Vancouver, Canada – The Up + Down Programme is a fitness incentive that offers discounts on new sportswear as consumers’ body shape changes.
RYU is looking to forge a continuing relationship with its customers by acknowledging the effects that training will have on an athlete’s build – either through muscle gain or weight loss – and therefore minimising the cost of buying a new sports kit.
Those who sign up for free to the brand’s Athlete Member Programme are able to make use of the Up + Down Programme and trade in their old workout clothes at one of RYU’s stores in exchange for a 50% discount on new gear. ‘The programme not only motivates customers to start their goals, but also helps to ensure they can maintain a fashionable and functional workout wardrobe,’ says Marcello Leone, CEO of RYU.
The initiative also serves a philanthropic purpose, as the old clothes are donated to charitable organisations so that others can benefit.
Brands are playing a more active role in consumers’ fitness regimes, encouraging them to push themselves to their limits in order to gain both physical and monetary rewards. For more, see our Perspiration Power microtrend.