Red Hat Society

What Red Hat Society does

Red Hat Society, Inc. is a privately held, for-profit women's social membership organization founded in 1998 and headquartered in Salt Lake City, Utah (with a Fullerton, California mailing presence and additional offices). The company serves primarily women aged 50 and over ("Red Hatters" in red hats and purple clothing), with a developing pipeline of women under 50 ("Pinkies" in pink hats and lavender) who later "REDuate" into full membership. It operates a tiered annual membership model (Red Hat Membership at $35/year; Queen Membership at $54/year) and generates ancillary revenue from convention and event fees, merchandise sales through the RHS Store and licensed Marketplace, donations, advertising and sponsorships, and licensing royalties managed through Affinity Consultants, Inc. Membership claims span all 50 US states and 15 countries, with the official online chapter alone showing 19,375+ members.

The company's product surface is built on a WordPress + BuddyPress community platform that hosts private member forums, a member search directory, chapter management tools, an event calendar with webcal/Google/Outlook subscription, and members-only resources. The experience is delivered through multiple channels: a password-protected member website, official Facebook groups, Instagram, Pinterest, a YouTube channel, the Friday Broadcast video podcast, and recurring Zoom gatherings ("State of the Sisterhood," Queen, and Ambassador sessions). Signature in-person products include the annual Boots, Bling & Big Hats International Convention (2026 at the Hyatt Regency Hill Country Resort & Spa in San Antonio, packages starting at $999), the Red Hat Mystery Cruise, and The Red Hats ROAD SHOW travel series. Red Hat Society Travel is operated as a brand-aligned division through partner MAJC LLC / Cruise Differently LLC.

Go-to-market is primarily community-led and event-driven: existing members recruit through word-of-mouth, local chapter activities, and signature events drive membership sign-ups and chapter formation, with self-serve direct-to-consumer signup at redhatsociety.com. The organization markets itself as a worldwide membership society promoting "Fun, Friendship, Freedom, Fitness and the Fulfillment of lifelong dreams," addressing social isolation and the cultural narrative around aging through structured but playful social engagement. Additional member services include Royal Academy online training for chapter leaders (launched 2025), the Red Hatter Matters digital magazine, the Member Handbook, and an Ambassador volunteer program.

Name

Red Hat Society

Legal name

The Red Hat Society, Inc.

Website

https://redhatsociety.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Red Hat Society is a privately held, for-profit women's social membership organization founded in 1998 that operates tiered annual memberships ($35-$54/year) for women aged 50+ (Red Hatters) and under 50 (Pinkies), complemented by conventions, themed cruises, merchandise, and licensing across 50 US states and 15 countries.

Ownership category

akta.pro rank

Product category

Women's Social Membership Organization

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Hats, Caps & Headwear (CRAAAJAE)

akta.pro secondary industry

Specialty Membership Clubs (Category-Focused) (CRAEADAI)

Keywords

• Women's social clubs
• Membership society
• Social community events
• Lifestyle memberships
• Themed travel experiences

Headquarters

HQ city

Fullerton

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership Dues: Annual recurring membership fees from Red Hat Membership ($35/year) and Queen Membership ($54/year). Multi-year discounts available (2-5 years). Membership provides access to website resources, events, communications, and member benefits.
2. Convention and Event Fees: Revenue from international conventions (2026 convention starting at $999/person), Queen retreats, bonus tours, and specialty events including mystery cruises. Hotel accommodations bundled with convention packages.
3. Merchandise Sales: Sales of Red Hat Society branded merchandise through the RHS Store (redhatsocietystore.com), RHS Marketplace (shopredhatsociety.com), and on-site at conventions. Products include hats, jewelry, tumblers, pins, banners, and regalia accessories.
4. Donations: Voluntary donations from members and supporters at various levels (Bronze Hat $50, Silver Hat $150, Gold Hat $300, Platinum Hat $500, Legacy Fund). Note: Red Hat Society is not a non-profit organization.
5. Licensing Royalties: Licensing fees from approved vendors and partners who produce Red Hat Society branded merchandise. Managed through Affinity Consultants, Inc.
6. Advertising and Sponsorships: Marketing channels and advertising opportunities offered to businesses targeting members, starting at $500. Sponsorship packages for conventions and events.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Red Hat Society is a worldwide membership society for women that sells tiered annual memberships ($35 Red Hat Membership, $54 Queen Membership) granting access to a private online community, local chapters, and signature events. It also sells convention and specialty travel packages (such as the Boots, Bling & Big Hats International Convention and Red Hat Mystery Cruise), branded merchandise through the RHS Store and RHS Marketplace, licensing royalties through Affinity Consultants, and advertising/sponsorship opportunities to business partners targeting its membership.

Product overview

Red Hat Society is a women's social membership organization that operates primarily as a service-based platform offering both digital and in-person experiences. The core offering consists of two membership tiers: Red Hat Membership ($35/year) providing basic member access, and Queen Membership ($54/year) offering premium features including chapter leadership. The organization complements these with an annual International Convention (Boots, Bling & Big Hats), themed travel events (Red Hat Mystery Cruise, The Red Hats ROAD SHOW), virtual gatherings via Zoom, and a video podcast (Friday Broadcast). The product ecosystem includes an e-commerce component through the RHS Store and Marketplace for branded merchandise, plus member resources like the Red Hatter Matters digital magazine, Members' Corner, and Royal Academy training. The platform is built on WordPress with BuddyPress for community features and provides calendar integrations with Google Calendar, iCalendar, and Outlook for event management.

Differentiator

Problem solved

Functional benefit

Brands

• Red Hat Membership: Standard membership tier offering access to RHS resources, events, savings, private messaging, and membership card at $35/year.
• Queen Membership
• Ruby's Marketplace
• RHS Glee Club

Products and services

• Red Hat Membership Standard annual membership tier providing access to RHS resources, official events, savings and offers, private messaging, member search, and a membership card. Available in 1-5 year terms at $35-$175.
• Queen Membership Premium annual membership tier that includes all Red Hat Membership benefits plus exclusive Queen events and meetups, ability to lead chapters, host events, and Queen certificate. Priced at $54/year for 1 year.
• Boots, Bling, and Big Hats International Convention Annual flagship international convention event for Red Hat Society members featuring general sessions, themed dinner and dance parties, programming activities, Ruby's Marketplace shopping, and optional add-on events such as Queen's Retreat and Bonus Tours Day.
• Red Hat Mystery Cruise

Quantifiable outcome

• Members in all 50 states and 15 countries
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• MAJC LLC / Cruise Differently LLC (Red Hat Society Travel)coreStrategic or Co-development PartnerManages all Red Hat Society travel including the 2026 International Convention packages, hotel reservations, Mystery Cruises, and the ROAD SHOW events. Operates as a division under the Red Hat Society brand. Handles registration, accommodations, and coordinated travel for major events.
• Affinity Consultants, Inc.coreOEM/ Whitelabel/ Licensing PartnerRepresents the brand interests and manages the licensing programs for The Red Hat Society. Handles business inquiries for licensing, publishing, and partnerships. All licensing agreements for RHS intellectual property are managed through this entity.
• AveryminorChannel Partner/ Reseller/ DistributorPartner for custom printing products including Red Hat Calling Cards. Offers 10% discount for members. Products available through avery.com/redhatsociety with easy-to-use design tool.
• Red Hat MammaminorChannel Partner/ Reseller/ DistributorLicensed vendor offering the Official Theme Song and Line Dance of the Red Hat Society plus free bonuses. Products available at redhatpartyfun.com.
• Royal SplendorminorChannel Partner/ Reseller/ DistributorRecommended vendor for hats, purple shirts, and accessories. Referenced in member resources as a service provider for regalia needs.
• Whodonit CruisesminorChannel Partner/ Reseller/ DistributorCruise partner for the Red Hat Mystery Cruise (October 23-26, 2026). Members mention Red Hat Society affiliation at booking for special rates.
• Hyatt Regency Hill Country Resort & SpacoreChannel Partner/ Reseller/ DistributorHost venue for the 2026 International Convention in San Antonio, Texas (August 10-13). Convention packages include hotel accommodations. Special RHS rates negotiated for attendees.
• Allianz (Travel Insurance)minorChannel Partner/ Reseller/ DistributorThird-party travel insurance provider offered through Red Hat Society Travel. Underwritten by Jefferson Insurance Company. Optional coverage recommended for convention registrations.
• Licensed Vendors (Marketplace)minorChannel Partner/ Reseller/ DistributorMultiple licensed vendors operate within the Red Hat Society Marketplace (shopredhatsociety.com), offering RHS-themed products. Vendors must be licensed through Affinity Consultants to use RHS intellectual property.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• AARP: AARP is the dominant US membership organization for the 50+ demographic with millions of members, offering advocacy, discounts, community, and publications. Highly comparable due to overlapping target demographic and membership-based model, though AARP operates at vastly greater scale with a different advocacy mission.
• Girl Scouts of the USA: Girl Scouts is a large-scale women's membership organization with branded merchandise (cookies, apparel), chapter/troop structure, annual events, and trademarked IP. Comparable in operational structure (chapters, merchandise, events) but focused on youth development rather than adult social connection.
• Soroptimist International: Soroptimist International is a global volunteer service organization for women with local clubs, conferences, and branded merchandise. Comparable as a women's membership organization with chapter-based structure and event-driven engagement.
• National Active and Retired Federal Employees Association (NARFE): NARFE is a membership association serving active and retired federal employees, with chapters, publications, and member benefits. Comparable as a 50+ membership organization with chapter structure and member services, though professionally focused rather than social.
• Eventbrite: Eventbrite is a global events marketplace that enables organizations to host and monetize events including conventions and meetups. Comparable as an event-driven engagement and ticketing platform serving community organizations, though not demographic-specific.

Direct peers

• Stitch: Stitch is a social platform specifically designed for adults over 50 to find companionship and friendship through online groups and in-person activities. Directly comparable as a community-driven platform addressing social isolation among older adults, though technology-led rather than event-led.
• Meetup: Meetup is a community platform that enables local groups to form around shared interests and host in-person events. Comparable business model focused on community-driven local chapter formation and event-driven engagement, though not demographic-specific to women 50+.
• OurTime: OurTime is a dating and social platform specifically for singles over 50, owned by Match Group. Comparable in targeting the 50+ demographic for social connection, though focused on dating rather than friendship and events.
• Silversurfers: Silversurfers is a UK-based community website for adults over 50 offering news, lifestyle content, forums, and social connection. Comparable as a 50+ community platform with member engagement focus, though UK-centric.

Regional players

• Bunz: Bunz is a Canadian-based community trading and social platform that evolved into a broader women's community network. Comparable as a community-driven women's social platform with member engagement focus, though primarily Canadian in geographic concentration.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCqMPiFcMtHQJTKwA12m7chA
• Facebookfacebook.com/redhatsocietypage
• Xx.com/redhatsociety
• LinkedInlinkedin.com/company/red-hat-society

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Red Hat Society