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03/02/2022

REI relaunches lifetime membership program

Dan Berthiaume
Senior Editor, Technology
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REI is expanding the benefits of its lifetime membership program.

REI Co-op is making some major changes to its loyalty offering.

The specialty outdoor retailer is revamping its lifetime membership program. Five new and enhanced membership benefits are:

  • Member Collection: A curated set of products just for members will launch each month. These special assortments will include brand collaborations, limited editions, early access, and special offers.
  • Used gear just for members: Used gear offerings, called Re/Supply, are now just for members. Only members can shop for used gear online, in-store, or at REI's Re/Supply stores in Manhattan Beach, Calif., and Conshohocken, Penn. Members can also trade in their used gear for gift cards. REI estimates that buying a used item avoids 50% of carbon emissions from new product manufacturing.
  • Free shipping: Members receive free U.S. standard shipping on all orders, with no minimum purchase required. Exceptions apply for international shipping and oversize items.
  • Shop service discount: Bike, ski and snowboard shop services discounts are now doubled to 20% off for members. Bicycle flat tire repairs and ski/snowboarding machine wax service continue to be free.

The new benefits are being added to REI's membership program. Members also receive an annual return through Co-op Member Rewards, typically 10% of eligible purchases each calendar year. They also obtain discounts on gear rentals and REI experiences of adventure travel, day tours and classes. Members receive members-only coupons and offers throughout the year and can participate in the REI Conversations online community.  

Anyone can purchase a lifetime membership to the co-op for a one-time fee, which are moving from $20 to $30 as the new benefits launch on Wednesday, March 2, 2022. Today, REI has 20 million lifetime members. The company seeks to grow to 50 million lifetime members by 2030. With each membership purchased, REI is donating $5 to the REI Cooperative Action Fund to support organizations involved in justice, equity and the outdoors.

“REI was founded in 1938 by 23 friends who shared the belief that a cooperative enabled a more rewarding outdoor life. That love for the outdoors continues to drive our interest to strengthen our connection with members," said Vivienne Long, REI senior VP, chief marketing officer. "We have the opportunity to provide our members with so much more. Our relaunch is the beginning of a new chapter for the co-op and represents the first step of many toward a member experience overhaul that has community engagement at its core. We heard from a diverse group of potential members who shared that the new program has broad appeal to be part of a broader community and creates the opportunity to make a meaningful impact.”

According to REI, it is relaunching its lifetime membership program after more than a year of planning and research that included discussions with a diverse group of potential members. REI is the nation’s largest retail coop, with more than 20 million members. It has 174 locations in 41 states and the District of Columbia.