Member sign ups within the first 6 months
Growth in revenue from 'Bloke Club' customers
Growth in conversion between members and non-members.
YEAR / 2025
The Bloke Club
Shopify Development
UX/UI
Strategy
Digital Marketing
E-Commerce
Bloke in a Bar partnered with Baseline to bring their membership vision to life; a gated loyalty experience called the Bloke Club, designed to reward superfans with exclusive pricing, early access, and special partner offers. Built from the ground up, the project required a fully custom solution within Shopify’s limitations, delivering a seamless, on-brand experience that fuels long-term growth.
The Challenge
Bloke in a Bar had a highly engaged audience, but no formal structure to reward or retain loyal customers. They needed a dedicated membership space that could:
Support gated content and exclusive pricing
Seamlessly onboard users through an optimised sign-up flow
Integrate with Klaviyo for lifecycle retention
Operate within Shopify’s limitations (no native membership features)
Be simple, mobile-friendly, and scalable for growth
To succeed, the solution had to be technically sound, easy to use, and built to support community loyalty and conversion uplift.
What We Did
1. Custom Membership Portal Development
Built a gated membership experience inside Shopify using account tags
Designed a dedicated Bloke Club page with a streamlined, no-friction sign-up flow
Developed account-based access to exclusive pricing, offers, and content
2. Loyalty Strategy & UX Design
Created a members-only dashboard showcasing partner offers, discounts, and early access
Ensured full mobile optimisation to reflect audience usage
Implemented personalised pricing logic for Bloke Club members
3. Lifecycle Automation via Klaviyo
Integrated membership data into Klaviyo for onboarding, retention, and upsell flows
Delivered welcome and re-engagement journeys to nurture long-term members
Set up automated triggers based on behaviour and account tags
4. Performance Tracking & Analytics Setup
Built attribution flows to measure revenue impact of Bloke Club users
Tagged and segmented members for insight into conversion lift
Enabled scalable measurement for ongoing optimisation
Outcome
The Bloke Club launched to immediate traction, showing strong adoption and significant revenue impact:
Over 15,000 members joined within the first 6 months
129% increase in revenue from Bloke Club customers
Members convert at 2.5x the rate of non-members
The result: a thriving loyalty program that drives higher conversions, deeper engagement, and opens up new growth opportunities for brand and partner collaborations.
Final Word
Loyalty doesn’t just happen, it’s built. With a custom Shopify membership system and integrated retention strategy, Baseline helped Bloke in a Bar turn casual customers into a loyal community that converts.
The Bloke Club is now a cornerstone of the brand’s growth engine, delivering outsized ROI through personalisation, exclusivity, and fan-first thinking.
