Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can use to grow your coworking business.
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24. Brokers, personal branding, AI, and scaling with Kane Willmott
Episode 24
Wednesday, March 25, 2026 • Duration 01:03:18
Kane Willmott has been building iQ Offices since 2012. Today, he has eight locations across Canada (and counting). He's also the former president of the GWA, the current president of LExC, and, somehow, an Ironman athlete in his “spare” time.
Kevin's been calling Kane the unofficial CEO of Coworking for years. The title fits, and this discussion will show you why.
In Episode 24, Kane gets into the decisions and strategies behind iQ's growth, including:
How he used AI to analyze iQ's customer data and discovered that 82% of their desks were occupied by enterprise companies, and how that one insight led to a full repositioning of the business.
Why iQ cut hot desks, dedicated desks, and lounge passes entirely, and stopped renting single-person offices, and how knowing your core customer makes every other decision easier.
His broker strategy and why he's making the case to brokerage managing directors that coworking deals are the best way for junior brokers to build a book of business.
Why iQ doesn't try to out-pay competitors on broker commissions, and why speed and ease of doing business is a bigger moat than the rate.
His take on where websites and AI are heading, and why spending $100K on a website right now might be the worst investment a coworking operator could make.
The Van Halen brown M&M story and what it has to do with building a data discipline that actually works.
If you're running or scaling a coworking operation, this one's worth your time.
Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.
🔔 Hit subscribe to make sure you don't miss an episode.
23. Smart multi-location marketing with Justin Moran
Episode 23
Wednesday, March 4, 2026 • Duration 58:45
Check us out on YouTube
https://youtube.com/@CoworkingMarketing
Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️
When Justin Moran took over Workspace MA in 2015, it was a single-location coworking operation in Hingham, MA. A decade later, he's grown the business to five locations across the South Shore, all while staying deeply involved in sales, marketing, and day-to-day ops.
In Episode 23, Justin shares the tools, tactics, and mindsets behind his multi-location success, including:
Why he stopped caring about social media reach and started obsessing over capturing people who are ready to buy right now (plus how he did it and how it worked out)
How adding video and retargeting killed his Monday morning lead anxiety and made his pipeline predictable.
22. Management agreements and marketing to landlords with Mike Kriel
Episode 22
Wednesday, February 11, 2026 • Duration 49:47
Check us out on YouTube
https://youtube.com/@CoworkingMarketing
Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️
Mike Kriel built Launch Workplaces to be a strategic partner for landlords and to run successful coworking centers with them. So, he’s very clear on who his ideal partners are, as well as who isn’t. That positioning drives his entire marketing strategy for Launch, and it’s working.
In Episode 22, Mike breaks down his strategy for attracting the right landlord partners:
Know who you're for (and who you're not for): Launch works best with landlords who are curious, accessible, and see flex as strategic. Mike's not interested in landlords who are so insulated he can't have real conversations or ones treating operators like commodities. His marketing attracts the first group and filters out the second.
Lead with education, not pitches: Mike wrote a 50+ page landlord ebook and produces his Flex in Five content series. The goal is simple: teach landlords how flex office works so the right ones see Launch as the obvious partner.
21. High-ROI ways to use video content in your marketing
Episode 21
Wednesday, January 28, 2026 • Duration 41:22
Check us out on YouTube
https://youtube.com/@CoworkingMarketing
Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️
Video marketing is quickly becoming a high-ROI, hyper-relevant medium, and a significant competitive advantage for coworking space operators who choose to lean into it.
And no, we're not talking about Hollywood-level production. It can be as simple as using an iPhone and the willingness to push through being camera-shy.
Video delivers disproportionate results compared to the effort required to execute it:
Better ad performance on Meta and Google
Higher conversion rates
More engagement on your blog, social media, and email
And in an AI-saturated world where everyone's churning out generic blog content, video gives people the human connection they're craving.
The barrier to entry is lower than you think, and the operators using video are seeing real results.
So, we took this opportunity to discuss a few essential ways that video can fit into your marketing strategy:
20. Breaking down our favorite coworking newsletters
Episode 20
Wednesday, January 14, 2026 • Duration 01:02:29
Check us out on YouTube
https://youtube.com/@CoworkingMarketing
Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️
In this follow-up to Episode 19, we review some of our favorite coworking newsletters, from coworking spaces and industry peers alike, and break down what makes them awesome.
Paired with examples and visual walkthroughs, we talk through what makes these newsletters effective communications that serve both members and prospects, and give people a window into the community's beating heart.
We also call out a few best practices you can borrow from some coworking industry pros you probably already know and follow.
If you want to optimize your newsletter or start one from scratch, this one’s for you.
Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.
19. Email newsletter strategy for coworking spaces
Episode 19
Tuesday, December 23, 2025 • Duration 55:27
Check us out on YouTube
https://youtube.com/@CoworkingMarketing
Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️
We’re giving away some of our secret sauce, and coworking newsletters are the flavor of the week.
Why?
Most coworking newsletters fall into one of two traps: they're either too salesy (every email is a promo) or too generic (corporate content that could come from anywhere). The best ones do something different.
In Episode 19, we break down what makes a coworking newsletter actually worth opening, including the formula we use with clients and what we've learned from studying the operators doing it right.
We dig into:
Why big players (we don’t like to name names but… we did) miss the mark with their newsletters, and what indie operators can learn from their mistakes
The 80/20 rule for multi-location newsletters: 80% centralized brand content that works everywhere, 20% localized to make it feel personal and relevant
How to segment your list so prospects and members get the same core content but tailored for where they are in their journey (and why one newsletter to everyone usually works better than you think)
18. Smoke, mirrors, magic, and AI: multi-location marketing with Jackie Latragna
Episode 18
Wednesday, December 10, 2025 • Duration 52:02
Check us out on YouTube
https://youtube.com/@CoworkingMarketing
Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️
Managing marketing for 16 locations with a three-person team takes a great strategy. Jackie Latragna has it dialed in, and it's not smoke and mirrors. It's systems, smart delegation, and knowing when to let AI do a lot of the heavy lifting.
Jackie is the CMO of Pacific Workplaces, overseeing coworking centers across California and Nevada.
And, with her team, she’s increased wins by ~33% year over year while driving down cost per acquisition.
So, how does a lean marketing team manage that many locations and still deliver results? That's what we dug into in Episode 18.
In this one, Jackie breaks down her approach to multi-location marketing:
How Pac treats each location as an individual "micro market" and why Jackie sits down with every community manager annually to understand what's changed in their specific market
17. Real-life monopoly, community-building, and coworking marketing with Josh Mente
Episode 17
Wednesday, November 19, 2025 • Duration 01:04:03
Check us out on YouTube
https://youtube.com/@CoworkingMarketing
Download all free tools, templates, and resources from 2 Marketers and a Coworking Podcast 🛠️
Most coworking operators lease a space and hope for the best, but Josh Mente has started buying the whole block.
Josh isn't just the founder of Co-Balt Workspace. He's a seasoned real estate investor playing a real-life game of Monopoly in Hampden, one of Baltimore's most eclectic neighborhoods.
He's buying properties and filling them with businesses that all support each other (including his coworking space) with a long-term real estate play driving the whole strategy.
His approach isn't random. It's calculated, community-focused, and designed to create value on multiple levels at once.
In Episode 17, we dig into how Josh built Co-Balt and the ecosystem around it:
16. Answering the toughest questions we get asked about marketing
Hot takes. Big ideas. Bold predictions on the future of coworking from some of the leading minds in the industry. That’s what you get when you have Liz Elam and Stormy McBride on the pod. So, if you care about coworking, marketing, hospitality, or the future of the industry, you’re gonna want to watch (or listen) to this one start to finish.
For Episode 16, we sat down with the masterminds behind GCUC to talk about where coworking is going, how they somehow keep putting on events that don’t miss, and how content and community are fueling the ride.
We cover a lot in this one, including:
How they structure pre- and post-conference content to build FOMO and drive attendance
The GCUC content marketing flywheel, including podcasts, blogs, reels, quotes, newsletters, and community connection (and how, believe it or not, it’s actually a secondary initiative for them)
The tools, automations, and AI workflows that power it all
Why hospitality—not real estate—is the future of coworking
What expansion into multiple countries taught them about values and adaptability
Why he's got 80+ automations running in Optix, and how it helps ensure every member gets the same experience, whether they're paying $49 one time or $1,000/month.
His approach to following up with every lead immediately and the tools that help him do it to make sure no lead ever goes cold.
His AI chatbot Lillian, named after his grandmother, who lives on his website, answers inquiries 24/7, and has already closed people on a current promotion he's running.
Why he goes to Upwork instead of agencies and how he gets things done in days instead of weeks.
How he uses Gemini to get smart on a topic before engaging a specialist so he can actually evaluate the work.
His thoughts on vetting vendors before partnering up with them (and the $20K horror story that taught him this lesson the hard way).
If you’re looking to start or scale a coworking operation, this one’s a must-listen.
Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.
🔔 Hit subscribe to make sure you don't miss an episode.
Model what you want back: Mike wants transparent, accessible landlord partnerships. So, he shows up that way. Launch’s marketing attracts the type of relationship he's looking for.
Rising tide mentality: Mike shares what he knows because growing the flex industry creates better opportunities for everyone, including Launch.
Activity creates opportunity: Showing up consistently and helping landlords understand flex compounds over time.
This one's for operators who want to attract the right landlord partners instead of competing on price.
Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.
🔔 Hit subscribe to make sure you don't miss an episode.
Website: Service explainers, productizing your meeting spaces and private offices, and location tours that actually sell
Video podcasts + YouTube + LinkedIn-first video: Building thought leadership and brand authority like what we're doing right now (meta, we know)
"Asset Zero" for content repurposing: Interview members, capture event footage and b-roll, record expert conversations—then parcel that one piece of video into blog posts, emails, and social media
Digital PR: Building your personal brand to support your coworking brand (bonus: helps with AI search visibility)
Internal assets: Member portal how-to videos, team onboarding materials, and SOPs that people will actually watch instead of ignoring a 47-page PDF
The key is getting started. Video one isn't going to be perfect. But if you don't do video one, video 20 never happens. Start anywhere—even if it's rough—and build from there.
To help you get started, we're giving away a free shotlist template for photo and video assets you can easily capture in your coworking space.
You can find it here: https://coworking.marketing/resources
Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.
🔔 Hit subscribe to make sure you don't miss an episode.
🔔 Hit subscribe to make sure you don't miss an episode.
Newsletter ingredients that actually drive engagement, like job boards, member spotlights, event listings, upcoming availabilities, and curated resources, plus how to balance value with promotion
List hygiene and tagging strategy so you can send hyper-targeted emails based on status, location, and services (plus how to retroactively fix a messy 20,000-person list)
Frequency vs. quality, plus why monthly is the minimum and how to make every send valuable enough that people actually look forward to opening it
The books you need to read right now: Nobody Wants to Read Your Sh!t by Steven Pressfield; Jab, Jab, Jab, Right Hook by Gary Vaynerchuk; and Youtility by Jay Baer
Plus, we discuss the newsletters we love, including East Room, The Root, Central Office, Launch Workplaces, Shift Workspaces, 25N, This Week in Coworking (Hector Kolonas), Cat Johnson, and Everything Coworking (Jamie Russo)
To expand on why those newsletters work, we've also put together a video teardown of our favorite coworking newsletters that you can find in our resource center (coworking.marketing/resources)
If you're running a coworking newsletter (or thinking about starting one), this one's packed with tactical insights you can actually use.
Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.
🔔 Hit subscribe to make sure you don't miss an episode.
The meeting structure that keeps everyone aligned, including weekly marketing calls with directors who each oversee 4-5 centers, plus monthly roundtables with all community managers to discuss everything from event planning to member expectations (and how she avoids “death by meetings”)
How they use AI extensively (including Uniti for sales alongside ChatGPT, Claude, and Perplexity for content)
Why Pac deliberately positions centers near courthouses and capital buildings, and how that site selection naturally led them to niche down on attorneys, CPAs, and financial professionals (in turn creating insane member retention of 15 to 20 years)
How they stay flexible as their markets evolve (San Francisco has been shifting from attorneys to tech startups and AI companies)
The budget reallocation strategy that changed everything, including cutting $20k from brand awareness tools like TrustPilot and redirecting it to lead generation, which reduced their cost per acquisition while increasing conversions
How some directors centralize sales while others have community managers handle it based on what makes geographic sense, and why that flexibility matters when you're managing markets as spread out as San Jose to Las Vegas
How they balance centralized brand consistency with location-level autonomy, and why getting community managers heavily involved in the marketing process is essential to making it all work
If you're managing multiple locations, trying to scale marketing without scaling headcount, or wondering how to use AI to supercharge your processes and results, this one's for you.
Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.
🔔 Hit subscribe to make sure you don't miss an episode.
The community-oriented marketing approach Josh used to embed Co-Balt into Hampden's fabric and build awareness through genuine neighborhood engagement
How Josh approached building his coworking business with a real estate investor's mindset, thinking in decades rather than quarters
His "outsourced amenities" model and how Josh's other properties, like Hampden Yards (his beer garden next door to Co-Balt) add extra value for Co-Balt members while also acting as community hotspots
The trials and tribulations of opening a second location and what Josh has learned about expansion
How Josh marketed Co-Balt to full capacity with a waitlist, and the levers he can pull when he wants to reactivate his funnel or expand his market if he opens a second location in a new neighborhood
How and why Josh pivoted away from being the face of his business, and what changed when he let the brand speak for him in the community
The traditional coworking arbitrage play, plus why Josh always advises coworking operators to buy their spaces whenever possible, and how ownership changes the economics and long-term value creation of the entire model
If you've ever wondered what it looks like to think beyond coworking as just an office space business and use it as part of a bigger real estate and community-building strategy, this one's essential.
Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.
🔔 Hit subscribe to make sure you don't miss an episode.
What happens when two marketers try to “gotcha” each other with tough questions? Minimal prep, very few notes… just sweat, anxiety, semi-malicious intent, and a few (hopefully decent) analogies.
That’s exactly what went down in Episode 16.
Here are a few of the questions we threw at each other (and a sample of the analogies we leaned on):
💸 How do you measure the ROI of content? Like an investment account: slow at first, then compounding until the dividends keep paying out.
🎣 Does coworking sell itself, or do you need marketing? You can’t manufacture demand. You can only capture it. It’s like fishing: if you go to where the fish are already at, you’re more likely to get a bite.
🎹 Why hire a content agency in the age of AI? AI is like a piano that can play any note. You still need a musician to write a great song.
🧭 Why is a dialled-in strategy essential (vs. random tactics)? Resources are finite. You don’t want to be “doing marketing” without a market. A strategy helps you allocate your efforts to get the maximum payoff.
🍝 If content is “subjective,” how do you know if it’s good? Like a restaurant: people return, bring friends, and leave great reviews when it hits. Bonus note: you need to have a niche. If you go to an Italian restaurant and they only serve curry, it might not hit the mark.
📍 How much of occupancy is marketing vs. location? Location matters, but being the best-kept secret doesn’t fill offices. Strategy + visibility turn a good product into one people can discover and purchase.
📧 If you could only pick one channel, which one? Email. It’s like getting a phone number at a bar. You have to put your best foot forward in order to earn it, but once you have it, you’ve got a direct line open with someone who’s expecting to hear from you.
🚫 What’s the most overrated tactic—and what “wisdom” should operators ignore? We call out the budget-drainers and the advice that sounds good but doesn’t move the needle.
Also, the ongoing analogy arms race is heating up as Taylor finally tries to catch up to Kevin’s game.
Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.
🔔 Hit subscribe to make sure you don't miss an episode.
The “people over property” mindset that everyone in our industry needs to embrace
How coworking operators can work from their playbook to market their spaces more effectively
This one’s for anyone who wants to understand the trajectory of the coworking industry, and learn how to apply conference-caliber marketing to your local space.
Stormy and Liz don’t just run events. They’re building a movement. And in this episode, they’re sharing the strategy behind it.
Hosted by Kevin Whelan of Everspaces and Taylor Mason of Talemaker, 2 Marketers and a Coworking Podcast dives deep into marketing tips, tools, insights, and strategies you can actually use to grow your coworking business.
🔔 Hit subscribe to make sure you don't miss an episode.
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