2024 and Beyond: Navigating the New Chapter for Flex Workspace
Sam Jackman, Chief Development Officer at Flexible Space Association Member Shared Access, sets out his reflections from the recent Coworking Europe conference, which took place in Bulgaria last month.
The flexible workspace sector is in a transformative period. 2024 has marked a shift from the rapid growth of the post-COVID years to a new chapter of steady adaptation and refinement. As we look toward 2025, the industry faces both challenges and great opportunities, driven by evolving expectations around hybrid work and new demands from both employees and employers.
Hybrid work and the flex workspace evolution
Hybrid work is now a defining feature of the workplace landscape, but it brings a unique set of challenges that coworking operators must address. Successful operators in 2025 will need to fine-tune their approach, offering tailored solutions that meet the specific needs of the target markets. A ‘one-size-fits-all’ model is increasingly ineffective; instead, operators need to understand their audiences deeply and differentiate their spaces and services accordingly.
Brand positioning in a fragmented market
The coworking industry, while growing, remains fragmented. Many operators are discovering the importance of brand positioning, as effective branding helps potential clients and partners navigate the crowded coworking landscape. This push for clear, consistent branding is particularly relevant in markets where coworking is maturing, as a strong brand presence can help communicate the specific value that flexible workspaces bring to diverse industries and user bases.
At present, flexible workspace lacks a unified external image, which makes it harder for the sector to appeal to potential members who may not fully grasp the diverse benefits coworking spaces can provide. In 2025, operators who develop a strong brand identity, conveying what makes them unique and how they address specific needs, will gain an advantage.
The essential role of technology
As the industry grows, technology will continue to play an essential role in both the operational and client experience aspects of flexible workspaces. From a connectivity perspective – which everyone agrees is a fundamental necessity of any flex space – many operators are finding that new Class A buildings, with advanced insulation and soundproofing, significantly hinder mobile signal penetration. Shared Access offers an OpEx solution to address this, enabling in-building connectivity without requiring capital expenditure from operators – a significant advantage in today’s competitive real estate market.
Facing inflation and leveraging innovation
Inflation remains a persistent concern, affecting operational costs and pricing strategies across the flex workspace sector. New technology leveraging artificial intelligence can help operators optimise efficiencies, find new ways to network, promote their brand and leverage data analysis tools. While there may not be a singular solution to the challenges of inflation, operators who embrace an integrated approach to tech and business strategy will be better equipped for sustainable growth.
Industry insights on the future
Jonny Rosenblatt, Co-Founder of Spacemade, shared his outlook at the Coworking Europe Conference, noting that 2024 has been a year of growth, with an exceptional last quarter, especially in the UK. “Landlords are much more engaged in the operator market, understanding the value that flex can bring to an asset,” he stated. Looking to 2025, Rosenblatt anticipates a more gradual growth for many of the operators, as well as the traditional lessees continuing to shift toward the flex market as both members and tenants. The emphasis on building community, he noted, is vital, creating a coworking culture that adds value beyond just space.
Similarly, James Walton, Head of Global Flexible Workspace Advisory ‘Smartflex’ EMEA for Colliers, emphasised the industry’s regional strength. “In every country, there’s a regional operator expanding, challenging conventional office space,” he observed, highlighting the localised growth of coworking operators as they adapt to regional demands.
Embracing 2025: a year for stability and strategic growth
As we transition into 2025, coworking operators are moving from rapid, reactive growth to a more measured and strategic expansion. Those who can balance tailored solutions, strong branding, advanced technology and community-driven environments will find themselves well-positioned to meet the evolving demands of a hybrid workforce and achieve sustainable success.
You can find out more about Shared Access here.
This article’s author Sam Jackman is pictured with his Shared Access colleagues Larissa Grano (Sales Director) and Leonie Shipton (Client & Acquisition Manager).
3 December 2024
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