Vitality unveils new reward partners
Vitality has announced several new partners will join the Vitality Programme, evolving the offering and rewards available to members, further supporting and incentivising more people to be active and live healthier lifestyles.
The new partners have been selected to add further choice, flexibility and access to rewards. All partners will come onto the Vitality Programme by the end of June 2026, with the first of these available from 30 March.
The addition of popular casual dining restaurant chain and the nation’s most iconic pizzeria brand, PizzaExpress, which is famous for its iconic pizzas and for bringing friends and families together, is expected to be very popular amongst members.
New categories such as golf and cycling add further breadth to the rewards and reflect Vitality’s ambition to continually evolve the programme and reflect the diverse interests and activity preferences of its members and what they say they are looking for.
Nick Read, Chief Vitality Officer, said: “We know that health isn’t defined by one single choice; it’s shaped by the small, everyday decisions people make over time. By adding new partners to the Vitality Programme, we’re giving people a broad range of equipment and more rewards to choose from when they are active, informed by our understanding of behaviour and what genuinely motivates people.
“Every partnership of ours centres around supporting healthier habits, encouraging movement, recovery and balance, and making wellbeing and health feel more accessible and appealing, to help people live better, and stay engaged with their health for the long term. Each of these brands are experts in what they do, and we’re incredibly proud to be announcing them as a partner today. Furthermore, they all complement our current partners, some who have been partners with us for over 20 years.”
PizzaExpress
Vitality members will enjoy a reward for being active, with exclusive savings at PizzaExpress every day of the week*. Together with PizzaExpress, Vitality has selected a number of dishes, known as the PizzaExpress Vitality Range, marked clearly on the menu, that bring together fresh ingredients and flavours, to be enjoyed as part of a balanced diet.
Members can enjoy 25% off all meals within the PizzaExpress Vitality Range as one of their Weekly Picks. Additionally, members can choose one PizzaExpress Vitality Range main meal to enjoy (one full priced main to be purchased at the same time), when they choose it within their 4-Week Streak. This monthly reward is available within restaurants alongside the weekly reward, when they are active the preceding week.
Equipment and apparel
As part of Vitality’s commitment to providing people with the equipment they need to be active, members will be able to access new rewards and discounts on the following:
Cycling
Cycling is considered one of the best ways to improve your fitness, working multiple body systems at the same time, in a way that’s sustainable and easy to do regularly for most people. Vitality is bringing two iconic cycling brands onto the programme:
- Brompton: £250 off one of their iconic, high-quality, hand-brazed folding bicycles
- Trek: Up to 20% off bikes and accessories from leading manufacturer and distributor of bicycles and cycling products. ***
ASICS
Vitality is expanding its fitness gear offering by partnering with global sportwear company ASICS. Members will be able to access 30% off selected apparel and shoes, to help them be more active **. ASICS actively promotes physical and mental health by encouraging people to engage in sport and movement throughout their lives, which perfectly aligns to Vitality’s own core purpose.
Golf
With golf increasing in popularity, with rounds played in Great Britain hitting record levels last year, and recognising the added benefits that come from doing exercise outdoors***, Vitality is bringing on a range of golfing partners, including:
- Callaway: up to 20% off golf clubs, balls and accessories, a brand associated with innovation in the sport, and whose clubs and equipment are designed to help golfers of all abilities play better and enjoy the game.
- VPAR membership: 12‑month premium access to the golf technology company whose mobile platform includes digital scorecards, GPS yardages and course maps, live leaderboards, stats tracking, and handicapping.
Eligibility and terms and conditions apply to all.
Notes to editors:
Details on Pick and Streak Rewards:
Pick your weekly rewards (more flexibility)
Earn at least 12 activity points and pick two rewards from the following Monday. You can choose two between:
- A handcrafted drink from Caffè Nero
- 25% off any freshly-made main meal from itsu
- 50% off a cinema ticket from ODEON or Vue
- 25% off a meal from the PizzaExpress Vitality Range
Choose your rewards and use them by Sunday of the same week.
4-week Streak Rewards (rewarding consistent activity)
Unlock rewards for consistently getting active. Earn at least 12 activity points a week for 4 weeks in a row and choose two rewards from:
- Deliveroo Plus, itsu, PizzaExpress, Merlin Attractions, Rakuten TV and ODEON, Vue or Northern Ireland cinemas
Rewards unlock from the Monday after you hit a 4-week Streak. You'll have 28 days to choose and use your rewards.
* Members can enjoy exclusive savings from the PizzaExpress Vitality Range when they dine in any day of the week, including Saturdays (but not including Bank Holidays, Valentines Day, Mother’s Day or Father’s Day.) Dishes included in the PizzaExpress Vitality Range are clearly marked on menus with a pink marker.
When they get active, Vitality Select and Vitality Plus members can unlock more choice:
- Weekly - 25% off all meals from the PizzaExpress Vitality Range every week
And for Vitality Plus members only, they’ll be able to choose more:
- Every 4 weeks - after they’ve hit a 4-week Streak, they can get a second main meal free from the PizzaExpress Vitality Range when they buy any other main meal
The PizzaExpress Vitality Range includes a choice of lighter options, alongside other selected dishes, that bring together fresh ingredients and delicious flavours, to be enjoyed as part of a balanced diet. Vouchers for weekly and streak rewards can be stacked.
** Headline details of fitness gear benefits:
- ASICS: 30% off selected apparel and shoes (one per 90 days for apparel, 1 per rolling 12 months for shoes)
*** Headline details of golf and cycling benefits:
- Callaway: up to 20% off golf gear (one per 90 days)
- VPAR: 12-month premium membership
- Brompton: £250 off a bike (one per rolling 12 months)
- Trek: up to 20% off a bike and accessories (one per 90 days on accessories, one per rolling 12 months for a bike)