Waldo Waldman
"The Wingman" | Lt. Col. (ret.), U.S. Air Force | Decorated F-16 Combat Pilot, 65 Missions | NSA Speaker Hall of Fame | NYT & WSJ Bestselling Author
Robbie Kellman Baxter
World’s Leading Expert on Subscription & Membership Business Models | Author of The Membership Economy & The Forever Transaction
Robbie Kellman Baxter is a global authority on subscription and membership models, and the strategist who coined the term “Membership Economy.” A bestselling author and advisor to brands including Netflix, Microsoft and The Wall Street Journal, she helps organizations build recurring revenue, loyal communities and customer relationships that last a lifetime. In her keynotes, she delivers practical frameworks and high-impact insights on the future of customer engagement, retention and long-term growth.
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Robbie Kellman Baxter biography
Business speaker Robbie Kellman Baxter is the world’s leading expert on subscription and membership business models—the strategist who coined the term “Membership Economy” and helped define an entirely new discipline for building long-term customer relationships. A bestselling author, sought-after keynote speaker and trusted advisor to organizations in more than 20 industries, she has spent over two decades helping companies shift from transactional sales to recurring revenue, loyalty and sustained engagement.
As founder of Peninsula Strategies, the consulting firm she launched in 2001, Robbie has worked with hundreds of businesses—from global brands to fast-growing start-ups—guiding them as they launch, refine and scale subscription offerings. Her clients range from Netflix, Microsoft, Oracle and The Wall Street Journal to associations, non-profits and educational institutions. Her work has shaped the strategic direction of iconic membership programs, digital communities and subscription platforms that today serve millions of users. Known for her clarity, practicality and strategic insight, she is the advisor organizations call when they need to build a business that customers never want to leave.
Robbie is the author of two landmark books. The Membership Economy, which introduced the now-widely-used framework for turning customers into lifelong members, was named a top marketing book by Inc. magazine. Its follow-up, The Forever Transaction, provides a blueprint for designing and sustaining durable, high-value customer relationships that unlock predictable growth. Together, these books have become essential reading for leaders across technology, media, retail, financial services, healthcare and more.
A graduate of Harvard College and Stanford Graduate School of Business, Robbie began her career at Booz Allen, gained first-hand experience in Silicon Valley product marketing, and served as a New York City Urban Fellow before dedicating her work to the subscription revolution. Today, she delivers keynote talks around the world for associations, corporations and universities—including ASAE, INMA, AICPA, the National Restaurant Association, and global companies such as Nokia and eBay.
On stage, business speaker Robbie Kellman Baxter combines engaging storytelling, rigorous strategy and concrete takeaways. Her mission is simple: to help organizations build relationships that last forever, and to give leaders the frameworks they need to thrive in the Membership Economy.
Robbie Kellman Baxter Speaking Videos
Robbie Kellman Baxter – Media Leaders: Move Your Mindset From Subscription to Membership
Robbie Kellman Baxter – The Membership Economy
Robbie Kellman Baxter
Robbie Kellman Baxter Keynote Topics
In this keynote, Robbie explores why subscription and membership models are no longer niche tactics but central business strategies in today’s digital economy. She explains how shifting from ownership to access changes customer expectations and company design—and why organizations that resist this shift risk losing relevance. Attendees will leave understanding the economic, cultural and strategic forces driving subscription growth, and why now is the time to act.
Whether you sell products, services or content, this session shows how to apply subscription thinking across business models that didn’t start out as subscriptions. Robbie walks through the core design questions—what to offer, how to price, how to onboard and how to retain—and uses practical examples from manufacturing, media, associations and SaaS. Participants will gain a step-by-step framework for designing a subscription offer that works in their context.
Moving from transactions to lifelong relationships is the heart of what Robbie calls the "Forever Transaction." In this talk she shares how companies create member experiences so compelling that customers stay year after year—and advocate the offering to others. She covers onboarding, community, value delivery, trust and evolving the relationship. Leaders will leave with clear actions to increase customer lifetime value, reduce churn and turn members into brand ambassadors.
Retention, repeat engagement and renewal are the engines of a successful subscription business. In this session, Robbie reveals the psychological and practical levers that bring customers back again and again, from personalization and community to tiering and behavioral triggers. Attendees will learn how to diagnose and improve their own retention funnel, and how to view every step—from first click to tenth renewal—as an opportunity to deepen the connection.
Growth doesn’t always mean acquiring more customers—it can mean getting more from the ones you already serve. In this keynote, Robbie explores the trade-off between chasing volume and increasing value per customer, and explains how membership models enable deeper relationships, richer data and higher lifetime value. Executives will gain insight into how to evolve loyalty programs, upgrade existing customers, and move from transactional volume to meaningful, high-value engagement.
Speaker topics
FAQs on Booking Robbie Kellman Baxter
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How much is Robbie Kellman Baxter speaking fee?
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