Robbie Kelman Baxter's "The Membership Economy" explores the shift from transactional business models to recurring revenue models based on membership. The book delves into the strategies and tactics for building successful membership businesses, covering topics such as pricing, community building, and customer retention. It provides a framework for understanding the unique challenges and opportunities of this business model, offering practical advice for entrepreneurs and business leaders. Baxter emphasizes the importance of creating value for members and fostering a sense of community to drive long-term success. The book is a valuable resource for anyone looking to build a sustainable and profitable membership-based business.
Robbie Kelman Baxter's "The Forever Transaction" builds upon the concepts introduced in "The Membership Economy," focusing on creating long-term relationships with customers. The book emphasizes the importance of building trust and loyalty to foster recurring revenue and sustainable growth. It explores strategies for creating a sense of community and belonging among customers, encouraging repeat purchases and referrals. Baxter provides practical advice on how to design products and services that encourage ongoing engagement and loyalty. The book is a valuable resource for businesses seeking to cultivate lasting relationships with their customers and build a resilient business model.
In this episode of the Membership Geeks Podcast, I welcome back Robbie Kellman Baxter, author of "The Membership Economy," to explore how the world of memberships and subscriptions has transformed over the past decade.
We dive into the shifts brought by the boom during COVID, the increasing demands for meaningful value, the impact of AI, and what the future holds for membership businesses.
Whether you're just starting out or you're a seasoned membership owner, this conversation is packed with actionable advice and thought-provoking strategy for thriving in an ever-changing environment.
In this episode:
- What are the most significant shifts membership business owners need to understand in 2025 compared to previous years?
- How have automation and AI impacted membership models, and what balance should be struck between leveraging technology and maintaining a human touch?
- What can membership site owners do to stay relevant and valuable to their members in an increasingly crowded and competitive landscape?
- How can you future-proof your membership business for the next five to ten years in a world where subscription fatigue and global changes are a reality?
Key Quotes & Takeaways:
"a lot of people who launched memberships, maybe especially in that go go period from, let's call it, 2019 to 2022, suddenly got a rude awakening and realized, you know, I actually have to engage people once I bring them in. I have to have an offering, that justifies a forever transaction more scientific in the way that I run my business."
"This is a time to take a step back, and say, what are we doing right? What are we doing wrong? What would we and this is, I think, the money question. What would we be doing differently if we were starting today?"
"And they say our existing members love us, but we're having trouble acquiring new members. And that is a signal that your offering is no longer competitive, no longer relevant. That should be a huge wake up call to you."
"I think organizations that can continue to focus on aligning the member outcome, desired outcome with the way they package their value are the ones that are gonna do well."
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Membership Geeks Podcast with Mike Morrison 
