The Workshop

What The Workshop does

The Workshop is a privately-held Auckland-based coworking space operator run by 97degrees Ltd, operating two physical locations in Ponsonby (central, 37D Crummer Rd) and Avondale (city fringe, 1790 GT North Rd) under a unified brand. Each site offers over 60 dedicated desks, hot desks, and workstations, with Ponsonby additionally providing four private offices for teams of up to six. The product portfolio spans pay-as-you-go hot desks ($39-$43/day), monthly Buy 8 Get 10 passes ($312), dedicated and flex desk memberships ($445-$645/month), startup-tier pricing for qualifying NZ tech companies, private offices ($2,490/month), virtual office mail services ($99/month), meeting room hire, and Ponsonby carpark rentals. Underlying technology is built entirely on third-party SaaS and hardware rather than proprietary platforms: Skedda powers online booking across both sites, KISI handles access control at Ponsonby, Hyper Fibre delivers over 2 Gb/s connectivity at Avondale, and Logitech video systems integrated with Zoom, Google Meet, and Microsoft Teams equip meeting rooms alongside Google Chromecast on HD LED screens.

The company targets freelancers, independent professionals, early-stage startups, and small businesses (typically 2-10 person teams) in the Auckland metro - notably serving the West Auckland and central Ponsonby/K' Road catchments rather than competing in the Auckland CBD. Go-to-market is direct-to-consumer via Skedda self-serve booking, scheduled tours, organic social media (Facebook and Instagram), content marketing through a customer-insight blog, and word-of-mouth amplified by 160+ combined five-star Google reviews and a #1 SurfOffice ranking. The business model is overwhelmingly subscription-recurring (membership tiers) supplemented by usage-based revenue (hot desks, meeting rooms, carparks) and a small virtual office stream. Pricing is all-inclusive with no setup fees, no long-term lease commitments, and bundled amenities (coffee, fruit, printing, weekly morning teas, member perks via BFT, F45, and My Everyday Wellbeing). Operational footprint is deliberately small (1-10 employees) with a Community Manager dedicated to each location, and the company is founder-controlled with no disclosed institutional funding.

Name

The Workshop

Legal name

97degrees Ltd

Website

https://theworkshopauckland.co.nz

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

The Workshop operates two Auckland coworking locations (Ponsonby and Avondale) under 97degrees Ltd, offering hot desks, dedicated desks, private offices, virtual office, and meeting rooms to freelancers, startups, and small businesses across Auckland via subscription and usage-based pricing on the Skedda booking platform.

Ownership category

akta.pro rank

Product category

Coworking and Shared Office Space

NAICS

Office Administrative Services (5611)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Hybrid Work Enablement & Desk/Room Booking Operations (BPABAFAH)

Keywords

• Coworking space
• Shared office
• Dedicated desks
• Private offices
• Flexible workspace

Headquarters

HQ city

Ponsonby

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Hot Desk Rentals: Daily hot desk bookings at $39-$43 per day, including desk, monitor, Wi-Fi, tea/coffee. Also available as a monthly Buy 8 get 10 pass subscription at $312/month.
2. Dedicated Desk Memberships: Monthly recurring memberships for dedicated desks at $445-$645/month depending on tier (Startup, Flex, Dedicated). Includes 24x7 access, meeting rooms, tea/coffee/fruit, morning teas.
3. Private Office Rental: Monthly private office rental at $2,490 for up to 6 people. Fully serviced, air conditioned, furnished, with access to meeting rooms and kitchen.
4. Virtual Office: $99/month virtual office service including business mailing address and mail management.
5. Carpark Rental: Daily carpark rental at Ponsonby at $13.05 per day via online booking.
6. Meeting Room Hire: Included for dedicated desk and office members; bookable by hot deskers. Meeting rooms feature HD LED TVs, Google Chromecast, and professional Logitech video conferencing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The Workshop provides flexible coworking and shared office space across two Auckland locations (Ponsonby and Avondale), selling daily hot desk bookings, monthly dedicated desk memberships, private offices for teams of up to six, virtual office mailing addresses, bookable meeting rooms, and daily carpark rentals. All offerings are sold on flexible monthly or daily terms without long-term lease commitments and include shared amenities such as business-grade Wi-Fi, professional video conferencing, kitchen facilities, community events, and optional wellness program access.

Product overview

The Workshop is an Auckland-based coworking space provider offering a unified workspace platform with multiple membership tiers. The core offering includes Hot Desks (daily flexible desks), Dedicated Desks (permanent workspaces), and Private Offices (team spaces for 3-6 people). Supporting services include Virtual Office (business address), Meeting Rooms (bookable with video conferencing), and Carparks. Two physical locations operate in Auckland: Ponsonby and Avondale. Memberships range from daily passes to monthly subscriptions, with special startup rates available. All memberships include access to common areas, kitchen facilities, and wellness programs. Online booking is managed through the Skedda platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Hot Desks

Quantifiable outcome

• Rated #1 coworking space in Auckland by SurfOffice with a 10/10 rating.
• +3 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• My Everyday WellbeingcoreStrategic or Co-development PartnerMy Everyday Wellbeing is a digital wellbeing platform providing members and their families with expert advice on diet, exercise, mental health, financial wellbeing, and more. The Workshop provides free access to My Everyday Wellbeing as part of dedicated and flex desk memberships. Included in all memberships (hot deskers get access to a limited version). The platform covers anything contributing to a healthy lifestyle.
• BFT Training (Glen Eden & Te Atatu)minorGTM or Marketing PartnerBFT (Body Fit Training) Glen Eden and BFT Te Atatu are functional fitness studios. The Workshop provides exclusive access to BFT programs for resident members at a discounted corporate rate. Members get a free 1-week trial and continued corporate 'No Limits' membership discount. Only available to Workshop members on monthly agreements.
• F45 Training (Ponsonby & New Lynn)minorGTM or Marketing PartnerF45 Training Ponsonby and F45 Training New Lynn offer high-energy interval training workouts. The Workshop negotiated exclusive rates for resident members including a 4-week Kickstarter Trial for $136 with unlimited training. After trial, members can continue on Corporate Plan at discounted rates. Only available to Workshop members on monthly agreements.
• SurfOfficeminorOthersSurfOffice is a coworking discovery and team offsites platform that ranks and promotes coworking spaces. The Workshop is listed as the #1 coworking space in Auckland with a 10/10 rating.
• SkeddacoreTechnology or IntegrationSkedda provides the online booking platform used by The Workshop for hot desk bookings, meeting room reservations, and carpark bookings at both Ponsonby and Avondale locations. Their privacy policy governs data collected through the booking system.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• BizDojo: New Zealand's largest homegrown coworking chain with multiple Auckland locations including CBD and suburban sites. Directly comparable to The Workshop in target customers (freelancers, startups, SMBs), product offering (hot desks, dedicated desks, private offices), and community-led value proposition, though at significantly greater scale.
• The Icehouse: Auckland-based business growth hub providing coworking, office space, and business advisory services primarily for SMBs and entrepreneurs. Directly comparable target customer base (NZ SMBs, founders) and overlapping product offering (workspace + community + business support), though with stronger emphasis on incubator-style programming.
• The Common: Auckland coworking operator offering shared workspace, dedicated desks, and meeting rooms targeting freelancers, startups, and small businesses. Comparable product mix and customer base to The Workshop, though typically positioned in central Auckland rather than fringe suburbs.

Broad incumbents

• Industrious: US-headquartered premium coworking and flexible office operator serving enterprise and SMB customers across North America, Europe, and APAC. Comparable business model of subscription-based dedicated offices and coworking, though Industrious skews toward larger enterprise clients rather than The Workshop's freelancer/startup focus.
• Spaces (IWG): Global coworking and flexible workspace brand under IWG (parent of Regus). Offers hot desks, dedicated desks, offices, and meeting rooms with a design-led community experience. Direct product overlap with The Workshop but at global scale and with deeper enterprise segment penetration.
• WeWork: Once-dominant global coworking brand now restructured and focused on profitable locations. Offers hot desks, dedicated desks, private offices, and meeting rooms across major global cities. Direct product and pricing comparison to The Workshop though at vastly different scale and capital structure.
• Work Club: Flexible workspace operator offering coworking, dedicated offices, and virtual offices primarily across Australia with expanding presence. Comparable subscription-based product offering and SMB customer focus to The Workshop, though at larger scale and predominantly trans-Tasman footprint.

Emerging players

• Enspiral: New Zealand-based network of independent coworking spaces and purpose-driven professionals. Operates shared workspace infrastructure across NZ with a focus on social impact and freelancer community — overlapping thematically with The Workshop's socially conscious positioning and SMB target market.

Regional players

• Akina Foundation: New Zealand social enterprise and impact-focused organisation supporting purpose-driven businesses, including shared workspace infrastructure for impact startups and social enterprises. Comparable community-led, values-aligned positioning to The Workshop's 'socially conscious' brand, though operating more as a support organisation than commercial coworking operator.

Others

• Skedda: Software vendor providing online booking and workspace management software used by The Workshop to manage hot desk, meeting room, and carpark reservations. Not a competitor but a key technology partner — included as an adjacent ecosystem player whose own customer base overlaps significantly with The Workshop's peer set.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/theworkshopakl
• Instagraminstagram.com/theworkshopauckland

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Workshop