The Challenge

NOBULL is the training brand for people who want to get stronger mentally, emotionally, and physically. No-BS shoes. Apparel. Nutrition. And a community for anyone willing to show up, put in the work, and be better.

Founded in 2015 as a DTC business, the brand has always been built around community. As the brand scaled, NOBULL focused on driving sustainable eCommerce growth by strengthening their community. 

The goal was to increase repeat purchases and average order value while building brand loyalty.

The Solution

NOBULL approached loyalty as part of its core community identity, designed to nurture engagement and build stronger customer relationships. 

In January 2025, NOBULL launched Okendo Loyalty as a native touch of its ecommerce experience, rewarding purchases, referrals, and engagement milestones.

The loyalty program uses a tiered structure that allows members to evolve and progress over time unlocking new levels of access like exclusive content and experiences, including members-only newsletters, product testing and more points per dollar—reserving the highest-value access for the most committed customers.

NOBULL’s partner benefits and discounts, as well as its community program, are accessed through NOBULL Loyalty, creating a cohesive and connected experience that reinforces itself and drives retention and brand loyalty. 

The Results

Repeat Purchases
Loyalty members were more than twice as likely to purchase again, with 32.2% making a repeat purchase compared to 14.9% of non-members.

Average Order Value (AOV)
Loyalty members spent more per order, with an average order value of $130.17 versus $119.35 for non-members—a 9.07% uplift. 

Why It Worked

NOBULL creates experiences that maximize CLTV by strengthening customer relationships through exclusive content and offers—such as members-only newsletters and partner discounts—reserved for its most committed, higher-tier All-In customers, reinforcing loyalty, repeat purchase and AOV.