F45 Launches Global Loyalty Program FIT Rewards
F45 Training has launched a new global loyalty program called FIT Rewards, developed in partnership with Endurance Zone, to enhance member engagement and motivation. Rather than limiting rewards to just class attendance, the program encourages members to earn Loyals points through a wide range of activities, such as sharing Lionheart performance reports on social media, completing in-app health assessments, signing up for the F45 Challenge, and participating in themed “Missions.” The initiative reflects F45’s goal of recognizing member efforts beyond workouts and creating consistent encouragement toward fitness progress.
The FIT Rewards store, accessible through the F45 Training app, currently offers over 155 items spanning categories like apparel, supplements, food and beverages, and technology. Members can redeem their points for these items, as well as perks like additional Passport visits that go beyond the six typically included each month. F45 also plans to expand the program with new benefits, including a “Bring a Friend” pass and exclusive discounts, ensuring the loyalty platform continues to evolve with fresh ways to engage and reward members.
While available worldwide, the program enables individual F45 studios to customize rewards with unique community-based perks, such as tie-ins with local cafés, smoothie shops, or neighborhood events. This approach gives members the sense of belonging to both a worldwide network and a local community.
Learn more here.
New York Jets Partners with Parmigiano Reggiano
The New York Jets have entered into a multi-year strategic partnership with Parmigiano Reggiano, marking the Italian cheese consortium’s first sponsorship of a U.S. professional sports team. Launching with the 2025 NFL season, the collaboration is designed to blend the culinary prestige of Parmigiano Reggiano with the fan culture of Jets football, introducing activations both inside MetLife Stadium and across broader marketing channels. The alliance signals a unique crossover between sports and food, aiming to elevate gameday experiences while deepening the cheese’s connection with American consumers.
Fans will see Parmigiano Reggiano woven into the Jets’ in-stadium offerings through premium dining spaces such as the Commissioner’s Club, Green Room, and Coaches Club, where signature pasta and antipasto stations will showcase the cheese. Beyond dining, the partnership introduces playful fan engagement elements like the “Say Cheese Cam” and “Cheesy Dance Cam” on videoboards, giveaways including personalized cheese wheels, and sampling events in the Tailgate Zone. Nonna Fusco’s concession stands will also feature new Parmigiano-inspired items, making the brand a visible and tangible part of the gameday routine.
For Parmigiano Reggiano, the U.S. is its largest export market, accounting for over 16,000 tons of sales in 2024, and the sponsorship represents a deliberate move to grow cultural relevance in a country where football unites communities. By aligning with the Jets, the consortium hopes to position Parmigiano not only as a premium product but also as a shared experience that fits naturally into the traditions of tailgating, family gatherings, and stadium celebrations.
Learn more here.
Hilton and Small Luxury Hotels of the World Celebrate One-Year Anniversary
Hilton and Small Luxury Hotels of the World (SLH) are celebrating the one-year anniversary of their exclusive partnership, which has already expanded to more than 450 boutique properties worldwide. This growth averages out to more than one new SLH hotel added per week, broadening Hilton’s luxury portfolio and giving Hilton Honors members access to unique, independent stays in 12 new countries, including Cambodia, Slovenia, Andorra, and Saint Vincent & the Grenadines. The collaboration has significantly expanded Hilton’s footprint in the boutique and experiential travel space, while also strengthening SLH’s visibility through Hilton’s global network.
The results from the first year show the strength of the partnership. SLH hotels have experienced a 78% year-over-year increase in traffic through Hilton’s booking channels, fueled by Hilton’s reach and its 226 million Hilton Honors members. Travelers have eagerly engaged with the expanded portfolio, redeeming more than 10 billion Hilton Honors Points at SLH hotels since the launch. The partnership has given guests more redemption options, new destinations to explore, and the ability to enjoy elite benefits while staying at properties that are distinctly different from traditional large-scale hotels.
In addition to growth and loyalty benefits, the partnership highlights the guest experience through distinctive properties ranging from rainforest lodges and treehouses to coastal retreats and luxury villas. Recent additions such as Angkor Village Hotel in Cambodia, The Liming Bequia in Saint Vincent & the Grenadines, Sundy Praia in São Tomé and Príncipe, and Château de Maubreuil in France showcase the variety and authenticity travelers can expect. Together, Hilton and SLH are combining the reach and rewards of a global brand with the individuality and charm of small, independent hotels, creating a stronger, more diverse luxury offering for travelers around the world.