"The Membership Economy" by Robbie Baxter (Video Book Summary produced by Board Studios) from Board Studios on Vimeo.


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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, Salesforce.com, SurveyMonkey, and more, this book will show you how to radically rethink how your organization can build loyalty, viral growth, and recurring revenue.

Contact us to discuss your event, and how Robbie’s unique and inspiring content can make it a success.  Email Peninsula Strategies.

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The Membership Economy

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Contact Us

Contact us to discuss your event, and how Robbie’s unique and inspiring content can make it a success.  Email Peninsula Strategies.


Robbie’s keynote speeches are known for their unique combination of practical advice, inspirational ideas, and candor, all of which make for powerful and impactful events and delighted audience members.

A well-known authority on business innovation and strategy, Robbie has worked with thousands of people in corporations (The Wall Street Journal, Microsoft), associations (AICPA, National Restaurant Association), and universities (Harvard, Stanford) as a speaker, coach, consultant and mentor.

Recent & Upcoming Engagements

Popular Topics

    • How The Membership Economy is Changing Everything
    • Beyond Subscriptions: Best Practices in Building Loyalty & Community
    • The 7 Principles of The Membership Economy
    • Inflection Points on Organizational Life Cycles: Handling The 5 Critical Moments of Truth
    • How The Membership Economy is Changing Customer Expectations
    • What Your Organization Needs to Learn From The Membership Economy







Meet the Author

Robbie Kellman Baxter brings over twenty years of strategy consulting and marketing expertise to Peninsula Strategies, a strategy consulting firm focused on helping companies leverage subscription pricing, digital community and freemium to build deeper relationships with customers.  Her clients have included start-ups and mid-sized venture-backed companies as well as industry leaders such as Netflix, Oracle, Electronic Arts and eBay. Over the past 18 years, Peninsula Strategies has advised nearly 100 organizations in over 20 industries on growth strategy.

A sought-after writer and keynote speaker, Robbie has presented to alumni organizations at Stanford, Harvard and Haas, associations including the AICPA, the American Society of Association Executives, and the National Restaurant Association and organizations including the Wall Street Journal, and Coursera.  She has been quoted on business issues in the Wall Street Journal, The New York Times, and Consumer Reports, and has had pieces published in HBR.org, CNN.com, Associations Now  and the Journal for Quality & Participation.  Robbie has created and starred in eight video courses in collaboration with LinkedIn Learning on business topics ranging from innovation to customer success and membership.  Robbie is also on the board of Amava, an organization dedicated to helping people stay active and engaged post-career.

As the author of The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue, a book that has been named a top 5 Marketing Book of the Year by Inc.com, Robbie coined the popular business term “Membership Economy”, which is now being used by organizations and journalists around the country and beyond. Robbie’s expertise with companies in the emerging Membership Economy extends to include SaaS, media, consumer products and community organizations.

Prior to launching Peninsula Strategies, Robbie was a strategy consultant at Booz-Allen, a New York City Urban Fellow and a Silicon Valley product marketer. Robbie received her MBA from the Stanford Graduate School of Business and graduated with honors from Harvard College.

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
  • [/ut_quote_alt]
  • “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
  • [/ut_quote_alt]
  • “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
  • [/ut_quote_alt]
  • ”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