AI, Automation, and the Human Side of Coworking: Roger Bruce on What’s Next for Operators

What happens when an outsider looks at coworking with fresh eyes and asks, why are we doing it this way? In a recent episode of the GCUC Podcast, Liz Elam sat down with Roger Bruce, CEO of Morningstar Software, the company behind Workspace Geek. With a background in technology and software and a fresh perspective on an industry he joined more recently, Roger shared his thoughts on where coworking is headed, the operational challenges operators face, and how technology and AI could change how spaces are run.

From the importance of actionable business data to the future of AI-powered sales, the conversation explored how operators can use technology to work smarter without losing the human connection that makes coworking different.

From Technology to Coworking

Roger’s path to Morningstar Software wasn’t exactly traditional. His background spans technology and software as well as running a residential landscape and pool construction business in Southern California before eventually moving to Texas.

His connection to Morningstar began through its founder, Tom Heard, who was Roger’s neighbor. After learning about the business and its history, Roger eventually took over as CEO in 2025.

That transition gave Roger the opportunity to look at the company and the coworking industry with fresh eyes while maintaining the customer-focused principles that had been part of Morningstar’s foundation for decades.

The Operational Opportunities Operators Might Be Missing

One of the biggest challenges Roger sees for coworking operators is not necessarily a lack of information. It’s knowing what to do with the information they already have.

Operators have access to data around revenue, leads, occupancy, bookings, renewals, and member activity. But simply having those numbers isn’t enough.

The opportunity is to identify what the numbers are actually telling you and take action before a problem becomes a bigger one.

For Roger, that could mean identifying an underutilized meeting room, noticing a change in member behavior, or spotting an opportunity to generate additional revenue before it passes by.

Why Roger Thinks AI Needs to Be Actionable

AI was a major part of the conversation, but Roger’s perspective is less about AI for AI’s sake and more about what it can actually do for an operator.

He sees the real value in technology that can take the information already sitting inside a business and turn it into actionable insight.

Instead of simply telling an operator that meeting rooms are underutilized on Mondays, for example, an AI-powered system could flag the opportunity and suggest a promotion to drive bookings.

That shift, from reporting information to helping operators understand what to do next, is where Roger sees significant potential.

The Next Evolution of AI in Coworking

Roger also believes AI could eventually become part of the way people discover and book coworking spaces.

As AI assistants become more capable, the traditional website may not always be the starting point for a customer looking for workspace. An AI agent could potentially search for availability, compare options, and book space directly.

For operators, that creates a new potential sales channel and another reason to ensure their inventory and systems can communicate with these emerging technologies.

Roger’s message is not to ignore AI, but also not to get distracted by every product claiming to be “AI-powered.” The technology should ultimately help operators make better decisions and free up time for the work that technology can’t replace.

Technology Should Create More Time for People

For Roger, automation and AI aren’t about removing the human element from coworking.

In fact, he sees the opposite.

The more repetitive operational work that technology can handle, the more time operators and community teams can spend interacting with members, building relationships, and making their spaces feel human.

That distinction is important in an industry where community and connection remain central to the experience.

The Future of Coworking Is Still Human

As the conversation turned toward the future, Roger and Liz returned to something technology can’t easily replicate: human connection.

Roger believes the need for people to connect with one another will keep growing, making community increasingly valuable as the workplace evolves.

Technology may change how spaces are marketed, booked, managed, and operated. But it doesn’t eliminate the reason people choose coworking in the first place.

The opportunity is to use technology to make the business smarter while creating more room for the human side of the experience.

What Roger Is Unlearning

The conversation also got personal when Liz asked Roger what he has been unlearning.

His answer was about slowing down.

After years of taking on more, saying yes, and trying to do everything, Roger has been learning to say no, create more balance, and make room for fun.

It’s a fitting lesson for an industry that can easily become consumed by growth, operations, and the constant pressure to do more.

For Roger, moving forward isn’t necessarily about doing everything faster. It’s about making better decisions about what deserves your time.

Listen to the Full Conversation

From the evolution of AI to the operational opportunities hiding in everyday business data, Roger Bruce offers a fresh perspective on what technology could mean for the future of coworking.

And underneath it all is a simple idea: technology should make the business easier to run, so operators can spend more time doing what technology can’t.

Listen to the full episode of the GCUC Podcast with Roger Bruce to hear the conversation.