Robbie Kellman Baxter

At-a-Glance

Founder of Peninsula Strategies since 2001, advising on subscription models and recurring revenue.
Author of two books: *The Membership Economy* and *The Forever Transaction*.
Host of the *Subscription Stories Podcast*.
Serves as a Board Member at Pavilion (since 2024) and previously on the Advisory Board of Strava (2020-2025).
Has advised companies including Netflix, Microsoft, and the Wall Street Journal.
Holds an MBA in Strategy, Marketing, and Entrepreneurship.

Biography

Robbie Kellman Baxter is the founder of Peninsula Strategies, a consulting firm established in 2001. Through her firm, she advises organizations on leveraging subscription pricing, digital communities, and freemium models to foster deeper customer relationships and generate predictable recurring revenue. Her client roster includes well-regarded brands such as Netflix, Microsoft, and the Wall Street Journal, alongside visionary start-up entrepreneurs and mission-driven nonprofits.