It’s encouraging to see the growth of coworking as a choice for employers and their teams, but the increasing number of coworking spaces and the broader shift toward remote work and hybrid models have made attracting and retaining members even more competitive. With so many options to choose from, it’s no longer enough to offer a comfortable space; the space must resonate with people’s values, needs and work styles.

In 2025, the key to a successful coworking business will be differentiation – offering a distinctive experience that aligns with members’ personal and professional goals. Price and a functional workspace may get new members to sign, but they’re more likely to stay in a community-driven environment with regular networking events, mentorship programs, and opportunities for them to showcase their work. If members don’t feel a connection to the space or the community, they’re more likely to leave.

It’s not just the operator who creates this environment. You can offer all the networking events and “lunch and learn” workshops you want, but if they don’t offer value to a members’ businesses, only a few will attend, and you’ll be doing little more than throwing parties. An ideal coworking member is one who is engaged with the community, supports its culture and appreciates the flexibility that coworking offers.

I highly recommend hosting events that align with both personal and professional growth—think workshops on skills development, mindfulness sessions, or happy hours. These events work because they foster relationships and allow members to connect on a deeper level. When people feel like they belong, they are far more likely to stay and contribute to the community, creating a positive cycle of engagement.

Ensuring the space is always clean, well-maintained, and equipped with the tools members need to succeed also plays a critical role in retention, as does listening to member feedback and constantly adapting to their needs.

Attracting New Members

Once you’ve created this community, invite others to experience it and consider joining:

• Experience Days: Often, the real value is getting someone in to see the space in person. On these days, potential members can come in and immerse themselves in the space for an entire day — no obligation, just a chance to see what it’s like. These “trial” experiences can be combined with networking events, workshops, hosted business pitch competitions, or just a casual day of working alongside current members.
• Partnerships: Partner with local businesses or trade organizations to offer exclusive deals or discounts to members, which enhances the value of joining the community. These creative arrangements can also lead to direct member referrals from new sources that typically convert at a higher rate.
• Inside and Outside Marketing: Members who are proactive in networking and sharing their experiences can become invaluable in attracting others through word-of-mouth referrals – always the best form of recommendation, because it creates trust and credibility. But don’t rely solely on members to promote you. Word-of-mouth referral programs should be combined with a strong online presence through targeted ads and SEO strategies. At Vast Coworking Group, we’ve seen an increase in sign-ups after hosting local networking events that members then promote within their circles.

Be sure your campaign is authentic, targeted and consistent. Social media is a great way to showcase the unique aspects of your space; so is influencer marketing, if you use personalities whose audience aligns with your target demographic. We focus on creating high-quality content that speaks to the needs of our community and uses member storytelling to create a sense of belonging.

• Referral Incentives: Turn your existing community into a sales force by rewarding them for bringing in new members. Discounts on membership fees, access to exclusive events or workshops, or even a cash bonus can be effective. The best incentives are “two-wayed”: They give both the referring member and new prospective member a discount. But they need to be carefully managed so as to not lower the perceived value of your offer.

You must also ensure the experience is seamless and that members see tangible benefits. After the trial ends, it’s important to engage members immediately — ensure they feel integrated into the community and offer flexible membership options that make the transition easier. Periodically offering trials can help boost membership, but it should always be on a limited-time basis to maintain exclusivity.

Prepare to Specialize

In 2025, I think we will continue to see an influx of new spaces, operators, and targeted audience concepts, and the competition is likely to include larger landlords turning to coworking as a solution to their dwindling supply of long-term tenants. With this in mind, we may see a continued shift from smaller operators toward creating highly specialized coworking spaces that cater to specific industries, markets, and needs.

From spaces tailored to tech startups, artists, to wellness-focused coworking hubs, we’ll likely see more niche spaces emerge. As the demand for flexibility continues to grow, people will want environments tailored to their specific needs. Expect coworking spaces to lean towards their strengths with even more personalized experiences, with flexible pricing, unique design, and more opportunities for collaboration across industries.

These developments will help to make our industry even more exciting. Coworking is becoming so much more than just a place to work — it’s a hub for growth and a network for collaboration. Operators need to think beyond just providing space and consider the holistic experience they’re offering their members. It’s this kind of approach that will truly magnetize and retain the best members in 2025 and beyond.

This article was originally published by Coworking Insights