The coworking industry is booming, projected to hit $40.47 billion by 2030. As an operator, the key to maximizing your space and revenue lies in understanding what your members actually want. The answer is in their data.
This guide shows you precisely what member behavior data to collect and how to use those insights to make smarter, more profitable management decisions.
What member behavior data should you collect?
Effective data collection is about gathering practical information that guides your business strategy. You can collect this information using tools you likely already have: smart access control, Customer Relationship Management (CRM) systems, booking apps, and web analytics.
Here are the critical data points and the actionable insights they provide:
| Data category | What to track | Actionable insight |
|---|---|---|
| Demographics | Age, gender, location, profession, industry. | Tailor your environment and marketing. If you have many finance professionals, add financial journals and host fintech meetups. |
| Space utilization | Most popular desks, rooms, and common areas. | Optimize your layout for profitability. Convert underused conference rooms into high-demand private offices or hot desks. |
| Entry & exit times | Peak hours and days of the week. | Align your staffing and services with member traffic. Adjust front desk or café hours to match peak times, reducing idle labor costs. |
| Network & content data | Common search queries and content accessed on your Wi-Fi. | Curate relevant events and resources. If members are researching digital marketing, host an expert-led SEO workshop. |
| Event participation | Attendance and feedback for workshops, social events, etc. | Double down on what works. If "lunch-and-learn" sessions are popular, make them a recurring feature to boost community engagement. |
| Member feedback | Direct comments, survey responses, and reviews on amenities and services. | Guide your investments with precision. If multiple members request better coffee, upgrading your machine is a guaranteed ROI. |
Turning data into strategic wins
Understanding the data is the first step. The real value comes from using it to drive growth and improve the member experience. Here’s how specific data insights translate into powerful business outcomes.
1. Optimize your space for peak productivity & profit
Your space's design is your most important product. Data on how members use it is a goldmine for optimization.
A prime example is Huna Works’ space transformation. By analyzing behavior data, they identified that a complex booking system and inefficient layout were hurting the member experience. Spacebring helped them implement a simplified booking platform and user-friendly tools. The outcome? A 114% growth in membership and a 63% revenue increase.
As Adrian Lorga, Founder of 617 Boston Movers, puts it, “It’s the little things in a space that make a big difference—enough light, a clean layout, and the right flow. When people feel comfortable and focused, they tend to work more efficiently.”
2. Craft irresistible membership plans
Behavior data reveals which membership tiers are most popular and what perks members value most. This allows you to create targeted offers that attract new clients and increase revenue.
Samuel Charmetant, founder at ArtMajeur by YourArt, applies this logic to art memberships. He states, “If you know what people actually use and value, it’s easier to shape the right offer. It’s not about throwing in more stuff—it’s about giving the right perks to the right people at the right time.”
Beyond pricing, your data can spark ideas for totally new kinds of memberships.
For example, just look at when people swipe in and out. You might see that a bunch of your members only ever show up after 5 p.m. or on weekends. It doesn't really make sense to charge them for full-time access they never use, right?
So, why not create a cheaper "Nights & Weekends" pass just for them? It's a win-win: they get a great deal that actually fits their schedule, and you start making money when your space would normally be quiet. It's a simple way to show people you're paying attention to what they really need.
10 coworking membership plans to boost your revenue
3. Boost member engagement and event ROI
Engaged members are loyal members. Data helps you identify which events and activities foster community and provide the best return on investment (ROI). After all, only nearly half of coworking spaces are profitable, so every initiative must count.
Look at the case study for Workps. They used a member behavioral analysis to streamline operations, replacing a clunky website with an all-in-one platform for automated bookings and payments. This freed up admin time and improved the member experience. The result was a staggering 757% revenue increase and tripled capacity.
Lacey Jarvis, COO at AAA State of Play, confirms this principle: “When people feel involved, they’re more likely to stick around... engagement leads to loyalty, and loyalty drives returns.”
4. Enhance operational efficiency and service quality
Member data shines a light on friction points in your operations. Are members frustrated with the payment process? Is booking a room a hassle? Addressing these issues directly enhances service quality.
For example, if you see high drop-off rates on your payment page or receive negative feedback, it’s a clear signal to improve your financial workflow. The case study of Emma Offices shows how automating bookings, invoicing, and daily workflows with an all-in-one platform led to 100% automation and a 10/10 client satisfaction score.
5. Predict and prevent member churn
Understanding why members leave is just as important as knowing why they join. By tracking usage patterns, you can identify "at-risk" members before they churn. For instance, a sudden drop in a member's visits could trigger an automated check-in email or a personal outreach from your community manager.
Sean Shapiro, Managing Partner at Axia Advisors, uses this strategy in his business. He advises, “If you’re not paying attention to why people leave, you’ll keep losing them the same way. Data helps you spot the drop-off points—then it’s just a matter of making the right moves to keep them engaged.”
A targeted marketing strategy, informed by data, can also significantly improve retention. Carolina Coworking’s marketing strategy used market research and behavioral analysis to craft email campaigns, a revamped website, and social media outreach that successfully attracted and retained key audiences like students and flexible workers.
Your action plan: Using data to improve your coworking space
Knowing the insights is one thing; acting on them is another. Here’s a practical framework for leveraging your member data:
- Refine your layout & amenities: Use space utilization data to make bold decisions. If private offices are always booked but your lounge is empty, it’s time to reconfigure. If members constantly complain about the Wi-Fi in one corner, invest in a signal booster.
- Personalize the member journey: Segment your members based on their profession or usage habits. Offer a "Team Bundle" with discounted meeting rooms for startups or a "Night Owl" pass for freelancers who work late.
- Engineer community & collaboration: Don't just hope for community—build it. If data shows you have a cluster of graphic designers and copywriters, host a "Creative's Mixer" to spark collaboration. Let the data guide your event calendar.
- Embrace the gig economy: Cater to the needs of freelancers and contractors. Use your platform to share job listings, host skill-building workshops, and create dedicated zones for focused work.
- Upgrade your tech stack: Your members are tech-savvy. Provide the tools they need, from seamless booking software and automated invoicing to high-speed internet. Ensure your coworking space software integrations are robust and reliable.
- Champion diversity, equity, and inclusion (DEI): Use feedback to create a truly welcoming space. As Statista shows, DEI is a net positive. Act on feedback regarding accessibility, add gender-neutral restrooms, and ensure your marketing reflects a diverse community.
Final words: Data is the voice of your members
In the competitive coworking space market, intuition is no longer enough. Your members are constantly telling you what they need through their behavior. By systematically collecting, analyzing, and acting on this data, you can optimize your space, personalize experiences, and build a thriving community that members won't want to leave. This data-driven approach is the surest path to increasing member satisfaction, retention, and your return on investment.
To see how technology can help you harness your data, schedule a demo with the Spacebring team today!
The article was written by Ben Kruger, the Chief Marketing Officer at Event Tickets Center, where he oversees all marketing efforts. He builds and scales paid media campaigns for growth and retention, leveraging machine learning models and predictive analytics for marketing activations and analysis.
