What is a coworking space?

A coworking space is a shared workspace where individuals from different organizations and professions work together in a communal setting. Coworking spaces are designed to provide a collaborative and flexible work environment that allows people to work independently or as part of a community.

Hot-desking is a workspace arrangement in which workstations are occupied on an as-need basis by various people at various times. Usually, the goal is to reduce redundant office space in order to maximise space efficiency and lower real estate costs. Hot desks can be used in both coworking areas and private offices. Hot-desking is frequently associated with an increase in employee productivity and cross-disciplinary collaboration.

Aggregator vs. Operator? Why the future of coworking is built on partnership

Post on September 10, 2025

For years, the coworking industry has been frequently painted as a binary competition: aggregators on one side, operators on the other.

Aggregators like workbuddy bring users variety and choice, while operators provide the on-the-ground experience. But in 2025, the conversation has shifted. It’s not about who “owns” the customer. It’s about how collaboration between aggregators and operators can create a stronger, more seamless coworking ecosystem for everyone involved.

At workbuddy, we believe the future of coworking is built on partnership. Aggregators and operators each play a critical role in shaping the customer journey, and when they work together, the result is a coworking experience that’s more valuable, flexible and, most crucially, human.

Why aggregators matter: reach, scale, and better-qualified leads

One of the biggest benefits aggregators bring to the table is scale. By consolidating multiple brands and locations into a single platform, aggregators like workbuddy make it easy for users to explore dozens of coworking options without having to commit upfront.

For operators, this means more than just increased volume. It’s about better-qualified leads. Users coming through aggregators aren’t just browsing non-committally; they’re actively seeking flexible workspace solutions and are more likely to convert into paying, long-term members.

As panellist Emily McKenna (GM Singapore, The Great Room) put it in our recent closed-door event titled The Aggregator-Operator Partnership (August 15), “Quantity and quality have both increased. Aggregators aren’t just about filling seats, they’re about bringing the right people into the right spaces.”

Why operators matter: expertise, trust, and experience

On the flip side, coworking operators like The Work Boulevard, WeWork and JustCo are the ones who actually deliver the experience. They build the spaces, nurture the communities, and ensure every touchpoint – whether it’s the warm front-desk welcome, the Wi-Fi speed, or the free-flow barista coffee – meets professional standards.

Operators understand the nuances of hospitality and design, and they’re best placed to create environments that keep people coming back. They also provide the on-ground presence that ensures customers feel supported.

As Shirlene Sim, Senior Director & Head at JustCo, noted during the discussion, “Clients today are very educated. You can sway a broker, but you can’t sway a client. At the end of the day, it’s about trust, and that trust comes from the relationships built on the ground.”

Together: a seamless customer journey

When aggregators and operators collaborate, it’s the user who gains the most. Aggregators make discovery simple – helping professionals find, compare, and book spaces with ease – while operators deliver the on-the-ground experience that keeps people coming back.

This partnership closes the loop in three powerful ways. Aggregators extend the ecosystem’s reach, bringing in new users and guiding them toward the right spaces. Operators then focus on retention, turning first-time visitors into loyal members by offering quality experiences and vibrant communities. And together, they strengthen relationships – because at its heart, coworking has always been about people, not just desks.

As Cindy Song, Market Director from WeWork summed it up: “Sales is all about relationships. Everyone wants to make more money, but relationships are priceless. At the end of the day, it’s a relationship.”

Why this shift matters in Singapore and APAC

The coworking market in APAC is one of the fastest-growing globally, driven by hybrid work models, distributed teams, and increasing demand for suburban spaces closer to home. In Singapore alone, flexible workspace has grown into a 3.7 million sqft industry, and demand is only climbing.

In this context, the aggregator-operator partnership model makes perfect sense:

For users, it reduces friction. They no longer have to commit to one operator or navigate multiple contracts.
For operators, it broadens reach and reduces acquisition costs, while allowing them to focus on what they do best: building communities and delivering quality spaces.
For the ecosystem, it creates a stronger, more resilient network that can adapt to evolving work trends.

How workbuddy leads this shift

At workbuddy, we don’t just see ourselves as an aggregator: we’re a curator and a connector. Our role is to help operators shine while matching professionals with spaces that fit their work style, location, and team needs.

That could mean helping a client “sample” different workspaces before choosing their favourites, or showcasing an operator’s unique brand story so it resonates with the right audience.

Our flexible plans are designed with this in mind. Whether it’s a single-day pass, a Lite plan with five visits a month, or an Unlimited membership, professionals can move fluidly across more than 50 coworking spaces across Singapore. In short: we’re not replacing operators, we’re amplifying them.

The future of coworking partnerships

Looking ahead, the aggregator-operator model will only deepen. Expect to see:

Smarter matching: AI-powered tools to connect users to the most relevant spaces.
More niche offerings: wellness-focused hubs, family-friendly coworking, and suburban outposts.
Shared storytelling: where aggregators and operators co-create experiences and content that highlight the unique strengths of each space.

For brands and users alike, this future means more choice, more connection, and more community.

Final thoughts

The coworking industry has matured beyond the “us vs. them” mindset. Aggregators and operators aren’t competitors—they’re partners in creating the future of work.

At workbuddy, we’re proud to be leading this shift in Singapore and across APAC: curating experiences, helping operators shine, and connecting the right users to the right spaces. Because when we all work together, the entire ecosystem grows stronger.

👉 Ready to experience it for yourself? Try a workbuddy day pass today and discover coworking spaces across Singapore that fit your style, schedule, and team needs.