You've invested in the brand, the space, the people. I make sure your members feel all of it — from the moment they join to the moment they're deciding whether to stay. Most membership businesses have the same gap. The brand is exceptional. The member experience just hasn't caught up yet.
Trusted by
Over 20 years. Some of the most recognised membership brands in the world. This is what they found.
Kris' expertise in digital strategy was vital for Soho House. He played a crucial role in establishing our digital community and enhancing the experience for our members.
Kris' digital strategy expertise is defining the direction of Slowness, guiding its digital ecosystem and enriching future guest and member experiences.
Kris has been essential to our digital transformation, app development, and enhancing the digital experience we provide to members.
Kris played a vital role in launching Aguulp's gut health brand. He crafted our go-to-market strategy, transformed our subscription services, and shaped our overall brand identity.
Kris' technology discovery work was crucial in helping Mason and Fifth create a seamless digital experience for guests.
But most membership businesses are leaving value on the table — not through lack of ambition, but because the member experience isn't joined up. New members don't get the welcome they deserve. Loyal members don't feel recognised. Staff don't have the picture they need to do their best work.
The tools exist to change that. The question is knowing which ones to use, how to connect them, and how to make them feel effortless — for your members and your team.
That's where I come in.
I don't arrive with a fixed playbook. I start with where your members are, where you want to take them, and what's getting in the way — then help you close that gap using technology that works with what you already have.
The moment someone joins is when you either earn their loyalty or start losing it. I design onboarding journeys that make new members feel at home from day one — and set the commercial relationship up for the long term.
Retention isn't a renewal campaign — it's every interaction between joining and leaving. I help you spot the early signals of disengagement and give your team what they need to act before a member decides to go.
Your staff should walk into every interaction knowing who they're talking to — preferences, history, what they value. I build the member data model and staff tools that make personalisation feel natural, not automated.
I work with whatever you already have. No ripping things out, no vendor allegiance, no fixed playbook. I start by understanding your members — where they are, where you want them to be, and what's getting in the way — then build the experience, the data model, and the team tools to close that gap.
I work on a retained basis with a small number of clients at any one time. Some come to me at launch. Others are scaling something already established. Either way, the engagement is close, practical, and built around outcomes — not deliverables.
Where engagements require engineering or data capability, I work in partnership with Advant — a specialist AI and technology firm for the hospitality and lifestyle sector, based in Hong Kong and Singapore.
Booking tools, CRM, access control, payments — I connect them into a coherent member journey without replacing what works. The result feels seamless to your members and invisible to your team.
The right AI means your staff carry a richer picture of every member, respond faster, and can spot what's changing before it shows in the numbers. I find where it genuinely earns its place and build it in properly.
Multiple venues, one membership. The challenge isn't building the experiences — it's making sure every member feels the connection between them.Kris Shaw on Florence Guild
About
I started at the BBC — producing digital experiences for the World Cup, Glastonbury, Radio 1, 2 and 6 Music. From there I moved to MTV as Head of Social Media, at a moment when social was reshaping how audiences connected with culture. Learning early that the best digital products serve the moment rather than interrupt it.
From there I spent eight years as Digital Director at Soho House, building a member experience for a global business — across dozens of cities, hundreds of thousands of members, and every cultural nuance that comes with operating at that scale. Then CMO at Porter & Sail in New York. Then two years as Digital Director at David Lloyd Leisure, rebuilding the member experience for Europe's largest fitness operator.
Today I work with founders and CEOs building the next generation of membership businesses — helping them create the kind of member experience that earns loyalty, generates revenue, and makes the people running it proud.
Working globally — London, Sydney, Berlin, New York.
I work with a small number of clients at any one time. If you're building or scaling a membership business and want a conversation, get in touch.
Get in touch