Antavo and LeMieux Saddle Up for Success With the Launch of a New Equestrian Loyalty Program

LeMieux, the premium British equestrian lifestyle brand, has launched its new loyalty program powered by Antavo’s AI Loyalty Cloud. The LeMieux Insiders loyalty program rewards shopping and engagement across the LeMieux App, setting a new benchmark for community-driven loyalty in retail.

Founded by former Olympic eventer Robert LeMieux, the British brand has become a global leader in equestrian lifestyle and performance apparel. From horse gear to stylish rider wear and everyday collections, LeMieux blends technical innovation, premium craftsmanship, and a deep passion for the sport.

LeMieux has partnered with Antavo, the leading provider of AI-powered customer loyalty technology, to launch a new online-only, app-based loyalty experience through the LeMieux Insiders App for riders around the world.  

Accessible across 10 countries, including the UK, US, France, and Germany, the program features a six-tier structure with an invitation-only tier on top:

• Enthusiast
• Rising Star – from 750 Rosettes
• Pro – from 1500 Rosettes
• Elite – from 2500 Rosettes
• Legend – from 5000 Rosettes
• LeMieux Insider (invitation only)

14 exclusive tier benefits, including access to product focus groups and other VIP services. Plus, additional exclusive VIP benefits and automated campaigns celebrate key moments, bringing the equestrian lifestyle to life.

Fully utilizing Antavo’s Workflows, Gamification, and Referral features, LeMieux Insiders loyalty members can earn “Rosettes” (the program’s creatively named currency) for both purchases (1 GBP = 5 Rosettes) and engagement.

Key actions to earn rewards include:

• Friend Referral, Product Reviews, 
• Profile Completion, 
• Product & General Surveys, 
• Newsletter Signup, Push Notifications, 
• Group Engagement (create posts/events, comment, react, etc.)

“We’re thrilled to introduce a loyalty experience that truly reflects the LeMieux spirit. Our goal was to create more than just a rewards program. LeMieux Insiders is a dynamic community where riders can connect, share, and be celebrated for their passion. Working with Antavo made this vision a reality.” – Shaun Loughlin, Digital & Technology Director at LeMieux

The LeMieux Insiders loyalty program was developed together with UK-based Commerce Agency Tom&Co and implemented by LeMieux’s in-house team. The perfect synergy of experts coming together to bring to life a truly spectacular loyalty concept.

“We’re honored to partner with LeMieux, a brand that exemplifies quality and community in the equestrian world. Fashion and lifestyle brands like LeMieux are redefining loyalty through experience-driven engagement, and we’re proud to power this evolution with our AI Loyalty Cloud.” – Attila Kecsmar, CEO & Co-Founder of Antavo AI Loyalty Cloud

About Antavo

Antavo is revolutionizing the customer loyalty landscape with its cutting-edge AI Loyalty Cloud. As the market’s most powerful pure-play loyalty technology, Antavo’s platform seamlessly combines advanced AI capabilities with effortless integration, setting a new standard in the industry.

Antavo is the leading provider of AI-powered customer loyalty technology, offering a comprehensive platform that streamlines the entire loyalty program lifecycle. Its solutions include a Promotion Engine to engage the full customer base, a Loyalty Planner that accelerates program planning by up to 10 times, and a flexible Loyalty Engine with an intuitive Workflows editor to bring any loyalty concept to life. Once a program is live, Antavo’s Optimizer transforms loyalty data into clear, actionable insights. At the core of all the solutions is Timi AI, an agentic AI that enhances and supports every step of the loyalty journey.

This excellence has not gone unnoticed. Antavo is recognized by industry leaders such as Forrester, Gartner, and IDC, and it’s the preferred choice for global brands, loyalty consultants, and system integrators worldwide. Antavo’s diverse client portfolio, including household names like KFC, Skims, C&A, Flying Tiger, Notino, Scandic Hotels, Kathmandu, Brightline and Benefit Cosmetics, spans industries from fashion, beauty, retail, travel, and hospitality, showcasing the versatility and effectiveness of the platform.

Experience the future of customer loyalty with Antavo. Visit antavo.com to learn more.

About LeMieux

LeMieux was founded in 2006 by Olympic event rider Robert Lemieux and his wife Lisa. It’s now the fastest-growing British equestrian and lifestyle company, with a vision to be the most exciting equestrian brand on the planet. 

LeMieux’s committed team, global trade and distribution network, vibrant customer and rider community, unrivalled technical expertise and specialist colour flair make the brand what it is today. Innovation is core to the company’s values. The team thinks constantly about the horse and rider, solving their problems and improving their experiences at every level of equestrian discipline, applying exacting standards to products and practices. 

In 2022 LeMieux was included in the Sunday Times 100, having been recognised as the 66th Fastest Growing Private Company in the UK. Subsequently it was shortlisted for Growth Business of the Year at the prestigious Lloyds Business Excellence Awards 2023 and then won Hampshire Business of the Year in 2024.

In 2025 LeMieux was awarded a coveted Royal Warrant by appointment to his majesty King Charles III. 

Media Contacts

Antavo

Eva Bacsi, Global Head of Marketing
[email protected]