What: Gymshark introduces a four-tier loyalty programme rewarding both purchases and digital engagement through experience points, offering members early access to events, partnership discounts, and app-based workout benefits

Why it is important: The programme's dual focus on purchases and digital engagement reflects the retail industry's shift away from traditional points-based systems, addressing growing consumer demand for more sophisticated loyalty experiences.

Gymshark has unveiled its inaugural loyalty scheme, marking a significant evolution in its customer engagement strategy. The programme innovatively combines traditional shopping rewards with digital engagement through the Gymshark Training mobile app, where members earn experience points (XP) through both purchases and workout participation. This comprehensive approach to customer loyalty extends beyond mere transactions, offering members access to exclusive benefits including early event access, partnership discounts, and purchase vouchers. The programme's four-tier structure encourages ongoing engagement, whilst early adopters joining within the first two weeks receive a welcome bonus of 100 experience points. Chief Digital Officer Carly Natalizia emphasises that the programme was developed with direct community input, ensuring rewards align with customer preferences. This launch follows Gymshark's strong financial performance, with reported revenue reaching GBP 607.3m for the year ending July 2024, representing an increase from GBP 556.2m the previous year.

IADS Notes: Gymshark's loyalty scheme launch aligns with significant transformations in retail loyalty strategies observed over the past year. In December 2024, BCG research revealed that traditional points-based systems were losing effectiveness, with over 35% of members planning to cancel memberships . This trend has driven innovative responses, as seen in February 2025 when Selfridges launched their 'Unlocked' program with digital "keys" that reward both purchases and experiences . Gymshark's approach of combining shopping rewards with app-based workout engagement mirrors this shift toward more sophisticated engagement models. The timing is particularly relevant following the May 2025 World Retail Congress, where industry leaders emphasized the importance of building authentic community connections through loyalty programs . This launch also reflects broader competitive movements in the sportswear sector, as retailers seek to differentiate their loyalty offerings through digital integration and experiential rewards.

Gymshark introduces loyalty scheme