Activewear brands face unique retention challenges in a market where customer acquisition costs continue to climb and competition intensifies. The most successful fitness apparel companies use loyalty programs to transform one-time buyers into repeat customers. Building an effective loyalty program requires the right platform and strategy. Whether you're launching a new program or optimizing an existing one, understanding what works for leading activewear brands provides a proven roadmap for success.
Key Takeaways
- Activewear brands using tiered loyalty programs see measurable results, with adiClub members delivering 2x lifetime value versus non-members
- Perks-based programs gain momentum: Lululemon signed 9 million members in five months without using points
- Subscription models drive predictable revenue, with Fabletics VIP members showing significantly higher engagement
- Modern loyalty platforms like Rivo enable Shopify brands to build customizable programs with VIP tiers, referrals, and membership features
- Columbia Greater Rewards is recognized as a top-performing loyalty program in the apparel industry
The programs below represent different approaches to customer retention—from points-based systems to perks-only models to sustainability-focused initiatives. Each offers lessons for activewear brands looking to build lasting customer relationships.
1) Rivo — Modern Retention Platform for Shopify Activewear Brands
Best For
Shopify and Shopify Plus activewear brands building customizable loyalty programs
Price
Program Type
Full retention platform (loyalty, referrals, memberships, accounts)
Rivo serves as the retention infrastructure for activewear brands on Shopify, powering programs for fashion and apparel companies like True Classic and Princess Polly. The platform combines loyalty points, referral marketing, paid memberships, and customer accounts into a unified system.
Key Features
- Fully customizable points programs with VIP tier automation based on spend, points earned, or orders placed
- White-labeled referral marketing with 20+ fraud prevention tools
- Paid membership programs using Shopify Plus checkout extensions
- Developer toolkit with REST API, JavaScript API, and native Liquid metafields
Rivo drives measurable results—brands using the platform report 52x ROI based on weighted case study medians and 3.1x repeat purchase rate improvement. These results demonstrate how the right loyalty infrastructure can transform customer behavior and drive substantial revenue growth. The platform processes over 2.9 billion API calls annually with 99.98% uptime, ensuring reliable performance even during peak shopping periods.
HexClad generated $450K in referral revenue within 90 days using Rivo, achieving 92x ROI and 17% higher AOV from referred customers. This case study shows how combining loyalty and referral programs creates multiple retention mechanisms that work together to maximize customer lifetime value.
2) Columbia Greater Rewards
Program Type
Points-based
Columbia Greater Rewards is recognized as a top-performing loyalty program in the apparel industry. The program's simplicity drives its success with outdoor activewear enthusiasts.
Key Features
- $5 rewards for every $100 spent (10% cashback)
- Occasional bonus points promos (e.g., limited-time events on select purchases)
- Free shipping for all members
- $25 bonus when spending $125 during promotional periods
The straightforward 5% back removes complexity and makes the benefits immediately clear to customers, which research from Harvard Business Review shows is essential for driving program adoption.
3) Nike Membership
Program Type
Perks-based (no points)
Nike Membership demonstrates how major activewear brands can build loyalty without traditional points systems. The program focuses on exclusive access and experiences rather than discounts, aligning with the brand's premium positioning.
Key Features
- Free shipping on $50+ orders
- 60-day wear test allowing members to try products risk-free
- Exclusive product access via SNKRS app
- Nike By You customization service
Nike's approach aligns with current loyalty trends, emphasizing soft rewards and deeper brand relationships over simple discounts. The integration across four apps—Nike App, Run Club, Training Club, and SNKRS—creates a cohesive ecosystem that keeps customers engaged with the brand daily, not just during purchase moments.
4) Adidas adiClub
Program Type
Points and tiered system
Adidas adiClub delivers quantifiable results: members buy 50% more often than non-members and generate 2x lifetime value. These performance metrics demonstrate how well-designed tier structures can fundamentally change customer behavior and spending patterns. The four-tier system motivates continued engagement through escalating benefits.
Key Features
- 10 points per $1 spent
- Four-tiered system with escalating benefits
- Money-can't-buy experiences including signed jerseys and training sessions with athletes
- Integration with adidas Running and Training apps
The documented performance metrics prove the program's effectiveness. According to research from Bain & Company, increasing customer retention rates by just 5% can increase profits by 25% to 95%, validating the investment Adidas has made in building a sophisticated loyalty ecosystem.
5) Lululemon Membership
Program Type
Perks-based (no points)
Lululemon signed 9 million members in five months without offering a single point. This rapid adoption proves that perks-based programs can drive significant membership growth when the benefits align with customer values. The program saw 30% of members use at least one benefit during the initial period, demonstrating genuine engagement beyond simple signup numbers.
Key Features
- Free hemming service
- Receipt-free returns
- Partner perks from Peloton, Oura, and Barry's Bootcamp
- Benefits categorized by move, fuel and restore
The wellness ecosystem approach differentiates Lululemon from competitors. Partner benefits include 12+ wellness brands, creating value beyond product purchases and positioning Lululemon as a lifestyle brand rather than just an apparel retailer.
6) The North Face XPLR Pass
Program Type
Points and lifestyle activities
The North Face XPLR Pass rewards non-purchase activities like national park check-ins and using reusable bags. After a 2021 revamp, the program drove 54% year-over-year traffic increase to the landing page, showing how aligning rewards with brand values creates genuine customer interest.
Key Features
- 1 point per $1 spent; 100 points = $10 reward
- Points for outdoor activities including national park check-ins
- Rewards issued 3x per year (March, June, October)
- 60-day members-only field testing
XPLR members have access to exclusive products—the most iconic, most coveted products that usually sell out in less than a day. This exclusivity creates urgency and motivates customers to maintain their membership status, while the outdoor activity rewards reinforce The North Face's brand positioning around exploration and adventure.
7) Athleta Rewards
Program Type
Points-based
Athleta Rewards is recognized as a high-performing loyalty program in the apparel category. The program benefits from Gap Inc. ecosystem integration while maintaining its women-focused positioning and community-building approach.
Key Features
- Points-based rewards system with Gap Inc. cross-brand benefits
- Birthday rewards for members
- Exclusive early access to sales
- Community-building initiatives
The Gap Inc.-owned brand combines customer retention strategies with community building, creating emotional connections beyond transactions.
8) Fabletics VIP Membership
Program Type
Subscription-based
Fabletics pioneered the subscription model in activewear with 2.4 million VIP members. The brand integrates digital membership with 70+ physical locations for omnichannel engagement, creating multiple touchpoints that keep customers engaged with the brand regardless of their preferred shopping channel.
Key Features
- 20-50% discounts on all products for members
- Personalized selections based on style preferences
- Skip option to pause monthly charges
- Omnichannel integration across digital and physical stores
The subscription model creates predictable revenue streams while the discount structure motivates consistent purchasing behavior. Omnichannel subscribers demonstrate significantly higher purchase rates than single-channel customers, validating the integrated approach to customer experience.
9) Alo Yoga Alo Access
Program Type
Three-tiered points system
Alo Yoga Alo Access enables members to redeem points for environmental initiatives—a unique approach that resonates with eco-conscious activewear customers. The three-tier system (VIP, A-List, All Access) offers escalating benefits that create progression goals for members.
Key Features
- Points redeemable for gear, experiences, and exclusive rewards
- Sustainability redemptions including coral reef restoration
- 200 points = restore 16 sq ft of coral reef via Coralive.org
- Priority access and invite-only experiences for higher tiers
Alo Yoga demonstrates how brands can use loyalty programs to encourage community contribution to wider causes. This approach aligns with research from McKinsey showing that purpose-driven loyalty initiatives create stronger emotional connections with customers.
10) Gymshark
Program Type
Community and ambassador-driven
Gymshark grew from a garage startup to billion-dollar valuation through community-first marketing rather than traditional loyalty points. The brand maintains 150+ influencer partnerships globally, creating authentic connections with fitness communities worldwide.
Key Features
- Ambassador program featuring everyday athletes
- User-generated content campaigns
- Exclusive Facebook groups for customers
- Influencer-led engagement over traditional advertising
Gymshark proves that community and authentic connections can substitute for traditional rewards programs when executed effectively. The brand's success shows how activewear companies can build retention through brand affinity rather than transactional rewards.
11) Patagonia Worn Wear
Program Type
Sustainability-focused trade-in
Patagonia Worn Wear represents the circular fashion approach to loyalty—rewarding customers for extending product life rather than purchasing new items. The brand has been a 1% for the Planet member since 1985, demonstrating decades of commitment to environmental responsibility.
Key Features
- Trade-in used Patagonia clothing for store credit
- Repair and recycling services
- Buy less, demand more philosophy integration
- Circular fashion model encouragement
Patagonia is widely recognized as an ethical staple and pioneer in take-back programs, setting industry standards for sustainability-focused retention. This approach resonates particularly well with environmentally conscious outdoor athletes who value longevity and environmental impact.
12) Girlfriend Collective
Program Type
Points and non-transactional activities
Girlfriend Collective rewards both transactional and non-transactional actions, appealing to customers who want engagement beyond purchases. The brand has become increasingly popular among young, earth-conscious shoppers who value sustainability alongside style.
Key Features
- Points for social sharing, reviews, and surveys
- Sustainable materials focus throughout product line
- Non-transactional reward variety
- Community engagement incentives
The variety of earning actions creates multiple touchpoints for engagement—an approach that builds stronger brand relationships. Research from Forbes shows that customers who have the best experiences spend 140% more compared to those who have the poorest experiences, validating Girlfriend Collective's multi-touchpoint strategy.
13) Skechers VIP Membership
Program Type
Three-tiered points system
Skechers VIP uses gamification to collect customer data through surveys and quizzes. The three-tier system (base, Silver, Gold) requires both spending and profile completion for advancement, creating a data collection mechanism that feels rewarding rather than invasive.
Key Features
- 750 bonus points for downloading the Skechers app
- Points earned through purchases and surveys or quizzes
- Silver and Gold tiers unlock extended returns, free shipping, birthday rewards
- Profile completion required for tier advancement
Customers must complete their online account to receive access to Silver and Gold tiers. This approach helps the company gather customer data needed to provide better personalization while giving customers clear value in exchange for their information.
How to Choose the Right Loyalty Strategy for Your Activewear Brand
The programs above demonstrate three distinct approaches to customer loyalty:
Points-Based Programs: These programs work well for brands with frequent repeat purchases where clear earning structures motivate ongoing engagement. Customers appreciate the transparency of knowing exactly how much they need to spend to earn specific rewards.
Perks-Only Programs: This approach suits premium brands where exclusive access and experiences matter more than discounts. Perks-only structures protect margins while building emotional connections that drive long-term loyalty beyond transactional relationships.
Sustainability-Focused Programs: These programs resonate with environmentally conscious customer bases who value impact over traditional rewards. They allow brands to align loyalty initiatives with core values and differentiate from competitors focused purely on discounts.
For Shopify brands ready to build their own loyalty program, Rivo provides the flexibility to implement any of these models—with VIP tiers, referral marketing, and membership capabilities built into a single retention infrastructure.
Frequently Asked Questions
What is the average customer retention rate for activewear brands using loyalty programs?
Activewear brands with well-designed loyalty programs see significantly higher retention than those without structured programs. Members of strong loyalty programs typically show 2-3x higher repeat purchase rates compared to non-members. The specific retention impact depends on program design, tier structure, and how well benefits align with customer values. Programs that combine transactional rewards with experiential benefits tend to drive the strongest retention outcomes.
How does a VIP tier program differ from a basic points loyalty program?
Basic points programs reward all customers equally regardless of spending level, while VIP tier programs add progression elements where customers unlock better benefits as they reach higher tiers. This tier structure creates aspirational motivation—customers increase spending to reach the next level. The psychological drivers of achievement and status make tier programs more effective at changing customer behavior compared to flat reward structures.
Can loyalty programs effectively increase average order value for activewear brands?
Yes. Loyalty programs consistently drive higher average order values through multiple mechanisms. Tier structures create incentives to increase order size to maintain or advance tier status. Point multiplier events encourage larger purchases to maximize rewards. Platforms like Rivo make it easy to set tier thresholds and reward structures that align with your AOV goals, creating natural incentives for customers to add more items to their cart.
What are essential features to look for in a platform supporting loyalty programs?
The most important features include automated tier progression based on spend or engagement, integration with email and SMS platforms for targeted messaging, checkout integration for seamless point redemption, and robust analytics to measure program performance. Look for platforms with Shopify-native architecture for better performance and future compatibility. Month-to-month pricing without annual contracts provides flexibility as your program evolves.
How long does it typically take to see results from a new loyalty program?
Most activewear brands begin seeing measurable engagement within 30-60 days of launching a loyalty program. Early metrics include enrollment rates, point earning activity, and initial redemptions. Meaningful retention and lifetime value impacts typically become clear after 90-120 days once customers have had time to progress through tier levels and experience the full benefit structure. Platforms like Rivo offer white-glove onboarding to accelerate time-to-value.
