Reebok wants to start the international rollout of a new loyalty program, “Reebok Unlocked.” It was launched in March 2019 for Reebok’s U.S. customers and its 160,000 certified Reebok trainers in the country. To build up Reebok Unlocked, existing programs were examined and evaluated. The aim was to maintain important benefits with high customer acceptance and to give up other, less used benefits in order to improve usability and to create a deeper and more relevant relationship with the customer. Members can get early access to new products, exclusive access to special events or rewards from Reebok’s numerous partners in the wellness space. Aimed at the fitness training community, Reebok Unlocked offers ongoing career development, workshops, training and certifications. Within six months, the program reached over 2.5 million members in the U.S. alone. To date, the purchasing frequency for Reebok’s non-training community is 10 percent higher versus those who are not in the program. Also, purchase frequency among trainers is up 117 percent versus trainers who have not signed up.
