But what happens if we take the financial reward away completely? For loyalty professional Tom Pease, Strava proves that sometimes recognition, competition, and a little bit of bragging rights are reward enough.

enough.Well, I personally am a big fan of Strava.

I've been using it since it started.

Big fan.

Um, and I have previously been quite a fitness fanatic, and now I'm a bit more of a casual kind of Saturday morning mountain biker with my mates.

And I think that what it does that r- genuinely gets people excited is it aligns to your passion.

So you might be a runner, a swimmer, a cyclist, a boxer, it doesn't matter, but it, it helps you to record your objectives and goals and fitness and improvements.

So that's an incentive in itself, yeah?

Hello everyone, my name is Tom Peace and I'm the CEO and founder of Sway Outcomes.

Sway is a global customer strategy consultancy with a laser focus on loyalty and CRM.

It's my absolute pleasure to be here today to read out chapter six of Rasmus' amazing book, Hello First Name.

Chapter six, The Bowtie of Personalization.

Sergey works at the Iberian fitness club operator Viva Gym as the head of CRM.

Since Viva Gym is experiencing significant growth, one of Sergey's key responsibilities is to ensure a smooth onboarding process for the many new members.