What We Learned from the Flexspace Marketing Roundtable

The world of flexible workspace marketing is evolving faster than ever.

Recently, the FigFlex marketing team attended an industry roundtable hosted by Brave Corporation and Flexspace AI, bringing together marketing professionals from across the UK’s flexible workspace sector. The session explored everything from AI and changing search behaviour to brand positioning, customer journeys and lead generation.

With representatives from both regional operators and national workspace brands around the table, the discussion highlighted that while every business has its own challenges, many of us are asking the same questions: How do we stand out? How do we build trust? And how do we ensure we’re ready for the next generation of workplace search?

Here are some of our biggest takeaways.

Brand Building Starts Long Before Someone Needs an Office

One of the strongest messages from the day was that marketing isn’t just about generating today’s enquiries.

Only a small percentage of businesses are actively searching for office space at any given time. The vast majority aren’t looking today, but they might be in six months or a year’s time.

That means successful marketing isn’t just about capturing demand; it’s about creating it.

By consistently showing up through useful content, networking events, community engagement and local partnerships, workspace providers can build familiarity and trust long before a business begins its search.

When the time comes to relocate, expand or rethink their workspace, they’ll already know who you are.

People Buy Experiences, Not Just Offices

One discussion really challenged the traditional way our industry markets itself.

Fast Wi-Fi, flexible contracts, meeting rooms and great coffee are all important, but they’re no longer what makes a workspace memorable.

Businesses increasingly choose spaces based on how they make them feel.

They’re looking for environments that reflect their culture, support collaboration, help attract talent and connect them with like minded businesses.

That means marketing should focus less on square footage and specifications, and more on the experience of being part of a workspace community.

For us, that means recognising that no two locations are the same. From our nine centres across the UK, every city has its own story, culture and business ecosystem. Our challenge, and one we genuinely enjoy, is giving each centre the freedom to reflect its local community while keeping the unmistakable FigFlex identity that connects them all.

Local Marketing Still Has Incredible Value

As operators expand into new locations, it can be tempting to focus entirely on growing the overarching brand.

However, one of the clearest messages from the roundtable was that local marketing remains one of the most effective ways to build awareness.

Supporting community initiatives.

Partnering with local organisations.

Hosting networking events.

Working alongside charities and business groups.

These activities don’t just generate leads,they create genuine connections and help position your workspace as an active part of the local business community.

For FigFlex, building strong relationships within each of the communities we operate in has always been just as important as promoting our workspaces themselves.

AI Is Reshaping How Businesses Discover Workspace

Artificial intelligence was naturally one of the biggest talking points of the day.

While Google remains incredibly important, businesses are increasingly asking AI tools for recommendations instead of simply typing keywords into a search engine.

This shift means marketing is no longer just about Search Engine Optimisation (SEO).

It’s also about ensuring your website, content and online presence answer the questions people are asking, clearly, accurately and consistently.

Good content, genuine customer reviews, thought leadership and strong website structure all play an increasingly important role in helping AI understand and recommend your business.

For marketers, this isn’t something to fear, it’s an opportunity to adapt.

Technology Should Enhance Human Relationships

AI wasn’t discussed purely from a search perspective.

Many operators shared how they’re already using automation to improve enquiry response times, qualify leads and reduce administrative tasks.

One particularly interesting discussion centred around response times, with several operators seeing significant improvements simply by replying to enquiries within minutes rather than hours.

Automation can help achieve that speed.

But there was unanimous agreement on one thing: technology should support people, not replace them.

Flexible workspace has always been a relationship driven industry.

While AI can improve efficiency, genuine conversations, personal tours and understanding a customer’s business remain the moments that truly build trust.

Marketing Isn’t About Reaching Everyone

Another recurring theme was the importance of understanding exactly who you’re trying to reach.

Rather than trying to appeal to every possible business, successful operators are becoming far more intentional about defining their ideal customer.

Understanding who your workspace is designed for allows you to create clearer messaging, build stronger campaigns and invest marketing budgets far more effectively.

In a crowded marketplace, clarity beats complexity every time.

Collaboration Benefits the Whole Industry

Perhaps one of the most refreshing aspects of the day was the openness of the conversation.

Despite representing different brands—and in many cases competing for similar customers, everyone was willing to share ideas, challenges and lessons learned.

It served as a reminder that while we all compete commercially, sharing knowledge ultimately strengthens the flexible workspace industry as a whole.

Looking Ahead

The pace of change within marketing has never been greater.

AI continues to evolve, customer expectations are shifting and the way businesses discover workspace is changing alongside it.

What won’t change is the importance of building trust.

The operators who consistently provide value, engage with their communities and create memorable experiences will be the ones that stay front of mind when businesses are ready to make their next move.

We’re grateful to Brave Corporation and Flexspace AI for hosting such an insightful discussion and bringing together so many passionate professionals from across the industry.

The conversation has certainly given us plenty of ideas to take forward, and we’re excited to continue evolving how we connect with businesses looking for flexible workspace across the UK.