Flex Forecast: 3 Overlooked Coworking Trends That Will Define 2025 with Giovanni Palavicini

With a background in brokerage, site selection, and workspace operations, Giovanni Palavicini offers a grounded perspective on where the industry is headed—and how operators can stay ahead.

Palavicini has built his career helping coworking operators make smarter real estate decisions. As President of Fronteras Commercial Real Estate and Executive Director of the Global Workspace Association, he advises on strategy, growth, and sustainability in an evolving industry. 

He also co-hosts Flex Uncensored with Jamie Russo, where he explores the trends and challenges shaping coworking today. 

Retail Roots, Coworking Vision: How Giovanni Palavicini Broke Into the Flex Office Industry 

Giovanni Palavicini’s path to coworking wasn’t traditional. Before stepping into flexible workspace strategy, he spent a decade in retail site selection, helping brands like Brinker International, Darden Restaurants, and Buffalo Wild Wings expand by analyzing demographics and traffic patterns. 

That retail mindset shaped his approach when he was recruited by Regus by IWG, where he managed 55 deals nationwide. Unlike traditional office brokers, he focused on accessibility, visibility, and convenience—key factors in both retail and coworking success.

Over time, Palavicini realized his passion wasn’t just real estate—it was helping operators build sustainable, purpose-driven businesses. 

“A lot of people start with, ‘I want to serve people who need an office,’ but that’s not enough,” he says. “Who exactly are you serving, and what do they need?”

He laughs, “I’ve had conversations where I tell someone, ‘You don’t even like people—why are you running a coworking space?’ But more often, it’s about helping them find the right team to balance their strengths.”

That passion for people is what led Palavicini to co-host Flex Uncensored with Jamie Russo, a podcast that dives deep into the coworking industry.

 “I just wanted to get to know people,” he says. “Not just their business strategies, but what drives them, what they care about.” 

That same relationship-first approach helped him build trust in the coworking world after leaving corporate real estate. 

Now, as Executive Director of the Global Workspace Association, he’s focused on helping operators navigate an increasingly competitive industry while staying true to their purpose.

3 Overlooked Trends That Will Define Coworking in 2025

Palavicini believes that to thrive in 2025, coworking operators need to pay attention to the trends that aren’t making every industry report but will have a lasting impact. 

From enterprise demand to the importance of personal connection, these lesser-discussed factors could make or break a coworking space’s success in the coming year.

1. Enterprise Companies Are Expanding Into Coworking—And Operators Need to Be Ready

Enterprise demand for flexible office space is growing at an unprecedented rate, but many coworking operators aren’t paying enough attention to it.

“We’re seeing more and more large companies looking for flexible workspace solutions,” says Palavicini. “For example, there was a major global organization that recently hired a brokerage to find 400 flexible office locations for them. That kind of demand is only going to increase.”

Traditionally, coworking spaces have been dominated by small businesses, startups, and solopreneurs. However, Palavicini believes enterprise clients present a major untapped opportunity—one that requires a different approach.

“These aren’t mom-and-pop businesses looking for a single office,” he explains. “We’re talking about major companies like LinkedIn, Roku, and BBVA actively using coworking spaces. That shift signals a huge opportunity for operators who know how to position themselves for enterprise demand.”

One key piece of the puzzle? Partnerships with digital aggregators and flexible space service providers like Preferred Office Network and LiquidSpace.

“Most traditional commercial real estate brokers don’t really understand coworking,” he says. “But there are flexible workspace brokers who do. The operators that build relationships with them will be the ones getting those big-name clients.”

Palavicini urges operators to take enterprise opportunities more seriously. 

“There’s a lot more corporate demand coming down the pipeline,” he says. “If you’re not thinking about how to attract and accommodate these larger tenants, you’re missing a massive growth opportunity. However, this isn’t always the trajectory every operator wants to follow. The first step is to know yourself, define your strategy, and know what you want to achieve.”

2. Genuine Care Will Set the Best Coworking Operators Apart

Palavicini acknowledges that while enterprise coworking opportunities are expanding, operators shouldn’t lose sight of what has always made coworking successful—genuine care and personal relationships.

“I’m going to go ahead and contradict myself here,” Palavicini prefaces. “You can go big in coworking. You can land enterprise clients. But at the end of the day, people still want to feel like they matter when they’re in your space. Personal relationships will always be the backbone of this industry.”

To illustrate his point, Palavicini shares a story that has stuck with him for years.

“I had a friend who was a member with a major coworking operator,” he recalls. “One day, he got to his desk and found two things waiting for him—a welcome home package for a house he had just bought and a letter congratulating him on his sobriety anniversary.”

He adds, “Even as someone who had known him a long time, I had no idea he was sober. That level of personal attention is what makes a space truly feel like a community.”

For operators, this kind of care isn’t just a nice-to-have—it’s a major differentiator. 

“Call it hospitality, concierge service, or just understanding your members at a human level,” he says. “Whatever you name it, it has to be baked into the culture. If it’s not, you’ll never create the kind of loyalty that keeps people coming back.”

Palavicini emphasizes that culture isn’t dictated by a brand name—it’s built by the people running the space. 

“You can go to ten different locations of the same coworking brand, and each one will feel different,” he explains. “That’s because it’s not about the name on the door—it’s about the people running it and whether they actually care.”

As the coworking industry grows and attracts larger players, he believes operators need to hold onto this core principle. 

“You can have all the enterprise clients in the world, but if you lose that personal touch, you’re just another office space,” he says. “The operators who truly thrive are the ones who make people feel like they belong.”

3. Success Will Come from Knowing Yourself and Owning Your Strategy

Whether you want to scale your coworking business for enterprise clients or build a close-knit, community-driven space, Palavicini believes one thing is essential: knowing exactly who you are and what you offer.

“This industry is getting more competitive every year,” he says. “If you don’t understand what makes you different—or even who you’re competing against—you’re already behind.”

He regularly sees operators who can’t clearly define their positioning. 

He explains, “I’ll walk into a space and ask, ‘How do you compare to your competition?’ And they’ll say, ‘We’ve never even visited them.’ That makes no sense. How do you sell against someone if you don’t even know what they’re offering?”

Palavicini explains that self-awareness is key, especially for those considering enterprise opportunities. 

“Not every coworking space is built for enterprise clients,” he says. “If you’re running a 7,000-square-foot space with small executive suites, that’s probably not what a Fortune 500 company is looking for. You have to be honest about where you fit in the market.”

That same awareness applies to the culture you create. 

“We just talked about how genuine care sets the best operators apart,” he continues. “But not every operator is built for that, either. If you’re not naturally great with people, maybe you’re better off focusing on enterprise, where relationships are less personal, and decisions are made by corporate teams.”

He emphasizes that knowing your strengths—and your weaknesses—is what allows operators to build a sustainable business. 

“People want to jump into management deals or take on projects that don’t match their experience,” he says. “But you need a track record. You need to ask yourself: ‘Is my build-out right for the kind of members I want? Does my hospitality match what I’m promising? Am I positioning myself in the right way?’”

At the end of the day, success in coworking isn’t about following trends—it’s about finding the model that aligns with your capabilities and your goals. 

“There’s no one-size-fits-all approach,” Palavicini says. “The operators who thrive are the ones who know exactly who they are and build their business around that.”

Tactical Moves to Help Coworking Operators Thrive in 2025

Trends shape the industry, but success comes down to execution. Palavicini emphasizes that operators who take intentional action—whether in leadership, partnerships, or strategy—will be the ones who stand out. 

Here are the key moves coworking operators should focus on to strengthen their business and stay ahead in an increasingly competitive landscape.

Set the Standard: Leadership Shapes the Culture

As the coworking industry grows more competitive, operators need to be intentional about how they shape their culture. Whether a space is catering to enterprise clients or fostering a small, tight-knit community, success starts at the top—with leadership that actively models the values they want their teams to uphold.

“You teach people how to treat you,” Palavicini says. “And in coworking, you’re also teaching your staff how to treat your members. That starts with how you show up every day.”

He emphasizes that genuine care—something he believes is crucial to a coworking space’s long-term success—can’t just be a tagline; it has to be demonstrated consistently. 

“If you want your space to feel welcoming, you have to be welcoming,” he says. “If you want your team to care about members, you have to care about them first. That’s what sets the best operators apart.”

But leading by example isn’t just about setting a tone—it’s also about building the right team. Palavicini believes understanding people’s natural strengths is key to creating a strong coworking culture. 

He explains, “You have to hire the right people and recognize what they’re good at.”

At the end of the day, he believes leadership is about being self-aware and intentional. 

Your Network is Your Strength—Build the Right One

No operator succeeds alone. The most successful coworking spaces are built by those who recognize their strengths—and, just as importantly, their weaknesses.

Palavicini explains, “You need to understand what you’re good at and surround yourself with people who are better than you in the areas where you need support. That means knowing the right service providers, vendors, and industry experts who can fill in the gaps.”

He elaborates, “For example, I get questions about digital mailbox solutions and CMRA compliance all the time, and I tell people, ‘I have no idea—I’ve never dealt with mail services, but I know the people who do.’ That’s why we have companies like iPostal1 and organizations like CoMRAA, where William Edmundson from iPostal1 Workspace serves on the board, to give operators a place to bring their issues, share resolutions, and stay compliant.”

Palavicini believes too many operators rely on secondhand information instead of proactively researching and learning from the right sources.

“Too many people just repeat what they hear instead of doing their own research,” he says. “If you’re not staying ahead, understanding where the industry is going, and building relationships that help you adapt, you’re going to fall behind.”

That also applies to landlords. Traditionally, coworking operators signed leases with little collaboration, but now, the most forward-thinking operators are building deeper partnerships with landlords to integrate into their amenity offerings and create flexible space solutions for larger tenants.

“Landlords used to have no say in how spaces were built out,” says Palavicini. “Now, the smart operators are working with them, integrating into their amenity offerings, and even helping larger tenants flex their space as needed.”

What’s Ahead for GWA in 2025

The Global Workspace Association (GWA) is expanding its impact in 2025 with a stronger regional presence and more opportunities for operators to connect.

“We’re still hosting our annual conference, but we’re also building more regional events,” says Palavicini. “This year, we’re heading to Mexico City for our first international Immersive, and we’ll continue expanding into Latin America.”

For U.S.-based operators, GWA is launching smaller regional events on both the East and West Coasts. 

“Not everyone can travel cross-country for a major conference, so we’re creating more localized experiences,” he explains. “It’s a way to bring new people into the community who might not have engaged otherwise.”

With these expanded initiatives, GWA aims to make industry connections more accessible while continuing to support coworking operators at every stage of their journey.

As 2025 unfolds, the coworking industry is evolving faster than ever. Thriving operators will be the ones who stay clear on their identity, build strong relationships, and adapt to shifting demands—whether that means embracing enterprise clients, doubling down on community, or surrounding themselves with the right experts. The spaces that succeed won’t just follow trends; they’ll shape the future of flexible work by leading with strategy, authenticity, and a people-first approach.

Ready to get started with iPostal1? Contact us today to start building a new revenue stream for your workspace with digital mailbox solutions.