The afternoon sessions at GCUC UK London 2024 continued to build on the themes of the morning, diving into the power of technology, the importance of branding, and the evolving needs of coworking spaces. Discussions explored how AI is revolutionising sales and marketing, how strong brands can drive loyalty and premium pricing, and how inclusive and community-focused design is shaping the future of coworking. The afternoon was filled with actionable insights and innovative ideas to help operators stay ahead in this fast-moving industry.
Kane Willmont & Francesco Decamilli
Sales & Marketing with AI
The rising role of AI in coworking was a major focus of the afternoon.
Kane Wilmot (Co-Founder & CEO, IQ Offices) and Francesco (CEO, Uniti.ai) showcased how AI-powered sales assistants are revolutionising lead conversions, with some operators seeing a 2-3x increase in conversions. Kane noted: “AI is transforming how we interact with leads, but human oversight is still key—complex scenarios need that personal touch.”
Expanding on this theme, the panel discussed the importance of clean data for operational efficiency. Keke Patissier (CEO, Koho.ai) highlighted that bad data can waste 15-25% of your team’s time, urging businesses to adopt a single, integrated view of metrics: “It’s not just about tracking what’s happened—it’s about anticipating what’s next.”
Caleb Parker
Brand Matters
Roundtable with Caleb Parker, CEO Brave Corporation
In today’s office real estate market, brand matters more than ever. But brand isn’t just about a logo or colour scheme—it’s about an idea and a set of values that form the foundation of a unique experience.
A strong brand attracts customers who align with its values and trust in its promise. It’s all about consistent execution—when a brand delivers on its promise, it creates loyalty, reduces churn, and allows for premium pricing. In the ever-evolving coworking industry, having a clear and authentic brand can be a real competitive edge.
Claire Carpenter, Vanessa Belleau, Matt Drinkwater, Ben Newton
Navigating Leadership and Building Resilience
with Claire Carpenter, Founder, Claire Carpenter Coaching
In today’s fast-paced world, resilience is a core component of effective leadership. But resilience isn’t just about managing setbacks; it’s about developing the confidence and adaptability needed to thrive. Building this resilience requires constant growth, experience, and sometimes, learning the hard way. For leaders, the aim is not just to lead but to nurture talent, inspire commitment, and foster an environment that endures.
Through a blend of group coaching and interactive exercises, Claire Carpenter’s workshop provided participants with hands-on tools for strengthening their “leadership muscles.” Using game elements like cards, figurines, and dice, attendees navigated unexpected challenges and learned to adjust to curveballs, much like in real life. By working through these simulated scenarios, participants gained insights into the unpredictable nature of leadership while building deeper connections with one another.
Ultimately, resilient leaders stay “in the game” by embracing challenges, recognising hidden insights, and supporting those around them. Leadership is not defined by the role alone; it’s about adaptability, authenticity, and a commitment to helping others succeed.
Dean Connell
Storytelling Through Design: Designing for Local Culture & Personality
Dean Connell (Founder, IAMDC) delved into the importance of designing coworking spaces that reflect both global branding and local culture. He explained how local cultural references help create a deeper connection with members:
“A successful coworking space feels local, no matter how global the brand.”
Kristina Pereckaite, Ann Marie Kinlock, Grace Bills, Nick Hawkins
Financing Future Flex – Exploring Funding Options for Growth
This panel offered practical advice on securing funding for flexible spaces.
Anne-Marie Kinlock (Founder, KindHaus) explained how she raised £250,000 from impact-driven investors by starting with a prototype space:
“Start small, build traction, and the investors will come.”
Nick Hawkins (Director and Head of Deals, KPMG | Acceleris) encouraged operators to explore alternative funding options like regional funds, debt financing, and management agreements, as flexible workspaces aren’t as scalable as tech ventures:
“Flex space isn’t as scalable as tech, but with the right focus, investment is out there.”
Elena Monserrate
Lightning Talks: Hospitality, Community & Events
Laura Agnew (Community Connector Manager, Peabody), Trey Nelson-Campbell (Flex Customer Experience Manager, GPE), and Elena Monserrate Diez (Head of Experience, Uncommon) shared insights on building community-focused, inclusive workspaces.
Laura announced Peabody’s new subsidised business incubator programme aimed at supporting locals with socioeconomic challenges.
Elena raised awareness about neurodiversity in workspaces, advocating for sensory-friendly design elements like adjustable lighting and noise-cancelling headphones:
“Workspaces need to be designed for everyone, including those who think and work differently.”
Liz Elam, Rob Teel
The Future of Coworking with Yardi
We wrapped up the day with a forward-looking discussion on technology in coworking.
Rob Teel (President of Global Solutions, Yardi) shared Yardi’s investment in WeWork, citing it as a vote of confidence in the long-term potential of coworking despite the challenges the industry faces:
“Despite the challenges, we believe in the future of coworking and its ability to evolve and thrive.”
Closing Remarks & A Look Ahead
As GCUC UK 2024 drew to a close, the day left us with an abundance of insights, connections, and actionable takeaways. From exploring the evolving needs of occupiers and diving into the role of AI in sales, to discussing the power of branding and the importance of community, it was clear that the coworking industry is not only growing but evolving in exciting ways.
Key themes of collaboration, innovation, and customisation echoed throughout the sessions, emphasising that the future of coworking lies in the ability to adapt, invest in people, and leverage technology to create spaces that resonate with both occupiers and operators. The industry’s commitment to hospitality, inclusivity, and forward-thinking strategies continues to drive coworking spaces to new heights.
A big thank you to all the incredible speakers, sponsors, and attendees who made the event a success. As the coworking community continues to thrive, we’re excited to see how these conversations shape the future of flexible workspaces in the UK and beyond.
We look forward to seeing you all at GCUC UK 2025, where we’ll continue building on this year’s energy and exploring new opportunities to collaborate.
Until then, stay connected, stay inspired, and keep creating the future of work.