can attract niche audiences.
• Offer premium services like mail handling, front-desk reception, or dedicated IT support for businesses that need an added professional touch.

When people tour your space, they should instantly see how it fits into their work routine. Simple changes like ergonomically designed chairs and consistent cleanliness can leave a lasting positive impression, boosting membership sign-ups and retention.

Craft an Effective Marketing Plan For Your CoWorking Space

Marketing is your vehicle for reaching potential members. Whether you rely heavily on social media or prefer in-person networking, a well-rounded strategy ensures that your coworking brand remains visible and top of mind.

Online Advertising

• Run targeted ads on platforms like Facebook, Instagram, and LinkedIn. Use geo-targeting to reach people in your vicinity.
• Highlight special promotions (e.g., a free trial day) or upcoming events to capture people’s attention.
• Track results using metrics like cost-per-click (CPC) and conversion rate to gauge effectiveness.

Local SEO (Search Engine Optimization)

• Most people searching for a coworking space online will include a location in their query, such as “coworking space in [City Name].”
• Ensure your Google Business Profile is up to date with correct address, hours, and photos. Encourage satisfied members to leave positive reviews.
• Create keyword-rich content on your website that includes local references and topics related to coworking, office sharing, and flexible work solutions.

Content Marketing

• Write blog posts on topics that resonate with your target market, such as productivity tips, entrepreneurship guides, or remote work best practices.
• Share success stories and testimonials from current members, complete with photos or short videos.
• Repurpose this content for social media platforms, newsletters, or even local press releases.

Referral Programs

• According to Nielsen, around 92% of people trust recommendations from friends and family over other forms of advertising.
• Offer existing members incentives—like a discounted month’s rent or free meeting room credits—for every new referral who signs up.
• Create a system for tracking referrals and celebrating members who bring in the most new sign-ups.

A multi-channel marketing plan ensures you’re reaching potential members both online and offline. By tracking performance and adjusting tactics, you can continuously refine your approach and maximize your return on investment.

Forge Strategic Business Partnerships

One of the fastest ways to grow your membership is by tapping into existing networks. By partnering with complementary businesses or organizations, you can expose your coworking space to fresh audiences.

Local Businesses

• Consider co-hosting events or workshops with nearby cafes, bookstores, or entrepreneurial hubs.
• Offer these partners a few free day passes to give to their customers, generating curiosity about your space.
• Provide mutual cross-promotions—display flyers in each other’s establishments or give out co-branded coupons.

Community Organizations and Nonprofits

• Sponsor community events and allow nonprofits to use your meeting rooms for free or at discounted rates.
• This not only does good for the community but also introduces your space to civic-minded professionals.
• Partner with local chambers of commerce or business associations to hold networking events on-site.

Corporate Partnerships

• Large corporations often have remote employees, traveling workers, or project-based teams who need satellite workspace.
• Reach out to HR or facilities management departments to propose flexible corporate membership plans.
• Bundle your coworking membership with extra services like business address registration or professional phone answering to sweeten the deal.

By aligning your coworking space with trusted brands, you gain social proof and access to potential members who might not have discovered your services otherwise. The key is to ensure these partnerships are win-win—so that your collaborators also benefit from increased visibility or added value.

Leverage a Strong Online Presence To Help Build Your CoWorking Brand

A robust digital footprint serves as your modern-day storefront, often creating the first impression for potential members before they even step into your workspace. Beyond a well-designed website, it’s crucial to maintain active, engaging channels across social media and other platforms.

Website Best Practices

• Make sure your site loads quickly and is easy to navigate. Include clear calls-to-action (CTAs) like “Book a Tour” or “Start Your Free Trial.”
• Incorporate high-quality photos or virtual tours so visitors can get a feel for the space.
• Provide transparent pricing, if possible, to reduce friction during the decision-making process.

Social Media Engagement

• Platforms like Instagram, LinkedIn, and Facebook can showcase day-to-day activities, member spotlights, and community events.
• Use features like Instagram Stories or LinkedIn Live to provide real-time glimpses into happenings at your workspace.
• Encourage current members to tag you in their posts and share user-generated content to increase authenticity.

Online Reviews and Testimonials

• Potential members will often read reviews on Google, Yelp, or other platforms. Encourage satisfied members to share their positive experiences.
• Respond promptly and professionally to negative reviews. Apologize, offer solutions, and show you genuinely care.
• Display selected testimonials on your website or in marketing materials to build trust.

Email Marketing

• Build a mailing list of leads and current members. Send out newsletters highlighting upcoming workshops, promotions, or relevant industry news.
• Personalize your emails based on member segments—e.g., new members, long-standing members, or those who’ve recently toured but not joined yet.
• Track open and click-through rates to optimize future campaigns.

When done right, a strong online presence acts like a magnet, drawing interested professionals to your coworking space. It also keeps your current members engaged and informed, fostering a sense of community that extends beyond physical walls.

Focus on Member Retention

Acquiring new members can be costly, but retaining existing ones is often more profitable in the long run. Loyal members not only provide a steady revenue stream but also serve as ambassadors who bring in referrals and keep the community vibrant.

Meaningful Onboarding

• Make a great first impression. Offer personalized tours for new members, introduce them to staff and community managers, and provide a welcome kit with essential information.
• Assign a “coworking buddy” or host an orientation session to help them settle in quickly.

Frequent Check-Ins

• Conduct periodic surveys or 1-on-1 chats to understand members’ evolving needs.
• Address concerns promptly—whether it’s temperature control, noise levels, or new equipment requests.
• Keep track of key metrics like occupancy rates and membership churn to spot trends early.

Community Events and Networking

• Regularly host meet-and-greets, skill-sharing sessions, or after-work socials to encourage members to forge connections.
• Invite guest speakers or industry experts to broaden professional horizons.
• Highlight these events on a community bulletin board, email newsletters, and social media.

Membership Perks and Loyalty Programs

• Offer tiered memberships that include different benefits like extra meeting room hours, mail handling services, or free coffee vouchers.
• Recognize long-term members with special perks—like discounted renewals or feature spots on your blog.
• Create a referral bonus structure, rewarding both the referrer and the new member.

Keeping members happy and engaged often results in organic word-of-mouth marketing, one of the most powerful growth drivers in the coworking industry. People stick around when they feel valued, so make sure your retention strategies reflect genuine appreciation.

Offer Flexible CoWorking Membership Plans

Flexibility is one of the biggest selling points for coworking spaces. Different professionals have different financial and scheduling needs, so a “one-size-fits-all” approach can limit your potential member base.

Day Passes and Part-Time Access

• Perfect for freelancers who don’t need a full-time desk.
• Helps curious prospective members “test drive” the space without a big commitment.
• Provide easy online booking options to streamline the process.

Hot Desks and Dedicated Desks

• Hot desks allow for a communal seating style, often at a lower monthly rate.
• Dedicated desks are for members who prefer a consistent workspace to store their belongings.
• Highlight the pros and cons of each option clearly so members know what suits them best.

Private Offices

• Ideal for startups, small teams, or corporate satellite offices.
• Include a lockable door, storage options, and maybe even a custom branding opportunity on the door or wall.
• Offer scalable pricing if they need to upgrade to bigger offices as they grow.

Virtual Memberships

• Some professionals only need a business address, mail handling, or occasional conference room access.
• Virtual memberships provide a low-cost entry point that may lead to on-site usage down the line.
• Include perks like discounted day passes or access to online community forums.

By offering flexible plans, you accommodate a broad range of budgets and professional needs. This not only increases your membership pool but also fosters goodwill by showing you understand the realities of modern work.

Harness the Power of Member Data and Technology

Gone are the days when managing a coworking space meant juggling spreadsheets and guesswork. Today, a wide array of tools and analytics can help you make data-driven decisions that optimize occupancy, reduce costs, and enhance member satisfaction.

Coworking Management Software

• Platforms like Nexudus, Cobot, or OfficeR&D can streamline tasks like billing, room bookings, and community engagement.
• Automate repetitive administrative work, freeing up time to focus on member relationships and strategic planning.

Membership Analytics

• Track metrics such as average length of membership, peak occupancy times, and utilization rates of different membership plans.
• Identify patterns—e.g., if day passes spike on Fridays, consider hosting events that day or offering special promos.
• Adjust marketing and pricing strategies based on the data you collect.

Security and Access Systems

• Implement smart access controls with key cards or mobile apps, allowing members to enter the facility 24/7 (if that’s part of your offering).
• Monitor and analyze data on which areas are used most frequently, helping you plan space expansions or reconfigurations.

Feedback Channels

• Use online surveys, suggestion boxes, or user forums to gather feedback on a regular basis.
• Make an effort to respond and implement suggestions when feasible.
• Share updates about changes made based on member input, showing you value their opinions.

Integrating data and technology into your daily operations can dramatically boost efficiency and deliver a more personalized experience. Plus, members appreciate modern conveniences like easy booking systems and reliable security measures.

Host Engaging Business Events and Programs

Events are the lifeblood of any thriving coworking community. They offer networking opportunities, skill-building workshops, and social gatherings that help members feel connected, supported, and inspired.

Professional Development Workshops

• Invite experts to talk about topics like digital marketing, fundraising for startups, or productivity hacks.
• Encourage members to share their own skills by hosting short classes or presentations.
• Advertise these events on social media, local community boards, and via email campaigns.

Community-Building Activities

• Host weekly or monthly social events—think coffee gatherings, potlucks, or happy hours.
• Organize coworking challenges, like a pitch competition or a hackathon, to encourage collaboration and friendly competition.
• Celebrate holidays or cultural festivals together to add a personal touch.

Collaborations with Local Universities or Incubators

• Partner with educational institutions or startup incubators to host job fairs, pitch nights, or mentorship sessions.
• This not only brings fresh talent into your space but also establishes your coworking hub as a center for innovation.

Member-Led Clubs or Interest Groups

• Encourage members to form clubs around shared interests—reading, gaming, fitness, or coding.
• Offer meeting rooms or communal areas for these clubs, fostering more informal connections.
• Promote these groups on an internal community board or Slack channel so everyone can join in.

By creating a calendar packed with value-added events and programs, you give members reasons to stay engaged beyond just a place to work. These shared experiences often lead to organic networking, new partnerships, and a strong sense of belonging.

Showcase Success Stories

Nothing beats a genuine success story when it comes to inspiring trust and motivating potential members. By highlighting real-life examples of how your space helped individuals or companies thrive, you provide tangible proof of your coworking space’s value.

Case Studies

• Pick a successful startup that began with just two people in your space and eventually grew to a team of 10. Document how your facility supported them through that journey.
• Share metrics like revenue growth or employee count, along with personal quotes from the team.

Video Testimonials

• Short videos featuring members discussing why they love your coworking space can be immensely powerful.
• Post these on social media, your website, and even in email newsletters.
• Show real personalities and genuine emotions to make these stories relatable.

Online Reviews and Ratings

• Encourage satisfied members to leave thoughtful reviews on Google, Yelp, or other industry-specific platforms.
• Showcase standout reviews on your website to build credibility.
• Consistent positive feedback forms a trustworthy image for prospective members.

Member Spotlights

• Dedicate a section of your website or a bulletin board in your space for “Member Spotlights.”
• Feature their bio, profession, and achievements, along with a sentence about why they enjoy working from your space.
• This not only celebrates members’ successes but also fosters community pride.

By consistently sharing these success stories, you give people a compelling reason to believe that your coworking space can help them reach their own goals. Social proof is a powerful motivator, and stories resonate far more strongly than generic marketing messages.

Conclusion

Growing membership in a coworking space is a continuous, dynamic process that demands strategic thinking, creativity, and genuine care for your community. By combining a deep understanding of your target market with a compelling brand, top-notch amenities, effective marketing, and robust community engagement, you can create an environment that professionals are eager to join—and stay in for the long haul.

Remember, your coworking space is more than just a building—it’s a living, breathing community that grows with the collective energy and success of its members. Each strategy in this playbook is designed to help you meet the evolving needs of today’s professionals while staying competitive in a crowded market. By actively refining your approach, listening to member feedback, and staying open to innovation, you can ensure that your coworking space continues to attract new faces and support existing members in meaningful ways.

So take a look around your current operations and decide where you can make the biggest immediate impact. Maybe you want to start by revamping your website, launching a referral program, or hosting an all-hands community mixer. Whatever you choose, approach each step with authenticity and a genuine desire to help people do their best work. With time and consistent effort, you’ll see your coworking community flourish—and your membership numbers soar.

Good luck, and here’s to growing a thriving, dynamic coworking community that people can’t wait to join!