Beyond the city limits: strategies for thriving suburban & regional coworking spaces
For the past 15 years or so big city centres have been the preferred locations for profitable coworking & flex spaces with operating from less populated, more regional areas often being seen as more challenging. However, some city centres have become oversaturated, highly competitive & expensive to operate in, & so exploring regional, suburban or rural areas is becoming more popular & bringing with it new opportunities.
At the recent Coworking Europe conference in Sofia I sat down with an amazing panel of 4 experts on this topic from across Europe who operate successful workspaces outside of major city centres and together, we explored the question:
“How to make suburban, regional or decentralised areas thriving locations for flexible workspaces?”
The panel included Plamen Hristov of BizHub Sofia, Bulgaria; Romain Mefret of Bureaux & Co, France; Eduardo Salsamendi of Klammer, Pamploma, Northern Spain & Stefanie Mayr of MyHive, Austria
The panel discussions revealed key strategies for success outside major city centres. Operators emphasised the importance of community building & partnerships, understanding your local audience’s requirements & reflecting this in your service offerings as well as understanding local market dynamics.
Let’s unpick what came out of the conversations……
1. Market education and building trust: through knowing our target audiences & understanding local community needs. “A lot of businesses still don’t know much about flex space & its benefits, it’s still new for them.” – Stephanie Mayr
2. Location considerations: Provide ample parking and capitalize on the appeal of workspaces close to residential areas. Romain’s strategy for Bureaux & Co is to place their coworking spaces in key points across the city to avoid wasting time sitting in traffic.
3. Differentiation: Position the space as distinct from traditional offices through unique amenities and community focus. “The most important thing for coworking spaces is location, location, location.” Plamen Hristov
4. Community and partnerships: Foster a strong community through events, networking, and local business & community partnerships. “It’s important to build strong relationships, trust & where possible to provide key services that help improve family life including childcare & wellbeing.” Romain & Plamen
5. Flexible pricing and services: Adapt pricing strategies and service offerings to suit suburban market demands.
6. Targeted amenities: Offer facilities and services that cater specifically to suburban workers’ needs. “It’s about adapting the product to the markets & member’s needs.” Eduardo Salsamendi
7. Cost management: Balance potentially lower real estate costs with other operational expenses.
8. Diverse member base: Understand and cater to a varied mix of users, from remote corporate employees through to local businesses & freelancers.
9. Branding: Stefanie operates coworking spaces in Vienna, Austria & had an interesting take on the topic of branding suburban coworking spaces. She emphasized that it’s not necessarily about creating a distinct brand for suburban locations, but rather about maintaining consistency across all locations while adapting to local needs.
Wrap up…..
Coworking has always been more than just providing a workspace—it’s about fostering relationships, acts of service and building communities. As the conversation shifts from urban hubs to suburban and regional spaces, the core principles of connection and service remain central.
The insights shared by our panel of experts highlight that thriving in these decentralised areas requires a deep understanding of local needs, strategic location choices, and a focus on community and partnerships. By embracing flexibility, differentiation, and a people-first approach, operators can unlock the untapped potential of suburban coworking spaces and create vibrant environments that serve their members and local communities alike.
As coworking continues to evolve, one thing is clear: the heart of its success lies in its ability to adapt while staying rooted in human connection.
If any of this resonates with you and you’d like to learn more then I’m here to help.
I’m Suzanne, an accredited coach & mentor
With over 13 years in the industry I help SME & micro coworking owner/operators to cultivate a thriving flexible workspace without wasting time & money
A particular focus on regional & neighbourhood workplaces I also help forward thinking SME businesses leaders discover agile ways of working, exploring their uniqueness & strengths bringing clarity & sustainable energy
Work With Me
Suzanne Murdock
MD & Co Founder
Hi, I’m Suzanne Murdock - Co-Founder & Operator of The Hub Newry, a neighbourhood coworking and flexible workspace in the heart of Newry. For over 13 years I’ve worked closely with micro business owners, remote workers, growing teams and coworking operators, helping create calmer, more sustainable ways of working that support both people and performance. Alongside running The Hub, I also coach and mentor purpose-led business owners and neighbourhood coworking/flex space operators who are often quietly carrying a lot behind the scenes. My work focuses on helping people create more clarity, structure and momentum within real-life time, energy and capacity - without losing the human side of what they’re building. Much of what I write about here explores: • flexible and hybrid working • neighbourhood coworking and local business ecosystems • leadership, energy and decision fatigue • creating supportive environments where people can do their best work • balancing ambition with real life If you’re exploring workspace options, navigating change in your business, or simply trying to create a steadier and more sustainable way of working, you’re very welcome to get in touch. You can connect with me through The Hub Newry or email me at suzanne@thehubnewry.com 💛
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