JD Sports Fashion will expand its loyalty proposition with the launch of the first JD Gyms loyalty programme as well as the introduction of third-party rewards on the existing JD STATUS platform.

The extension means customers of JD Gyms, JD’s fast-growing affordable gym offering which now has over half a million members, can now benefit from exclusive offers, discounts and cashback offers as part of their gym membership.

“We believe that gym memberships should deliver more than just a great place to train,” commented Lee Matthews, Chief Operating Officer at JD Gyms. “By bringing JD STATUS into the mix, we’re creating a proposition that goes far beyond traditional gym memberships… and a great example of how we’re continuing to invest in delivering greater value for members.”

JD Gyms Rewards members will now be able to access all the benefits of its main loyalty scheme, JD STATUS, including savings on sportswear, footwear and accessories. The move aims to strengthen the connection between JD’s retail and gym brands, providing shoppers and gym-goers with value and benefits that stretch beyond the stores and gym floors.

“This is a significant milestone for our loyalty programmes as we are able to add value for customers and members across two of our platforms,” Conrad Edkins, Loyalty & Strategic Projects Director at JD, said. “Having reached 4million UK users and distributed over £120million in JD Cash in the UK since its launch, we are keen to apply that expertise to JD Gyms Rewards too.”

Separately, JD has also launched a new, integrated feature, developed in partnership with Propello Cloud, on its existing JD STATUS platform.

This allows members more ways to earn JD Cash through their everyday spending. JD STATUS Rewards allows members to build their JD Cash balance over time by shopping with over 40 participating partners, including Nando’s, Uber Eats and SEE Tickets, which can then be spent either in store or online at JD.

The developments form part of JD’s wider strategy to deepen customer relationships beyond the point of purchase, with loyalty playing an increasingly important role in its omnichannel proposition.

Through JD STATUS and JD Gyms Rewards, the group says it is “building a more connected customer ecosystem” that brings together physical and digital experiences through loyalty.