The 6th edition of the Brazilian Coworking Meeting took place on February 8th and 9th, 2025, in São Paulo, bringing together coworking founders, operators, and enthusiasts from across the country. The theme this year? EVERYTHING – because coworking is more than just desks and chairs; it's a way of life.
The event, organized collaboratively by coworking leaders from different regions of Brazil, focused on the power of coworking as a transformative force in communities, businesses, and urban development. Here are some key takeaways from the sessions.
Data and Decision-Making in Coworking
João Carlos Guirau, CEO of Blocktime Tecnologia and Co-founder of Blocktime Coworking, kicked off the discussions with a deep dive into cybersecurity, emphasizing how coworking spaces must turn their teams into proactive defenders against data threats.
Luís Gaspar explored the role of data-driven decision-making in coworking. He explained that raw data alone is just noise—it’s the ability to interpret and act on it that creates value. By understanding customer motivation, ability, and triggers, coworking spaces can design better experiences and drive engagement.
For example, he mentioned how offering onboarding discounts or follow-up offers after a missed session can re-engage clients.
Key Takeaway: Use data to personalize offerings. If a member hesitates to book a space, offer a limited-time discount or incentive to encourage action.
Building Stronger Businesses Through Processes
Larissa Amorin broke down the 3 Ps of growth: Product, Process, and People. Everything in business is a process, and mapping workflows helps eliminate inefficiencies.
Practical takeaways included:
- Automating check-ins to reduce workload.
- Standardizing operations to improve customer experience and encourage repeat visits.
- Using workflows to identify areas where time and resources are wasted.
Key Quote: “There is nothing more useless than efficiently doing something that shouldn't be done.”
Coworking as a Transformative Force
Ludmila Rossi Juicy explored how coworking spaces are more than just rental offices—they are hubs of talent and creativity that contribute to the evolution of cities. She referenced the "Third Place" theory from The Great Good Place by Ray Oldenburg, explaining how coworking fits into this model by fostering strong, in-person connections.
Key Takeaway: A successful coworking space isn’t just about monetization—it’s about building communities and offering a valuable experience.
How to Like People (Even When It’s Hard)
Fellipe dos Santos reminded us that connection is what gives meaning to our lives. He emphasized how coworking spaces can facilitate social bonding by:
- Encouraging vulnerability and openness.
- Creating shared experiences.
- Recognizing the diverse "baggage" people bring to the space, including values, beliefs, and emotions.
Key Quote: “100% of humanity is better with friends.”
Workspaces After COVID-19: The Future is Flexible
Juliana Lima and Ornella Lenci Roszczewski tackled the future of workspaces, focusing on how post-pandemic environments prioritize health, comfort, and flexibility. They stressed that coworking spaces must evolve to meet workers’ changing expectations.
What’s Changing?
- More natural elements like light, airflow, and greenery to boost well-being.
- Acoustic flexibility for different work styles.
- Design elements that prioritize comfort, community, and adaptability.
Enhancing the Coworking Customer Experience
Patrícia Leomil, Director of Customer Experience at Cliente em Foco, shared that 90% of people choose products and services based on experience, often willing to pay more for quality.
Key insights included:
- Sustainability sells: Eco-conscious consumers prefer spaces aligned with their values.
- Community-first marketing: Social media should reinforce coworking’s core values, not just promotions.Speaking of which, we’ve recently launched our own newsletter, Coworking Marketing, a 5-minute weekly read packed with actionable marketing advice tailored for independent coworking operators. It’s designed to help you build stronger connections with your community while staying true to your mission. Subscribe here!
- AI is useful but not fully trusted yet: Most customers prefer human support for complex tasks.
Speaking of which, we’ve recently launched our own newsletter, Coworking Marketing, a 5-minute weekly read packed with actionable marketing advice tailored for independent coworking operators. Subscribe and stay ahead!
Hubs: More Than Just Coworking Spaces
Aêqla Benevides, Leandro Queiroz, Millena Miliotti, and Gabriel Fernando discussed how hubs differ from traditional coworking spaces. A hub is designed to foster specific types of connections, solving targeted pain points within an industry or community.
Key Takeaway: A coworking space provides a place to work, but a hub connects people to the right opportunities.
Paid Ads and Storytelling for Coworking Spaces
Daniel Galvão, Head of Sales at Hy! Digital Marketing, emphasized the need for a diverse media strategy to avoid over-reliance on a single advertising platform.
Tips for Better Ads:
- Spread marketing across multiple platforms.
- Use storytelling to make campaigns more engaging and relatable.
- Create empathy-driven ads by identifying customer pain points and offering solutions.
A Growing Movement in Brazil
With over 4,000 coworking spaces in Brazil, the industry continues to expand rapidly. Events like the Brazilian Coworking Meeting, supported by ANCEV (the Brazilian Coworking Association), help unify and professionalize the sector by setting industry standards.
Cobot was there, represented by our wonderful colleague, Lua, to take in the knowledge, exchange ideas, and connect with operators shaping the future of coworking in Brazil. A huge thank you to Lua for sharing her insights, and allowing us to pass them along to the broader coworking community.
We can’t wait to see what’s next!
Want to keep learning? Check out our full collection of resources or visit our blog for more insights on coworking management. Follow us on LinkedIn and Instagram for updates!
