From Events to Ecosystems: Membership Models That Scale

From One-Off Events to Always-On Ecosystems

Events create excitement and community. But once the curtain falls, the revenue often disappears. That’s why publishers and brands are increasingly turning to membership ecosystems—programs that extend value beyond the event stage and into everyday subscriber relationships.

From Toronto to Los Angeles to Berlin, three examples—Toronto Life, Hagerty, and FUNKE Mediengruppe—illustrate how organizations can transform episodic engagement into recurring growth.

Lesson One: Toronto Life’s Event-to-Membership Evolution

At Darwin’s Evolve Conference in New York, Jason Maghanoy of Toronto Life shared how the publisher expanded its iconic events into a recurring membership program. Instead of simply selling tickets to one-off experiences like Best Restaurants, the magazine launched a membership engine that delivers:

• Year-round exclusive access.

• Perks that keep members engaged between events.

• A predictable recurring revenue stream.

The strategy turned ephemeral moments into an ongoing relationship—proof that events can be a foundation, not a finish line.

Lesson Two: Hagerty’s Lifestyle Ecosystem Beyond Insurance

Hagerty, the car insurance company, proves you don’t need to be a publisher to benefit from membership models. Under Chris Lambiase (former CEO and Darwin Customer Advisory Board member), Hagerty built the Hagerty Drivers Club—a community that extends far beyond policies.

Members gain entry to exclusive automotive events, premium content, and even The Vault at the Petersen Museum in Los Angeles. The approach transformed Hagerty from a transactional business into a lifestyle ecosystem—and secured a loyal following of enthusiasts.

Lesson Three: FUNKE Mediengruppe’s Loyalty-Driven Expansion

In Germany, FUNKE Mediengruppe has taken memberships to the next level with the launch of Friends by FUNKE, built on Fly by Darwin technology. The program introduces a tiered loyalty model—Bronze, Silver, and Gold—that rewards subscribers the longer they stay.

Benefits include:

• Exclusive content and competitions.

• Partner discounts.

• Direct integration into FUNKE’s magazine shop.

“We’re strengthening our relationship with readers by rewarding loyalty in a very meaningful way,” explained Andreas Klinkmann, General Sales Manager for FUNKE Medien National Brands. “This program gives us new opportunities to engage subscribers and offers added value—an important strategic step in our future subscription model.”

For FUNKE, memberships aren’t just about retention—they’re also a tool for winning back former subscribers and creating long-term brand equity.

What Publishers and Brands Can Learn

The common thread across Toronto Life, Hagerty, and FUNKE is clear:

• Continuity: Events and subscriptions are entry points, but memberships sustain long-term engagement.

• Exclusivity: From restaurant lists to automotive vaults, members value access that non-members can’t get.

• Data: Membership ecosystems generate behavioral insights that fuel smarter personalization and retention.

• Global applicability: Whether in North America or Europe, membership models resonate across industries.

Building the Future with Membership Ecosystems

The shift from one-off events or transactions to recurring ecosystems is no longer optional. For publishers and brands alike, membership models create predictable revenue, deeper loyalty, and richer audience data.

Toronto Life proves it works for local lifestyle media. Hagerty shows it scales beyond traditional publishing. And FUNKE Mediengruppe demonstrates how loyalty-based models can transform a major European media house.

The playbook is here. The only question is: who will build the next great membership ecosystem?