Sarah Travers, a true coworking industry veteran, has had a remarkable journey that spans over 15 years, from her early days at IWG to her current role as CEO of Workbar. With extensive experience across various positions, Sarah has witnessed the rapid growth and transformation of coworking firsthand. In this interview, she shares her insights on the evolution of coworking, the impact of emerging markets, and what she’s most excited about for GCUC London.
How did you get into coworking?
My career in coworking began right after college when I joined IWG. At the time, they had a limited presence in North America and only one brand, Regus. Over the next 15 years, I watched the company grow globally before leaving in 2017 to join a proptech startup in NYC. Though my time there was brief—the product was acquired by Newmark—I soon transitioned to Workbar as Head of Sales, and within six months, I stepped into the CEO role.
Having held nearly every role in the coworking industry, I’ve had the privilege of witnessing its evolution firsthand and contributing to its transformation. My mission is to create workspaces closer to home so that no one, especially women, has to leave the workforce at any stage of life. I believe that proximity drives innovation, and to continue fostering groundbreaking ideas, we need workspaces purposefully designed for individuals and teams to bump and connect.
How do you see emerging markets influencing the future of coworking, and what opportunities do you think they create for established hubs to adapt and innovate?
Emerging markets are poised to play a pivotal role in shaping the future of coworking, much like the innovation ecosystem in Boston, where success is built on strong educational foundations. When governments actively support economic growth by fostering the right infrastructure and resources, innovation naturally follows. In these markets, coworking spaces and incubators become essential platforms for launching successful companies, helping entrepreneurs turn ideas into reality. As these markets grow and diversify, they will continue to challenge and expand our ideas of how and where work happens, creating exciting opportunities for established coworking hubs to adapt, evolve, and stay at the forefront of this transformation.
What are you most looking forward to at GCUC London?
London continues to set the standard in our industry with cutting-edge design, operational excellence, and the growing recognition of coworking as the norm. I’m excited to tour locations and connect with the innovative leaders driving growth and expansion in the market. I’m also eager to share more about Workbar’s open seating model, which contrasts with the traditional setup of private offices. In my view, a floor full of private offices no longer meets the evolving needs of today’s workforce. No business model remains static for over 30 years, especially in the face of such profound changes in how we work—the biggest shift since the Industrial Revolution. And, of course, I’m looking forward to reconnecting with old friends and making new ones—that’s what makes this industry so great!
Join us at GCUC UK in London on Thursday, 10 October, to share and collaborate on making this industry continue its authentic and real growth.
We are the community builders, innovators, and differentiators in the market. We can’t stop now.