The Membership Economy


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The Membership Economy


About the Book

The “membership” business models of Netflix, Weight Watchers, and other industry giants revealed—and how you can use them to lead your company to the top of the food chain.

For decades, consumers and businesses have joined clubs, bought products and accessed services using a subscription model. But it has only been in recent years that the model has been transformed and perfected through massive changes in technology.

The Membership Economy shows how nimble companies that focus on ongoing, formal relationships over one-time transactions are thriving. By renting, lending, or offering access instead of just “ownership,” organizations can leapfrog industry leaders. In terms of strategic business models, this is one that allows for breakthrough growth. With great case studies from American Express, LinkedIn, CrossFit,, SurveyMonkey, and more, this book will show you how to radically rethink how your organization can build loyalty, viral growth, and recurring revenue.

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The Membership Economy

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Meet the Author

Robbie Kellman Baxter is the founder of Peninsula Strategies, LLC, a consulting firm that helps companies excel in the Membership Economy.

Her clients have included large organizations like Netflix, SurveyMonkey and Yahoo!, as well as smaller venture-backed startups. Over the course of her career, Robbie has worked in or consulted to clients in more than twenty industries.

Before starting Peninsula Strategies in 2001, Robbie served as a New York City Urban Fellow, a consultant at Booz Allen & Hamilton, and a Silicon Valley product marketer.

As a public speaker, Robbie has presented to thousands of people in corporations, associations, and universities.

Robbie has been quoted in or written articles for major media outlets, including CNN, Consumer Reports, The New York Times and the Wall Street Journal.

For Media, Speaking or Consulting inquiries, please contact Peninsula Strategies



  • The Membership Economy is a critical read, and one that should be added to your business bookshelf this year.”

    - Leyla Seka,
    SVP & GM
  • “The Membership Economy is an insightful, research based look at the strategies and tactics needed to develop, grow and maintain a membership-style program for customers. It is perhaps the best, most detailed source I’ve found on this subject to date, and it has very much changed the way I think about our own growing Membership program. I can’t recommend it enough.”

    -Mark Kupferman
    VP, Insights & Interactive Marketing
    Six Flags Entertainment Corp.
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  • “Robbie’s book is packed with innovative ideas for pricing, acquisition and engagement of customer. I highly recommend this book for any CEO who seeks to disrupt their industry by putting their customers at the center of everything they do.”

    –Heidi Roizen
    Operating Partner
    Draper,Fisher, Jurvetson
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  • “Some will read Robbie’s The Membership Economy as an entertaining collection of stories about some of the most innovative organizations out there, while, for others, it will serve as a practical guide. It’s a fun insider view that’s also pragmatic.”

    -Marc Bodnick
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  • “Having seen and experienced the challenges of building long-term sustainable relationships involving membership organizations, Robbie Kellman Baxter offers clear examples and straightforward advice how to achieve success in both the non-profit and corporate sectors.

    -Howard L. Wollner
    NPR Foundation
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  • “There’s a big difference between subscribers and members. From The Times to The Sun and now at the Wall Street Journal, we are committed to building our relationship with our customers around the principles of membership. Members are more engaged, more connected and more profitable. Read The Membership Economy to learn how to take your organisation from transactional to relational. ”

    -Katie Vanneck-Smith
    Chief Customer Officer and Global Managing Director
    Dow Jones
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  • “In The Membership Economy, Baxter explains, illustrates, and advocates for this new way of doing business — you won’t want to miss it.”

    -Bob Baxley
    Head of Product Design and Research
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  • ”As the leader of a major alumni relations office, I understand the importance of building long term relationships with our members. Robbie Kellman Baxter’s practical advice will drive immediate results. If your organization depends on having highly engaged members, you should read The Membership Economy.“

    -Raphe Beck
    Director of Alumni Relations
    Stanford Graduate School of Business