This morning, the coffee shop I went to asked for my phone number and handed me +28 points in return. I have a free cookie waiting for me at Juice Pub downtown because of all the points I racked up getting their turkey pesto sandwich over the summer. And then there’s Starbucks Rewards, maybe the best-known loyalty program of all with its “stars.”
These programs work on me. But they work because I'm in those shops every week. The purchase is the habit.
Outdoor and athletic brands have a different rhythm. I buy running shoes a few times per year, but I run almost every day. The habit is the run, and a purchase-only rewards program misses all the days in between. That's why more outdoor brands, retailers and nutrition brands are rewarding activity, not just spending.
What are activity-based rewards?
Activity-based rewards are loyalty perks customers earn for what they do, not just what they buy: miles run, vert climbed, rides logged, races finished. Customers opt in by connecting a wearable or app, like Garmin, Apple Health, Coros or Polar. The brand then uses that Lived Experience Data to reward activity, time its offers and personalize advice.
DashLX helps brands add activity-based rewards to the loyalty program they already have, using
opted-in wearable data.
Why are brands moving from points to activity-based rewards?
At DashLX, we've talked with many of the outdoor, running and nutrition brands this year. They want the same thing I do as a runner: a relationship that keeps going after checkout. Here's what we hear most:
Stay connected between purchases. Every run, ride or hike is a natural reason to reach out. One loyalty manager told us the goal is "driving engagement outside of just purchase." An ecommerce manager wants stronger retention without "constantly... chasing people down with emails."
Stand out. Points for purchases and social follows look much the same everywhere. As one marketer put it, "Follow us on social media, you get x amount of points, but there's nothing tangible there." A head of marketing sees activity as "a differentiator that kind of sets us aside from the rest."
Reward the sport. "Anything we can do to enhance our loyalty program to reward people for things other than spending a dollar with us is probably my top priority," said one director of digital marketing.
Celebrate customers beyond discounts. A milestone shout-out feels like recognition, not a coupon. One CRM leader wants "relationships that are less transactional and more relational."
Go always-on. One-off challenges create a spike. As one brand manager told us, "doing something over a longer period kind of seems to make more sense."
What does activity-based loyalty look like in practice?
For the past five years, the only “loyalty program” I’ve been part of is Oklahoma State and Duke University, which gave me my running shoes for free as an NCAA athlete.
So which brand will I be loyal to now?
I love the Saucony Hurricane. I also like HOKAs, Brooks and Diadora, and honestly, probably whichever brand rewards me first.
The brands that win me over will be the ones that notice the training I'm doing every day with their products. Two running brands that work with DashLX already do this really well.
Brooks Run Club: rewards built around race moments
Brooks Run Club members connect a wearable, and their logged miles unlock challenges, milestones, race entries and rewards. Brooks also builds programs around major races like the Walt Disney World Marathon Weekend, so runners are rewarded through training, race day and beyond.
HOKA: always-on challenges
HOKA members can join activity challenges year-round, so there's always a reason to stay engaged. For example, I'm currently connected to the HOKA Challenge, and I've already earned a free trial at Runna, gotten supportive emails after finishing activities, and been recommended products based on how I'm moving.
Why do activity-based messages perform better?
These messages feel personal because the brand is connected to my activity. Instead of a generic fall-favorites guide, an abandoned-cart alert or even a thoughtful "happy birthday" email, I get recognized for the real miles I'm putting in. If I were training for the New York City Marathon right now, that's dozens of chances for a brand to show up before I buy my next pair.
And the data backs it up. At Brooks Run Club, powered by DashLX:
Personalized milestone emails see a 77% open rate, compared with a 38% channel average
Connected members spend 23% more per order than non-connected members
More than 1 million runners across North America are connected
Turns out when a brand recognizes what you're actually doing instead of guessing, you tend to show up.
Read the Brooks case studyHow does DashLX add activity-based rewards to your loyalty program?
The best part for brands: there's no need to start from scratch. DashLX plugs into the loyalty platform, CRM and email tools you already use.
Customers opt in. They connect a wearable or app through your program. DashLX handles consent and opt-out.
Activity becomes signals. DashLX unifies data from 10+ devices and spots the moments that matter: milestones, streaks, race finishes, vert climbed.
You set the rewards. Choose what earns points, badges, sweepstakes entries or exclusive perks. DashLX can run the business logic for you.
Rewards land in your stack. Points and triggers flow into your loyalty platform and email tools in near real time.
Many brands start with one challenge or milestone reward, then grow into an always-on program.
How it worksWhat results can brands expect?
More repeat purchases. Every logged activity is a natural reason to reach out, so the brand stays top of mind.
Better timing. Replacement and replenishment messages follow real mileage, not a fixed calendar.
Sharper personalization. Segments reflect how, where and how much people train.
New customers. Activity data helps brands reach people already active in the sport.
A light lift for lean teams. DashLX handles consent, 10+ device connections, data normalization and SOC 2 Type II security.
Use case guideThe Future of Brand Loyalty Is Behavior, Not Just Spend
Loyalty built on spend will always run into the same wall: you can only reward what someone buys. Loyalty built on behavior doesn't have that ceiling.
It notices the seasonal shift from outdoor running to cross-country skiing and treadmill runs, the drop in mileage, and the switch to the elliptical and pool while dealing with an injury. It rewards the thousands of small moments between purchases, the miles logged, the runs finished, the gear actually used, which is also exactly where the real relationship with a brand lives.
Celebrate that, and customers like me stick around. DashLX helps outdoor brands, retailers and nutrition brands bring activity-based rewards into the loyalty program they already have.
See how activity-based rewards could work for your brand.
Book a demoFrequently Asked Questions About Activity-Based Rewards
Is sharing activity data opt-in?
Yes. Customers choose to connect their device and can disconnect anytime. DashLX manages consent and opt-out, is SOC 2 Type II attested, and supports GDPR and CCPA compliance.
Which devices and apps work with DashLX?
More than 50, including Garmin, Apple Health, Coros, Fitbit, Polar and Suunto.
How is this different from a one-time activity challenge?
A challenge runs for a few weeks. An activity-based program runs year-round and connects to a brand's CRM and loyalty tools, so any activity can trigger a reward or a message.
Do we need a large team to run it?
No. DashLX handles device connections, consent, data normalization and security, and works with the CRM, loyalty and ecommerce tools brands already use.
-Photoroom%201.png)
.svg)