Coworking Values Podcast – Détails, épisodes et analyse

"They come for the promise. They stay for the hospitality."
— Dr. JJ Peterson

Episode Summary

JJ Peterson has spent eleven years inside the StoryBrand universe. He co-authored Marketing Made Simple with Donald Miller. He helped Will Guidara write the certification for Unreasonable Hospitality. He hosts the Badass Softie podcast — for leaders who are unapologetically driven but want to lead with their hearts. He is flying to London in June to teach at the first workshop in the world to bring StoryBrand and Unreasonable Hospitality together in the same room, two days back to back, in Holborn.

This conversation surprised me. I thought we'd spend an hour on frameworks and funnels.

We didn't. We talked about a failure mode that kills coworking spaces quietly, before anyone notices. The moment an operator puts community in the shop window — makes it the headline offer — they've already lost. JJ has a phrase for this. He calls it the wish dream. Dietrich Bonhoeffer wrote about it in 1937. JJ applies it to every organisation that confuses the byproduct with the product.

Marketing makes the promise. Hospitality delivers it. Community is what emerges when both work.

That's the spine of this episode.

JJ is warm, wickedly sharp, and completely uninterested in jargon. He brings academic depth — he has a PhD in Communication and wrote his dissertation on Kierkegaard's theory of indirect communication — without ever sounding like a lecture. Nashville to London. June 10th and 11th. The discount code is at the bottom.

Timeline Highlights

00:00 — Intro: Bernie on why marketing in coworking is both essential and misunderstood — and why most operators are selling the wrong thing.

02:15 — JJ introduces himself: eleven years at StoryBrand, co-author of Marketing Made Simple, host of Badass Softie, and the man who helped Will Guidara translate Unreasonable Hospitality into a teachable system.

06:40 — "If you confuse, you lose." The core StoryBrand premise: customers don't buy the best product. They buy the one they understand fastest.

10:05 — The difference between service and hospitality. Service is transactional. Hospitality is relational. JJ: "Service is black and white. Hospitality is colour."

13:30 — Why you cannot sell community. JJ introduces Bonhoeffer's wish dream — the trap of falling in love with your idea of community rather than doing the actual work of it.

18:00 — How this maps to coworking: operators who lead with "we're a community!" as their pitch are often the spaces where no real community exists. The promise swamps the experience.

22:25 — The line that became the title of this episode. JJ, unprompted: "They come for the promise. They stay for the hospitality."

26:10 — How JJ helped Will Guidara write the Unreasonable Hospitality certification — and what surprised him about the process. Hospitality is not a department. It's a posture.

30:45 — The two-day workshop explained. Day one: StoryBrand clarity. Day two: Unreasonable Hospitality. Why you need both in the right order, and what breaks when you skip the first.

34:20 — Kierkegaard and indirect communication. JJ's PhD work, and why the best marketing never announces itself as marketing. Story does the work that argument cannot.

39:50 — The coworking operator's messaging problem: most spaces describe the building when they should be describing the transformation. JJ on writing copy that puts the member as the hero.

44:15 — Badass Softie: why JJ started a podcast for leaders who are driven and warm in the same breath — and why he thinks that tension is the most important thing to hold.

48:00 — London in June. The workshop, the people it's for, and why this is the only place in the world where StoryBrand and Unreasonable Hospitality land together.

52:30 — Closing: JJ on the one thing operators can do this week. Clarify who you serve and why it matters. Everything else follows.

5 Core Lessons

1. You Can't Sell Community. You Can Only Create the Conditions for It.

Dietrich Bonhoeffer wrote in 1937 about what he called the wish dream — the dangerous habit of loving your idea of community more than the actual people in front of you. JJ brought this into the conversation with zero fanfare and it landed like a brick.

Most coworking operators I know have a version of this problem. They put community in the headline. On the website. On the door. And then the person who walks through the door can't feel it anywhere. 

Because community isn't a product you deliver on day one. It's a byproduct of repeated human contact over time — and it requires hospitality as the infrastructure.

What JJ said is this: when you lead with community as the promise, you almost guarantee the thing won't exist. 

Because you've set an expectation the space can't meet immediately. The new member arrives looking for instant belonging. They don't find it. They leave. The operator blames the member, not the messaging.

Sell the desk. Sell the clarity. Sell the transformation your space makes possible. Let community emerge from the hospitality you build around it.

The wish dream kills more spaces than bad Wi-Fi ever will.

2. Marketing Makes the Promise. Hospitality Delivers It. These Are Not the Same Job.

JJ spent eleven years at StoryBrand teaching people to clarify their message. Then he helped Will 

Guidara systematise Unreasonable Hospitality into something teachable. What struck him — and what he shared in this episode — is how rarely organisations connect those two things deliberately.

Your marketing creates an expectation. Your hospitality either meets it or breaks it.

Most coworking operators do one of two things. They either pour everything into their marketing — slick website, sharp copy, clear call to action — and then the person walks in and the experience doesn't match. Or they run a genuinely warm, hospitable space but can't explain what they do clearly enough for the right people to find them.

The two days in Holborn in June are specifically designed around this. Day one is StoryBrand: get the message right. Day two is Unreasonable Hospitality: design the experience to match. One without the other is a half-finished sentence.

I've been saying for years that coworking operators undersell themselves. What JJ gave me was a framework for understanding why: they're not telling a clear enough story, and the experience isn't intentional enough to stick. Both are fixable. Both require work.

3. Service Is Black and White. Hospitality Is Colour.

JJ used this line in passing and I wrote it down immediately. It's the clearest articulation I've heard of something I've been trying to say for a long time.

Service is the execution of a function. The desk works. The Wi-Fi connects. The printer prints. That's service. It's binary: it works or it doesn't.

Hospitality is something else. It's the moment a member walks in on a terrible morning and the person at the front desk reads the room and says the right thing without being asked. It's the unexpected touch — the thing that wasn't in the contract. It's what Will Guidara calls u...

Why AI Can't Feel the Room: Practical Operations with Carlos Almansa

Coworking Values Podcast

"The AI cannot feel the space. It can't feel the dynamics or the vibe. But it can free up time for you to talk to your members, to have a coffee with them, to understand and to read people."
— Carlos Almansa Ballesteros

Episode Summary

Most conversations about AI in coworking are either evangelical or dismissive. 
Carlos Almansa Ballesteros, co-founder of Nexudus and author of the Coworkings AI newsletter, refuses both positions.

In this episode he lays out a practical baseline: start with what you already do, keep a human in the loop, and never mistake efficiency for community. He also raises the question that sits underneath all of it — the Dead Internet Theory — and what it means for spaces that exist precisely because human presence still matters.

No frameworks. No magic. Just what actually works.

Timeline Highlights

00:02 — Bernie sets the episode up: practical AI, not rocket science
01:16 — Carlos introduces himself: Nexudus co-founder, Coworkings AI newsletter author
03:02 — Carlos's first coworking space, and why he's always joined one when moving to a new city
06:41 — The first 60–90 days: how a community manager makes or breaks early membership
09:09 — The London Coworking Assembly AI survey: most people use it for social media captions and don't go further
10:15 — Why the Coworkings AI newsletter exists: cutting through noise to find usable signals for operators
12:54 — The solo operator and AI: actually easier to start when you know all your own processes
15:03 — Practical use case one: automating repetitive help desk replies (Wi-Fi, printing, FAQs)
16:21 — Practical use case two: surfacing data patterns you can't see manually
17:53 — The soul-of-the-space question: automation versus presence
19:36 — Sentiment analysis: feeding community messages into AI to understand the pulse of a space
20:52 — Context is everything: how to give an AI model what it needs to work properly
23:56 — What goes wrong: people who automate everything at once and erode trust
25:21 — The human-in-the-loop rule: never hand your reputation to an unmonitored system
25:56 — Transparency: be honest about AI, always offer a route to a real person
28:42 — Can you automate community? Carlos on what AI can and cannot do in a 300-person space
30:05 — The kitchen conversation: serendipity as the baseline unit of community
31:09 — What community actually is, from random coffee chats to self-organising hackathons
33:47 — Mobile work and the future floor plan: what happens when nobody needs a desk?
35:32 — The Dead Internet Theory: bots talking to bots, and why human signal is becoming the premium

Lesson 1: Only Take AI to Something You're Already Doing

The most useful thing Carlos said in the whole conversation is also the least glamorous.

Before you touch any tool, review your processes. Do you actually know them? When you're a solo operator running a space from first enquiry to member induction, you probably do. That's an advantage.

The mistake Carlos sees repeatedly is people who want to automate first and understand later. You end up with ten tools stacked on top of a process that was working fine.

Start somewhere specific. The help desk is a good example. The same questions come in every week — how do I connect to the Wi-Fi, how do I print, where's the code for the meeting room. That's exactly the kind of repetitive, low-stakes task where AI earns its place. Automate the reply. Free yourself for the conversation that actually matters.

Carlos, on the starting point:
"The best way to start with AI is to start with something that you are already doing, not trying to implement a new process or a new tool into something that you are not familiar with."

Here is how I look at it: don't ask AI to do something you don't already know how to do. I wouldn't go to AI and say, "Make me a hit record." I go to AI and say, "How do I make a podcast intro?"

Lesson 2: The First 60–90 Days Are on You, Not the Software

When a new member joins, the community manager is doing something no platform can replicate.

They're introducing names. They're reading the room. They're noticing who eats lunch alone and who lights up when someone mentions their industry. 

Carlos joined coworking spaces in South Spain, Madrid, and London. Every time, the spaces that made it work did the same thing: they put a person in the room who paid attention.

Shared lunches in Madrid led to basketball at weekends. Hot desking in London broke the ice faster than any directory ever could.

The first 60–90 days determine whether someone stays. Carlos is clear on this. And he's equally clear that no amount of automated onboarding email replaces what happens when you walk someone through the kitchen on day one and explain — face to face — how to clean up after yourself.

That small thing sets the tone. It says: this is a shared space. We're in it together.

AI can surface patterns. It can flag a member who hasn't engaged in three weeks. It cannot do the introduction.

Lesson 3: Your Community's Messages Are Data — Use Them

Members tell you how they're feeling all the time. The problem is they're doing it across email, WhatsApp, Slack, and every other channel simultaneously.

Some of it is friction: "the Wi-Fi's broken again." Some of it is gold: "that event last week genuinely changed something for me." Most of it sits in inboxes, unanalysed, until the member quietly cancels their membership.

Carlos's newsletter recently covered this directly. You can feed your community's communications into an AI, build a sentiment analysis across those messages, and surface patterns that would take weeks to spot manually. Who's frustrated? Who's energised? What topics keep coming up?

That's not automating community. That's clearing the brush so you can see what's actually there.

Carlos:
"When you have a community of 200 or 300 people in your space, it's not easy to get to know everyone, to know where they are, how they're feeling. AI can help to surface issues, to connect people. But it cannot automate those relationships."

The distinction matters. AI as insight layer, not as relationship substitute.

Lesson 4: Never Let AI Go Solo — Your Reputation Is on the Line

Carlos is consistent on this throughout the episode. New technology, new risks. The worst thing you can do is automate a customer-facing process and walk away from it.

If AI is replying to enquiries through your website, you need to be watching those replies for months. The system might not be calibrated yet. One bad reply to a prospective member and you've made a first impression you can't undo.

The related point is transparency. When someone lands on a chat widget, don't dress the AI up with a human name — "Hi, I'm Brad." Carlos didn't say it exactly like that, but Bernie put it plainly: that's obvious, and it damages trust immediately. Be honest. Tell pe...

“Hospitality is the art of being hospitable.”

Ian Minor

Tired of running yourself into the ground?

Then stop running alone.

On February 24th, the London Coworking Assembly presents Unreasonable Connection Goes Live!—a one-day working session for the people running London’s most vital neighbourhood spaces and the public sector allies working to help them thrive. It’s a day to share the load, find real solutions, and build a new playbook, together.

Hospitality has become one of those words shouted from every coworking LinkedIn post, usually next to a photo of a nice coffee machine.

But Ian Minor has spent 30 years in actual hospitality—nightclubs, bars, restaurants, and health clubs across three continents. The kind with burns, late nights, and a ruthless feedback loop where if the vibe dies, the room empties.

He created Working From_ for The Hoxton. He’s a partner at Brave Corporation with Caleb Parker. He’s rethought everything from what you call your front desk staff to how many times a day you should nod at a member in the corridor.

This conversation strips away the Instagram aesthetic and answers the hard question: what does hospitality actually cost when you’ve got two staff and a hundred members?

This episode is for operators who know “hospitality” matters but aren’t sure what they’re supposed to do about it with limited resources.

Timeline Highlights

[02:53] Ian’s definition: “Hospitality is the art of being hospitable.”

[03:37] “You’re going for an experience within hospitality, and that’s the thing that you’re really delivering. The food and the drink, for me, are part of the product, but they’re not the main thing.”

[06:03] What an experience actually is: “Trying to make something that’s personal to that customer.”

[07:28] The reputation multiplier: “That starts to build a reputation that has come from the experience or the service that they’ve been given... which was more than what they were expecting”

[10:20] Going above and beyond: “If you always go above and beyond what is expected, you’re always going to deliver a lot more than what they even wanted, but they’ll always remember it.”

[15:19] The critical question for operators: “What level of hospitality can they comfortably give with the current operation they have, and what do they aspire to give?”

[16:54] The language shift: “I changed from reception to host. I’ve always called that department the Host Team.”

[21:52] The test: “The human connection that you’re driving or you’re trying to get to is what can define whether or not your hospitality or not.”

[22:47] Restaurant staff costs: “Anything between, let’s say, 23 to 28% of revenue goes on staff salaries.”

[24:06] Flexible workspace reality: “You could probably be down, and what I’ve seen from what I’ve done, between 9% to 11% staff cost against revenue.”

[26:38] Where to start: “Understanding if they’ve got operational manuals written, if they’ve got standard operating procedures written, which are the SOPs.”

[27:55] Why consistency matters: “This break in consistency is the worst thing that you can have in an operation because as a customer, you just don’t know what you’re actually getting from them.”

[29:03] Mapping the member day: “What does their day look like and how many touch points... can I get a nod... or a quick one-minute chat along their day.”

[31:07] The foundation: “The first point of hospitality is just making sure that the service is consistent at the very basic level.”

[32:34] The final instruction: “Just think about what you can deliver and then just try and deliver that consistently at a high level and then a higher level as much as you possibly can.”

The Kitchen Confidential of the Workspace

Ian Minor doesn’t come from the world of serviced offices or real estate.

He comes from nightclubs. Bars. Restaurants. Health clubs. Late-night operations across three continents.

In that world, the feedback loop is immediate and brutal. If the vibe is wrong, the room empties. If the ice runs out, if the security is too aggressive, if the lighting is too harsh—revenue collapses that night.

There are no five-year leases to hide behind.

Bernie captures it perfectly: “If you’ve ever worked in hospitality, there’s like grind, hard work, blood, sweat, and tears and a lot of burns and cuts from doing it.”

When coworking spaces started shouting “hospitality!” around 2020, Ian saw a gap. The sophisticated consumer—used to the high-touch service of a Soho House or a boutique hotel—was being forced into sterile, fluorescent-lit serviced offices with receptionists who barely looked up.

He realised the skills of the nightclub operator—lighting, sound, service speed, emotional connection—were exactly what the office market lacked.

So he brought them over.

What Hospitality Actually Means

Bernie asks directly: “If someone bumped into you in Liverpool Street Station and said, What’s hospitality? What would you say?”

Ian’s answer is deceptively simple: “Hospitality is the art of being hospitable.”

But he immediately adds layers.

It’s not about the product. It’s about the experience.

“You’re going for an experience within hospitality, and that’s the thing that you’re really delivering. The food and the drink, for me, are part of the product, but they’re not the main thing.”

Bernie illustrates this with his own example—a taco place in Vigo. It looks like a greasy spoon. It’s chaotic. The guy behind the counter is shouting. But the food is brilliant, and they walk 20 minutes in the rain on Sunday nights to go there.

That’s hospitality.

Not designed. Not Instagram-ready. But felt.

Ian explains what makes it work: “It’s understanding or taking cues from the individual that’s gone in there or the couple that has gone in there... trying to learn a little bit about them... then seeing what little added things that you can do during the course of that sitting to make it extra special.”

The test: when they leave, are they still talking about it weeks later?

If yes, you’ve created an experience. If no, you’ve just completed a transaction.

The Motivation Question

Bernie presses on with motivation.

Is it about making someone’s day, or is it about making them come back?

Ian cuts straight to it: both are true, but the driver should be love.

He talks about a moment from his own career—serving a couple who used to come into a bar at Lakeside Shopping Centre. They ordered a margarita with no salt and a Corona. Three years later, they walked into the Covent Garden branch where Bernie was working. He just put their drinks in front of them without saying a word.

They were stunned. “How did you know?”

Bernie got a real kick out of that moment—not because it guaranteed loyalty, but because it was a random act of care.

Ian: “You can do this in any walk of life. You can engage with life or not engage with life. If you engage with it, you’re always going to get better and reach your experiences from that.”

If you always go above and beyond what is expected, you’re always going to deliver a lot more than what they even wanted, but they’ll always remember it.

Yes, this might lead to a good tip or repeat business. But the deeper reward is personal.

“You’re going home from your shift or your night’s work or your day’s work, knowing that fo...

Episode Summary

What if everything you thought you knew about work was wrong?

In this episode, Bernie sits down with Denise Brouder, the instigator of The Science of Flexibility report—a project shaking up how we think about coworking, enterprise, and the spaces in between.

Denise shares the story of this groundbreaking work, created in collaboration with Ashley Proctor and Sam Rosen and designed to bridge the gap between corporate giants and independent coworking spaces.

Denise challenges the assumptions that hold us back, arguing that real change starts with rethinking how and where we work.

From building a common language to exploring how coworking can break down barriers for marginalised groups, this episode dives into the questions most of us are too afraid to ask about the future of work.

Whether you’re a coworking space owner, a corporate leader, or just someone tired of staring at your kitchen table pretending it’s an office, this conversation will open your eyes to the power of flexible workspaces and why they matter now more than ever.

Don’t just take our word for it—dive in and see how Denise’s insights can reshape your perspective on work, community, and connection.

But the Science of Flexibility isn't just a report.

It's the gateway to meaningful conversations with practical application that rises above the endless noise of:

* “Should we go back to the office?”

* “What is the future of work?”

* “Will the robots take our jobs?”

Emily and I will bring you more podcasts with Denise, Ashley, and Sam over the next few months to help you consider how this work can help you.

If you’re a fan of classic sports analogies, The Science of Flexibility is like Wayne Gretzky’s iconic approach: skating to where the puck is going, not where it’s been.

Timeline Highlights

[0:39] – Denise on helping people think differently about work and life.

[1:54] – How The Science of Flexibility report came together with Ashley and Sam.

[3:38] – What makes coworking spaces feel different from corporate offices?

[6:05] – Teaching knowledge workers about third spaces and flexible strategies.

[10:10] – How coworking education begins with understanding your value.

[14:07] – The role of flexibility in supporting marginalised groups.

[20:50] – Denise’s take on how variety in work environments drives innovation.

[25:23] – Are we losing our edge in the conversation about the future of work?

[29:48] – Change happens on the fringe: what coworking can teach us.

Detailed Episode Breakdown

Rethinking Work: Why Thinking Differently MattersDenise Brouder shares her core belief: to work differently, we must think differently.

This philosophy drives her collaboration on The Science of Flexibility report, which aims to challenge assumptions about work and create a shared language between coworking and enterprise communities.

Coworking vs. Cubicle Farms: Finding the “Third Place”Denise explains how coworking spaces stand apart from corporate offices.

She highlights the warmth, community, and creativity of independent spaces compared to the sterile feel of traditional office setups, offering practical strategies for coworking spaces to differentiate themselves.

Flexibility and Marginalised Groups: Unlocking New OpportunitiesFrom reducing barriers for working parents to creating equitable career paths, Denise illustrates how flexible work can empower marginalised groups.

She contrasts the potential of flexibility with the harm caused when it’s taken away, making a strong case for coworking as a cornerstone of future work strategies.

Educating the Market: Bridging the Knowledge GapBernie and Denise discuss the importance of educating coworking space owners and potential users about the value of coworking.

Denise emphasises the need for coworking spaces to articulate their unique benefits, aligning with workers’ intrinsic motivations to leave their home offices.

Change on the Fringe: Innovating the Future of WorkDenise reminds us that innovation starts at the edges of conversations.

She highlights how smaller, independent coworking spaces often lead the way in redefining how we work, with larger organisations only catching up later.

* Download your own The Science of Flexibility report.

* Coworking Values Podcast on LinkedIn

* Join The Coworking Community Builder Cohort

* Register for European Coworking Day, May 2025

* Get Your Pass for the Workspace Design Show London 2025

* Join the 8k Members in the LinkedIn Coworking Group

* Connect with Bernie on LinkedIn

* Connect with Denise on LinkedIn

One more thing

Coworking brings communities together, helping people find and share their voices.Each episode of the Coworking Values Podcast explores the core values driving coworking: Accessibility, Community, Openness, Collaboration, and Sustainability.

These values aren’t just ideas—they shape the spaces where we gather, work, and grow.

We hope this resonates with you.If it does, please rate, follow, and share the podcast.Your support amplifies our reach, helping others discover how coworking can enrich lives, build careers, and strengthen communities.

Community is the key 🔑

Episode Summary

Far too many email tips fall flat, leaving coworking spaces and micro businesses with newsletters that go unread or fail to connect.

But Helen Lindop sees email differently.

She offers practical, real-world advice for making email communication feel human again.

This isn’t about flashy tools or overwhelming schedules—it’s about getting the basics right and keeping things manageable.

In this episode, Bernie and Helen tackle the realities of email marketing for small teams.

They talk about why consistency matters more than perfection, how to avoid the last-minute "Friday email scramble," and why every coworking space should treat its email list like a conversation, not a broadcast.

Helen’s insights strip away the fluff and focus on what works, including where to start if email feels overwhelming and how to create a simple strategy that fits your goals.

This isn’t cookie-cutter advice. It’s a relatable, no-nonsense guide to making email work for real people with busy lives and big ideas.

Whether you run a coworking space, a community, a small business, or are just trying to communicate better, this episode has something for you.

And yes, Helen’s guide is exactly the resource you’ll wish you had years ago.

Timeline Highlights

[0:04] – Emily and Bernie introduce Third Place Works support

[0:25] – Bernie reveals why email is today’s focus

[0:45] – Helen describes her mentoring work and writing projects

[1:05] – Balancing quick setup with quality content

[3:49] – Shifting from “email blasts” to honest conversations

[5:06] – Strategy before software—knowing your goals first

[8:29] – Email as part of a well-rounded marketing plan

[10:01] – Consistency builds trust and recognition

[13:15] – Finding a frequency that fits your community

[17:25] – The ups and downs of emailing daily vs. monthly

[22:32] – Simple steps to grow your list without feeling pushy

[24:18] – Getting creative with QR codes and sign-in sheets

[25:28] – Permission-based sign-ups and respect for people’s inboxes

[26:04] – Repurposing your best material for a smoother workflow

[29:23] – Helen’s eBook—a practical guide at your fingertips

Detailed Episode Breakdown

Why Email Still MattersHelen points out that plenty of folks send emails without a plan.

She shows how scattered efforts can be turned into something more genuine and inviting.

The real power of email, especially for small coworking communities, lies in building relationships instead of just broadcasting news.

A Strategy that Works for YouHelen’s advice goes beyond picking a flashy platform.

She urges listeners to figure out specific objectives first—maybe they’re filling desks or encouraging people to see the human side of their space.

When you know your aim, you can choose tools and content that always hit the mark.

Quality Over FrequencyHelen and Bernie share their favourite tips on how often to email and what keeps your audience engaged.

* If daily messages sound overwhelming, that’s okay.

* Pick a schedule you’ll stick

* Then, fine-tune as you learn what your community likes.

Building a Community, One Signup at a TimeHelen stresses practical steps for attracting new subscribers.

From inviting existing contacts to placing a QR code by your entrance, these ideas fit small spaces on tight budgets. The main takeaway? Treat your list members like real people—because they are.

Helen’s eBook—A Resource with Real SubstanceHelen wrote her guide to help businesses at every stage, including those who’ve tried emailing and given up.

▶️ Email Marketing for Indie Businesses

With code at the end of the podcast, you can grab it for free before the end of February.

Email marketing for indie businesses is 34 pages long, which means it has enough depth to make a real difference to your business, but it’s short enough to read in under 40 minutes.

Think of it as a choose-your-own-path manual, so you skip what you already know and dive into what you need.

Links & Resources:

* ▶️ Helen’s ebook - Email Marketing for Indie Businesses (Get the code in the podcast)

* Helen’s Website

* Coworking Values Podcast on LinkedIn

* Join The Coworking Community Builder Cohort

* Register for European Coworking Day, May 2025

* Get Your Pass for the Workspace Design Show London 2025

* Join the 8k Members in the LinkedIn Coworking Group

* Connect with Bernie on LinkedIn

* Connect with Helen on LinkedIn

One more thing

Coworking brings communities together, helping people find and share their voices.Each episode of the Coworking Values Podcast explores the core values driving coworking: Accessibility, Community, Openness, Collaboration, and Sustainability.

These values aren’t just ideas—they shape the spaces where we gather, work, and grow.

We hope this resonates with you.If it does, please rate, follow, and share the podcast.Your support amplifies our reach, helping others discover how coworking can enrich lives, build careers, and strengthen communities.

Community is the key 🔑

Episode Summary

In this episode, Bernie and Emily open up about turning resolutions into intentions that stick, focusing on personal pacing rather than quick-fix willpower.

They share why annual predictions can feel like guessing games, and how coworking communities can shape a more grounded approach to work and life.

From redefining what a “safe space” means in a coworking setting to exploring rural coworking’s potential, they address real-world ways to stay connected.

They also spotlight the shift toward creating your own opportunities—trading soul-crushing job hunts for the freedom of job-making.

Throughout it all, they remind listeners that being in tune with community needs leads to more authentic and supportive spaces.

Timeline Highlights

* [00:00] – Bernie outlines the Community Builders Cohort.

* [01:18] – Emily explains intentions over resolutions.

* [03:56] – Bernie highlights “Hopes and Enthusiasms for Coworking in 2025.”

* [05:50] – Reflecting on the anxiety of traditional office life.

* [10:51] – Exploring the IDEA Handbook and equity in coworking.

* [18:04] – Why rural coworking spaces matter now more than ever.

Detailed Episode Breakdown

Intentions, Not ResolutionsBernie and Emily talk about moving away from rigid New Year’s resolutions toward honest, long-term intentions, they referance Ann Hawkins email newletter.

They emphasize how this approach helps folks stay grounded and connected, offering more room for setbacks without losing momentum.

Job Making Over Job SeekingThey explore the pressure of traditional job hunting and highlight the power of building your own opportunities.

Coworking becomes a launchpad where individuals share resources, spark collaborations, and sidestep outdated application processes that don’t serve everyone’s talents.

Equity, Accessibility, and the IDEA MovementEmily dives into the Inclusion, Diversity, Equity, and Accessibility (IDEA) framework and why it matters.

They discuss how invisible challenges—like neurodivergence—often require supportive, flexible environments that typical work settings can’t provide.

Hospitality in CoworkingBernie explains “hospitality” beyond free coffee and comfy chairs.

Instead, it’s about truly seeing people, anticipating unspoken needs, and cultivating a safe atmosphere where folks can be themselves and do their best work.

Rural Coworking’s Rising TideThey spotlight the growing demand for rural coworking spaces, linking it to local revitalization.

With more people choosing to work outside major cities, small towns and remote areas are evolving into work-live communities that share resources, reduce commutes, and foster closer connections.

Community Builders CohortBernie and Emily wrap up with their online peer learning program Coworking Community Builder Cohort designed to help new or growing coworking operators.

It’s priced the same as a monthly coworking desk, making it easier for owners to jump in, swap ideas, and avoid isolation on their coworking journey.

Links & Resources:

* Hopes and Enthusiasms for Coworking in 2025 (Blog Post)

* 🎙️Revitalising Local Economies through Coworking with Julianne Becker

* 🎥 David Brooks - Making People Feel Seen: How to Do it Right

* Ann Hawkins Drive Newsletter - What does it feel like to really be seen?

* European Coworking Assembly IDEA Handbook

* Coworking Values Podcast on LinkedIn

* Join The Coworking Community Builder Cohort

* Register for European Coworking Day, May 2025

* Get Your Pass for the Workspace Design Show London 2025

* Join the 8k Members in the LinkedIn Coworking Group

* Connect with Bernie on LinkedIn

* Connect with Emily on LinkedIn

One more thing

Coworking brings communities together, helping people find and share their voices.Each episode of the Coworking Values Podcast explores the core values driving coworking: Accessibility, Community, Openness, Collaboration, and Sustainability.

These values aren’t just ideas—they shape the spaces where we gather, work, and grow.

We hope this resonates with you.If it does, please rate, follow, and share the podcast.Your support amplifies our reach, helping others discover how coworking can enrich lives, build careers, and strengthen communities.

Community is the key 🔑

Episode Summary

Picture an icy, pre-dawn seaside where a ragtag bunch plunges into freezing water, bonds over silly world-record attempts, and turns a regular newsletter into a launchpad for an unbreakable community.

That’s the spirit Mark Masters brings to the mic.

In this episode, Bernie teams up with Mark, the force behind You Are The Media (YATM), to uncover how ridiculous challenges and genuine moments create lasting connections.

They explore how smaller coworking spaces can shine by sticking to their values, why newsletters are the secret weapon for building communities, and how real connections thrive when we let our guard down—like tossing Ferrero Rocher at breakneck speed.

Along the way, Mark and Bernie discuss YATM Creator Day 2025 plans, which will feature early morning sea swims, collaborative workshops, and European Coworking Day’s potential to unite coworking spaces to celebrate local connections and community spirit.

Because if life’s too short for tedious coffee hours and ‘don’t forget to bring plenty of business cards!’

It’s too short to keep quiet about what brings us together.

Timeline Highlights

[0:05] Emily shares how Third Place Works helps coworking professionals thrive.

[0:29] Mark Masters drops by to share his journey with You Are The Media.

[1:36] The wild story of Mark’s Friday cold swims and why they’re a metaphor for life.

[5:03] Why selling values (not discounts) creates lasting loyalty.

[9:38] The hidden trap of Black Friday deals for coworking spaces.

[12:26] Mark’s big 2024 lesson: trust others to lead and watch magic happen.

[17:43] How to uncover the secret talents of quiet community members.

[23:31] Why pizza and casual chats beat speed-dating-style networking every time.

[37:07] Mark’s unapologetic love for newsletters and why consistency wins.

[41:13] Creator Day 2025: collaboration, creativity, and early morning sea swims.

Detailed Episode Breakdown

Freezing for Friendship: The Cold Swim EffectWhen Mark invited his community to a cold swim during the pandemic, he wasn’t just starting a tradition—he was proving that doing something tough (and slightly nuts) together builds trust and camaraderie like nothing else.

Values Over Discounts: The Long GameMark and Bernie discuss why slashing prices can backfire and how adhering to one's values creates a deeper, more sustainable connection with one's community.

Passing the Torch: Letting Others LeadMark shares how stepping back and letting others take the reins—whether for events or projects—boosts creativity, confidence, and collective ownership.

Spotlighting the UnderestimatedWith Gordon Fong’s story, Mark reminds us that the quieter voices often have the most impactful contributions.

All they need is the right platform to shine.

Flipping the Script on NetworkingForget awkward elevator pitches.

Mark’s events encourage meaningful conversations over shared meals and collaborative projects, making connections feel effortless.

Why Newsletters Still RockMark’s You Are The Media newsletter has been his community’s heartbeat for over a decade. He explains how showing up consistently (without spamming) builds loyalty and keeps conversations alive.

Creator Day 2025: Come for the Ideas, Stay for the SwimMark gives a sneak peek of Creator Day 2025, where attendees will workshop, collaborate, and celebrate—all capped off with an early morning sea swim.

Bernie also hints at exciting plans for European Coworking Day on 14 May.

Links & Resources

* You Are The Media (YATM) Website

* YATM on Instagram

* YATM Blog

* YATM Creator Day is 15th May 2025; get your ticket here

* Get Mark’s YATM newsletter every Thursday here.

* From First Ten to Forever: Building an Audience That Stays

* Mark Williams, ‘the rugby guy’ 🏉

* Coworking Values Podcast on LinkedIn

* Join The Coworking Community Builder Cohort

* Register for European Coworking Day, May 2025

* Get Your Pass for the Workspace Design Show London 2025

* Join the 8k Members in the LinkedIn Coworking Group

* Connect with Bernie on LinkedIn

* Connect with Mark on LinkedIn

One more thing

Coworking brings communities together, helping people find and share their voices. Each episode of the Coworking Values Podcast explores the core values driving coworking: Accessibility, Community, Openness, Collaboration, and Sustainability.

These values aren’t just ideas—they shape the spaces where we gather, work, and grow.

We hope this resonates with you. If it does, please rate, follow, and share the podcast. Your support amplifies our reach, helping others discover how coworking can enrich lives, build careers, and strengthen communities.

Community is the key 🔑

Episode Summary:

What’s the point of coworking if no one feels like they belong?

In this episode, Bernie strips away the fluff with Chauntelle from Town Square Islington to talk about what matters: creating coworking spaces that don’t just look good on Instagram but bring people together.

Chauntelle doesn’t hold back—sharing her guerrilla marketing plans (dog-walking meetups, anyone?), honest struggles with no-shows at free events, and how to make a space feel like it’s for everyone, not just the usual suspects.

They cover practical stuff, like blending personal passions (gardening!) into your coworking projects and explaining why being visible in your community matters more than ever.

This isn’t a “how-to”—it’s a wake-up call for anyone trying to make coworking more human, accessible, and connected. Tune in, take notes, and get ready to rethink how you show up for your community.

Timeline Highlights

[00:05] – Emily introduces Third Place Works and their tailored coworking cohorts.

[00:27] – Bernie and Chauntelle discuss her role at Townsquare Islington and her passion for gardening.

[02:24] – December struggles: Why coworking events face challenges during the festive season.

[03:25] – Adapting to post-pandemic event habits and returning to in-person gatherings.

[06:23] – Collaborating with local partners to create accessible events for nearby residents.

[10:02] – Breaking stereotypes: How coworking spaces can become more welcoming and diverse.

[15:36] – The power of creative ideas like dog-walking meetups to foster local connections.

[19:13] – Bringing gardening into coworking: How tactile activities build community bonds.

[24:08] – January planning: Tips for coworking event success in the new year.

Detailed Episode Breakdown

Rethinking Event Planning: Timing, Outreach, and AccessibilityChauntelle reflects on the unpredictable nature of event planning, especially during transitional times like December.

She shares her strategies for balancing free and paid events while staying mindful of local challenges like transportation and budget constraints.

Making Coworking Spaces Feel WelcomingBernie and Chauntelle talk about how coworking spaces often unintentionally exclude people who don’t see themselves represented inside.

They discuss ideas like bursary programs and affordable workspace initiatives to help bridge the gap and invite more diverse users through the door.

Grassroots Outreach: Stepping Outside Comfort ZonesOne of the big themes is the importance of getting out into the local community—literally.

Chauntelle plans a dog-walking meetup in the area, which would be a fun way to connect with remote workers and freelancers.

Bernie adds a humorous touch with his story about meeting more people walking a friend’s dog than through any other activity.

Blending Passions with Professional RolesChauntelle shares how she merges her gardening business, Barefoot Planter, with her role at Town Square Islington.

From quick planting workshops to long-term collaborations with local parks, she’s proof that personal interests can meaningfully enhance coworking spaces.

January Events: Setting the Right PacePlanning events in the new year requires a thoughtful approach, and Chauntelle emphasizes giving people time to get back into the swing of things.

Her advice: start small, stay flexible, and focus on activities that bring people together in low-pressure ways.

Links & Resources

* Barefoot Planter Website

* Barefoot Planter on Instagram

* Town Square Islington

* What If There Were No Freelancers? Report by Town Square

* Coworking Values Podcast on LinkedIn

* Join The Coworking Community Builder Cohort

* Register for European Coworking Day, May 2025

* Get Your Pass for the Workspace Design Show London 2025

* Join the 8k Members in the LinkedIn Coworking Group

* Connect with Bernie on LinkedIn

* Connect with Chauntelle on LinkedIn

One more thing

Coworking brings communities together, helping people find and share their voices. Each episode of the Coworking Values Podcast explores the core values driving coworking: Accessibility, Community, Openness, Collaboration, and Sustainability.

These values aren’t just ideas—they shape the spaces where we gather, work, and grow.

We hope this resonates with you. If it does, please rate, follow, and share the podcast. Your support amplifies our reach, helping others discover how coworking can enrich lives, build careers, and strengthen communities.

Community is the key 🔑

Episode Summary

In this episode, Bernie welcomes back Jaskiran Mangat, the creator of Finance Therapy, to untangle the complex web of money, mental health, and how they shape our lives.

Jaskiran doesn’t just talk about money; she’s on a mission to help people heal their financial relationships while navigating the everyday stress of keeping a business afloat in tough times.

From the struggles of underrepresented founders to the stark realities of the UK’s cost-of-living crisis, this conversation gets straight to the heart of what’s holding people back—and how to move forward.

Timeline Highlights

* [0:01] – Why money and mental health are the conversations no one wants to have but everyone needs.

* [1:24] – How Jaskiran is building trust and community through Finance Therapy.

* [4:35] – The cost-of-living crisis: what it’s doing to businesses and the people behind them.

* [7:49] – Why funding still favors the privileged—and what needs to change.

* [13:25] – Tackling bias in funding with Fearless Funding School.

* [21:02] – Finance Therapy Circles: where money meets healing.

* [24:41] – The power of diversity: creating spaces that welcome everyone.

Detailed Episode Breakdown

Money and Mental Health: Breaking the SilenceTalking about money is uncomfortable.

Jaskiran knows this better than most.

She’s spent years helping people unpack the fear, shame, and guilt that come with financial struggles.

In this segment, she explains why it’s so hard to address these issues—and why showing up consistently matters more than quick fixes.

The Reality Check: Cost of Living and Its Ripple EffectsFrom startups struggling to stay afloat to people moving back in with their parents to make ends meet, Jaskiran paints a vivid picture of what’s happening in the UK right now.

This isn’t just about numbers; it’s about the emotional toll and tough decisions that define everyday life in uncertain times.

Funding Inequality: Who Gets a Seat at the Table?Jaskiran doesn’t hold back when it comes to calling out systemic bias in funding.

She breaks down the statistics (spoiler: they’re bleak) and offers actionable ideas for creating more inclusive opportunities.

Through her Fearless Funding School, she’s challenging the norms and helping funders rethink how they approach their investments.

Creating Safe Spaces: The Finance Therapy CircleWhat if talking about money didn’t have to feel so heavy?

Jaskiran’s Finance Therapy Circles blend somatic practices with open, judgment-free conversations to create a unique healing space.

Whether you’re grappling with debt or trying to overcome generational financial trauma, these circles provide a rare opportunity to reflect and grow.

Authenticity Over Optics: Building Real ConnectionsToken diversity isn’t the answer, and Jaskiran is crystal clear about that.

In this part of the episode, she emphasizes the importance of using inclusive language, showcasing real impact, and building spaces where people truly feel seen and heard.

Links & Resources:

* Fearless Funding School

* Jaskiran Mangat on Substack

* Jaskiran’s Finance Therapy publication on Substack.

* Follow Jaskiran on Instagram (@MoneyWithJas)

* Atomic Report on Diversity in Venture Capital

* Join the Monthly Finance Therapy Circles on Luma

* Coworking Values Podcast on LinkedIn

* Join The Coworking Community Builder Cohort

* Register for European Coworking Day, May 2025

* Get Your Pass for the Workspace Design Show London 2025

* Join the 8k Members in the LinkedIn Coworking Group

* Connect with Bernie on LinkedIn

* Connect with Jaskiran on LinkedIn

One more thing

Coworking brings communities together, helping people find and share their voices. Each episode of the Coworking Values Podcast explores the core values driving coworking: Accessibility, Community, Openness, Collaboration, and Sustainability.

These values aren’t just ideas—they shape the spaces where we gather, work, and grow.

We hope this resonates with you. If it does, please rate, follow, and share the podcast. Your support amplifies our reach, helping others discover how coworking can enrich lives, build careers, and strengthen communities.

Community is the key 🔑

In this episode of the Coworking Values Podcast, Emily speaks with Kristina Schneider, co-founder of Cobot and a dedicated advocate for inclusion, diversity, equity, and accessibility.

Together, they explore how the forthcoming European Accessibility Act (EAA) will shape the future of coworking spaces and the tools they rely on, ensuring they are welcoming and accessible to all.

Kristina offers practical points on how the EAA, set to be enforced in June 2025, will reshape coworking spaces.

She highlights why accessibility isn’t just about meeting regulations—it’s about creating communities where everyone has a fair shot at belonging, whether walking into a coworking space or navigating a website.

Drawing from her decade of experience in coworking, software development, and event design, Kristina argues why this matters now more than ever.

This episode serves as both a practical guide and a rallying cry for coworking community builders and operators to build physical and digital spaces that genuinely include everyone.

Timeline Highlights

* [0:01] – Introduction to the episode and today’s guest, Kristina Schneider of Cobot.

* [0:45] – What is Cobot? A coworking management software born out of necessity in Berlin’s coworking scene.

* [1:30] – Embedding accessibility, diversity, and inclusion into Cobot’s product and team culture.

* [2:59] – Kristina’s personal experiences that shaped her commitment to accessibility.

* [4:27] – Translating physical space accessibility into digital design principles.

* [7:23] – Preparing for the European Accessibility Act: What coworking spaces need to know.

* [10:36] – Why accessibility isn’t just ethical—it’s a wise business decision.

* [16:39] – Cobot’s plans for improving accessibility in coworking spaces.

* [19:15] – Where to connect with Kristina online for more insights.

Episode Breakdown

Cobot: A Solution Born from CoworkingKristina explains how Cobot evolved from a tool for their own coworking space to software serving over 80 countries.

With a background in design and development, Kristina and her team deeply understand the challenges coworking operators face and how technology can help solve them.

The Human Side of AccessibilitySharing personal stories and professional experiences, Kristina discusses why accessibility matters.

From family members navigating disabilities to lessons learned as an event organiser, she emphasizes how small design choices can make a big difference in participation and inclusion.

Digital Accessibility: Designing Beyond the ScreenKristina connects the dots between physical and digital accessibility.

Whether ensuring contrast ratios for visually impaired users or optimizing apps for screen readers, she explains how coworking operators can make their digital tools work for everyone.

Navigating the European Accessibility ActWith enforcement starting June 2025, Kristina highlights the urgency for coworking spaces to audit their tech stacks.

She explains the basics of the European Accessibility Act and shares practical compliance tips, underscoring its benefits for business and the community.

Empathy in Product DesignCobot’s team-wide accessibility training, from screen reader usage to inclusive branding, showcases how empathy can drive better design.

Kristina outlines their proactive steps, including updates to customization features, to ensure accessibility remains a core focus.

Resources for Building Accessible Coworking SpacesKristina shares practical advice: Start by talking to your tech providers and explore the implementation of the European Accessibility Act in your country.

She also highlights Cobot’s blog as a go-to resource for coworking spaces looking to enhance their accessibility efforts.

Links & Resources:

* Making Coworking More Inclusive: A Guide to Meeting the WCAG 2.1 AA Standard for Online Accessibility

* Cobot.me

* Coworking I.D.E.A. Project

* Inclusion, Diversity, Equity, and Accessibility (IDEA) Handbook

* Coworking Values Podcast on LinkedIn

* Join The Coworking Community Builder Cohort

* Register for European Coworking Day, May 2025

* Get Your Pass for the Workspace Design Show London 2025

* Join the 8k Members in the LinkedIn Coworking Group

* Connect with Bernie on LinkedIn

* Connect with Kristina on LinkedIn