This week we explore the real flight to quality, strategies for brand voices, founder brands, balancing meeting room pricing, soft stuff systems, market moves across 8 markets and more.

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🎉 Celebrations

🎂 betahaus Bulgaria turns 13 #

betahaus Bulgaria is celebrating 13 years by offering a free coworking week to users all throughout the month of June. In the course of 13 years, they have grown to over 900 members across 4 different locations in Sofia.

👉 Read this.

🏷️ Opportunities

🇺🇸 For Sale: Coworking Business in Denver, Colorado.

Single location. Breaking-even.
Asking price: $175k. 

👉 Request more info.

📰 Coworking news & views.

🦋 What does “flight to quality” really mean? #

Natasha Guerra, CEO at Runway East, shared a summary of a (unfortunately and frustratingly paywalled) piece by CoStar that delves into what the "flight to quality" actually means from an operational perspective.

"It’s not just about who has the newest or most expensive building – it’s about how the operator brings it to life." Yes, Natasha! Yes!

👉 Read this.

🙊 8 strategies for clarifying your brand’s voice #

Your coworking space and brand need a clear voice and perspective. Otherwise, you’ll get lost in the noise or, even worse, come off as generic and boring. Cat Johnson shares 8 useful strategies you should definitely note down.

👉 Read this.

💭 Are founder brands important in operational real estate? #

Jeremy Bamberg, from Factory, shared a post arguing that operational real estate projects need "Founder Brands" – identifiable leaders with faces and voices behind developments – rather than generic corporate branding with logos and marketing materials. He references Dave Gerhardt’s book "Founder Brand" and suggests that while real estate branding includes fresh logos, brochures, and renamed addresses, most brands feel empty without a clear leader to represent them.

The post argues that valuable real estate projects in coming decades will be known for great stories told by real people rather than architecture or marketing, questioning who takes media interviews and serves as the brand representative when opportunities arise.

Looking at coworking, we have to agree given the strong personal brands of so many of you leaders. But… we think there’s even more fantastic personal brands within the ranks of many amazing coworking brands.

👉 Read this.

⚖️ On the balancing act of meeting room pricing… #

CEO of Flexspace AI, Eyal Lasker, shared insights on meeting room revenue optimization, emphasizing the balance between maximizing booked hours and increasing hourly rates – rather than focusing on either metric independently. Their approach focuses on understanding the interplay between occupancy rates and pricing to hit what the company calls the "sweet spot" for revenue maximization.

How to balance pricing and occupancy is a big part of our upcoming Undercurrents edition that deep-dives into the whats, hows, whos, whys and why nots of Dynamic Pricing for coworking spaces.

👉 Read this.

⚙️ On the topic of soft stuff systems… #

Anne Olsen from The Shop Workspace makes the case that in a world where everyone is (rightfully) optimizing their systems and processes for sales, growth and efficiency – the systems that build, reward and grow emotional intelligence and community bonds shouldn’t be left behind. Some pro-tips shared are keeping a running doc of member moments and milestones, or adding prompts into your CRM to follow up after life changes.

"The soft stuff? It’s the hardest to do well and the most important to get right!" Yeaaap!

👉 Read this.

🎨 Free community arts hub coming to Montclair, NJ #

The Lackawanna Arts Initiative officially launches June 21 at historic Lackawanna Station in Montclair, NJ, transforming an abandoned shopping center into a free, seven-day-a-week community arts hub. The space features over a dozen large-scale murals and installations from internationally renowned street and graffiti artists including Jerkface, D*Face, Steve ESPO Powers, and Yok & Sheryo, alongside local artists and rotating exhibitions.

BDP Holdings, led by CEO David Placek, owns the property with Michael Dubin serving as Senior Director of Art, Culture & Lifestyle, while creative partners include Gardenship (a 501c3 artist residency), Keep Creating (art wellness center), and Ria Framing & Gallery. The initiative also launched an open call for regional artists in partnership with Studio Montclair and offers programming including artist residencies, live painting events, and weekend maker markets.

👉 Read this.

🏢 ALCOVE launches first hotel workpod location #

ALCOVE has partnered with Hilton Brooklyn to install a premium soundproof pod in the hotel lobby. The 4×7′ pod (soundproof up to 30 decibels) features an adjustable sit-stand desk, second monitor, ergonomic leather chair, and multi-fan ventilation.

Reservations available in 15-minute increments through the ALCOVE app. The pod launches June 23 at the Boerum Hill location owned by Ohana Real Estate Investors and will operate seven days a week from 7 a.m. to 11 p.m.

👉 Read this.

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💻 Coworking technology.

🛠️ Consultant launches revenue validator tool #

David Walker, from CoworkingConsulting.com, has released a revenue validator tool for coworking space owners to assess their pricing and monetization strategies for generating test benchmark reports. This was inspired by his understanding in shifting from building tools in isolation to developing in community, using AI coding to create solutions previously out of reach and seeking feedback on the unpolished but functional tool.

David acknowledges the tool isn’t enterprise-ready but in believing in community testing and iteration rather than spending additional months refining before launch, has shared it publicly. The tool represents an experiment in "building out loud" with the coworking community, requesting input on additions, missing features, and potential bugs.

👉 Read this.

🤝 Coworking market moves.

🇨🇦 Fractal opens 2nd location at Kingston innovation hub #

David Robinson shares that Fractal Workspace has opened its second location in Kingston, Ontario, partnering with Modern Niagara as the coworking and hospitality partner for the $70M+ transformed heritage industrial facility.

The near net-zero building achieved over 80% emissions reduction through deep retrofits and features smart building systems, 100% reused infrastructure, with support from Canada Infrastructure Bank, City of Kingston, and Kingston Economic Development Corporation.

👉 Read this.

🇩🇰 Operator signs for 60% of historic Copenhagen building #

Danish coworking operator ordnung has signed as anchor tenant at the Helmerhus building in central Copenhagen, securing approximately 9k sqm across three floors with capacity for over 700 workstations, opening in late summer 2026.

The space will occupy more than 60% of the building’s total office area and become one of Copenhagen’s largest coworking hubs, as part of ordnung’s expansion strategy following Denmark’s largest coworking facility launch at Shellhuset in 2023. ordnung operates 11 coworking spaces in Denmark and reported €18M revenue (9% increase) and €3.2M EBITDA (17.6% margin) in its latest financial year, with plans to open 1-2 new locations annually and achieve 20% EBITDA margins long-term.

The 130-year-old Helmerhus building is undergoing full renovation by German developer Proteus in collaboration with AM ALPHA family office, with facade restoration and modern mixed-use interior adaptation.

👉 Read this.

🇦🇺 WOTSO launches new coworking café concept in Sydney #

WOTSO just announced Australia’s first "WOTSO Coworking Café" at Stockland’s Piccadilly Complex on the first floor of 222 Pitt Street Sydney. The 233 sqm (~2,508 sqft) space accommodates approximately 45 desks and represents a compact, central workspace model inspired by European micro workspaces, designed to transform adaptable retail and lobby spaces in high-traffic areas.

WOTSO CEO Jessie Glew described it as "WOTSO Express" for members wanting desk access without major commitment, with future expansion planned for shopping centres, transport hubs, and regional towns across WOTSO’s 34-location network in Australia and New Zealand.

Despite the café name, no coffee is sold—the concept focuses on providing fast internet, casual meeting areas, stocked kitchenette, and access to WOTSO’s Passport Program in a relaxed atmosphere.

👉 Read this.

🚀 Elevator expands bringing co-warehousing to Lincoln, NE #

Elevator is expanding to Lincoln, Nebraska in Fall 2025, offering flexible co-warehousing, private offices, and shared workspaces for small businesses and entrepreneurs.

👉 Read this.

🇧🇷 IWG launches Regus locations in Brazilian shopping malls #

IWG is opening new Regus workspaces in shopping malls across Belo Horizonte, Florianopolis, and Rio de Janeiro, Brazil, converting underperforming or vacant retail units into business hubs. The strategic expansion involves partnerships with local property owners and investors to capitalize on the shift toward flexible working patterns where employees seek convenient and productive workspace locations.

The mall-based locations represent IWG’s (and others’) approach to transforming retail spaces into vibrant coworking environments across major cities.

👉 Read this.

🇺🇸 IO in Troy, Michigan doubles footprint #

The Intelligent Office in Troy, MI, is expanding its location in the PNC Center building. The franchise, owned and operated by Dr. Joan Haakonstad, is more than doubling its footprint to over 15k sqft on the 20th floor.

The expanded space is over 7,500 sqft and will include 13 furnished offices, 12 dedicated cubicles with height-adjustable desks, and two exterior conference rooms with floor-to-ceiling windows.

👉 Read this.

🇭🇺 KAPTÁR opens 2nd Budapest location after 13 years #

Hungarian coworking space KAPTÁR is launching KLUSTER, a new coworking, hybrid-private office and event space in Budapest. The expansion comes 13 years after KAPTÁR’s founding in 2012, with investor dr. Janos J. Berki backing the project and Optinvest serving as partner and landlord. The KLUSTER team includes Mark Downey, Sara Ozorai, and Jazmin Kiss, with the space positioned as an "alliance" bringing together diverse people, teams, and ideas.

This news comes after Kaptar’s previous expansion attempts in 2017 that included complete projects and construction plans for three different spaces, developing design concepts and financial plans for more than 20 locations over seven years before landing on opening this new location and concept.

👉 Read this.

🇬🇧 Runway East opens new 12,500 sqft location #

Runway East has opened a new location at 150 Borough High Street in London, offering 12.5k sqft for teams between 16-275 people.

This SE1 location sits just 60 seconds from Borough Station and features an outdoor terrace with panoramic views, private tea points and meeting rooms in every office, plus an 18-person boardroom.

👉 Read this.

🎙 Coworking conversations.

Dean Connell joined Hector Kolonas on the TWIC Podcast to discuss some of the intricacies (and frustrations) with innovative workspace designs, how they impact how humans work, and just a few of the countries he’s designed coworking products in.

🎧 Listen to this.

Ana Bernardo, Head of Operations at Work.Life, joins GCUC founder and host, Liz Elam for a conversation around her passion for sustainability and talk about how to implement and encourage your members to be part of the solution.

🎧 Listen to this.

Kim Lee from Forge joins Jamie Russo on the Everything Coworking podcast to dig into her her journey with virtual mail, and how over the years she’s built up a roster of over 200 virtual mail clients – some driving in thousands of dollars per month in revenue.

🎧 Listen to this.

Gina Schreck joins the Flex Uncensored podcast to share how The Village Workspace grew from a 10k sqft concept born from her marketing agency, into a 50,000 sqft space for work, events and community gatherings.

🎧 Listen to this.

📆 New coworking events.

🤠 The State of Coworking in Dallas #

Experts from across the coworking industry are participating in a panel to discuss the current state of coworking.

Participants include Flip Howard (Lucid Private Offices), Michelle Stiegler (Premier Workspaces), Brian Childers (The Instant Group), Sarah Goldman (Office Hub), Giovanni Palavicini (GWA/Fronteras/Flex Uncensored) and Nadim Ahmed (Venture X) with William Edmundson (iPostal1 Workspace/CoMRAA) as the discussion moderator.

👉 Read this.

🛒 Webinar: Turn Traffic Into Bookings #

Marketing a coworking space in 2025 isn’t just about brand awareness: it’s about driving conversions. In this live webinar on July 9 at 9 AM BST / 6 PM AEST, OfficeRnD are bringing together workspace operators and marketing experts to share how they attract leads, convert more bookings, and sell their space like an e-commerce business.

Whether you’re running campaigns already or just starting to think about different tactics, this session will give you a clear path to optimizing your digital marketing and lead generation efforts.

👉 Read this.

🦅 Building a personal brand within coworking #

The first Future Leaders of Coworking workshop has been announced, and the guest lead for the session is TWIC’s very own Hector Kolonas.

This one is for the rising leaders who want to show up with intention, build visibility in the industry, and grow their reputation in a way that feels true to who they are. Whether you’re a few years in or already leading teams, this session will help you define your voice and clarify how you show up in the coworking world.

We’ll cover:

✅ What personal branding really means (beyond the buzzwords)
✅ How to think strategically about your presence in the industry
✅ Ways to make your contributions more visible across your company, network, and the broader coworking space

🔒 This workshop is for FLOC members only. Want to be part of the conversation? Apply now:

👉 Read this.

About This.

ThisWeekInCoworking.com is a weekly newsletter summarizing the coworking celebrations, stories, market moves, tech updates, and discussions you may have missed.

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💫 Who's hiring?

🌍 infinitSpace is hiring an International Expansion Manager in London or Amsterdam

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🌍 infinitSpace is hiring a Brand & Marketing Director in London or Amsterdam

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🇺🇸 iPostal1 Workspace are hiring a Director of Business Development (US remote)

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🇺🇸 The Shop Workspace‘s parent company is hiring for an Events Manager in New York City, NY.

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🇺🇸 BLANKSPACES is hiring an Event Coordinator in Westside, LA

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🇺🇸 Lucid Private Offices are hiring a Community Coordinator in Scottsdale, Arizona.

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🇺🇸 Lucid Private Offices are hiring a Community Coordinator in Forth Worth, Texas.

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🇺🇸 Lucid Private Offices are hiring a Community Coordinator in Alpharetta, Georgia.

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