Tidy trainers: The Sneaker Shack joins Virgin Active as rewards partner

The agreement adds to the growing cross-sector wellness ecosystem of partnerships it is cultivating, says the health and fitness brand.

"This new collaboration with The Sneaker Shack not only gives Virgin Active members another great reason to lace up their sneakers and hit the gym, but reinforces all of the benefits of maintaining a healthy and active lifestyle."

Patrick Hardy, Head of Strategic Partnerships - Virgin Active

Motheo Khoaripe gets more detail from Lolo Ndlovu, founder and CEO of The Sneaker Shack.

Ndlovu notes that the deal with Virgin Active has been in the works for the most part of 6-12 months, so they are really excited that it has finally come off.

One of the main benefits for the startup is of course the access it gets to Virgin's nationwide membership base of around 600 000.

"Just having the opportunity to tap into that, and hopefully elevate that rewards experience for Virgin Active for us is a huge opportunity."

Lolo Ndlovu, Founder - The Sneaker Shack

Ndlovu says the team has thought long and hard about the capacity of the business, and put measures in place to deal with a possible influx of new customers.

They see it realising as a gradual growth, he adds.

"We don't anticipate at all a flooding in all in one day! But from a business capacity perspective these are all just really great problems, and helping us to accelerate our scale programme."

Lolo Ndlovu, CEO - The Sneaker Shack