Some people call it networking. We call it knowing your people.
Coworking communities aren’t built on clever logos or coffee alone. They’re built on the moments between meetings, the shared playlists, the second cups of tea. Real connection isn’t a side effect of a great coworking space — it’s the main event.
But how do you design for connection? How do you move from “We have nice desks” to “This is where I found my business partner”?
In a recent Coworking Convo, host Cat Johnson assembled four seasoned operators — Rebecca Pan of Trellis, Felena Hanson of Hera Hub, Jamie Dundas of Goodspace, and Kane Willmott of iQ Offices — shared what they’ve learned about creating the kind of spaces where relationships thrive.
Some build community with programming. Others with pastries. And some start with a question as simple as: “How do you want to give back?”
Rebecca Pan, founder of Trellis in San Francisco, has been in coworking since 2009. She's opened more than a dozen spaces and now runs a hub for climate innovators. Her secret? Let your values lead.
“What I have found to be most effective is to bring your passion into your coworking space,” she shared. For her, that passion is inclusivity and climate resilience. “We focus on making sure people feel comfortable—but also that they feel heard and connected.”
Trellis offers weekly happy hours and tea times, and even goes desk to desk with personal invitations. “Sometimes it’s five people, sometimes it’s 25. It’s about making space for connection,” Rebecca said.
Her team recently hosted a summer camp series of events, and is organizing live music under the banner of “Inside Lands,” a nod to San Francisco’s Outside Lands festival. “We’re constantly experimenting to create opportunities for deeper connection.”
Her best advice? Tune into what your team is passionate about and let that guide programming. “One of my staff members is into music, so now music is a core part of our events. Another loved drag shows, so we all went together. That stuff works because it’s real.”
Felena Hanson has been running Hera Hub for 14 years, with locations across San Diego, Chicago, and Washington D.C. Her approach to networking is structured but deeply personal.
“Everything is member-led,” Felena said. “We don’t bring in outside speakers. Our members step up to lead programming. And that naturally leads to relationships.”
This programming includes two small business accelerators—Launch Academy and Growth Academy—and an ever-evolving series of “sub-hubs,” or affinity groups built around shared interests or needs. One example is a job-seeker sub-hub, which shifted to weekly meetings due to demand.
“We wrap our members in a warm blanket when they walk through the door,” she said. That warmth starts with a 30-minute mandatory orientation for all new members, virtual or in-person.
“We ask, ‘How do you want to give to the community?’ right after the Wi-Fi password.”
Felena believes the request to contribute builds belonging. “People are afraid to ask members to lead. But I’ve found that when you ask someone to do something, you’re actually giving them ownership of the community.”
At Goodspace in London, Jamie Dundas has a goal: create 10,000 friendships.
“We used to say we wanted 15 unreasonable work clubs,” he said. “But now we’re focused on friendships. Because that’s what drives long-term collaboration and community.”
Jamie’s team focuses on casual, low-pressure events. No keynote speeches. No stuffy panels. Just “low-key hangouts” like Run Club, Park Night picnics, and espresso tastings.
“Our events are designed to be the kind we would actually want to go to,” he said. “That means keeping things social and accessible.”
They also engineer “micro-moments” into the day. There’s Cookie O’Clock, where staff bake cookies and hand them out while dressed in chef’s hats. A “Question of the Day” board at the café features questions like “How often do you change your bed sheets?” to get people talking in line.
At a recent launch party, Jamie’s team created a menu of mini activities—writing postcards, collaborative art, networking bingo—to reduce awkwardness and encourage natural interactions. “People could say, ‘Oh sorry, I’ve got to go contribute to the art project,’ and it gave them a way into a conversation.”
His philosophy: “Think about where people are in their day and how you can insert little invitations to connect.”
Kane Willmott, co-founder of iQ Offices, operates eight premium spaces across Canada. His members are mostly enterprise teams, not solopreneurs—and that changes everything.
“82% of our desks are filled by employees, not entrepreneurs,” he explained. “So we can’t rely on the same tactics. No one shows up for yoga. Trust me—we tried.”
Instead, Kane’s team uses data and design to understand what members want. They used AI to analyze member companies and mapped out their portfolio by size and type of business. This insight helped them tailor the experience.
“It’s not about bringing people together for programming,” Kane said. “It’s about creating the kinds of environments where connection happens naturally.”
At iQ Offices, that means multiple work zones—quiet spaces, lounges, outdoor seating, phone booths, and wellness rooms. It means massage chair booths and on-site baristas who remember your order. “Our baristas are like daytime bartenders,” Kane said. “They know everyone.”
High staff-to-member ratios also help staff act as connectors. “We learn who people are, what they’re into, what company milestones they’re hitting. We send champagne when a member gets promoted.”
The goal? Make the space better than working from home. “Our biggest competition isn’t other coworking spaces. It’s the couch.”
Whether your members are solopreneurs or employees of global companies, there are universal truths in what these operators shared.
Your coworking space is a networking engine—but only if you fuel it
Networking doesn’t happen on its own. It’s curated, cultivated, and coaxed to life by intentional design, thoughtful programming, and a deep understanding of your members.
As Rebecca put it, “We make sure people are not just comfortable, but heard and connected.”
It’s easy to confuse event planning with networking. Yes, a well-planned happy hour or workshop can spark conversations. But networking, at its core, is about building relationships — and that happens just as often in line for coffee as it does during a panel discussion.
Networking can be formal, like a structured mastermind or speed introductions. But more often, it’s informal. It’s a shared laugh during cookie o’clock. A nod across the room that turns into a project. A game of Boggle at the coffee counter that leads to lunch.
Events give people a reason to show up. But great networking design gives them a reason to stay.
The most connected coworking spaces know this — and they build for it.
Coworking Convos is a monthly virtual event serieshosted by Cat Johnson. Each month, a different topic is presented by guests with real experience, who are subject matter experts and walk the walk in the coworking and flex space industry.
Coworks is a partner of Coworking Convos, and we have the privilege of sharing these dispatches afterward — spotlighting the juicy tidbits and powerful takeaways shared in the hour-long conversation.
But by no means does this replace the real value of being there! Check out the next Convo and be in the room when it happens.
Discover how coworking experts use storytelling to create impactful events that foster community engagement and meaningful connections in coworking...
Four coworking experts discuss how authentic storytelling can help lead generation, build community in this episode of Coworking Convos with Cat...
Coworking spaces convert visitors into members with strategic storytelling, personalized tours, and genuine connections, top tactics from industry...
