GCUC Podcast Recap: Jonathan O’Byrne of After Coworking

From Coworking Pioneer to Industry Disruptor

In this episode of the GCUC Podcast, Liz Elam, founder of GCUC sits down with Jonathan O’Byrne—founder of Collective Works, former head of operations for IWG in Asia, and author of the provocative new book After Coworking. What starts as a chat about coworking quickly transforms into a deeper exploration of cities, community, capitalism, and the systems that shape where and how we live and work.

From Loneliness to Collective Works

Jonathan’s coworking journey started, quite literally, in a windowless office, working with no community around him. That moment of isolation sparked a search for something better—and what followed was the founding of Collective Works, a vibrant, community-centred space in Singapore. What started as a single location eventually became one of the most recognised coworking brands in the region.

“I started coworking because I was lonely, not because I wanted to make money,” Jonathan shares. It’s that human-first philosophy that continues to shape his perspective today.

Scaling Without Losing Soul

As the conversation unfolds, Jonathan shares what he learned scaling his business—and what many operators get wrong. From managing large teams to learning from giants like IWG, he reveals that systems and hospitality are the real glue that holds a thriving coworking space together.

And scale? It’s not always the solution. Jonathan explains how large-scale operations can sometimes dilute the magic of community—unless you’re intentional.

“If you’re a small operator, own it. That’s where innovation happens.”

Hospitality, Experience, and AI

Jonathan and Liz dive into the real differentiator in today’s coworking industry: hospitality. It’s not just about design or price—it’s how people feel. Whether it’s a simple hello at the front desk or the thoughtful placement of outlets and amenities, the best spaces feel more like boutique hotels than office buildings.

He also shares his excitement around AI and how tech can be used to deepen the member experience, freeing staff to focus more on community and connection.

Writing the Next Chapter

Jonathan’s work isn’t just about building space—it’s about documenting the journey. His book  aims to preserve the lessons of the coworking movement, sharing what’s been learned, what still needs fixing, and where we go next.

“We need to take the stories of this generation of coworking pioneers and make sure they don’t get lost,” he says.

Key Takeaways from This Episode

• Start with people, not profit: The most sustainable coworking spaces are rooted in community, not real estate spreadsheets. 
• Hospitality is the future: Whether you’re a small indie or a scaled operator, the human experience will always set you apart. 
• Scale doesn’t equal success: Know your lane, and don’t lose the magic that got you started. 
• Storytelling matters: Documenting the coworking journey ensures the future learns from our past. 

Ready to rethink what coworking can be?

🎙️ Listen to the full episode now and get inspired by one of the most thoughtful voices in the industry.

📍 And don’t forget—Jonathan O’Byrne will be speaking live at GCUC Manchester on June 11–12. Be in the room where the future of work is being shaped.