Gymshark launches community-focused loyalty scheme

Gymshark has launched its first-ever loyalty programme, rewarding customers who interact with the brand.

Shoppers can collect experience points (XP) every time they make a purchase online or complete a training programme through the brand’s workout app.

The scheme has four tiers and users can unlock exclusive rewards such as early access to events, product launches, partnership discounts and vouchers towards a next purchase at every level.

Gymshark chief digital officer Carly Natalizia said: “When we were thinking about launching this, the priority was to ensure we were rewarding our community beyond simply shopping. While you will get XP for your latest pair of Vital leggings or Power tee, you’ll get more for sharing with us and for doing workouts from our Training App.

“Essentially, it’s a case of getting rewarded if you shop, if you share and, crucially, if you show up. We knew our first loyalty programme had to be something our community actually wanted and would use.

“That’s why we made sure members of the community were involved in the early designs and iterations of the programme, as well as the kind of rewards they would appreciate. And we think these will really resonate – for example, we’ve seen how important early access is to new lines with our recent Onyx launch selling out in minutes just last week.

“It’s been a long journey to get here, so I’m so excited this day is here, but mark my words, this is just the start and you’ll be seeing much, much more from our loyalty programme.”

Last month, Gymshark reported its twelfth consecutive year of growth as sales topped £607.3m in the year to 31 July 2024.

The 9% increase came as pre-tax profit for the gymwear giant slipped 9% to £11.8m, marking its third consecutive year of declining profits, as the business continues to invest heavily in its omnichannel expansion and digital infrastructure.

The brand put 296 employees – almost a third of its workforce – at risk of redundancy last month as part of a business-wide restructure. It said that it will “at the same time” create 168 new roles.

Click here to sign up to Retail Gazette‘s free daily email newsletter