It pays to be loyal.

Tag team. Erewhon added whole-body MRI company Prenuvo to its Lifestyle Collective, giving members $400 off preventative scans. Stacking partners, the LA-based organic grocer also offers exclusives on Seed, Function Health, Alo, and more.

One of us. Like its aisles, Erewhon’s Collective is curated for wellness-minded members, instilling a sense of camaraderie in consumers.

Following a similar playbook, fitness brands are using membership programs to incentivize repeat business.

• Selling luxury, Equinox Circle includes travel, healthtech, and nutrition deals, including custom ŌURA rings and Thorne supplements.
• For a $125 fee, Bandit members gain access to freebies and IRL events, plus perks from brands like Hyperice, Cadence, and Ketone-IQ.
• Free to join, lululemon’s membership includes deals on Barry’s, Sweetgreen, and AG1.

Elsewhere, Pvolve and Vuori are re-upping their mutually beneficial partnership, hosting IRL activations featuring smoothies, flowers, and free fits.

Punchline: In the fitness and wellness industry, the best story wins. Forming tribes and serving good vibes, brands are syncing up to show consumers what they stand for.