Dr. Gleb Tsipursky – The Office Whisperer
Nirit Cohen – WorkFutures
Angela Howard – Culture Expert
Drew Jones – Design & Innovation
Jonathan Price – CRE & Flex Expert
- Successful operators prioritize member engagement and usage patterns instead of just occupancy rates.
- High-performing coworking spaces focus on maximizing revenue per member through added services.
- Using data to build stronger communities and improve space design and operations is key to success.
For years, flexible workspace operators used occupancy rates as their main performance yardstick. A full space meant healthy revenue, and anything less was a red flag. But the modern coworking economy has outgrown this one-dimensional model.
Today, successful operators manage complex service ecosystems that blend real estate, hospitality, and experience. Evaluating performance now demands a more layered, data-rich approach; one that reflects how people actually use and value the space.
Beyond Occupancy: Engagement as a KPI
Operators are not satisfied with just knowing how many desks are sold anymore, because they want to understand how space is experienced. Metrics like daily foot traffic, dwell time, and repeat visits are now central. A space that’s technically “full” but lifeless tells a different story than one with consistent energy, fluid activity, and returning members, even if it isn’t at 100% capacity. That vibrancy is a KPI in its own right.
This change also affects how meeting rooms, lounges, and event areas are valued. A booked conference room or consistent flow of drop-in users contributes just as much to a healthy business model as a long-term desk lease. Operators are tracking space usage patterns more closely to understand which areas drive the most engagement, and what that says about their offering.
Revenue Per Member, Not Square Foot
Occupancy still matters, but the smarter metric is revenue per member. According to industry data, high-performing coworking spaces can generate more than $1,000 per member per month by offering the right mix of value-added services. These include private offices, day passes, digital access tiers, meeting room credits, and paid events.
Operators are also using Revenue per Available Workstation (REVPAW) to measure how efficiently their space generates income, helping them price more strategically and allocate resources more effectively. This expanded view of revenue tells a clearer story about demand, margin, and opportunity.
Retention Is a Strategic Advantage
Studies show that a 5% boost in retention can lift profits by as much as 95%. Long-term members tend to spend more over time, refer others, and offer feedback that can shape better services. Operators are monitoring how long people stay, whether they scale within the space, and if they engage with additional services.
This also ties into Member Lifetime Value (LTV), a financial projection that captures how much a single member will generate over the course of their membership. Strong retention directly increases LTV, which in turn impacts growth potential and investor confidence.
Community Is a Metric
The strength of a coworking space’s community is genuinely measurable. Operators are tracking event attendance, social platform engagement, project collaboration between members, and overall participation rates. 82% of coworkers say they’ve expanded their professional network since joining a coworking space. That kind of social capital translates to higher satisfaction and lower churn.
Operators are also using Net Promoter Scores (NPS) and real-time sentiment analysis from member apps and CRM platforms to assess emotional engagement. Feedback loops are shorter, more actionable, and increasingly automated.
The ability to measure trust and belonging is now considered essential to sustained growth.
Space Utilization Reveals Hidden Insights
While occupancy looks at how many seats are sold, utilization looks at how they’re used. This distinction is critical.
Operators are using sensor data, booking analytics, and heatmaps to understand how people move through and interact with the space. Which areas are thriving? Which are consistently empty? These patterns inform layout adjustments, new amenity investments, and staffing decisions.
Low-use zones may indicate a mismatch between space design and actual user behavior, while high-demand areas could be monetized in new ways. Utilization data helps operators stay agile, efficient, and tuned into what members truly value.
Operational Excellence Is Member-Driven
Even internal performance metrics have altered. Staff are now evaluated on their contribution to member satisfaction, not just operational output. How quickly issues are resolved, how well staff anticipate needs, and how they contribute to a welcoming environment are now part of performance reviews. Happy teams often reflect happy members, and vice versa.
Technology supports this evolution. CRM tools, access control platforms, and feedback analytics give operators a live view into the member experience. These insights inform not only pricing and layout decisions but also hiring, training, and leadership development.
The New Success Equation
Flexible offices have become living products and environments shaped by real-time behavior, feedback, and demand. Success no longer hinges on how many people fill a space, but on how deeply people connect with it. Operators that track the right data, interpret it wisely, and act decisively will not only retain members, but they’ll future-proof their business.
