The science of body doubling: Why working “together” works (even virtually)
Ever notice how you suddenly become a productivity machine in coffee shops? Or how that impossible project feels totally doable when your mate texts that they're tackling something tricky too?
Yeah, there's actual science behind this. And it's way more powerful than you think.
The coffee shop magic: What's really going on
That focus boost you get in a coffee shop isn’t just a vibe, it’s actual neuroscience.
In our last blog, we explored social facilitation and how being around other people, even silently, can help your brain slip into focus mode. (Basically, your brain loves a bit of productive peer pressure.)
But what’s actually going on in your head when that happens?
A big part of it is attentional anchoring. When someone nearby is working, their presence acts as a kind of cognitive cue, a reminder to stay present and on task. This is sometimes called the audience effect. Your brain subconsciously registers that someone else is there, and it nudges your focus forward, even if no one’s interacting with you.
Think of it as an external reminder that gently pulls you back when your mind starts wandering to that Netflix series you're halfway through. It’s less about pressure, more about proximity. Like having a silent rhythm partner helping you stay in time, no conversation needed.
From ADHD hack to everyone's secret weapon
This whole concept has a name: body doubling.
The term was first coined by productivity coach Linda Anderson in the ‘90s, and it quickly gained traction in ADHD communities as a way to beat procrastination. But over time, more and more people started using it, often without realising there was a name for what they were doing.
A 2024 study with 220 neurodivergent participants described body doubling as “using the presence of others to start, stay focused on or actually finish a task”. The interesting bit? Many of them had already been doing it instinctively because it worked.
The Cleveland Clinic calls it an "external executive function aid". That’s fancy talk for having an extra body being productive next to you creates a more focused environment than just you alone with your thoughts (and that growing mental to-do list).
And while it’s long been championed in neurodivergent circles, research and lived experience suggest it benefits just about anyone.
When we work near others (even virtually) we tap into powerful focus-boosting mechanisms like attentional anchoring, the audience effect and co-regulation. These are universal human tendencies, not just ADHD-specific quirks.
In other words: this isn’t just a niche productivity hack. It’s a tool anyone can use.
Why virtual presence hits different (but still hits)
You might think virtual body doubling is just a watered-down version of the real thing. Think again.
While in-person setups can feel more tangible, the brain doesn’t actually draw a hard line between physical and virtual presence, especially when it comes to focus.
Dr. Edward Hallowell explains that the technique is “highly effective” for anyone struggling with focus: “Just having another person nearby activates a kind of attention, imagination, creativity, that is dormant when we're all by ourselves, usually”.
And it’s not just theory. Research shows coworking spaces boost focus and satisfaction by providing social support. And when done well, virtual coworking can recreate many of those same psychological benefits without needing to leave the house.
Here’s what kicks in when you work alongside someone, even through a screen:
Dopamine gets a boost: Social connection triggers dopamine, the motivation and reward chemical. Handy for ADHD brains, but helpful for pretty much everyone.
Gentle accountability: You’re less likely to ditch a task when someone else is in view, even silently. That sense of being seen, minus the pressure, is often enough to keep you moving.
Co-regulation: Sharing space (even virtually) with focused people can calm your nervous system and help your brain settle into deeper focus. It’s subtle, but powerful.
Virtual doesn’t mean less effective, especially when you have the right setup. And it’s part of why our members keep showing up to Cool Wow coworking, even on days when focus feels far away.
Why it works for different brains, tasks and seasons
One of the best things about body doubling? It’s wildly adaptable.
You don’t even need to interact or know who they are. Their presence alone is enough — physical, virtual, live or even pre-recorded — while you tackle your own tasks. Research has found people use body doubling for everything from client work to housework, and often without even realising there was a name for it.
Here’s how body doubling supports different work styles:
If you procrastinate: That first step can feel like the hardest but seeing someone else in action often gives you the nudge to start. It’s low-key peer pressure that actually helps.
If you’re easily distracted: A quiet, visible presence (even on a screen) can act like a soft focus anchor. It gently pulls your attention back when your mind starts to wander.
If you work remotely and feel isolated: Sharing a work session, even if it’s silent, can create a sense of connection and shared effort that cuts through the loneliness and keeps your motivation up.
If you’re a perfectionist: Being in the (virtual) company of others helps you start before you feel “ready.” It lowers the stakes and quiets the inner critic because you’re all just showing up and doing the work.
No matter your work style or personality, body doubling gives you something we all benefit from: presence, rhythm and permission to begin imperfectly and in good company.
The bottom line is your brain wasn’t built to work in a vacuum
We’re social creatures. Always have been. And our brains are literally wired to respond to what others around us are doing. It’s not weakness. It’s not a lack of discipline. It’s just how we’re built.
So when you find it easier to focus in a café or on a Zoom call with other solo business owners? That’s not a fluke. That’s your brain doing exactly what it’s meant to do: picking up on social cues and using them to stay present.
The coffee shop effect might feel like magic. But really, it’s structure. It’s science. And it’s a whole lot more effective than trying to white-knuckle your way through another solo workday.
By understanding this natural tendency, we can create environments that support our best work with no superhuman willpower required.
If you’re curious about what it could look like in your own business, we’ve built a space for exactly that. Cool Wow’s coworking gives you the benefits of body doubling like structure, support and a gentle rhythm that helps you start (and keep going).
Check out our virtual coworking sessions and feel it for yourself.
ABOUT THE AUTHOR
Rach runs Cool Wow Collective, a community for solo business owners who want focus, structure and connection without the hustle. She’s also the founder of Assembld, a content and copywriting studio working with tourism and events brands across regional Australia.
