This episode is available in audio format on the Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.

In this episode, we explore how a brand built on surprise, discovery, and in-store experience approaches loyalty and growth at global scale.

Our guest is Mathilde Yung Bruyant, Marketing Director of Flying Tiger Copenhagen. She shares how the brand is translating its distinctive DNA — playful, accessible, and locally relevant — into a modern membership and customer engagement strategy across more than 30 markets.

The conversation centres on a key tension: Flying Tiger’s success is rooted in physical discovery and impulse, yet its loyalty ambitions require structure, data, and continuity. We explore how the Flying Tiger Club is being designed to enhance that experience, not dilute it.

A core theme is the decision to launch before everything is fully defined — using speed, testing, and real customer behaviour to shape the program over time, from onboarding and engagement to long-term value.

We also discuss how digital and in-store experiences reinforce each other, and how global consistency is balanced with local relevance.

This episode offers a perspective on how experience-led brands can build loyalty in motion while staying true to what makes them distinctive.

This episode is hosted by Nyeleti.

Show Notes:

1) Mathilde Yung Bruyant

2) Flying Tiger Copenhagen

3) How Brands Grow - Book Recommendation

Sports fans are some of the most passionate and loyal audiences in the world—often supporting their clubs across generations. So what drives a football club like AS Roma to invest in a structured loyalty programme?

This episode is one of the best of the back catalogue, exploring the smart strategy behind AS Roma’s approach, developed in partnership with Advice Group—an initiative that led to three wins at the 2018 Loyalty Magazine Awards, including Best Regional Champion of the Year (Western Europe).

Paula speaks with Laura Cagnacci about the thinking behind the programme, how it performs in practice, and the cross-industry insights shaping stronger, more direct relationships with fans.

Tune in to revisit a standout episode.

Show Notes:

1) Laura Cagnacci

2)AS Roma

This episode is also available in video format on www.Loyalty.TV.

In this episode of Let's Talk Loyalty and Loyalty TV, we sit down with James Kavanagh, Global Leisure CEO at the Flight Centre Travel Group, to explore the future of travel loyalty. With 29 years in the travel industry, James shares insights into transforming global leisure operations, scaling brands across eight markets, and launching World 360 Rewards—the new travel loyalty program in Australia.

Leadership lessons, loyalty insights, and the books that guide a global CEO—James Kavanagh reveals how Flight Centre makes every journey rewarding for both customers and business.

Hosted by Carly Neubauer

Show Notes:

1) James Kavanagh

2)Flight Centre Travel Group

3) Legacy by James Kerr - Book Recommendation