Coworking partnerships are a great way to expand your reach, strengthen your business, and bring added value to your members. Rooted in mutual benefit—and in the spirit of the sharing economy that coworking thrives on—partnerships can also be a powerful way to showcase your values to leads, members, and potential business partners.
From repurposing real estate to co-branding with like-minded businesses, we’ll explore key partnerships that can bring benefits to your space while staying true to the values that make coworking unique.
Why Partnerships Matter in Coworking
As coworking spaces continue to evolve, building strong partnerships has become essential for long-term growth. By working with other businesses, organizations, and service providers, coworking spaces can:
- Expand Member Benefits – Partnerships provide exclusive perks, services, and discounts that make your coworking space more attractive. Whether it’s free software trials or discounted fitness memberships, these benefits help with member retention and acquisition.
- Reduce Operational Costs – Sharing resources with partners lowers expenses and increases efficiency.
- Stronger Brand Recognition – Aligning with well-known businesses or organizations helps position your coworking space as a trusted and established player in your community.
- Enhance Community Engagement – Aligning with local businesses and impact-driven initiatives strengthens your space’s role in the broader community.
- Improve Marketing & Visibility – Cross-promotional marketing efforts—such as co-hosted events, social media collaborations, or shared advertising—expand your reach to new audiences.
Successful partnerships are built on mutual benefit, where both parties bring something valuable to the table. These collaborations can take many forms, including:
Real Estate Partnerships: Maximizing Space Potential
Repurposing Underutilized Locations
Coworking has built a reputation for breathing new life into underused spaces. Whether it’s an old warehouse, an unused office building, or a community center with extra space, these partnerships create opportunities for both coworking operators and property owners.
The Space Noosa, a Cobot-powered coworking space situated in Queensland, Australia, showcases a great example of a mutually beneficial partnership of this kind. The founder negotiated six months of free rent to establish the business, while the landlord reactivated a property that had been empty for four years. This win-win partnership helped both parties achieve long-term success.
Prime Locations & Mixed-Use Developments
Coworking spaces are increasingly integrated into mixed-use developments, apartment complexes, and commercial centers. These partnerships provide members with premium locations and amenities like gyms, cafés, and event spaces, while landlords benefit from added foot traffic and community engagement.
Securing a spot in a mixed-use development can be highly competitive, but the advantages are significant. As an operator, you tap into an existing audience and benefit from established infrastructure such as secure parking, well-maintained common areas, and a steady flow of potential members. This setup allows you to focus on delivering a great coworking experience without the added complexity of building everything from scratch.
Strategic Local Business Partnerships
Mutual Benefits for Your Space and the Community
Partnering with local businesses can add value to both your members and the businesses involved. Common examples include:
- Cafés & Restaurants: Partnering with local eateries brings added perks for members while increasing foot traffic for the business.
- Gyms & Wellness Studios: Offer members exclusive discounts on fitness memberships, yoga classes, or wellness services like massages. Hosting occasional wellness events, such as guided meditation sessions or group workouts, can also enhance community engagement.
- Mental Health Services – Collaborate with therapists, life coaches, or wellness experts to offer discounted counseling sessions, stress management workshops, or mental health webinars. Providing access to these services can help create a supportive and balanced work environment.
Seasonal and Event-Based Collaborations
Short-term partnerships with event organizers, festivals, conferences, or cultural institutions can also bring fresh energy to your space. Whether it’s offering discounted passes for visitors, hosting a pop-up coworking lounge, or exchanging perks with organizers, these partnerships help expand your reach and enhance your brand visibility.
A good rule of thumb? Think beyond discounts; successful partnerships create real added value for your members while benefiting the partner business as well.
Investor Partnerships
Scaling with Strategic Support
Partnering with investors isn’t just about securing funding, it’s about finding people who share your vision. Investors who understand coworking can provide valuable industry insights, mentorship, and connections to help your space grow.
To attract the right investors, ensure your business model is strong and growth projections are realistic. Investors will look at factors like:
- Occupancy rates & member retention
- Revenue diversification (beyond desk rentals)
- Scalability & potential for expansion
Choosing the right investor is key. Transparency on business goals, community impact, and operational autonomy ensures that the partnership aligns with your long-term vision.
Franchise Partnerships: Expanding Your Model
Franchising can be a smart way for established coworking operators to expand while sharing the risks of growth. By partnering with franchisees, you can scale your brand without managing every new location yourself.
Before taking this step, it’s essential to define what sets your coworking space apart. Clearly identifying your unique strengths will help attract the right franchise partners and maintain consistency across locations.
While franchising offers growth opportunities, it also comes with challenges like higher upfront costs and reduced operational flexibility. Weigh the pros and cons carefully to see if this model aligns with your long-term goals.
Business & Brand Partnerships: Reaching a Wider Audience
Co-Branding & Co-Marketing
Coworking spaces can learn a lot from successful brand partnerships.
- Co-branding – Two companies collaborate to create a new product or service. Example: When Apple Pay launched, MasterCard was the first credit card company to integrate with it, building trust while keeping MasterCard competitive.
- Co-marketing – Two brands work together on promotions to expand reach. Example: Uber & Spotify partnered to let riders control their music, adding a personalized touch while promoting Spotify Premium.
Coworking spaces can apply similar strategies. For example, a partnership with an office supply company could offer members discounts on sustainable products, or a collaboration with remote work software could provide bundled services for digital nomads and freelancers.
Coworking Association Partnerships
Why Partnering with Coworking Associations Matters
Coworking associations play a crucial role in supporting, promoting, and representing the flexible workspace industry. These organizations provide valuable networking opportunities, industry insights, and advocacy support. By aligning with them, coworking spaces gain credibility, access to industry research, and a stronger voice in shaping policies affecting the coworking sector.
Some key associations include:
- Global Workspace Association (GWA) – A resource for shared space operators, workplace strategists, and real estate investors to stay connected and competitive.
- European Coworking Assembly – A network of coworking spaces, federations, and alliances dedicated to openness, community, collaboration, and sustainability.
- GCUC (Global Coworking Unconference Conference) – Pronounced "juicy," GCUC is the world’s largest coworking conference series, bringing together professionals to exchange ideas, network, and learn.
These partnerships offer networking, learning opportunities, and best practices that benefit both operators and members.
Technology & Innovation Partnerships
Coworking spaces increasingly rely on technology to manage bookings, memberships, and payments. Partnering with software providers ensures effortless operations and improves the member experience.
Key Tech Solutions for Coworking Spaces
- Automated Billing & Payments – Simplify financial management with invoicing and direct payment integrations, reducing administrative overhead.
- Smart Access Control – Ensure seamless and secure entry with automated access systems that adjust based on membership tiers and bookings.
- Community Engagement & Booking Tools – Make it easy for members to reserve desks, book meeting rooms, and connect with each other through integrated platforms.
- Security & Compliance – Data protection and legal compliance (like GDPR) are critical. Choosing a system with built-in security features ensures both operator and member peace of mind.
Cobot provides these solutions while integrating with trusted partners like Kisi, Salto KS, Tapkey, and Sensorberg for access control and PayPal, Stripe, GoCardless, and Adyen for payments. But that’s just a small glimpse—Cobot is packed with features designed to automate operations, improve efficiency, and create a smooth experience for both operators and members.
Beyond software, coworking spaces can collaborate with local tech firms to offer members perks like discounted internet, AI-powered workspace tools, or virtual event platforms.
For example, Cobot has partnered with the Impact Hub Network in the past to help Impact Hubs worldwide ease their operations and focus on community impact. This collaboration provides Impact Hubs with special discounts, access to training, and tools to simplify their management processes.
Coworking spaces can also integrate with local tech companies to enhance offerings—such as high-speed internet solutions, smart access control, or virtual meeting tools.
How to Build Effective Coworking Partnerships
1. Identify Mutual Benefits
Every successful partnership should create value for all parties involved. Whether it's offering exclusive perks to members, reducing operational costs, or increasing brand visibility, a strong partnership should be beneficial for both sides.
2. Align on Shared Values & Goals
Before entering any collaboration, ensure that both partners share similar values and long-term objectives. A partnership built on common ground is more likely to succeed and evolve over time.
3. Establish Clear Terms & Expectations
To avoid misunderstandings, outline clear terms for the partnership, including responsibilities, financial agreements, and long-term commitments.
4. Promote Your Partnership
Once a partnership is in place, share the news with your members and community. Use newsletters, social media, and events to highlight how this collaboration benefits your coworking space.
Final Thoughts: Unlocking Growth Through Partnerships
Coworking partnerships are about more than just business growth—they’re about building sustainable communities, enriching the member experience, and making meaningful connections.
By forming the right collaborations—whether with real estate partners, local businesses, investors, or tech providers—coworking spaces can continue to evolve and meet the needs of their members.
Looking for more insights?
Explore our resources, dive into our blog or connect with us at support@cobot.me to learn how Cobot can support your coworking space.
From access control to accounting, Cobot has already partnered with leading tools and services to make managing your space easier. Try Cobot for free or book a quick call with our friendly support in your preferred language to see what we offer!
