Loyalty That Lifts: Loaded Doubles Revenue per Customer with Growave

VERTICAL

Health & Beauty

USE CASE

Loyalty, Reviews, Wishlist

Region

Sweden

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Loyalty, Reviews, Wishlist

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More revenue per customer

43%

Repeat purchase rate

1.5x

Higher purchase frequency

About

Loaded is a Swedish company with Danish management, founded in 2002 by dedicated athletes with a strong background in fitness. The company is committed to providing high-quality supplements, training apparel, and accessories at accessible prices for all. With years of hands-on training experience and a strong understanding of the human body, Loaded delivers personal, expert guidance delivered with care. More than a brand, Loaded is a trusted partner in every customer’s fitness journey - a mindset CEO Dan Dommer shares, inspired by the words of Ray Kroc:

"If you work just for money, you’ll never make it. But if you love what you are doing and you always put the customers first, success will be yours.”

Ray Kroc

Founder of the McDonald’s Corporation

Challenge

This mindset has shaped the brand’s customer-centric approach from day one. The team built the brand on genuine care, expert support, and a deep connection with the fitness community. However, as customer expectations evolved and digital competition intensified, Loaded needed new tools to uphold its values and scale its impact.

Main Issues:

Limitations of the previous loyalty setup - Loaded had built a custom loyalty program within Magento 2. While functional, it lacked the flexibility, scalability, and user-friendly experience today’s shoppers expect. It also required ongoing technical maintenance, creating friction for both customers and the internal team.

A need for a strategic loyalty program - The existing setup didn’t offer a wide range of reward options or encourage meaningful customer interaction. Loaded needed a loyalty program that was not only easy to manage but also aligned with its values and capable of deepening relationships with returning customers.

Standing out in a competitive market - In the competitive fitness and nutrition industry, strong customer relationships were no longer enough. Loaded needed a solution that would differentiate the brand, drive repeat purchases, and build sustainable loyalty in a digital-first world.

Solution

"We had a custom-built loyalty solution in Magento 2 before switching to Shopify, and when we discovered Growave, we knew right away it was the right fit. Their customer support team guided us through the entire transition, and their developers played a key role in tailoring the frontend to match our brand experience.”

Bo Engving

Part Owner and Head of Sales at Loaded

When Loaded migrated to Shopify, they selected Growave as their customer retention platform to simplify operations, drive growth and strengthen loyalty across every customer touchpoint.

This confidence was fueled not only by Growave’s expert support but also by its all-in-one functionality bringing together loyalty, reviews, and wishlists in one seamless platform. Compared to their custom Magento setup, Growave provided the flexibility, ease of use, and seamless UX Loaded needed to scale without losing their personal touch.

Growave’s customizable rewards, including points for purchases, birthdays, and newsletter sign-ups, offered customers engaging incentives while reflecting the brand’s values. Thanks to Growave’s intuitive interface and robust support, Loaded could efficiently manage the program while offering customers a frictionless, on-brand experience.

The Results

Since implementing Growave, Shopify Plus brand Loaded has seen substantial gains in customer retention, engagement, and value, proving that a well-aligned loyalty program can drive long-term growth.

Higher customer value among redeemers - The average revenue per redeeming loyalty customer is 2x higher than that of non-redeemers.

Increased purchase frequency - Redeemers shop 1.5x more frequently than non-redeemers, demonstrating stronger brand engagement.

Stronger customer retention - The returning customer rate among redeemers has reached 48%, with a repeat purchase rate nearly three times higher than non-redeemers.

Higher customer engagement - A 65% rewards redemption rate highlights how actively customers participate in the program, showing strong motivation to return, redeem rewards, and make repeat purchases.

Growave’s customizable yet intuitive platform enabled Loaded to launch a loyalty program tailored to its brand values without added complexity. The platform’s flexibility, supported by responsive customer service and a dedicated development team, ensured a seamless and consistent user experience.

For a brand like Loaded, where community and authenticity matter, loyalty goes beyond transactions. With Growave, Loaded turned retention into a strategic advantage deepening customer relationships and significantly increasing lifetime value.