FlightStory looks – Steven Bartlett’s FlightStory is recruiting a “head of memberships” to build a world-class membership product—turning podcast superfans into paying members with content, experiences, and community perks. The move sits inside a broader creator shift toward dire
The next stage of Steven Bartlett’s growth pitch is meant to start long after the podcast ends.
FlightStory. the company behind Bartlett’s “The Diary of a CEO. ” is seeking a “head of memberships” to build and operate a “world-class” membership product. A recent job posting lays out a clear goal: create a membership program that delivers content. experiences. and benefits designed to promote retention. engagement. and lifetime value.
The intention is for membership to become a “core, high-value” part of FlightStory—and to extend beyond Bartlett himself to other creators inside the FlightStory portfolio.
Bartlett is already a major draw. He has the No. 1 business podcast on Spotify in the US and 17 million YouTube subscribers. His company is also leveraging that audience through shows and creator partnerships: FlightStory has five shows featuring creators in addition to “DOAC.”
Oli Thomas. director of commercial growth at FlightStory. tied the membership push to a pattern the company sees in how audiences behave offline. In a statement. Thomas said FlightStory’s audiences want to go beyond listening to its podcasts and connect with others who share their mindset and ambitions. citing attendance at its in-person events.
He pointed to “DOAC” screenings. which he said have attracted hundreds of listeners. “DOAC” dinners with founders and others. and “Own the Room” events featuring conversations with women’s groups around Maggie Sellers Reum’s “Hot Smart Rich. ” another FlightStory podcast. Thomas also described an upcoming event called a Coffee Rave for the audience of “Begin Again. ” a show hosted by Davina McCall about midlife.
“Each of these has underscored our belief in building communities and, in doing so, building direct, owned relationships with fans,” Thomas said.
FlightStory is not the only creator moving in this direction. Other big names—from MrBeast to Caleb Hammer—have been looking for growth by getting loyal fans to pay them directly rather than relying primarily on platforms.
Many creators still earn through YouTube and other social platforms, but going direct can reduce dependence on “often-variable ad revenue,” “fickle platform algorithms,” and “growing competition for viewer attention.”
The economic math helps explain the urgency. A 2025 NeoReach survey of more than 3,000 creators says about 70% of independent creators’ revenue comes from ads and brand deals. But it also finds that self-owned businesses, subscriptions, and affiliate links became a bigger part of creators’ incomes from 2023 to 2025.
Diversification is also a signal investors look for. The same reporting notes that having a diversified business can help creators raise capital from investors who want to see signs that creators can build a sustainable business.
That’s pushing many creators beyond one-size-fits-all platforms. Some use services like Patreon and Beehiiv to diversify, while others are looking at white-label apps.
Jeffrey Kohn, CEO of TopFan, a white-label platform for creators, said he has seen a rush of influencer interest in his company as algorithmic feeds have made viewership unreliable. He put it bluntly: “It’s just a numbers game,” adding, “The chances of you being seen on Instagram is pretty slim.”
Within that broader shift, memberships are emerging as a key product model. MrBeast’s company. Beast Industries. recently teased plans to launch what it called the “largest membership service in the world. ” with a philanthropic element. early access to content. exclusive content. and challenges for members to participate in.
YouTube network Theorist launched a paid membership program called TheoryVerse. It offers paying fans access to ad-free episodes, exclusive shows, and community features via two tiers costing $6 and $12 a month.
Caleb Hammer—whose personal finance channel is known for monetizing audience trust—has also built around memberships. The reporting says Hammer already has one of YouTube’s largest paid membership programs and recently relaunched his $90-a-year budgeting app. Dollarwise. while introducing Hammer Elite. a $9.99 membership program. Fans of his show, “Financial Audit,” can receive benefits including ad-free access to the show and exclusive programming.
Allison Yazdian. CEO of Uscreen. which makes white-label apps for creators. imagined a membership program around Bartlett that could involve access to his back catalog. ad-free or exclusive content. and a community component. “They have not only an incredible library of content but have built such a strong community,” she said.
Even with big followings. the risk is still real—especially when audiences have options and creators face growing pressure to keep showing up everywhere. “There’s no guarantee of success,” Kohn said, describing how subscription paywalls are multiplying. He also pointed out that creators still have to post on social media to keep their faces out there. win new fans. and meet what membership promises.
“The biggest problem with membership sites and subscription sites is they overpromise and underdeliver,” Kohn said.
In FlightStory’s case, the company’s job posting and Thomas’s remarks suggest it wants membership to grow from something it already has: people showing up in person, building relationships around shared ambitions, and then moving that energy into a structured, paid product.
For now, the hiring message is the clearest marker of where Bartlett’s next phase is headed—turning a loyal audience into a membership engine designed to retain attention, deepen engagement, and capture value over the long term.
Steven Bartlett FlightStory memberships creators The Diary of a CEO Spotify podcast YouTube subscribers direct-to-consumer NeoReach survey TopFan Uscreen TheoryVerse MrBeast membership Caleb Hammer Elite