Gymshark launches new loyalty scheme that rewards customers for shopping and working out

Gymshark has unveiled its points-based loyalty scheme, marking a first for the brand, which enables customers to earn “experience points” (XPs) by shopping and engaging with the brand.

The scheme has four tiers and each one unlocks new benefits and rewards such as early access to events, discounts and vouchers towards future purchases.

Points can be accrued by buying the brand’s products online or via the app, or by completing workouts on the Gymshark Training app.

Gymshark said the launch follows “years of speculation and demand” and it is free for customers to join.

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. So, while you will get XPs 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. So 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.”