Coworking, Differentiation and Segmentation

Kansas City's Laya Center (pictured below) is the the first coworking spa in the U.S. 

In addition to having the only natural cryotherapy chamber in the Midwest, the Laya Center also offers chromotherapy as well as yoga and other traditional spa treatments and services.

And, of course, it offers a workspace.

As the coworking industry continues to expand, so do efforts on the part of coworking spaces to differentiate themselves and target niche market segments with specialized services.

The Laya Center is an interesting example of this trend, which is covered in several recent news articles.

The Washington Post’s Female-focused co-working spaces offer career and child-care help still lacking in many traditional workplaces covers the rise of coworking spaces catering to women and/or offering childcare. Key quote:

"The booming co-working industry, launched to accommodate the increasing number of entrepreneurs and corporate employees who work remotely, is now tailoring itself for women by offering workspaces with female-focused networking and career seminars … Increasingly, these workspaces, as well as those that cater to all working parents, are also offering child care, a service still lacking in many of America’s workplaces."

The article goes on to point out that “About half a dozen co-working spaces are slated to open or expand this year in the District and Northern Virginia, offering services specific to women or child care.”

The USA Today’s As co-working grows up, niche spaces catering to small businesses take center stage also covers the growth of differentiated spaces. Key quote:

As well-known co-working companies like WeWork offer space to businesses in many industries, a growing number of niche or specialty players such as The Wing and Hera Hub, which cater to women, are growing in popularity. There are spaces centered on specific industries such Biolabs, which offers co-working to biotechnology firms, or Boston's Workbar, which has a regional focus. These specialty hubs are a sign of the co-working industry maturing a decade after the recession sparked demand for more flexible workspace for freelancers and start-ups.

Treehugger's Take a look at these awesome coworking places around covers a mix of unusual spaces, including coworking spaces that look like adult playgrounds and others that are almost jungle like due to an abundance of plants. 

The coworking industry has long had a variety niche oriented spaces. But the growing number of differentiated spaces targeting specialized market segments is another sign of the mainstreaming of coworking.

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