Robbie Kellman Baxter

Robbie Kellman Baxter is recognized as an authority on subscription pricing and membership business models. She coined the phrase "Membership Economy," a term now widely used by organizations and journalists in the business sector. Before founding her consulting firm, Peninsula Strategies, Baxter worked as a strategy consultant at Booz-Allen & Hamilton, served as a New York City Urban Fellow, and held a product marketing role in Silicon Valley. She holds an MBA from Stanford Graduate School of Business and graduated with honors from Harvard College.

Baxter advises companies on maximizing the potential of subscription pricing, digital communities, and freemium models to foster lasting customer relationships. As a consultant, she has worked with more than 100 organizations across over 20 industries, including the National Basketball Association, Hagerty, The Wall Street Journal, Microsoft, and Ingram Micro. Her client list also includes eBay, Oracle, Netflix, and Electronic Arts. Peninsula Strategies is a resource for businesses seeking to develop sustainable recurring revenue, serving both startups and global enterprises.

Baxter is the author of "The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue," which anticipated the shift from ownership to membership and the rise of subscription pricing. The book was named a top 10 marketing book of all time by BookAuthority. Her second book, "The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave," provides guidance on every phase of a subscription business, from initial testing to scaling for growth. These works have established Baxter as a leading voice in business strategy and customer loyalty.

In addition to her consulting work, Baxter is a keynote speaker, presenting at conferences, association meetings, trade shows, and universities worldwide, as well as to private audiences at major companies. She has spoken for organizations such as Harvard University, Stanford University, the American Society of Association Executives, and the National Restaurant Association. Baxter also hosts the podcast "Subscription Stories," where she interviews business leaders about leveraging subscription pricing and membership models to transform industries and build long-term customer relationships. Through her books, speaking engagements, and podcast, Baxter influences how businesses approach recurring revenue, customer retention, and the evolving landscape of commerce.