Earlier this month, I had the opportunity to attend 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.
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:
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:
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:
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.
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.