How a mission-driven Houston coworking space went from an unmanaged HubSpot portal and manual everything to an automated membership engine its whole team runs on.
Industry: Coworking & Flexible Workspace | Location: Houston, TX | Services: HubSpot CRM Implementation & Automation
Sesh Coworking is a Houston coworking space built around inclusion. What began in 2017 as a meetup for working women grew into a 21,000 square foot home in Midtown Houston for creatives, nonprofits, women, communities of color, and the LGBTQ+ community. The business behind the community is a web of memberships: private offices, dedicated desks, month to month social and virtual memberships, day passes, and virtual office plans, each with its own contracts, renewal dates, and onboarding steps.
Sesh had a HubSpot subscription, but it was a CRM in name only. The co-founder who managed it had left the company, and founder Maggie Segrich inherited one of the most expensive tools in the stack with no map of how it worked, whether it was being used well, or which of its aging automations still made sense.
Maggie had already tested three coworking-specific CRMs, and none could flex to how Sesh actually operates; one vendor told her that her needs broke their software. Inside HubSpot, legacy automations built years earlier were still firing, including one that sent prospective members a booking link for a tool Sesh had abandoned. She was close to going, in her words, “scorched earth” and leaving HubSpot entirely when a referral connected her with Optidge. The operational gaps were real:
Rather than disappear and return with a finished build, Optidge ran weekly screen share sessions with Maggie, auditing legacy automations, designing processes together, and building or fixing workflows live on the call. Every session was recorded with a searchable transcript, so Maggie could relearn anything on her own schedule.
Optidge designed Sesh’s first formal renewal process. Seventy-five days before a contract end date, HubSpot now creates a renewal deal in a dedicated recurring pipeline and assigns the team its tasks, backed by a five email renewal sequence at 75, 60, 30, 14, and 1 day before renewal that automatically unenrolls anyone who replies. Short one and two month terms follow their own faster branch, and Membership Term and Contract End Date became required fields, so no renewal can silently slip through again.
When Stripe’s native automations proved unreliable, Optidge rebuilt the connection with Zapier. Every day pass and virtual office purchase now creates the contact in HubSpot, fires a review task for the team, notifies the reservations inbox, and tags the buyer into the right welcome email series.
Optidge extended automation across the entire member journey: onboarding workflows that trigger door access credentials, tour scheduling, welcome tasks, and signage requests with branch logic by membership type; a structured late payment follow-up cadence; a proper offboarding stage; and win-back tasks that resurface lost prospects nine months later, complete with built-in talking points the team actually uses
Six months into the engagement, Maggie described a team that had gone from resisting the CRM to being obsessed with it. Renewals now announce themselves 75 days ahead instead of being discovered through revenue dips. On The Digital Marketing Mentor podcast, she reported that deal closure rates and email open rates were up year over year, that every HubSpot indicator was ahead of the prior year, and that onboarding a new hire had dropped from six weeks to four. When a staff member was out in October, a scenario that had produced chaos that April, she called the difference “light years easier.”
Sesh Coworking’s transformation shows what a CRM implementation really is: not software installation, but process design. Sesh went from winging renewals to a system that protects revenue on its own, and because HubSpot now handles the desk work, the team spends its time with members in the space, which is what retention in coworking actually runs on. When Maggie shared the build with a peer group of coworking operators, the reaction was that Sesh is ahead of the curve on automation.
Sesh Coworking is one of many membership-based businesses Optidge serves. Optidge, a HubSpot Gold Solutions Partner, provides HubSpot CRM implementation, automation, and paid media programs that turn scattered operations into systems that grow revenue.
“Everything that you have taught me, I wish I knew three years ago. My whole team live and die by HubSpot now.”
-Maggie Segrich, Founder, Sesh Coworking
111: From Burnout to Breakthrough: The HubSpot CRM Behind Sesh Coworking with Maggie Segrich