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My Journey in Coworking and Insights on Choosing the Perfect Marketplace

Bruno Rebille
Bruno Rebille
My Journey in Coworking and Insights on Choosing the Perfect Marketplace

As an entrepreneur and the proud CEO and founder of Choose & Work, one of France's pioneering marketplaces dedicated to coworking spaces, I have been fortunate enough to witness the remarkable growth and transformation of the coworking industry up close. In this article, I invite you to join me on a journey into the world of coworking, where I will share personal insights, shed light on the French coworking landscape, delve into the challenges faced by operators, emphasize the advantages of leveraging marketplaces, and provide valuable guidance for fellow coworking space owners.

Together, let's explore the dynamic realm of coworking and discover how choosing the right marketplace can be a game-changer for your business.

Discovering the Need for Coworking

Having spent numerous years in the Finance and Tech industries, I developed a keen understanding of the evolving dynamics of workspaces. It became increasingly apparent to me that there was a pressing need for a comprehensive space-booking platform that would seamlessly connect companies, entrepreneurs, and freelancers in collaborative environments. Fueled by this realization, I embarked on a journey that led to the creation of Choose & Work in 2018.

Today, Choose & Work boasts an extensive network of over 3,500 workspaces listed on the platform, with a total of 2,500 workspace providers and more than 2,700 active customers, rapidly establishing itself as a sought-after booking tool among entrepreneurs and freelancers alike. My unwavering passion for coworking stems from a deep-rooted belief in cultivating an ecosystem that nurtures productivity, fosters meaningful connections, and inspires innovation. Through Choose & Work, I aim to empower individuals and businesses to thrive in the collaborative spirit of coworking spaces.

The Evolution of the French Coworking Industry

Back in 2015, the French coworking industry was still in its embryonic phase, characterized by the presence of a few notable players such as "La Ruche, le Tank, la Cantine." However, it faced significant challenges, including a lack of regulatory framework, standardization, and limited awareness among the general public.

The turning point for the industry came with the entry of global operators like WE WORK, which injected fresh energy and enthusiasm into the market. Their arrival brought about a remarkable transformation, propelling the French coworking landscape towards unprecedented growth. Today, the industry has blossomed, boasting thousands of vibrant coworking spaces that cater to diverse needs and preferences.

There are almost 3,000 spaces across the country.

With this growth, the industry has also witnessed a positive shift towards greater regulation and standardization. Recognizing the importance of creating a conducive environment for collaboration, authorities and industry stakeholders have worked towards establishing guidelines and best practices to ensure high-quality coworking experiences.

Unicorners Café & Coworking

Unicorners Café & Coworking

In this thriving ecosystem, marketplaces have played a pivotal role in shaping the industry's trajectory. These platforms have revolutionized the way coworking spaces are discovered, booked, and managed. By offering seamless access to a wide range of spaces and providing essential tools for operators, marketplaces have significantly enhanced the coworking experience for both space owners and users.

As the French coworking industry continues to evolve, competition has intensified. Operators strive to differentiate themselves by offering unique amenities, tailored services, and cultivating vibrant communities within their spaces. Alongside this, marketplaces have become indispensable resource for operators, offering them increased visibility, access to a broader audience, and invaluable data insights that enable them to optimize their offerings and stay ahead of the curve.

The French coworking industry has come a long way since its humble beginnings. It has overcome challenges, embraced innovation, and grown into a vibrant ecosystem that fosters collaboration, creativity, and entrepreneurship. As a result, coworking spaces have become the preferred choice for individuals and businesses seeking flexible and inspiring work environments.

In France, coworking interest varies by region. Bourgogne Franche-Comté takes the lead with 72% interest, followed closely by Auvergne Rhône-Alpes and Centre - Val de Loire, both at 66%. These regional differences reflect the evolving preferences and entrepreneurial spirit within different parts of the country.

In the following sections, we will delve deeper into the challenges faced by coworking operators and explore how partnering with the right booking platform can help address these obstacles and drive success.

Navigating Challenges Faced by Coworking Operators

​​The French coworking industry, like any other, presents its own set of challenges for operators to overcome. Let's delve into some of the key hurdles they face in this dynamic landscape.

  1. Rising Competition

With the rapid growth of the coworking sector in France, operators find themselves in an increasingly competitive environment. To thrive, they must find effective strategies to stand out from the crowd and differentiate their spaces. Understanding the unique needs of their target audience and offering tailored services and amenities can be instrumental in gaining a competitive edge.

Deskopolitan coworking space

Deskopolitan Paris Voltaire

2. Escalating Costs

Operating a coworking space involves managing various costs, such as rent, utilities, maintenance, and staffing. As the industry expands, these costs can escalate, putting pressure on operators to strike a balance between affordability and providing a top-notch coworking experience. Implementing cost-effective measures without compromising on quality is essential to ensure sustainable operations.

  1. Need for Differentiation

To attract and retain members, coworking operators need to offer compelling reasons for individuals and businesses to choose their spaces over others. Creating a distinct identity and value proposition is crucial. Whether it's through unique design elements, specialized amenities, industry-specific focus, or a strong community-oriented approach, operators must find innovative ways to differentiate themselves in the market.

  1. Attracting and Retaining Members

One of the ongoing challenges for coworking operators is attracting new members while maintaining high member retention rates. Building a vibrant community and fostering meaningful connections among members can help create a positive and collaborative atmosphere. Additionally, consistently delivering exceptional customer service and providing value-added benefits can contribute to member satisfaction and loyalty.

  1. Online Presence and Marketing

In the digital age, managing online presence and marketing efforts is critical for success. Operators need to effectively promote their spaces, engage with potential clients through various online channels, and optimize their online visibility. This includes leveraging social media, search engine optimization (SEO), paid advertising, and content marketing to reach their target audience and build brand awareness.

Marketplaces have emerged as valuable allies for coworking operators in overcoming these challenges. By partnering with reputable coworking marketplaces, operators gain access to streamlined booking and payment management solutions. These platforms simplify administrative tasks, enabling operators to focus more on delivering exceptional coworking experiences.

Furthermore, marketplaces enhance visibility by showcasing coworking spaces to a broader audience. They provide exposure to potential clients who actively seek coworking solutions, effectively expanding the reach of operators' spaces. In addition, marketplaces often offer analytics and insights that help operators better understand their customers, adapt their offerings, and make data-driven decisions for improved business performance.

Generate recurring revenue and offer exceptional customer experience at your shared or coworking space

Unlocking the Power of Coworking Marketplaces

Coworking marketplaces offer a range of empowering benefits for operators in the French as well as the global coworking market. Let's delve into these advantages that can transform the way operators manage their spaces and thrive in this dynamic industry.

  1. Efficient Booking and Payment Management

Marketplaces provide coworking operators with an efficient and user-friendly interface for managing bookings and payments. By leveraging these platforms, operators can streamline administrative tasks, saving valuable time and effort. The seamless booking and payment management systems enable operators to focus on delivering exceptional coworking experiences to their clients.

  1. Amplified Marketing Reach

In addition to efficient operations, coworking marketplaces act as powerful marketing tools, expanding the visibility of operators' spaces. By listing their spaces on these platforms, operators can reach a wider audience of potential clients. The increased exposure to a diverse range of professionals and businesses enhances the chances of attracting new clients and filling available spaces. This heightened marketing reach contributes to the growth and sustainability of coworking businesses.

  1. Insights for Informed Decision-making

Booking platforms offer valuable analytics and insights that empower operators to understand their customers better. By leveraging data on booking patterns, occupancy rates, and user preferences, operators can tailor their offerings to meet the specific needs of their target market. These insights enable operators to optimize their business strategies, enhance member satisfaction, and drive sustainable growth.

  1. Leveling the Playing Field for Small and Medium-sized Operators

For small and medium-sized operators with limited resources, the presence on marketplaces becomes even more advantageous. These platforms provide an opportunity for client acquisition without significant marketing investments. By showcasing their spaces alongside larger competitors, smaller operators can gain exposure and compete on a more level playing field. This leveling effect fosters a vibrant and diverse coworking ecosystem in France.

The Future of Lead Generation in Coworking

Lead generation through coworking marketplaces is a thriving trend not only in France but worldwide that is set to shape the future of the industry. As coworking operators recognize the immense benefits, they are embracing these platforms as effective channels for generating leads and expanding their customer base.

The growing popularity of coworking marketplaces indicates a sustained trajectory, with no signs of diminishing. Operators are increasingly realizing the value of leveraging these platforms to showcase their spaces and connect with potential clients. By listing their offerings on marketplaces, operators gain access to a wider network of professionals and businesses actively seeking coworking solutions. This targeted exposure enhances their chances of capturing quality leads and converting them into loyal members.

A meeting room at Burotel Business Center

A meeting room at Burotel Business Center

Moreover, the ongoing development and enhancement of coworking marketplaces contribute to their increasing significance. As these platforms evolve, new features and services are introduced, further optimizing lead generation capabilities. Advanced search filters, personalized recommendations, and integrated messaging systems foster seamless interactions between operators and potential clients. Additionally, the availability of detailed analytics and data-driven insights empowers operators to refine their strategies and tailor their offerings to meet the evolving demands of the market.

Looking ahead, coworking marketplaces are poised to become indispensable for operators seeking sustainable growth and success. The continued evolution and innovation in these platforms will fuel their usage, driving even greater adoption among operators. As marketplaces expand their reach and offer enhanced functionality, they will serve as vital tools for lead generation, facilitating meaningful connections between operators and their target audience.

Choosing the Right Marketplace: Quality over Quantity

In the vast landscape of global and local marketplaces, making the right choice becomes paramount for coworking operators. Instead of aiming for sheer quantity, a strategic and discerning approach is essential to identify the most suitable platform for listing their spaces. Prioritizing quality over quantity will pave the way for a fruitful partnership and maximize the benefits for your coworking space.

When evaluating potential marketplaces, several key factors warrant careful consideration. First and foremost, assess the platform's features, services, and the value they offer to operators. Look for intuitive interfaces that streamline the process of managing bookings and payments, saving valuable time and effort. A user-friendly platform will empower operators to efficiently handle administrative tasks and focus on delivering an exceptional coworking experience.

Fees associated with each marketplace should also be taken into account. While cost is a crucial factor, it should be weighed against the benefits and services provided. Consider the value proposition offered by the platform and how it aligns with your business goals. An investment in the right marketplace can yield significant returns in terms of increased visibility, lead generation, and revenue generation.

Furthermore, compatibility with your target audience is pivotal. Evaluate the platform's reach and audience demographics to ensure it aligns with your ideal customer profile. A marketplace that caters to your specific niche or location will attract relevant leads and increase the chances of finding the right members for your coworking space.

In addition, consider the analytics capabilities of the marketplace. Insights and data-driven metrics can provide valuable information about customer behavior, preferences, and trends. Access to such data empowers operators to make informed decisions, optimize their offerings, and tailor their marketing strategies for better results.

Last but not least, the availability of customer support is crucial for a seamless experience. A responsive and helpful support team can address any queries or issues that arise, ensuring a smooth collaboration between operators and the marketplace.

By adopting a quality-centric approach and carefully evaluating these factors, coworking operators can choose the right marketplace that best suits their unique needs. A strategic partnership with a well-aligned platform will unlock the full potential of your coworking space and pave the way for sustainable growth and success.


In the fast-paced world of coworking, marketplaces have emerged as powerful tools for success. As the founder of Choose And Work, I've witnessed their transformative impact firsthand. Marketplaces streamline operations, boost visibility, and attract a broader client base. With rising competition and cost concerns, leveraging marketplaces is crucial for sustained success in the coworking landscape. By embracing these platforms, operators position themselves for growth and navigate the industry with confidence. The future of coworking lies in the strategic use of marketplaces to unlock new possibilities and thrive in this dynamic ecosystem.

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