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Eric Roza

CrossFit CEO, Eric Roza, has both an entrepreneurial streak and a love for health. A successful tech executive who sold his company, Datalogix, to Oracle in 2014 for $1.2 billion, and continued at Oracle for another five years, Eric has also been a life-long fitness nut. His enthusiasm for the CrossFit lifestyle eventually led him to open a CrossFit gym, CrossFit Sanitas in Boulder, Colorado where he lives, even as he continued his day job at Datalogix and then Oracle. In mid-2020 about a year after retiring from Oracle, Eric bought CrossFit Inc. from CrossFit Founder and Former CEO, Greg…

We all want a kind of insider, long-term relationship with the companies we work with. That’s the kind of connection that justifies a forever transaction.

Robbie Kellman Baxter
Robbie Kellman Baxter
Robbie Kellman Baxter

Selling is hard.

You have to find the prospects, attract their attention, build their trust, understand their needs and goals, and then get them to sign the agreement.

It’s much easier to keep the customers you have, and focus on extending and expanding that relationship.

That’s why there’s been an explosion in the “Anything-as-a-service” models (XaaS) — in the business world.

If you’re in sales, and moving to a subscription model, or even if you’re…

College student with thesis
College student with thesis
A Rite of Passage: Submitting One’s College Thesis

Two years have passed since I wrote about the rise of MOOCs (Massive Open Online Courses). A MOOC is an online course that can support unlimited participation and open access via the internet.

Quality educational content has never been more widely available.

Quality educational content has never been more widely available. The world’s experts are recording their lectures and courses and making them available at affordable prices, if not for free.

It has become cheap and easy for a content expert (not just professors, but consultants, authors and practitioners) to set up a camera, record lecture-like videos, develop testing material…

Talking with Steve Cakebread, the author of “The IPO Playbook”

Steve Cakebread, Author of “The IPO Playbook”
Steve Cakebread, Author of “The IPO Playbook”
Steve Cakebread, “The IPO Playbook”

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 many other subscription-based companies including eHealth, SolarWinds, and Steve is frequently sought out for his advice on IPOs, often fielding three or more requests in a single week. …

paper, pencil, pencil sharpener
paper, pencil, pencil sharpener
Photo by Angelina Litvin on Unsplash

The past year has been a difficult one for schools.

It sometimes seems like everything’s in flux.

Many families have changed strategies. Some have left traditional schools to join neighborhood pods. Others have gone from independent schools to public schools to save money. At the same time, some public school families have gone private, fleeing the chaos of the public school system. And, to make things more complicated, some students have moved out of the area, but are still learning virtually from their original school.

Schools are left wondering — will the students who left come back? Will the new…

Talking about The Young President’s Organization with Scott Mordell

empty table, many chairs
empty table, many chairs
Photo by André Ravazzi on Unsplash

Scott Mordell was the CEO of the Young Presidents’ Organization or YPO from 2011 through 2020. Prior to that, he was a YPO member as the result of leadership roles at Chamberlain Group, HeathCo LLC, Duchossois Industries and Arlington International Racecourse. The Global YPO Community includes more than 29,000 members in more than 140 countries. Membership is limited to executives and entrepreneurs who have achieved significant leadership success at a young age. Combined, they lead businesses and organizations contributing $9 trillion in annual revenue.

What I find fascinating about YPO is…

computer screen
computer screen
Photo by Austin Distel on Unsplash

Talking with John Warrillow, Author of The Art of Selling Your Business

Growing a business takes a lot of effort and time. So when the time comes to exit, it would be a waste not to harvest the value you’ve created. So how do you get the ultimate reward for selling your business? I spoke with John Warrillow, the founder of The Value Builder System™. I first met John when he published The Automatic Customer around the same time as I released my bestseller, The Membership Economy. We bonded over a shared belief in the value of businesses that were optimized around recurring revenue and long-term relationships with customers. John is launching…

Content. Community. Commerce.

If you’re working on a new subscription offering, it’s worthwhile to explore each of these three as potential benefits.


Content is a broad category that includes information or entertainment which can be digitally consumed by the subscriber. “Subscribe and get access to our articles, videos, music, courses, etc.”. Media companies and learning companies in particular seem to lead with content. Examples of content-first subscriptions include Netflix, Spotify, Coursera, and MasterClass, as well as most newspapers and magazines.


Commerce is access to products and services, or a premium shopping experience. Commerce-first subscriptions include Costco and Amazon Prime as…

toy monkeys linked together
toy monkeys linked together
Photo credit to Park Troopers

A few years ago, my sister asked me to co lead a workshop to help a group of her fellow psychologists build their professional network.

Here’s how she opened the event: “I know most of us really don’t like networking, and I’m glad you’re here anyway. For most of us networking is worse than a sharp stick in the eye”

I heard murmurs of agreement and saw heads bobbing up and down. These people hated networking. …

Talking to the International News Media Association’s Greg Piechota about how to get people to pay for content when there is so much available for free.

stack of newspapers
stack of newspapers
Photo by Wherda Arsianto on Unsplash

I recently talked with Greg Piechota, Researcher-In-Residence at the International News Media Association, to discuss the increasing importance of subscriptions and reader revenue in a world of declining ad sales. We talked about the value of studying one industry to gain insight for another, new models for advertisers, and the importance of customer-centricity in any subscription business.

Robbie Baxter: What got you back onto the research side after years working in the newsroom? One…

Robbie K Baxter

Author of THE FOREVER TRANSACTION & THE MEMBERSHIP ECONOMY; Leading expert on membership models and subscription pricing.

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