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.

The rise of ‘micro-networks’ - and why brands need to think like third spaces

Post on August 27, 2025

Walk into any coworking hub in Singapore today, and you’ll notice something different from the networking culture of five or ten years ago. Gone are the days of stiff mixers, business card exchanges, and awkward small talk over canapés. Instead, you’ll see smaller groups gathering for a wellness workshop, an industry roundtable, or even a kombucha or wine tasting in the lounge.

These aren’t random social encounters. They’re what sociologists and marketers alike are starting to call micro-networks - intentional, curated circles where professionals connect through shared values, passions, or industries. And they’re increasingly happening in “third spaces” such as coworking hubs, boutique gyms and social cafés.

In the hybrid work era, where home and office dominate our time, these third spaces have become the new ground zero for belonging and collaboration. For brands, that presents a huge opportunity: to stop chasing mass reach, and start thinking like a third space that attracts and nurtures its own micro-network.

Ahead, we speak with Samah Kochhar, workbuddy’s Product and Marketing Manager, on third spaces matter for brands building community, and how coworking spaces can fuel this sense of community and belonging.

Q: How has professional networking culture changed in Singapore's coworking spaces?

Samah: Professional networking is shifting to feel more personal - while still respecting boundaries. What I mean by that is that it’s becoming more intentional. Large-format events still have their place because they deliver scale, but post-COVID the fatigue around “forced networking” is real. People today are gravitating toward smaller, curated circles where conversations feel more meaningful, relevant, and lasting.

And I’ve seen this play out personally. One of my close friends in Singapore started out as a client I met at a coworking space. I half-jokingly invited myself to his pickleball group, we ended up running a HYROX relay together, and now we hang out for dinners. (Shoutout Dan!) That journey - from a casual coworking chat to sport, sweat, and eventually real friendship - captures why micro-networks matter. They blur the line between professional and personal, and that’s exactly where the most authentic relationships are built.

Q: What exactly are micro-networks, and where do you see them happening?

Samah: Micro-networks are curated circles where professionals connect through shared values, passions, or industries. In Singapore, I see them everywhere and increasingly happening in what we call “third spaces”: padel clubs, sober rave collectives like Beans&BeatsMP3, ice-bath recovery zones like The Ice Bath Club, another one killing the loneliness crisis for women is Screaming Pigeons. Topic and range no bar…. Globally, I see communities like Dose of Travel and even online Moment of Silence pod creating spaces. Even FB groups like 'People who look like Adam Sandler but are not' or 'I love Corgis' are micro-networks in their own right. Guess the micro here would be how niche the topic is rather than number. By that definition, Reddit is one giant universe of micro-networks. Oh, I also run my own sports community called Move Social (pun intended), for everyone’s fitness–try-everything era - across ages, demographics, everything, people just come down to play.

Q: Why do micro-networks work better than traditional networking approaches?

Samah: Unlike broad professional groups or giant LinkedIn circles, micro-networks thrive on intimacy and intentionality. You’re not meeting 100 strangers in a hotel ballroom. Aka not shooting your shot in the dark. Instead, you’re joining 8 people in a circle who all care about the same niche topic.

These settings are far more likely to spark genuine connection - because starting from a shared interest or value builds subconscious trust. Also less awkwardness and more vulnerability. When you’re bonding over a game of pickleball, there’s no small talk forced, you’re already in a rally, trading volleys, and laughs. Networking today is less about scale and more about depth. Platforms like LinkedIn already give you volume; what professionals, especially younger ones (representing the Gen-Z workforce myself!), want from events are spaces where they can show up as their full selves.

For individuals, I see clear benefits: deeper relationships develop because smaller groups allow time for real conversations, not elevator pitches. There's shared growth through feedback and support, and personal and professional lives overlap naturally, so you're as likely to find a new friend, a running buddy as a new business partner.

For brands, the benefits are even more strategic because these groups create genuine stickiness. If you become the host or enabler of a meaningful micro-network, your brand naturally occupies a bigger share of someone's work and life.

Q: How are coworking spaces evolving to support this trend?

Samah: Coworking operators were early to sense this shift. Instead of offering just desks and Wi-Fi, today’s hubs double as cultural venues with a variety of activities – from intimate networking breakfasts designed for 10-15 people to industry-specific roundtables where founders can swap stories.

Take workbuddy’s partner spaces as examples: The Co. Duxton and The Work Boulevard often host wellness events and community gatherings, making it more than just a desk.
Boutique spaces in Joo Chiat or Tiong Bahru provide a neighbourhood feel, where creative professionals can gather casually after work.

For digital nomads, freelancers, and even corporate teams, these “coworking as third space” models offer what home and HQ can’t: a place to belong, meet, and be inspired.

Q: How can brands think like a third space or adapt their marketing approach for this era of micro-networking?

Samah: I believe the key is thinking less about mass campaigns and more about curated community. There are three main approaches: First, host rather than just market: think of yourself as a convener. That could mean hosting a 12-person workshop instead of a 200-person summit, or curating a WhatsApp group for your most engaged customers.

Second, lean into lifestyle overlap. Today's professionals want work-life integration, not separation. A coworking hub that offers wellness sessions, or a café that doubles as a book club venue, adds value beyond its core product.

Finally, prioritise authenticity over scale. The brands winning today aren’t the loudest - they’re the ones hosting the room. Creating spaces where people feel seen and heard. When you show up like a host – curating experiences, facilitating connections, asking 'how can I help?' instead of 'how can I sell?' – you naturally build loyalty, because people remember how you made them feel.

Q: What does this shift toward micro-networks mean for the future of work and community?

Samah: I see the rise of micro-networks signalling a broader cultural shift: in a world where algorithms and AI shape so much of our experience, people are doubling down on human connection. Third spaces are filling the gap between home, office, and online.

In 5 years or sooner, I think coworking hubs will look more like lifestyle clubs, with wellness, culture, and micro-communities built into the core experience. We’re already seeing brands like Alo Yoga and Lacoste experimenting with experience centres that blur the line between product and place. Coworking will follow suit, becoming less about desks and more about belonging.

For brands, the message is clear. Belonging is the new marketing currency. If you can create a space - physical or digital - where people feel seen, supported, and connected, you won’t just attract customers. You’ll also attract a community. A step closer to be woven into the fabric of their routines.

What I've learned is that authenticity is what keeps people coming back, not free coffee or branded tote bags. When you create genuine value and real connections, people become advocates, not just customers. They'll tell their friends, 'You have to check out this space,' or 'You should join this group.' That organic word-of-mouth is worth more than any paid campaign.

Invest in your network with a workbuddy membership

With platforms like workbuddy, it’s easier than ever for professionals to tap into these modern third spaces. Whether you’re a freelancer seeking inspiration, a founder craving peer support, or a team wanting flexibility, the future of work and community is waiting just outside the office – in the micro-networks that shape our daily lives. Get on Singapore’s ClassPass for coworking app!

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