Why Vast Coworking bundles services to boost revenue, retention, and efficiency
In the ever-evolving coworking landscape, success hinges on more than just offering office space. You need scalable, revenue-generating strategies that enhance your member experience while streamlining operations.
Bundling services helps unlock your space’s full potential—and that’s why it’s a key ingredient in the recipe for success that Vast Coworking employs across its brands.
We spoke with Brad Johansson, Vice President of Operations at Office Evolution, and Tammy Senter, Vice President of Operations at Venture X, to learn why service bundling is a priority at the world’s largest privately-owned franchisor of coworking spaces.
Meet the experts: Brad Johansson and Tammy Senter
Both Johansson and Senter bring extensive experience to their roles in the Vast Coworking network.
Johansson transitioned into franchise business consulting after years in advertising and sales.
“When the 2008 financial crisis hit, I saw businesses slashing marketing budgets overnight,” explains Johansson. “That’s when I realized I wanted to be on the support side, helping businesses navigate challenges rather than just selling them services.”
Now, he applies his expertise to helping franchisees build sustainable coworking businesses.
Senter, on the other hand, has been in the coworking industry for over two decades.
“I started my career with IWG (International Workplace Group), then moved to Premier Workspaces before joining United Franchise Group to support Venture X,” says Senter. “Like Brad, my focus is making sure franchisees succeed in all aspects—sales, operations, marketing, and profitability.”
How bundling services enhances revenue, retention, and efficiency
For Johansson and Senter, bundling services isn’t just about offering more—it’s about giving members what they truly need while increasing revenue and retention.
“Understanding your value proposition is critical,” says Johansson. “What makes your space different? Why should a member choose your coworking space over another? Bundling services is a great way to reinforce your unique offerings.”
Coworking members often need more than just a desk or an office—they need meeting rooms, virtual office services, mail handling, and administrative support.
By packaging these services into well-structured plans, operators increase member spending, improve retention, and create operational efficiencies.
“Some members think they need a full-time office when what they really need is a virtual office with meeting room access,” explains Senter. “By offering flexible service packages, we help them find the right fit—whether that’s a business address, digital mailbox solutions, phone answering, or occasional workspace access.”
Johansson agrees, adding that consultative sales are key to making bundling work.
“We train franchisees to conduct a needs analysis,” he says. “Once you understand a member’s needs, it’s easy to match them with a bundled plan that delivers everything they require—without making them overpay for unnecessary extras.”
The franchise formula for success in the coworking world
Setting up service bundles can be challenging. Operators need to:
Get in tune with the needs of various types of members
Establish a variety of bundles and service offerings that can be tailored to fit unique member needs
Test pricing structures
Build operational workflows
Ensure a seamless customer experience
For Senter and Johansson, this is one of the key points of value in joining a franchise like Venture X or Office Evolution.
“In a franchise system, everything is pre-built and optimized,” says Senter. “We provide franchisees with a proven playbook—from real estate selection to pricing models, marketing, and technology.”
Johansson adds, “Instead of spending years figuring out the best way to bundle and price services, franchisees get access to industry best practices and support from seasoned professionals.”
Creating flexibility in pricing and plans with bundled service options
Coworking is about flexibility, so pricing and service plans should reflect that.
“If a member only needs a business address and mail handling, why push them toward a full-time office?” asks Senter. “It’s about offering the right solution, not just closing a sale.”
She adds, “When we recommend a lower-cost solution that meets a client’s needs, they’re more likely to sign up, stay with us, and explore additional services over time.”
This consultative approach builds trust and increases long-term member retention.
Digital mail: a high-value bundle for coworking operators
Digital mailbox solutions are frequently bundled into service plans across Vast Coworking’s brands. Both Johansson and Senter encourage franchisees to enlist partners like iPostal1 and iWorkSpaceMail.
“It’s important to think beyond just those members who need a physical office space to run their businesses,” says Senter. “From truck drivers to digital nomads and small business owners—just to name a few—so many different types of professionals need a virtual business address and mail handling.”
She continues, “Many of them don’t even realize digital mail is an option until we introduce it as part of a larger service bundle.”
For coworking spaces, digital mailbox services unlock a new revenue stream without requiring additional square footage.
“We encourage franchisees to explore digital mail,” says Johansson. “When paired with offices, coworking, and virtual offices and meeting room access, it becomes a sticky service—members rely on it and stay longer.”
By bundling services strategically, Vast Coworking franchisees create compelling membership offerings that boost retention, increase revenue, and enhance operational efficiency. And for those considering launching a coworking space, joining a franchise means gaining access to proven systems that take the guesswork out of service bundling.
With iPostal1 and iWorkSpaceMail, you can build two new revenue streams for your coworking space. iPostal1 connects you with digital mail customers beyond your coworking community, while iWorkSpaceMail lets you offer that same service to your existing members. Ready to get started? Contact us today.
