The event was for United Airlines. And it generated nearly a dozen new membership inquiries.
No wonder Jonathan Collins has to catch his breath as he sits down to talk about the year ahead for Equalspace, the Newark, New Jersey based hub for entrepreneurs and tech-focused brands. And where equity is baked into the brand.
Jonathan has the title of Community Manager but owns so much more of the daily operations of the business, which is growing both its membership and its floorspace. And he knows that events are good for members, prospects, and the larger ecosystem of Newark.
"Events are definitely how we best showcase what we have to offer, what we're about, and why we're different from other coworking spaces," he says.
The emphasis on events is not just about getting people together; it's about creating a space where everyone can see the remarkable environment Equalspace has cultivated. From hosting companies like United Airlines to large scale events Small Business Week or Newark Tech Week, these gatherings are fundamental in telling the Equalspace story and serving the local community.
These events create opportunities for potential clients and partners to experience the community firsthand, making it easier for them to see the value and ethos that Equalspace embodies.
As the calendar year 2025 begins, navigating the evolving landscape of corporate priorities is no small feat. Jonathan notes how some organizations have shifted away from diversity, equity, and inclusion (DEI) initiatives. Forbes has a detailed list of companies that are cutting their DEI efforts, as well as those, like Apple and Costco, that are staunchly defending theirs.
"Our thinking is these organizations are future-proofing for the new administration, because they feel that's where the money is going to be," Jonathan explains, addressing the move away from DEI-focused programming even-handedly. Despite these changes, or even because of them, EqualSpace remains strongly committed to its mission of equity and opportunity for the people and businesses of Newark.
The team carefully vets potential partners to see if their commitment to DEI is genuine or merely opportunistic. "For those organizations that have proven they really care, we're going to try and double down on working with them," Jonathan says. This selective approach helps ensure that Equalspace continues to align with partners who share their core values.
The concept of community and ecosystem is central to the operations at Equalspace. "The community is the people, the ecosystem is the people plus the industry," Jonathan explains, citing the nuances of the two often interposed words.
One of the ways Equalspace stays connected with its community is through town halls. "We want to understand what the community actually needs — so we ask them," Jonathan emphasizes. This line of communication is the key to hosting meaningful and impactful events. Engaging with the local community and industry partners ensures that Equalspace can provide the resources and support needed to keep the ecosystem thriving.
Liz Elam, Founder and Chief Connector of GCUC, spoke with Citi Medina, the founder of EqualSpace (aka =Space) for the GCUC Podcast.
Growth is on the horizon for Equalspace, but it’s not just about expanding physically. "We're still in the middle of an expansion. We have two more floors coming online in this building at our second campus," Jonathan shares. This expansion is a testament to Equalspace's success and the increasing demand for their unique coworking environment.
However, staying true to their mission is equally important. "We started calling ourselves an equity space," Collins notes. This term, although not widely recognized, perfectly encapsulates their dedication to providing equal opportunities and support for all. It's a mission that has taken years to refine and continues to guide their growth and operations.
Operational efficiency is crucial for any coworking space, and Equalspace is no exception. They recently began using Coworks software to significantly improve their ability to collect and analyze data, a critical component for identifying gaps and opportunities.
"Coworks has provided a sizable increase in terms of benefit from our previous platform," Collins explains. The software allows them to streamline operations, making it easier to manage bookings, member interactions, and overall workflow. "Without it, I'm, you know, shooting in the dark," Collins admits, highlighting the importance of robust data collection and analysis in driving informed decision-making.
As 2025 gets more underway, Equalspace remains steadfast in its mission to empower entrepreneurs and create a space where DEI is more than just a buzzword. “It’s about building something that lasts,” Collins said. “We’re here to create opportunities for the people who need them most.”
Collins’ perspective offers valuable insights for coworking professionals. By staying adaptive and mission-focused in 2025, Equalspace demonstrates that resilience and community go hand in hand now more than ever.
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