📖 6 MIN READ
Turning Game Design Into Member Motivation
Keeping members motivated has never been more important — or more challenging. Fitness chains are seeing strong growth in membership numbers, but long-term engagement is harder to secure. Traditional loyalty programs often fail to keep people coming back.
To change that, BRP turned to a different world for inspiration — the world of games. By combining fitness management technology with the principles of gamification, BRP created a loyalty experience designed to motivate today’s members in a way that feels fun, modern, and rewarding.
Leveling Up Member Loyalty: Using Game Thinking to Drive Real Results
The foundation of BRP’s loyalty and retention feature comes from acquiring Insert Coin, a company founded by former King employees — the same creative minds who helped make Candy Crush so addictive and rewarding to play.
Their deep understanding of player motivation shaped a system built to keep members engaged over time. Instead of earning simple points, members are encouraged through familiar game-like features such as:
🏆 Progression Levels – Unlock new tiers and rewards as training milestones are achieved.
🎯 Challenges and Missions – Short-term goals that keep routines fresh and exciting.
💎 Reward Marketplace – Points can be exchanged for products, perks, or services.
🎖️ Badges and Milestones – Celebrating effort and consistency, not just performance.
🤝 Referral Rewards – Incentives for bringing friends along for the journey.
As one member said, “I wouldn’t have come to the class today if it weren’t for my streak!” — a simple example of how gamified motivation can turn digital engagement into real-world action.
Beyond Fitness: Innovation Through Collaboration
The loyalty feature is more than an upgrade — it’s a reflection of how BRP approaches innovation. By identifying and partnering with talent outside the traditional fitness space, the company continues to bring fresh ideas and proven engagement strategies into the industry.
This approach keeps the platform future-ready and prevents stagnation in a rapidly evolving market. The results speak for themselves:
“Endorfin in Sweden, one of the first fitness chains to implement our loyalty feature, saw a 34% increase in monthly visits and a 19% rise in class participation. Results like these show how game-inspired design can make healthy habits stick.”
— Marius Andersson, Chief Product Officer at BRP Systems
Designed for Today’s Members and Tomorrow’s Growth
For gym and fitness chains, gamified loyalty creates tangible business results:
📈 Higher retention rates – Members are encouraged to keep active and maintain streaks.
💰 Increased revenue – Loyal members engage with classes, referrals, and rewards.
💻 A fresh, digital experience – Aligning with how modern consumers expect to interact with brands.
💡 Continuous innovation – Driven by BRP’s commitment to finding inspiration outside the industry.
“Our goal at BRP is to find the best ideas — wherever they come from — and evolve them into making a real difference for gyms and their members. Gamification is just one example of how creativity can drive measurable results.”
— Alexzandra Leideborg, Sales Director at BRP
A Future-Ready Approach to Member Engagement
By applying proven techniques from the gaming world and continuously seeking new inspiration, BRP ensures gym operators can offer a loyalty experience that keeps evolving with their members.
The result is a system that’s more than just a points program — it’s a motivational engine built to keep members coming back, build stronger connections, and support long-term growth for every site in a fitness chain.
👉 Learn more about BRP’s gamified loyalty feature
Ready to get your members engaged?
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