Subscription Stories: True Tales from the Trenches

Many of my guests on the podcast have built and skilled large membership and subscription businesses with big teams of specialists and sophisticated software to support their efforts. But what if the team is just you? Mike Morrison, launched the Membership Geeks Podcast 9 years ago to help solopreneurs build online membership businesses. You can drive a meaningful subscription without a team and totally online, and that's what Mike teaches at his Membership Academy. In our conversation, we talk about how the membership economy has evolved since we first met 9 years ago, some of the elements that make one membership more successful than another, and what it takes to scale when you're working alone.     Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today:    robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts

What do you do when powerful tailwinds change to headwinds as you're growing your business?Many Membership Economy businesses have struggled to keep up momentum in the past few years as the golden era of growth has evolved to a bottom line era. Today's guest, E-Lin Tan, took the helm at BlueMovement offering subscriptions to Bosch Appliances in Europe during the bottom line era. In our conversation, we discussed how they balance circularity and sustainability with profitability. Listen to learn how they've built support across the organization, developed the right culture, and continued to evolve the offering to respond to changing customer needs.   Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today:    robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts

Patrick Hypscher, a consultant and the voice behind Circularity.fm, dives into the intersection of sustainability and subscription models. He shares insights on circular economies and the advantages of Product-as-a-Service (PaaS). Discover why Europe leads the charge in this field and how companies can achieve both success and ethical responsibility. Patrick also tackles the complexities of transitioning to subscription models, revealing hidden challenges and the unexpected rebound effect in consumer behavior.

Zumba is a phenomenon. Since its founding in 2001, the addictive fitness dance program with a Latin beat has taken the world by storm. As of 2022, the company claimed 15 million people taking Zumba classes weekly at 200,000 locations in over 180 countries. At its core is the Zumba Instructor Network, a monthly membership program created to give instructors ongoing support and tools for success. It includes an unlimited, never-expiring teaching license, as well as monthly music and choreography marketing tools and access to the community. Today's guest, Yael Dornbusch is the Chief Subscription Officer at Zumba, responsible for managing what she calls a prosumer subscription. In our conversation, she explains why Zumba built their first subscription around instructors rather than students, why they launched a second subscription specifically for students, and the principles they use to balance the needs of these two constituencies. Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today:    robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts

 If you've ever had to wait for your doctor first in the waiting room and then in the examining room, or struggled to get an appointment or had trouble getting a prescription filled while on the road, you know why primary care in the United States is in such desperate need of disruption.  One Medical has been transforming primary care through the power of membership and customer centricity since 2007. In 2023, One Medical was acquired by Amazon for nearly $4 billion. Dr. Joseph Michelli has written a well-researched book on One Medical's journey and what enabled such rapid growth and such strong customer engagement. The book is called “All Business is Personal: One Medical Human-Centered, Technology-Powered Approach to Customer Engagement.” In today's conversation, Joseph and I talk about how the company reimagined every step of the patient journey, One Medical's three key success drivers, and what the future of healthcare might hold.     Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today:  robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts

Something I've noticed over the years is that there's a natural membership economy mindset among many family-owned businesses and organizations, not on the venture-backed IPO acquisition path. Companies that aren't on a tight timeline to an exit have the ability to invest in long-term, trusted relationships with customers and with employees. After a career as both a founder of multiple successful companies and a venture investor with Kleiner Perkins, Dave Whorton decided he wanted to work specifically with what he came to call Evergreen leaders, the ones who combined sound business principles, extraordinary purpose, and a desire to share their success with their employees. His Tugboat Institute researches these organizations to identify best practices, and then he brings together these leaders to teach and support one another. Now, he's written a book, “Another Way: Building Companies That Last…and Last…and Last”. It's a playbook for entrepreneurs seeking an alternate path to success. In my conversation with Dave, we discussed how venture capital has changed the face of entrepreneurship, what it means for founders, the 7Ps that are the guiding principles of Evergreen companies, and the two key constituencies that matter most to your organization's long-term success.   Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today:     robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts

 In today's episode, we're exploring one of the most ambitious and successful business model transformations in modern corporate history, the shift of Adobe from a traditional software company selling packaged products to a thriving subscription powerhouse. And who better to walk us through this journey than Mark Garrett, Adobe's former chief financial officer and the architect behind this transition?    When Adobe first announced its move to a subscription-based model in 2011, there was plenty of skepticism. Analysts questioned the financial impact, customers worried about cost increases, and internal teams faced the daunting task of restructuring their entire go-to-market strategy. Mark and his team remained steadfast, not just in their belief that subscriptions would create more predictable revenue, but also that they would allow Adobe to serve customers better with continuous innovation and improved accessibility. Since those early days, Adobe's market cap has skyrocketed from around 16 billion before the transition to well over 200 billion, proving just how powerful a well-executed subscription strategy can be. In this conversation, Mark shares the behind-the-scenes story of how Adobe made the leap as a public company, maintaining exceptional financial performance while also enhancing customer satisfaction. We'll discuss the key strategies behind their transition, the biggest challenges they faced both internally and externally, and what other companies can learn from Adobe's playbook. If you've ever wondered how to execute a high-stakes business model transformation, how to balance Wall Street expectations with long-term customer loyalty, or how to design a subscription offering that truly delivers ongoing value, this episode is for you.     Love the show? Rate us ⭐️⭐️⭐️⭐️⭐️ and leave a review on Apple Podcasts! Here’s How » Join the Subscription Stories Community today:   robbiekellmanbaxter.com Twitter Facebook Robbie Kellman Baxter on Instagram Subscription Stories: True Tales from the Trenches on Apple Podcasts

Adam Mayer, SVP of Monetization at Chess.com, shares his wealth of knowledge on building a successful subscription model without losing the charm of a compelling free tier. He discusses the delicate balance between providing free value and converting users to paid subscribers. Adam also reflects on his unique journey from entertainment to chess, shedding light on the importance of community engagement and strategic innovation in the subscription landscape. Tune in for insights on fostering long-term loyalty and thriving in a competitive market!

Matt Lindsay, founding partner of Mather Economics and a subscription pricing whiz, dives into the complexities of subscription pricing. He discusses the tightrope of balancing revenue and customer satisfaction. Key topics include the impact of introductory offers, strategies for effective price increases, and handling subscriber cancellations. Lindsay also emphasizes the importance of transparency in pricing and the role of consumer behavior in subscription dynamics. His insights offer invaluable guidance for anyone navigating the tricky waters of subscription models.

In this discussion, Joe Rohrlich, CEO of Recurly and a leader in subscription management, shares his expertise on the future of subscription businesses leading to 2025. He highlights crucial trends like the shift toward membership models and the strategies successful companies use to build lasting relationships with customers. Joe delves into the importance of data-driven decisions for optimizing revenue recovery and adapting to evolving consumer preferences, while also emphasizing agility and technology in scaling businesses.