GCUC Blog

Why Leading Coworking Brands Send Their Teams to GCUC: A Strategic Investment in Growth

By Stormy McBride On January 22, 2025 In CommunityGCUC USAGCUC UK

In today’s competitive coworking landscape, the difference between good spaces and great ones often comes down to one factor: the quality of your team. While most space owners recognize the value of attending industry conferences themselves, forward-thinking brands like Workbar, Lucid, and Perfect Office have discovered a powerful growth strategy – they bring their entire operational teams to GCUC.

The Hidden Cost of Not Investing in Your Team

Top talent gravitates toward companies that invest in professional development. In an industry where exceptional community managers can make or break member retention:

  • 73% of employees say professional development opportunities influence their decision to stay with a company
  • The cost of replacing a skilled community manager can exceed 150% of their annual salary
  • High-performing spaces consistently cite team development as a key differentiator

Why Industry Leaders Make GCUC a Priority

Sarah Travers, CEO of Workbar, has seen the ROI firsthand: “When my team attended GCUC, they left with more than just insights—they left with connections. Months later, they’re still in touch with peers they met, exchanging ideas, solving challenges together, and collaborating across the coworking ecosystem. This isn’t just a conference—it’s a community. By bringing your team, you’re not just investing in their growth, but in the future of our industry.”

Kane Wilmont, CEO of IQ Office, adds: “Connecting team members to the larger industry not only drives engagement but also helps them grow professionally. It’s become our secret weapon for retention.”

The Business Case for Team Attendance

  1. Operational Excellence
    • Your team gains access to specialized tracks focused on day-to-day operations
    • Learn proven strategies for increasing member retention and revenue
    • Discover operational efficiencies that improve your bottom line
  2. Competitive Advantage
    • While your competitors’ teams stay stagnant, yours learns from industry leaders
    • Build a network that helps solve challenges faster
    • Position your brand as an employer of choice in your market
  3. Talent Retention & Attraction
    • Signal your commitment to professional growth
    • Create the kind of workplace top talent seeks out
    • Build loyalty through investment in development

Making It Financially Feasible

Smart operators are finding creative ways to make team attendance work:

  1. Performance-Based Incentives
    • Tie conference attendance to revenue goals
    • Create healthy competition for professional development opportunities
    • Use attendance as a reward for exceptional performance
  2. Strategic Cost Management
    • Combine with planned team off-sites for dual value
    • Utilize GCUC’s scholarship fund for additional team members
    • Explore work-trade opportunities where staff can volunteer in exchange for attendance
  3. Long-term Investment Planning
    • Build conference attendance into employment contracts
    • Create rotation systems for larger teams
    • Factor professional development into annual budgets

The ROI Goes Beyond Knowledge

When your team attends GCUC, you’re not just investing in education – you’re:

  • Building a more capable, connected, and motivated workforce
  • Creating operational excellence that drives member satisfaction
  • Positioning your brand as an industry leader
  • Developing future leaders within your organization

Next Steps for Forward-Thinking Operators

  1. Review GCUC’s Tactical Track programming designed specifically for operations teams
  2. Consider which team members would benefit most from attendance
  3. Explore GCUC’s group registration options and early bird pricing
  4. Evaluate the scholarship and work-trade opportunities available

Leading brands don’t just send their owners to GCUC – they invest in their entire team’s growth. In an industry where member experience determines success, can you afford not to?

Next up: GCUC Boston. Grab tickets for you and your team here.