Activewear brands face a unique challenge: customers who buy performance gear often remain loyal to brands that support their fitness journey. The right rewards program transforms one-time buyers into brand advocates who drive repeat purchases and refer friends. With 79% of consumers enrolled in at least one loyalty program and 75% saying they purchase more from brands they’re members of, activewear companies can't afford to ignore retention marketing.
Key Takeaways
- Athleta Rewards leads consumer satisfaction with an 8.77/10 score in Newsweek's 2025 rankings—the highest among all apparel programs.
- adidas adiClub demonstrates scale with 240 million members who have 2x the lifetime value compared to non-members.
- Lululemon achieved the fastest growth rate in fashion loyalty with 9 million sign-ups in five months.
- Top activewear programs generate 15-25% annual revenue increases through strategic loyalty initiatives.
- Brands using Shopify-native loyalty platforms benefit from modern checkout integrations and faster load times.
The activewear market continues to grow, but customer acquisition costs keep rising. Building a customer loyalty program that drives repeat purchases and brand advocacy is no longer optional—it's essential for sustainable growth. This guide profiles the best rewards programs activewear brands can learn from and the platform powering many successful implementations.
1) Rivo - Modern Retention Platform for Shopify Brands
Rivo stands out as the leading retention platform built exclusively for Shopify and Shopify Plus merchants. Unlike legacy solutions requiring workarounds, Rivo integrates directly into Shopify's infrastructure using theme app extensions that load in under 100ms.
Best For
Activewear brands on Shopify seeking customizable loyalty, referral, and membership programs without legacy platform limitations.
Key Features
- VIP tier automation based on spend, points earned, or orders placed with customizable earning rules for purchases, reviews, social follows, and birthdays
- Checkout integration allowing customers to spend points directly as payment—reducing payment processing fees
- 20+ built-in fraud prevention tools for referral programs, addressing a common pain point competitors treat as an afterthought
Rivo powers programs for brands doing nine-figures annually, including Ultra Football (Nike partnership) which generated over $800K in loyalty revenue in under six months. The platform has driven $1.5 billion in revenue for client brands through its retention tools. This scale demonstrates the platform's ability to handle both emerging brands and enterprise-level operations effectively.
With month-to-month contracts, white-glove onboarding, and 99.98% API uptime, Rivo provides the infrastructure activewear brands need to compete with established players. Explore Rivo's pricing to see plan options starting at $49/month.
2) Athleta Rewards
Athleta Rewards secured the highest satisfaction score (8.77/10) in the apparel category on Newsweek's 2025 rankings, outperforming many larger competitors through its community-focused approach.
Key Features
- Points-based rewards system
- Birthday rewards
- Exclusive access to sales
As part of the Gap Inc. ecosystem, Athleta members can benefit from cross-brand rewards opportunities. The program's strong performance in consumer satisfaction rankings reflects its effectiveness at engaging women seeking activewear that combines performance with lifestyle positioning. The program emphasizes empowering women through athletic wear and community building—a positioning that resonates with its target demographic.
3) Columbia Greater Rewards
Columbia Greater Rewards earned a strong 9.14/10 score in Newsweek's 2025 consumer survey of 4,000+ shoppers, ranking among the top apparel loyalty programs.
Key Features
- 5% rewards back on purchases ($5 in rewards for every $100 spent)
- 2X points on gift card purchases
- Free shipping for all members
The program's success stems from its simplicity. Rather than forcing customers to calculate point values, Columbia communicates value clearly: spend $100, get $10 back. This transparency contributed to strong satisfaction scores across ease of use, benefit perception, and likelihood to recommend. Columbia also runs periodic bonus promotions, offering $25 bonuses when members spend $125 during promotional windows.
4) Under Armour UA Rewards
Under Armour UA Rewards achieved an 8.64/10 score in the outdoor and athletic apparel category on Newsweek's 2025 rankings, with strong performance across footwear (7.88) and general apparel (7.74).
Key Features
- Points-based system with tiered benefits
- UA Record app integration for fitness tracking
- Early access to new product launches
The program's cross-category consistency makes it particularly effective for Under Armour's diverse product line. Customers who buy running shoes, training gear, and casual athletic wear all benefit from a unified rewards experience. This consistency across categories helps drive repeat purchases as customers expand their Under Armour collection.
5) adidas adiClub
adidas adiClub operates as the largest loyalty program in fashion with 240 million members worldwide. Members demonstrate 50% higher purchase frequency and 2x the lifetime value compared to non-members.
These metrics reveal the program's massive impact on customer behavior and brand profitability. When loyalty members shop 50% more frequently and generate twice the lifetime value, the program becomes a core driver of sustainable revenue rather than just a marketing add-on.
Key Features
- 4-level tier system with escalating benefits
- 10 points per dollar spent
- Access to CONFIRMED app for exclusive sneaker drops
The program earned recognition as a top loyalty program in the apparel category of Bond's Loyalty Report in both 2021 and 2022. On Newsweek's 2025 rankings, adiClub scored 8.53/10 in outdoor/athletic and 8.10/10 in apparel.
The scale demonstrates what's possible when brands invest in loyalty infrastructure. For Shopify brands looking to build similar tiered programs, platforms like Rivo offer VIP tier automation without enterprise-level budgets.
6) Nike Membership
Nike Membership pioneered the perks-based loyalty model, demonstrating that complex point calculations aren't required to drive repeat purchases. The program scored 8.13/10 in footwear and 8.03/10 in apparel on Newsweek's 2025 rankings.
Key Features
- Exclusive access to SNKRS app for sneaker drops
- Free shipping and receiptless returns
- 60-day wear test for sneakers
- Integration with Apple Music, ClassPass, and Headspace
Nike's approach creates perceived value through access rather than discounts. According to research from Harvard Business Review, increasing customer retention rates by just 5% can increase profits by 25% to 95%. Nike leverages this principle by focusing on experiential rewards that strengthen emotional brand connections rather than traditional discount-based incentives.
7) Lululemon Membership
Lululemon achieved the fastest growth rate in fashion loyalty with 9 million sign-ups in five months. Over 30% of members used at least one benefit during that period.
This rapid adoption demonstrates the program's value proposition resonates strongly with the brand's customer base. Getting 30% of new members to actively engage within months of launch indicates well-designed benefits aligned with customer needs.
Key Features
- Free hemming service
- Receipt-free returns
- Partner perks (Peloton, Oura, Barry's Bootcamp at 10% off)
- Sweat Collective program offering 25% off for fitness professionals
The program operates on a perks-only model focused on convenience, peace of mind, and customer service experiences rather than discounts. This wellness ecosystem approach positions Lululemon as more than an activewear brand—it's a lifestyle platform. Brands building membership programs can learn from this premium positioning strategy.
8) Foot Locker FLX Rewards
Foot Locker FLX Rewards demonstrates the power of customer-driven program redesign. After a complete 2024 revamp based on member feedback, the program now connects to over 25% of total sales, up 4% year-over-year. The program scored 8.0/10 in Newsweek's footwear category.
Key Features
- FLX cash (points redeemable for cashback)
- Xtra Boosts for sneaker raffle odds
- Heat Monitor app showing drop popularity
Foot Locker targets 50% loyalty penetration by 2026, with a long-term goal of 70%. Pilot results showed higher AOV, units per transaction, and trip frequency—validating the investment in program redesign. The improved raffle odds feature particularly resonates with sneaker collectors who value access to limited releases.
9) The North Face XPLR Pass
The North Face XPLR Pass combines traditional points with experiential and sustainability-focused rewards. After a 2021 revamp, the program achieved a 54% increase in landing page traffic year-over-year and averaged 10,000 monthly app downloads.
Key Features
- 1 point per dollar (100 points = $10 voucher)
- Points for checking in at National Parks
- 60-day members-only field testing for unreleased products
- Sustainability rewards (Renewed Take-Back Program)
The program scores 7.6/10 in Newsweek's outdoor/athletic category. XPLR members have access to the brand's most iconic, most coveted products that usually sell out in less than a day. This exclusive access creates strong motivation for program enrollment and ongoing engagement.
10) Alo Yoga Alo Access
Alo Yoga's Alo Access program targets high-value wellness consumers through a three-tiered structure (VIP, A-List, All Access) that combines points with lifestyle-driven perks.
Key Features
- Points on purchases redeemable for gear and experiences
- Lifestyle perks beyond shopping
- Experiential exclusives
As a fast-growing activewear brand known for blending fashion with wellness, Alo Yoga created aspirational tier progression that encourages repeat purchases and deeper brand engagement. The program reflects the brand's premium positioning in the athleisure market.
11) Fabletics VIP
Fabletics VIP demonstrates an alternative to free loyalty programs: paid subscription. The program has attracted 2.4 million VIP members who pay monthly fees in exchange for guaranteed value.
Key Features
- Approximately $70 monthly credit toward purchases
- 20-50% discounts on all products
- Skip option to pause monthly charges
Fabletics has expanded to over 70 physical locations, supporting the digital VIP program with omnichannel experiences. The subscription model creates predictable recurring revenue while maintaining customer engagement. This approach works well for activewear where customers make regular purchases throughout the year.
12) Girlfriend Collective - The Collective
Girlfriend Collective rewards values-aligned actions, not just purchases. This sustainable activewear brand targets earth-conscious shoppers through unique earning opportunities.
Key Features
- 25 points instantly when joining
- Points for reviews and Instagram follows
- 50 points for good deeds (volunteering, planting trees, charity work with #GOODJOBGF)
This approach reinforces brand identity while building authentic community engagement.
Building Your Own Activewear Rewards Program
The programs profiled here share common success factors: clear value communication, alignment with customer values, and strategic use of tiers or perks to drive repeat behavior. Whether you model your approach after Columbia's straightforward cashback or Lululemon's experiential perks, the technology platform matters.
Legacy loyalty platforms often require workarounds that slow checkout and frustrate customers. Modern solutions like Rivo integrate directly into Shopify's checkout, load under 100ms, and offer the customization activewear brands need to compete with established players.
According to research from Bain & Company, increasing customer retention by just 5% can boost profits by 25% to 95%. This dramatic impact makes loyalty programs essential rather than optional for growing activewear brands. McKinsey research further shows that brands using advanced personalization and analytics generate 40% more revenue from those activities than competitors.
Review Rivo's case studies to see how brands across industries have built successful retention programs—then consider whether a modern platform approach fits your growth goals.
Why Rivo Is the Smart Choice for Activewear Brands
Activewear brands need loyalty programs that match the pace and performance of their products. Rivo delivers the modern infrastructure, customization, and support that growing brands require. With Shopify-native architecture, comprehensive fraud prevention, and tier automation, Rivo helps activewear brands build the kind of programs that turn casual buyers into lifelong advocates. The platform's month-to-month pricing and white-glove onboarding remove the risk from launching or upgrading your retention strategy.
Frequently Asked Questions
What defines a successful rewards program for an activewear brand?
Successful activewear rewards programs share clear value propositions, alignment with customer lifestyles, and seamless integration with the shopping experience. Top programs like Columbia Greater Rewards communicate value simply (10% cashback), while brands like Lululemon focus on experiential perks that reinforce their wellness positioning. Programs generating 15-25% annual revenue increases typically combine points or perks with tiered progression that motivates continued engagement.
How can activewear brands use loyalty programs to increase customer retention?
Loyalty programs increase retention by rewarding repeat purchases, creating switching costs through accumulated points, and building emotional connections through exclusive access. adidas adiClub members demonstrate 2x lifetime value compared to non-members—evidence that well-designed programs materially impact customer behavior. Brands should track loyalty program statistics to measure program effectiveness and optimize tier thresholds based on actual customer spending patterns.
Is a paid membership program suitable for all types of activewear brands?
Paid memberships work best for brands with frequent repeat purchase cycles and high-value customers. Fabletics succeeded with 2.4 million VIP members because customers buy activewear regularly and value the monthly credits. Premium positioning isn't required, but the math must work: customers need to perceive value exceeding the membership cost. Brands with less frequent purchase cycles may find free points-based programs drive better adoption.
What key metrics should activewear brands track to measure rewards program success?
Essential metrics include repeat purchase rate, average order value among members versus non-members, redemption rates, loyalty-attributed revenue, and customer lifetime value. Foot Locker tracks sales penetration (currently over 25%), while brands like adidas measure member purchase frequency (50% higher than non-members). Platforms like Rivo offer analytics dashboards with 20+ reports on program performance, making it easy to identify which tier benefits drive the most engagement and revenue.
How does a Shopify-native loyalty platform benefit activewear brands compared to other solutions?
Shopify-native platforms like Rivo avoid legacy workarounds that slow checkout and create integration headaches. Direct checkout integration allows customers to redeem points as payment—reducing friction and payment processing fees. Theme app extensions load under 100ms, maintaining site performance. For brands processing hundreds or thousands of monthly orders, these technical advantages compound into meaningful customer experience improvements that directly impact conversion rates and program participation.
