In March 2019, Essensys hosted the webinar Coworking in Numbers: The Impact of Market Data. These are some of the key take-aways.
The Panel welcomed Liz Elam from GCUC, Steve King from Emergent Research, and James Rankin and John Williams from Instant Offices.
The discussion was started off with a discussion around industry nomenclature, specifically the definition of coworking vs the definition of flexible workspaces.
For Elam, it’s simple: coworking is focused on a belief in the community to make the world a better place. “It’s not so much about selling offices, but about taking care of the people within your space.”
Rankin and Instant Offices prefer the term Flexible Workspace. “Coworking has become a marketing term to describe the feel of the space rather than a strict definition” of the space itself. He noted the data and trend analysis from Google: “people are searching for coworking but don’t necessarily want an open working area.” Rather, they are searching for private offices within a wider community building.
King, for his part, has reached the conclusion that flexible workspace is an appropriate term for the industry, arguing that “coworking is now a kind of subset of flexible space.”
Definitions are important as they play a key role in research. While Emergent Research’s numbers show that there are around 22,000 coworking spaces worldwide, Instant Offices has tracked around 24,000 globally and believes there are approximately 9,000 they haven’t accounted for. King believes the difference in numbers (although quite similar) can be accounted for by Emergent Research’s narrower coworking definition.
Growth, increased competition, and higher inventory of larger spaces are driving a need for the operators to understand better how to use space-as-a-service and more importantly, how to monetize it.
Rankin shared that Instant Offices is seeing high growth in hybrid spaces, those that offer a mix of private and shared workspace environments within a building or floor. “We are seeing less and less pure business centres or executive suites, and fewer pure coworking spaces.”
Elam’s theory is that increased demand for private space is driven, in part, by a thriving economy. While this may hold true, Rankin believes demand for private workspace is increasing because people need a space where they can focus and get down to work.
When it comes to space, the majority of corporates prefer to have an exclusive, dedicated area personalized with their own branding, look and feel. While there isn’t a defined percentage of corporates on the market, Rankin stated that 50% of office requirements are for teams of 25 or higher, seeking some form of private space 50% of office requirements are for teams of 25 or higher, seeking some form of private space. King referenced a survey conducted last year that found one-third of coworking members were from organizations with more than 100 employees, which was up dramatically compared to 5 years ago.
There are 4 Trends Driving and Shaping the Industry namely Niche operators, Corporate demand, Real estate stakeholders and Emerging markets
1. Niche and small operators
According to Instant Offices, the top 10 operators in the US make up only 14% of the total market. The rest of the market is made up of small and independent operators. Both areas are experiencing growth, large operators are scaling up aggressively but since the industry has a low barrier to entry, independent operators are also able to thrive.
King noted that “small and niche spaces are holding their own, and they are growing just as fast as large players in terms of the number of spaces and members.”
An interesting development, however, was noted by Elam. “Operators are opening larger locations off the bat.” The industry is welcoming bigger spaces. One of the main reasons behind this is that operators are seeking to cater to corporate occupiers.
2. Catering to corporate occupiers
Instant Offices’ research has found that the average requirement size is for 5 to 6 people, a number that has been increasing steadily over the past several months. “The market is starting to ramp up as bigger teams come in.”
Corporate occupiers have become a driving force of the industry. However, they’re searching for a different space-as-a-service experience; they have different needs.
Elam stated that one priority for corporate clients is to be able to maintain their culture: “They don’t want to be in somebody else’s culture and they are searching for spaces that are designed specifically for them. Operators need to be able to deliver on this, as well as meet their technology and security standards.”
Rankin agreed, “corporate occupiers want a space with their own look and feel. They want to be able to bring in their brand to the space.”
According to Instant Offices’ numbers, corporate and large requirements (for teams of 25+) account for about 50% of flexible workspace demand.
3. Real estate stakeholders
Real estate stakeholders and landlords are increasingly interested in the flexible workspace industry.
Although landlords are interested in the industry, Rankin argues that “it’s very much in the early stages for them.” Mainly, they are trying to understand what’s happening and how they can fit into it. Although some landlords have directly entered the market with their own flexible workspace brand, the majority of them are looking at the industry from a joint-venture perspective.
“It’s not easy to run a flexible workspace and it’s not a landlord’s core business,” he added.
King shared that Emergent Research is comparing this to the hotel industry model. From his perspective, there will be a lot of joint ventures and new partnerships between existing operators and landlords. Elam, for her part, strongly believes that “a significant portion of the market will move towards management agreements and joint ventures.”
Rankin added that although landlords are looking to partner, it doesn’t necessarily mean that they will stick with an existing operator’s brand. Some might look to create a new brand, run by an existing operator, but that’s unique to the landlord’s properties.
4. Emerging markets
Instant Offices believes that the industry will experience growth in secondary and tertiary cities, claiming that the “industry is expanding really quickly in these markets.”
King added that the same applies to suburban areas and small towns, while Elam added that rural coworking is also gaining traction.
Wellness, Investment, and an Economic Downturn
Elam predicted that the industry will continue to receive investment. She also stated that the biggest trend is wellness (physical, mental, and environmental wellness), saying that it’s more than a trend, “it’s a focus.”
One shadow that’s hanging over the industry is what will happen when the market enters a downturn. While many have argued that the industry will suffer, the panellists believe the contrary.
Elam is not worried about an economic downturn. She believes that open and shared workspaces will thrive the most in the event of a downturn, as these spaces are less expensive. King argues that when a downturn hits, the industry will be initially affected; however, from mid to late recession, the industry will thrive as people shift to flexible workspaces to reduce fixed costs.
Rankin and Williams argued that the industry will experience strong growth even during a recession. Flexibility is key during such times; flexibility is what has driven the industry and it’s what will continue to drive it during a downturn.
The overarching conclusion of the webinar was the importance of knowing your market and understanding what your customers want. “The industry is in a great spot and market data is instrumental in helping people to understand the market and gain visibility across the industry,” said Rankin. Our market relies heavily on the research conducted by organizations such as Instant Offices and Emergent Research. Understanding growth trends, economic drivers, and occupier demands are vital for operators to extend a better, more service-centric coworking solution to their customers and a run a successful, scalable, flexible workspace operation.
