Subscription Stories

True Tales from the Trenches

Subscription models are crazy powerful. Savvy small companies can easily deploy them to knock huge Goliaths off kilter. We’ve seen it in entertainment, software, hardware, news, retail, hospitality—the list goes on. In her podcast series, Robbie Kellman Baxter interviews the leaders of this revolution about how they’re using subscription pricing and membership models to redefine the biggest industries and generate predictable recurring revenue along the way.

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Episode Blogs

Subscription Stories Season Two Wrap-Up

As we wrap up Season 2, we’re reflecting on the amazing guests we had, and all of the wisdom that was shared. We covered best practices in pricing, scaling and supporting your subscription offering, and did deep dives on what membership means at organizations...

Managing Subscription Partnerships for HBO Max Across Multiple Channels with WarnerMedia’s Molly O’Connor

“You have to think about things from the customers’ standpoint. Al that matters to them is if they can access everything they want in one place that meets their needs and costs.” Molly O'Connor, the VP of Business Planning & Strategy at WarnerMedia, joins Robbie...

Subscription Learnings from Apple, VMware and GitLab with Xiaohe Li

“Pricing is a holistic area. It’s science married with the arts and humanities.” Subscription pricing expert Xiaohe Li joins Robbie to talk about balancing the art and science of pricing strategy. She also opens up about the things she learned about pricing from her...

Developing a Minimum Viable Subscription Product at Nike with Dave Cobban

“If you can build a brand-loyal lover from a young age, you will reap the benefits of that for decades.” Dave Cobban, co-founder of Unbrkble, joins Robbie to share how he has been instrumental in developing what would become “Nike Adventure Club,” a shoe subscription...

Freemium, Free Trial and Free Surprises with Elena Verna of Reforge. When Does It Make Sense to Give It Away, and When Doesn’t It?

“Every business will always have a room for free at some point in their strategy.” Elena Verna, Reforge EIR and Partner, joins Robbie to talk about the merits of giving away freemium offers in a subscription business. She also talks about strengthening customer...

Building a Content Machine to Support Your Subscribers with EntrepreneurOnFire’s John Lee Dumas

“Become the single best solution to a real problem and you have a chance of winning.” John Lee Dumas, host of the EntrepreneurOnFire podcast, joins Robbie to talk about his experience of creating a daily podcast, building a content machine that meets the needs of his...

When & How to Scale Your eCommerce Subscription Operations with Matt Fiedler of Vinyl Me, Please

“The best business leaders are the ones who have built teams that can do a lot of the work for them.” Matt Fiedler, co-founder and chairman at Vinyl Me, Please, speaks to Robbie about operationalizing a subscription business to scale. He also talks about the...

Using an eCommerce Subscription to Change the World with OurShelves’ Alli Harper

“It’s exciting when your members feel so invested in the mission that they become leaders and spokespeople for the cause themselves.” Alli Harper, the founder and owner of OurShelves, shares a moment with Robbie to share how she built a subscription business that...

Membership as a Flywheel for Tomorrow’s Growth With Hagerty’s McKeel Hagerty

“It's not what you say, what you sell, or what you offer. It’s how people feel about you.” Classic car insurance executive McKeel Hagerty joins Robbie on the show to share how Hagerty transformed into a lifestyle organization known for the loyalty of its policy...

Tinder’s Renate Nyborg on Going Global with Your Subscription Model

Today, host Robbie Kellman Baxter and her guest talk about what it really takes to grow your subscription rapidly outside of your home country. Renate Nyborg is an expert on globalization strategies for subscription-based business. Prior to her current role as General...

Why Customer Success Matters For Subscriptions With Gainsight CEO Nick Mehta

“The outcome you're looking for in customer success is to get your customers to stay longer, spend more money, and be better advocates for you.” Nick Mehta, CEO of Gainsight, speaks to Robbie about the emerging discipline of customer success. They discuss how paying...

CrossFit’s Eric Roza on Taking Over a Beloved Membership Organization After a Crisis, and Keeping the Magic

“There's no substitute for that one-on-one connection from the top leader to everyone in the organization if you really want to send a message that you actually care.” Eric Roza, the new owner of CrossFit, Inc., joins Robbie to share what it’s like to take over as the...

Steve Cakebread, Author Of “The IPO Playbook,” On Taking Your Subscription Business Public

Today’s guest, Steve Cakebread, knows a great deal about subscription pricing models and IPOs. Steve has brought three notable subscription-based companies—Salesforce, Pandora, and Yext—to successful initial public offerings, or IPOs, and served on the board of three...

YPO’s Scott Mordell on a Subscription that Makes CEOs into Superusers

Scott Mordell was CEO of the Young Presidents Organization, or YPO, from 2011 through 2020. What is fascinating about YPO is how intensely engaged their community is. Members will move mountains to make sure they can attend their regular meetings, despite the fact...

The Value of Subscription Businesses and How to Sell Them for More With John Warrillow, Author of The Art of Selling Your Business

Growing a business takes a lot of effort and time investment. So when the time comes to exit, it wouldbe a waste not to harvest the value you’ve created. So how do you get the ultimate reward for selling your business? Today, host Robbie Kellman Baxter sits down...