Most businesses think of loyalty as points, perks, and discounts—but real loyalty is much bigger.

Brands like Orangetheory Fitness don’t just have loyalty programs. They ARE loyalty brands. Their customers love them, yet some still leave.

So what’s the lesson?

Loyalty programs can’t just sit in the marketing team anymore. The entire company—from finance to operations—needs to see loyalty as a business strategy.

📌 What top brands do differently:
✅ Focus on building real connections, not just giving points
✅ Make loyalty part of the brand experience, not just a marketing tool
✅ Get leadership to see loyalty as a long-term investment