Endurance Zone
Endurance Zone operates the EZ Loyalty platform, a modular white-label B2B loyalty and engagement system serving enterprise brands in fitness, travel, banking, insurance, and memberships. It monetises via subscription licensing and affiliate revenue share across a 20M+ consumer, 400+ brand network.
- Company typePrivate
- Founded2017
- HeadquartersRichmond, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Endurance Zone does
Endurance Zone, operating under the EZ Loyalty brand, is a UK-incorporated B2B loyalty and engagement platform company headquartered in Richmond, United Kingdom. It builds and operates a modular white-label loyalty ecosystem comprising six configurable products: EZ Tech (the technical backbone), EZ Rewards (offers from 400+ brand partners), EZ Points (customisable loyalty currencies), EZ Referrals (advocacy tools), EZ Activations (experiential digital touchpoints), and EZ Challenges (gamification mechanics). The platform embeds directly into partner brands' existing customer journeys, and clients typically go live within an 8-12 week implementation cycle.
The company's customer base is concentrated in enterprise sports and fitness chains (Virgin Active, F45, Fitness First, Snap Fitness, Third Space, NASM, Basketball England) and has extended into travel (Jet2), wellness (Yu-life) and adjacent verticals including banking, insurance, and memberships. Endurance Zone monetises through two streams: recurring platform/subscription fees from enterprise clients licensing the white-label solution, and affiliate revenue sharing earned when end users transact through the rewards marketplace, which the company shares back with partner brands. The brand-side of the network includes Garmin, Nike, and adidas, and the company claims 20M+ verified consumers engaged through the platform globally.
The business is privately held and self-funded or founder-backed based on available evidence (no funding rounds disclosed), with a headcount in the 11-50 range. Its go-to-market combines direct enterprise sales, white-label OEM embedding, and channel partnerships. Strategic positioning centres on turning loyalty infrastructure into a profit centre for partners via affiliate revenue share, while delivering a low-friction, fully embedded customer experience that the company contrasts with clunky third-party loyalty portals.
Endurance Zone firmographics
Firmographics- Name
- Endurance Zone
- Legal name
- Endurance Zone LTD
- Website
- https://endurancezone.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Endurance Zone operates the EZ Loyalty platform, a modular white-label B2B loyalty and engagement system serving enterprise brands in fitness, travel, banking, insurance, and memberships. It monetises via subscription licensing and affiliate revenue share across a 20M+ consumer, 400+ brand network.
- Ownership category
- akta.pro rank
Endurance Zone industry classification
Industry- Product category
- Customer Loyalty Software
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Rewards, Incentives & Gift Card Program Services (MPAAAIAG)
- akta.pro secondary industry
- Referral, Advocacy & Community/UGC Platforms (Refer-a-Friend, Ambassador Programs) (THALAKAO)
Keywords
Where Endurance Zone is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Endurance Zone business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Platform/Subscription Fees: Loyalty platform licensing fees from brands and businesses who deploy the white-label solution for their customers
- Affiliate Revenue Sharing: When customers purchase through the rewards marketplace, EZ Loyalty shares affiliate revenue with partner brands - turning rewards into a profit centre for both parties
Go-to-market motion3 records
Distribution channels3 records
Marketing channels3 records
Endurance Zone product offering
Product offeringCore offering
Endurance Zone sells the EZ Loyalty platform, a fully white-label, modular customer loyalty and engagement software product delivered to enterprise brands. It embeds directly into a partner brand's existing customer journey and combines a configurable loyalty tech stack (EZ Tech, EZ Points, EZ Referrals, EZ Challenges, EZ Activations) with a rewards agency that sources incentives from 400+ brand partners (EZ Rewards), enabling clients to drive renewals, upgrades, and engagement while sharing in affiliate revenue.
Product overview
Endurance Zone operates the EZ Loyalty platform — a modular loyalty and engagement ecosystem built for brands where customer engagement is paramount. The platform consists of multiple integrated modules: EZ Tech (the core technical backbone), EZ Rewards (brand incentivisation via 400+ partner brands), EZ Points (customisable loyalty currencies), EZ Referrals (advocacy and word-of-mouth tools), EZ Activations (experiential digital touchpoints), and EZ Challenges (gamification mechanics). Brands can select and combine modules to fit their engagement strategy, and the platform is fully white-label, embedding directly into existing customer journeys. The company targets sectors including sports and fitness, travel, insurance, banking, and memberships.
Differentiator
Problem solved
Functional benefit
Companies that use Endurance Zone
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
Endurance Zone technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Endurance Zone partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Fitness On DemandcoreFitness On Demand partnered with Endurance Zone to offer personalised perks and retail discounts to gym members through its platform. The collaboration allows gyms to provide benefits from various fitness, wellness, nutrition, and lifestyle brands directly via the platform, enhancing member engagement and loyalty.
- Virgin ActivecoreVirgin Active uses EZ Loyalty as their white-label loyalty platform, featuring the platform as a rewards partner in their fitness programme for gym members.
- F45coreF45 utilizes EZ Loyalty's loyalty and rewards programme for their global fitness studio network.
- Jet2coreJet2 uses EZ Loyalty for customer rewards and engagement programmes in the travel sector.
- GarminminorGarmin features as a reward brand inside EZ Loyalty's partner programmes, driving sales through the loyalty rewards network.
- NikeminorNike features as a reward brand inside EZ Loyalty's partner programmes, providing brand exposure to 20M+ engaged consumers.
- adidasminoradidas features as a reward brand inside EZ Loyalty's partner programmes, leveraging the loyalty network for brand distribution.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Endurance Zone competitors and assessment
Company assessmentDirect peers
- Antavo: Antavo is an enterprise loyalty cloud platform serving retail, fashion, and lifestyle brands with white-label loyalty programmes, points engines, and engagement modules. It competes with EZ Loyalty for the same enterprise brand customers and is widely benchmarked in the category.
- LoyaltyLion: LoyaltyLion provides a white-label loyalty and rewards platform for retail and DTC brands, with a modular feature set (points, referrals, VIP tiers) that maps closely onto EZ Loyalty's product modules. It is one of the most direct head-to-head competitors in the loyalty SaaS category.
- Annex Cloud: Annex Cloud is an enterprise loyalty and customer engagement platform offering points, referrals, and reward modules for consumer brands, including a marketplace and affiliate-style incentives model. It is a direct competitor in the mid-market and enterprise white-label loyalty space.
- Smile.io: Smile.io is a B2B loyalty and rewards platform offering points, referral, and VIP programmes to consumer brands — closely comparable to EZ Loyalty's points, rewards, and referral modules. While more concentrated in Shopify-based e-commerce, it is the most commonly benchmarked loyalty SaaS for SMB and mid-market brand deployments.
- Zinrelo: Zinrelo is a SaaS loyalty rewards platform that provides points, referrals, and tier-based engagement programmes to brands, similar in modular structure to EZ Loyalty. It targets a comparable mid-market and enterprise customer base and is often listed alongside LoyaltyLion and Smile as alternatives.
Broad incumbents
- Yotpo: Yotpo is a broader customer marketing platform whose loyalty and referrals module directly competes with EZ Loyalty in offering points, referrals, and rewards programmes to consumer brands. It is a better-capitalised incumbent operating across e-commerce and DTC, with a similar modular structure but larger product footprint.
- Punchh: Punchh (now part of Bridgenext/Marigold) is an enterprise digital loyalty platform focused on restaurants, fitness, and convenience verticals, with deep integrations into operator apps. It is a much larger incumbent serving many of the same kinds of enterprise customers that EZ Loyalty targets.
Emerging players
- Paystone (Loyalty & Gift Card): Paystone offers a loyalty, gift card, and customer engagement platform for small and mid-sized businesses, with strong penetration in fitness, wellness, and service-based verticals — directly mirroring EZ Loyalty's fitness-chain focus (e.g., gym and studio deployments).
- Open Loyalty: Open Loyalty is a headless loyalty engine providing APIs and modular building blocks for points, tiers, and rewards, comparable to EZ Loyalty's modular, white-label approach. It is more developer-led and e-commerce focused but competes for the same technical buyer.
- Thanx: Thanx is a digital loyalty and customer engagement platform focused on restaurants and fitness/wellness operators, using a card-linked rewards model. It targets the same physical-location, membership-based end customers as EZ Loyalty (e.g., F45, gym chains) and is a credible peer in that vertical.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Endurance Zone social profiles
Digital presenceEndurance Zone financial estimates
Financial estimateRevenue estimate
Valuation estimate
Endurance Zone leadership team
Management profileNumber of profiles
Profiles2 records
Endurance Zone funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Endurance Zone M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Endurance Zone
What does Endurance Zone do?
Endurance Zone sells the EZ Loyalty platform, a fully white-label, modular customer loyalty and engagement software product delivered to enterprise brands. It embeds directly into a partner brand's existing customer journey and combines a configurable loyalty tech stack (EZ Tech, EZ Points, EZ Referrals, EZ Challenges, EZ Activations) with a rewards agency that sources incentives from 400+ brand partners (EZ Rewards), enabling clients to drive renewals, upgrades, and engagement while sharing in affiliate revenue.
Is Endurance Zone a public or private company?
Endurance Zone is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Endurance Zone founded?
Endurance Zone was founded in 2017. It employs 11 to 50 people.
Where is Endurance Zone based?
Endurance Zone is headquartered in Richmond, United Kingdom, in the Europe region.
How does Endurance Zone make money?
Two revenue lines are on record. Platform/Subscription Fees are the primary driver. The others are affiliate Revenue Sharing.
Who are Endurance Zone's main competitors?
Direct peers on record are Antavo, LoyaltyLion, Annex Cloud, Smile.io and Zinrelo. Broad incumbents are Yotpo and Punchh. Emerging players are Paystone (Loyalty & Gift Card), Open Loyalty and Thanx.
Does Endurance Zone have an API?
No public API is recorded for Endurance Zone.
What industry is Endurance Zone in?
Endurance Zone's product category is Customer Loyalty Software. Its primary akta.pro industry code is MPAAAIAG, Rewards, Incentives & Gift Card Program Services, with a secondary code of THALAKAO, Referral, Advocacy & Community/UGC Platforms (Refer-a-Friend, Ambassador Programs). Its SIC code is 7310.