Coworking spaces have evolved to appeal to niche customers beyond that want more out of their workspace than a desk and free coffee.
Now, operators like The Wing are tapping into a market that has been largely ignored. The New York-based firm designed for women offers showers, a beauty room, and a newly launched babysitting space coined “Little Wing.”
“When we were conceptualizing The Wing in the early days, one of the key considerations that was core to our business model was, ‘What are the things everyday working women need in order to be successful?’” said Zara Rahim, spokeswoman for The Wing. “Each of these experiences and parts of the physical space are answers to those questions.”
Convene is another example of appealing to a specific audience by offering “farm-to-desk dining”, “nourish stations”, fitness rooms with Peloton bikes, and on-site health care from Eden Health. Ryan Simonetti, CEO of Convene, said that the company goes beyond offering a space to work. It aims to provide services and hospitality that attract, retain and inspire talent.