Gymshark has introduced its first loyalty scheme, a community-led programme which rewards customers beyond points earned on purchases, allowing members to earn loyalty points for brand engagement and completing Gymshark Training app workouts.

“Rewarding our community beyond simply shopping” was a key part of creating the new loyalty scheme, Gymshark’s Chief Digital Officer, Carly Natalizia, explained. She said rewards would be earned on “shopping, sharing and showing up.” 

Members can pick up XP (experience points) by shopping Gymshark’s sportswear collections, however they earn more XPs for social sharing and brand engagement as well as completing workouts on the app.

“We knew our first loyalty programme had to be something our community actually wanted and would use. That’s why we made sure community members were involved in the design of the programme, as well as the kind of rewards they would appreciate.

Carly Natalizia, Chief Digital Officer, Gymshark

The tiered loyalty programme, comprising four levels of membership, allows customers to unlock exclusive benefits, including vouchers for use on purchases, discounts with brand partners and early access to events.

Gymshark is the latest fashion retailer to announce loyalty scheme updates. Earlier in May, Seasalt revealed it would digitalise its existing programme, moving to a mobile-first loyalty offering. Sports Direct also unveiled a new membership scheme back in February – this is now being used to grow Frasers Group’s new retail media offering, Elevate, which launched last week.

With retailers increasingly turning to membership offerings to acquire, engage and retain shoppers, research from LoyaltyLion reveals that active members of loyalty programmes are four times as likely to continue making purchases from a brand when consumer confidence falls compared to non-signed-up shoppers.