The Vitamin Shoppe Launches New Healthy Awards® Loyalty Program Nationwide

The revamped program offers members more benefits, exclusive perks, and richer rewards

SECAUCUS, N.J., April 8, 2019 /PRNewswire/ — The Vitamin Shoppe® (NYSE: VSI), an omni-channel specialty retailer of nutritional products, announced today that its new and improved Healthy Awards® loyalty program launched nationwide after a successful pilot. Healthy Awards now offers all members greater earning potential, more exclusive benefits, and flexible rewards. The program is designed to empower The Vitamin Shoppe customers to make their well-being a priority and live their best life, however they define it.

Sharon Leite, Chief Executive Officer of The Vitamin Shoppe said, “The customer relationship is the cornerstone of The Vitamin Shoppe’s reinvention. With over 90 percent of the company’s sales coming from Healthy Awards members, we are delighted to launch our new loyalty program as the first step in having a much more meaningful relationship with our customers.”

Taking Loyalty to the Next Level
The new Healthy Awards loyalty program is made up of three levels of points-earning power, enabling customers to earn Awards up to 50 percent faster as they move from Bronze to Silver and Gold levels based on their annual spend. The program provides more flexibility for active members, including points that do not expire. Additionally, members can choose when to redeem Awards: After making a purchase and earning points, they are given the option to have Awards issued automatically or accumulate points for a larger Award.

All enrolled Healthy Awards members earn a $5 Award with every 125 points, and can easily redeem Awards online, in-store, or on-the-spot with the VShoppe app. Depending on the customer’s tier, the program includes many exciting features, such as:

  • access to in-store wellness coaches
  • a birthday surprise
  • consultations with certified nutritionists to develop a personalized plan
  • bonus points promotions
  • choose your own sale days
  • access to Healthy Awards Insiders, an exclusive Facebook group
  • and so much more!

Both Silver and Gold level members get early access, exclusive offers, and big savings on The Vitamin Shoppe’s own brands, including The Vitamin Shoppe®, BodyTech®, plnt® brands, and more. Plus, all loyalty customers receive 10 percent off their purchases when they subscribe to The Vitamin Shoppe’s auto delivery program.

“We took a completely fresh look at how we could have a greater understanding of our customers’ needs by personalizing and enhancing our loyalty program,” said Stacey Renfro, Executive Vice President and Chief Customer and Digital Officer for The Vitamin Shoppe. “We are inspired by our customers, and are committed to finding ways to celebrate the incredible strides they make toward their goals,” said Ms. Renfro.

A Personalized Effort to ‘Celebrate You’ Every Day
As part of the new Healthy Awards launch, The Vitamin Shoppe kicked off ‘Celebrate You,’ a campaign that provides its highly knowledgeable store associates—referred to as Health Enthusiasts—with gifts to surprise standout customers all month long.

Follow @VitaminShoppe and #CelebrateYou on Instagram to see how The Vitamin Shoppe Health Enthusiasts are surprising Healthy Awards members, and view some inspiring member stories at For more information about the new loyalty program, or to sign up for Healthy Awards, visit

About The Vitamin Shoppe®, Inc. (NYSE: VSI)
The Vitamin Shoppe® is an omni-channel specialty retailer and wellness lifestyle company based in Secaucus, New Jersey. In its stores and on its website, the Company carries a comprehensive assortment of nutritional solutions, including: vitamins, minerals, specialty supplements, herbs, sports nutrition, homeopathic remedies, green living products, and natural beauty aids. In addition to offering products from approximately 700 national brands, The Vitamin Shoppe® also carries products under The Vitamin Shoppe®, BodyTech®, True Athlete®, MyTrition®, plnt®, and ProBioCare® brands. The Vitamin Shoppe conducts business through more than 770 company-operated retail stores under The Vitamin Shoppe and Super Supplements retail banners, and through its website,

SOURCE The Vitamin Shoppe