Who we are

Paula Sanders is the Founder of PSA Membership Strategists. Her career has been dedicated to a singular focus: transforming high-stakes concepts into profitable, flawlessly executed membership assets.

Over a decade, her expertise was forged on the operational front lines of the world's most demanding environments. She began at Equinox during its explosive growth, mastering the mechanics of high-volume sales velocity and tiered scaling. She then specialized in ultra-luxury execution at Four Hundred, a lifestyle management firm and travel agency for Ultra-High-Net-Worth individuals, where she successfully sold bespoke membership models. Later, she served as the second employee and Global Head of Membership at Casa Cipriani for six years, where she personally designed, vetted, and scaled the entire membership culture and retention protocol from the ground up.

Today, she leverages this unique, full-lifecycle perspective, from Go-to-Market (GTM) Strategy to advanced CRM systems, to deliver the definitive blueprint. Her method ensures new ventures launch perfectly and established companies achieve maximum Enduring Value.

For Ms. Sanders, membership is not a feature; it is the foundation of a business's legacy. Her mission at PSA is to ensure every client's asset is built for both launch success and long-term mastery.