--- title: "GWA Immersive: flexing forward, mindfully" description: Coworks CEO DeShawn Brown attended GWA Immersive, focused on scaling coworking spaces, hospitality, and the strategic use of tech for sustainable growth. image: https://www.coworks.com/hubfs/Atlanta%20Buckhead%20GWA%20Immersive.jpg --- false Events # GWA Immersive: flexing forward, mindfully [ DeShawn Brown ](https://www.coworks.com/blog/author/deshawn-brown) Dec 15, 2025 --- Listen to this article! 4:23   Earlier this month, I had the opportunity to attend [**Immersive**](https://www.globalworkspace.org/immersive/), a hands-on coworking and flex workspace event hosted by the **Global Workspace Association** in Atlanta. There’s something powerful about stepping away from your day-to-day and hearing from operators, investors, and thought leaders who are deep in the trenches,  all trying to shape the future of our industry. This wasn’t just another networking event. It was small enough to feel intimate, smartly curated to focus on **what matters most right now**, and filled with voices that truly know coworking. ### Know your region before you scale One of the standout voices for me was LG, or Lawrence Gellenstadt, a former WeWork team member and now investor in Switchyards. His expertise in flex for CRE offered a valuable reminder: you have to deeply understand your market. It sounds obvious, but it’s often overlooked. What works in New York won’t necessarily work in Nashville. What resonates in a downtown corridor might fall flat in a suburban neighborhood. Ask: *What are the strengths of my region?* Ask: *What do people need here that they don’t already have?* Then build *for that.* LG also emphasized creating **awareness**. Not just marketing, but truly being present in your community, visible and trustworthy. There was a lot of discussion about multi-campus strategies and what it really takes to scale coworking. That is something we take very seriously. Operators like **iQ Offices** opened up about the reality of growth. Their reflections on **organic vs. paid marketing** were especially honest: breaking through the noise isn’t easy, even when you have a strong brand. A few themes that stood out: - **Private offices** are leading the charge in terms of demand. - **Brokers** are back in focus, not just as a sales channel, but as **true partners** in growth. - **Suburban coworking** is gaining real traction, as we saw during our tour of **Serendipity Labs** in Buckhead. Flexible work isn’t just for the urban core anymore. ### Hospitality and retention over hype There’s always a temptation in coworking to focus on new signups and flashy design, but the conversation at Immersive leaned hard into **hospitality, retention, and member experience**. High-touch service is, in fact, **a retention strategy**. Key insights: - High **Net Promoter Scores (NPS)** come from hospitality, not amenities. - Retention and occupancy are the **real KPIs** of success. - Referral programs, incentivized feedback, and smart **offboarding** processes aren’t just reactive, they’re *saves in disguise.* ### Culture at scale is possible, if you’re intentional A highlight was a **panel on culture across multiple locations**: how do you maintain a strong brand and member experience when your team is spread out? Some takeaways: - The “**power tour**” is a must — your first impression is everything. - **Member fit** matters just as much as acquisition. The wrong member can disrupt a carefully built vibe. - Training is critical — programs like **FLOC** (focused learning and onboarding) are helping teams deliver **consistency**, even as they grow. ### AI is not to be confused with automation Of course, we couldn’t leave without talking tech. **AI, automation, and workflow tools** came up in nearly every conversation, but there’s still a lot of uncertainty. Operators know they need to leverage automation. They also know AI will touch everything from bookings to billing to community management. But right now? It’s more of a **"must-do" driven by fear**, not strategy. That’s OK. We’re all figuring this out together. My biggest takeaway: **Stay curious and focused on application.** Don’t chase shiny tools — look for how tech can serve your members and your team. ### Where we’re headed The tone of Immersive wasn’t hype. It was **hopeful and grounded**. Coworking is growing, Not in a gold rush kind of way, but in a **mindful, smart, sustainable** way. Leaders are focused on KPIs that matter. They’re doubling down on hospitality. They’re embracing complexity without losing their humanity. And they’re sharing. That’s the best part. As someone building software to help operators run smarter, scale easier, and serve better, I left more energized than ever. If you’re in the flex or coworking world and want to talk tech, scaling, or how we can better support this industry, I’m here for it. Let’s build what’s next. [Events](https://www.coworks.com/blog/tag/events) ## Similar posts gwa 2024 ### [Coworks awards awesomeness with GWA Community Manager winners 2024](https://www.coworks.com/blog/coworks-celebrates-excellence-as-gwa-community-manager-award-winners-announced) GWA Community Manager 2024 recognize Jessica Thomas and Mariana Castruita for excellence at the FlexForward 2024 conference, sponsored by Coworks. L Walker Oct 1, 2024 Events ### [Nominations are open for the 2024 Community Manager Awards](https://www.coworks.com/blog/nominations-are-open-for-the-2024-community-manager-awards) Community Managers do it all: operations, hospitality, marketing, event management... and that's why the GWA celebrates them — and Coworks sponsors... L Walker Apr 25, 2024 Coworking Managers ### [Meet the Semi-finalists of 2023 GWA Community Manager Awards](https://www.coworks.com/blog/2023-gwa-community-manager-awards-nominees) What makes a coworking community manager award-winning? Find out from these nominees for Community Manager of the Year Awards at GWA FlexForward. L Walker Jul 28, 2023 ## Give yourself the tour then get in touch. [Watch A Demo ](https://www.coworks.com/watch-a-demo) ![](https://www.coworks.com/hubfs/Group2.svg) ![](https://www.coworks.com/hubfs/Group2eye.svg) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "DeShawn Brown", "url" : "https://www.coworks.com/blog/author/deshawn-brown" }, "dateModified" : "2025-12-15T16:33:23.541Z", "datePublished" : "2025-12-15T16:33:23.000Z", "headline" : "GWA Immersive: flexing forward, mindfully", "image" : [ "https://www.coworks.com/hubfs/Atlanta%20Buckhead%20GWA%20Immersive.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.coworks.com/blog/gwa-immersive-flexing-forward-mindfully", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.coworks.com/hubfs/Coworks%20Main%20Logo-1.svg" }, "name" : "Coworks" } } ```