The challenge

FaceGym had built a cult following, the original “workout for your face”, with a thriving Studio business in the UK and US, a fast-growing skincare range and a passionate customer base. But the data showed real retention gaps: customers weren’t rebooking Workouts often enough, weren’t handing over their email address easily, weren’t converting to product as much as they could be, and weren’t feeling rewarded for the behaviour the brand wanted to encourage.

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I was brought in to fix it, by designing two programmes from scratch: a tiered monthly Studio membership for the brand’s most loyal customers, and an omnichannel points loyalty programme for everyone else.

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What I did​

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• Diagnosed the customer retention and behaviour challenges using existing customer data and Studio insight.

• Designed the FaceClub points loyalty programme end-to-end; points mechanic, tier system, qualifying behaviours, reward thresholds and redemption rules across Studios and online.

• Designed the tiered monthly Membership programme pricing, workout allocation, welcome gift, perks and customer ladder.

• Built the business case and commercial model, including margin impact, target customer segments and the role of each programme in the wider retention strategy.

• Mapped the full customer journey for both programmes, including the front-of-house experience in Studios and the “surprise and delight” mechanic for the in-Studio team.

• Defined the CRM and lifecycle email strategy: welcome, monthly, BAU, promo, lapsing/win-back, reminders and cancellation flows.

• Worked through the tech stack: Yotpo, Zenoti, Shopify and Ometria, and modelled three pricing options for the dev build, ranging from a points-only MVP to a fully-integrated omnichannel solution.

• Built the full launch plan: POS, team training, creative roll-out, CRM cadence and dev integration timeline.

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Why it works

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A loyalty programme isn’t a points calculator. It’s a customer behaviour strategy. The two-programme architecture meant every customer had a reason to engage, and the brand’s biggest fans had a reason to commit.

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Membership rewarded the top of the pyramid with a paid subscription that drove Studio frequency. FaceClub points rewarded everyone else for the behaviours the business actually needed: email sign-up, rebooking, referrals, product purchase and brand advocacy. Together, they gave FaceGym the retention infrastructure to match its acquisition story.