Gymshark’s first-ever loyalty program has been introduced, rewarding consumers who engage with the company. Every time they buy something online or finish a training course using the company’s fitness app, customers can accrue experience points (XP).
At each of the four tiers of the program, users can enjoy special benefits like early access to events, product debuts, partnership discounts, and coupons for their subsequent purchases.
“When we were considering launching this, the priority was to ensure we were rewarding our community beyond simply shopping,” stated Carly Natalizia, chief digital officer at Gymshark. “You will receive more XP for sharing with us and using our Training App to complete workouts, even though you will receive more for your most recent Vital leggings or Power tee. It basically comes down to getting paid for sharing, shopping, and—most importantly—showing up. We were aware that our community needed and would benefit from our first loyalty program,” she adds.
Gymshark said last month that its sales for the year ending 31st July 2024, exceeded US $ 814 million, marking its eleventh straight year of growth.
The 9 per cent increase coincided with a 9 per cent decline in pre-tax profit for the gymwear giant, which dropped to US $ 16 million for the third straight year as it continues to make significant investments in its digital infrastructure and omnichannel development.
As part of a company-wide restructuring last month, the brand threatened to lay off 296 workers, or nearly a third of its workforce. According to the statement, 168 new roles would be created “at the same time.”
