The marketing club for coworking spaces

As a coworking community builder, you may be feeling:

Now imagine having:

Marketing education, support and community to elevate your coworking space and brand

A global community

Cat Johnson indie coworking

About Cat

Cat Johnson is an internationally recognized brand strategist, marketing coach and community builder. She joined her first coworking space in 2012 as a side-gigging music writer. Since then, she has built an industry-leading platform and helped thousands of coworking space operators learn, share and connect.

A product of coworking, Cat understands from the inside what makes a great space and community. 

Host of Coworking Out Loud and Coworking Convos, she has written for dozens of publications, including Shareable, Yes Magazine, Mother Jones and No Depression and has presented around the US, the UK, Canada and virtually.

A Note from Cat

Hey friend!

The Lab was created in 2020 as a way to connect and support coworking space operators during the pandemic. Since then, it has grown into a thriving community of coworking pioneers, rising stars and community-builders from around the world.

We pack a ton of value into The Lab to make it a no-brainer for coworking spaces because we want to see you succeed! We are all in on indies and committed to serving and supporting you day in and day out.

I am honored and stoked to be on this journey with you.

Further together,

Membership at a glance

Lab Community

Perfect for growth-stage coworking spaces and brands.

Lab Community is the all-inclusive Lab experience, with The Lab Slack, Lab Workshops, weekly worksprints, peer sharing sessions, The Lab Digest and more.

Lab Coaching

Perfect for established coworking brands.

Includes monthly one-on-one structured coaching with Cat Johnson focused on content, thought leadership and building a resilient brand community.
The Lab

Upskill with Lab Workshops

  • Monthly zoom workshop on marketing, sales and brand building
  • Past workshops include: Creating a newsletter your members will love; How to create a marketing plan for your coworking space; High-converting website calls-to-action; sales strategies for coworking spaces
  • Exclusive access to guest experts
  • Workshop recordings and resources 24/7 in the Lab Library

Stay productive with Lab Worksprints

  • Two virtual worksprints every Wednesday
  • Uninterrupted sprints help you stay focused and productive
  • Between sprints we connect, get feedback and problem-solve
Lab Worksprint
Lab Library

On-demand recordings and resources

  • The Lab Library is a virtual repository of dozens of Lab Workshops covering a wide range of marketing and brand-related topics
  • New workshops are shared the same day as they’re recorded, for instant access
  • Access recordings 24/7 and work at your own pace

Connect & collaborate with other leaders

  • The Lab Slack is the Lab Community’s home.
  • It is a buzzing, activated place with questions, resource sharing, best practices, a bookclub, AI tips, feedback and dozens of other channels
  • The Slack is the heart and soul of The Lab, with daily opportunities for connection, collaboration, support and community
Lab Slack

Get weekly recaps and updates

  • The Lab Digest is a weekly newsletter featuring top Slack conversations, upcoming events and members wins
  • It’s a great way to keep up with all the Lab happenings

Get exclusive Coworking Convos recordings

  • Coworking Convos is a monthly virtual event series for coworking space operators to learn, share and connect
  • Lab members have exclusive access to the Convos Archives, with dozens of recordings
  • Convo topics include: creative revenue streams, how to find (and keep) a great community manager, event ideas and strategies, marketing tools and automations, lead generation and community building

Learn from industry leaders

  • Our community includes some of the most experienced and successful community builders in coworking. Along with Cat, these experts are available through Lab Workshops, peer learning sessions and special events
  • No more guessing and reinventing the wheel. Tap into hundreds of years of combined coworking experience and wisdom

Get peer mentoring and sharing

  • Lab members are invited and encouraged to share projects, new tools, strategies and more
  • You’ll have opportunities to learn from other Lab members and share your own insights and expertise

Join coworking spaces from around the world in the Lab

Lab Community

$129 / month

Lab Coaching

$399 / month

Just looking for access to Lab Workshops? Get Lab Learning.

Frequently Asked Questions

Lab membership is month-to-month. 

Yes. Additional members in Lab Community get a discounted rate. If you’d like to add more than four members of your team, contact Cat Johnson for custom pricing.

We designed the Lab to work for you.

Workshops are recorded and dropped into the Lab Library; resources are available 24/7/365; and the Lab Slack is active at all hours, as we have members from around the world.

Absolutely! Lab member skill sets and experiences vary and dovetail nicely.

No one knows everything about marketing, leadership, community building, content creation, tools, tours, PR, in-space promotion, email, social media, business strategy, partnerships etc.

We’re a robust community of indie operators with 200+ years of coworking experience to tap into. If you want peer connection and support, the Lab is for you.

All Lab Workshops are recorded and put into the Lab Library within 24 hours of the workshop. There you can access them at your convenience.

Focus on what matters

If you’re tired, overwhelmed and don’t know where to start with your marketing, you may be tempted to hire someone to do it for you. Which is great—and expensive.

Tap into our global community of space operators and community managers to elevate your coworking space and brand, learn best practices and focus on what matters. 

At $129/month, Lab membership is a no-brainer for coworking space operators and community builders. Our goal is to support you so you can build an amazing community and grow your coworking business.