This International Coworking Day, Hub Australia’s CEO, Brad Krauskopf, reflects on the moments that have reshaped how – & where – we work.
From 40-hour weeks to hybrid work these are the shifts that have shaped coworking.
This International Coworking Day, Hub Australia’s CEO, Brad Krauskopf, reflects on the moments that have reshaped how – and where – we work.
“When you look back, there are these big markers in the history of work,” Brad says. “They’re not just technological changes – they’ve changed how people think about work, and what they expect from it.”
He points to a few standouts:
- The 40-hour work week – “Henry Ford set the template for decades. Work was tied to a place, a desk, and a set number of hours. That mindset shaped office life for generations.”
- The digital revolution – “When email, the internet, and then broadband arrived, it chipped away at the need to be physically in one spot. You could connect and collaborate without being in the same room.”
- The pandemic – “COVID was the trigger, but the real shift was hybrid work.
- Technology, leadership styles, and expectations all changed – and coworking evolved alongside that.”
“One of the biggest things to shape coworking over the last 15 years has been that the way people work changed. As soon as we moved to a hybrid way of working, coworking also changed.”
For Brad, hybrid work has transformed coworking from an alternative into a strategic choice for businesses. “It’s no longer about just having a desk – it’s about building flexibility and connection into your work life.”
It’s also about brand and culture. “The workplace you choose is a reflection of your business. It tells your team and your clients what you value. Increasingly, it’s a reason why employees will – or won’t – choose to work for you.”
That thinking is behind Hub’s latest launch, Flexi Teams – a workspace solution for businesses that want a mix of private offices, collaborative spaces, and meeting rooms without paying for space they don’t use every day. “It’s designed for how teams actually work now,” Brad explains. “It’s about choice, without the compromise.”
“At Hub, we’re about creating places people want to work – spaces that match the flexibility people now expect, while providing the human connection they need.”
As we celebrate International Coworking Day, it’s worth remembering that coworking is more than a trend – it’s a response to how work keeps evolving. And according to Brad, that evolution is only speeding up
