Rewrite the Playbook: Putting Women at the Center of the Membership Economy

Women's soccer is entering the largest attention window in its history, and women increasingly hold the buying power driving it. At Seattle Reign FC, that meant rethinking loyalty from the ground up -- moving from a transaction model to a year-round relationship built around how these fans actually engage.

This session breaks down the strategic shifts behind that rebuild: how to identify the moments that drive long-term retention, how to design touchpoints that work across a non-linear fan journey, and how to make the case internally for a loyalty model that looks different from the default playbook.