As more and more individuals start to actively care about their physical and emotional well-being, the sporting goods and apparel sectors are expanding. Therefore, it should come as no surprise that the global market for activewear is anticipated to grow to US$500.55 billion by 2027. Market saturation and fierce competition exist. Additionally, quick fashion clothing retailers like H&M have created a niche for themselves in the market with their own athleisure lines. Let’s examine how these businesses might improve their client relationships and achieve other crucial business KPIs by implementing loyalty programmes for sportswear.

What Are Loyalty Programs for Sportswear?

Sportswear loyalty programmes are instruments for client retention created to, among other things, encourage an active lifestyle, raise customer lifetime value, increase in-store visitation, and generate word-of-mouth. Running a marathon and designing a successful loyalty programme for athletes both involve numerous steps! But the focus on offering discounts or encouraging transactional behaviour is what causes so many businesses to falter at the start.

I’ll let you in on a little secret: brand alignment occurs outside of the store. Activewear promotes self-discovery and wellbeing, therefore those who choose to dress in it—whether in athleisure or designer shoes—are doing it for the experience. You must adapt to this way of life and be available to clients at all times.

The Sports Industry’s Greatest Opportunities for Customer Retention

The sportswear sector is engaged in a price war. To win it, you’ll need something extra: a strong differentiator that gives them additional incentive to shop. Discounts are insufficient since they may reduce your profit margin even if buyers expect them. Discount-driven behaviour won’t shift overnight, but by gamifying the customer experience, you may encourage a “rewards-must-be-earned” approach.

Examples of 6 Motivating Sportswear Loyalty Programs

Check out how some of the top sports firms use their sports loyalty programmes to make customers’ in-person and online purchases into memorable experiences:

1. the Nike Membership brand
   The most well-known sportswear and footwear brand in the world, Nike is well-known all over the world. The Nike Membership loyalty programme is a free perks programme, therefore the focus is on fostering community rather than accruing points because the majority of advantages are immediately accessible to all members. Even after enrolling, customers can access a shop that is solely open to members.adiClub by Adidas
2. Adidas is a well-known brand of soccer apparel and equipment as well as timeless sneaker designs like the Stan Smith. It is an international retailer of sportswear and footwear for all age groups. Its programme, the adiClub, is a lucrative loyalty scheme with four tiers that is interactive.The collective known as Girlfriend Collective
3. American-based Girlfriend Collective is a sustainable activewear company for women. They are becoming more and more well-liked among young, environmentally concerned consumers who wish to keep an active lifestyle. Rewards are given for a range of acts, both transactional and non-transactional, as part of its loyalty programme.VIP Membership for Skechers
4. Skechers Plus is a loyalty programme where participants can accumulate points and exchange them for gift cards and other rewards. Additionally, members enjoy privileges like free standard delivery, extended returns, and birthday perks. As customers reach the Silver tier and Gold tier membership levels, they can access greater benefits.Unlocked Reebok
5. Members of Reebok’s free tier-based loyalty programme can accrue points by making purchases and interacting with the company. Customers can take advantage of both transactional and experiential perks through the reward programme, including free shipping and returns, training opportunities, and invites to exclusive events.Co-op Member at REI
6. The American outdoor clothing and accessory shop REI offers services including outdoor-focused vacations and courses in addition to selling sporting items, camping gear, and travel equipment. Customers can join their lifelong membership programme for $30, which was designed as a way to say “thank you” to participants for helping them get through 2020’s challenging times.

Beginning the Process

At the end of the day, remember that everybody is different. Sports communities demand distinct features in a loyalty programme because various sports call for specialised equipment and individual characteristics. However, there are some strategies you may adhere to while creating a loyalty programme, such as how to communicate with a sports-themed spirit. The concepts and basic values of the brand are always in line with a successful loyalty programme. A rewards program’s complete design can be a challenging task, but with the right direction, it can go smoothly.