Brave Ideas GCUC UK: Can You Scale Coworking Without Losing the Soul?
GCUC UK lands in London next week; go behind the scenes with Emilie Lashmar before you go | Grab a ticket here.
For this Special Edition Brave Ideas episode in collaboration with GCUC UK , Brave Corp CEO, Caleb Parker sits down with Emilie Lashmar in the MUTE Showroom in Clerkenwell London to unpack what drives Emilie’s passion for coworking, what ignited her career and why GCUC UK.
The conversation explores how brand, hospitality, and community shape modern workplaces, and covers the evolution of coworking in the UK, the tension between purist vibes and scalable operations, and how to attract enterprise members without diluting the energy that makes a space feel alive.
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What you will learn
* Why brand is a lived experience, not a logo, and how to operationalise it across hiring, sales, and daily rituals
* How design and hospitality create belonging and help people do better work
* Practical ways independents can scale while protecting authenticity and community
* Product mix and floorplate strategy, how to blend coworking, studios, and managed space for margin and vibe
* Recruiting for values, building playbooks, and training teams so the culture travels
* Enterprise demand, how to welcome larger members while keeping the room diverse and collaborative
* Year-round community, why intimate peer groups and regional touchpoints matter for operators
Who should watch/listen
Landlords exploring flex, independent operators, brand and community leads, enterprise workplace teams, investors seeking the commercial levers behind flex.
Key Topics Mentioned
Brand and community, hospitality mindset in operations, independents and corporates learning from each other, brokers and brand alignment, member experience as a driver of choice and performance, stress management ahead of conference season, the future of GCUC UK with more intimate peer groups and regional moments.
CONNECT
BEHIND THE SCENES
(and previous GCUC snaps)
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