Antavo and LeMieux Saddle Up for Success With the Launch of a New Equestrian Loyalty Program
November 25, 2025
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
What is Antavo?
Antavo is the AI loyalty and incentives platform that brings together loyalty, promotions, and agentic AI to turn customers into regulars: the customers who come back on their own, buy more often, and bring others with them. For more than a decade, Antavo has powered identity-led loyalty strategies for brands including SKIMS, Paul Smith, KFC, Flying Tiger, and Hyatt’s Inclusive Collection. Marketers build, change, and launch programs and promotions themselves, without waiting on engineering. Learn more at antavo.com.
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]
Frequently asked questions about Antavo
What can brands build with Antavo?
Brands use Antavo to run the whole loyalty and incentives program on one platform: points, tiers, challenges, streaks, referrals, clubs, and rewards beyond discounts; promotions and incentives for members and non-members alike, from bonus points and promo codes to bundles and cart-level offers; and agentic AI built in. Everything runs online, in store, on mobile, and in wallet, and marketers launch it themselves.
Who uses Antavo?
Antavo works with mid-market and upper-mid-market brands across fashion, retail, beauty, travel, hospitality, restaurants, and sports in North America and Europe: multi-market, omnichannel brands with a strong identity and customers worth keeping, including Paul Smith, KFC, SKIMS, Rip Curl, Benefit Cosmetics, and Hyatt's Inclusive Collection.
How long has Antavo been around?
Antavo was founded in 2012 and has been building loyalty programs for more than a decade, with teams across Europe and North America serving brands worldwide.
Why do brands switch to Antavo?
Most loyalty programs get stuck: reduced to a discount engine, generic to customers, or too rigid to evolve. Antavo removes those compromises. Brands get a program that feels unmistakably their own, loyalty and incentives on one platform, and the depth to handle tiers, expirations, refunds, and many markets at scale. Their own marketers run it: a tier change in an afternoon, live when they press the button.
How does Antavo use AI?
Antavo's agentic AI is built in, not bolted on. Two named agents do the work: the AI Loyalty Expert, which turns your ideas into a build-ready program, and the AI Analyst, which turns your data into clear answers and reports. Both work inside Antavo or connect to Claude and ChatGPT, and every answer is grounded in your own program and data.
What does Antavo integrate with?
Antavo is API-first with real-time webhooks and deep pre-built integrations, from Shopify, Klaviyo, Braze, and Bloomreach to the CRMs, CDPs, ESPs, and POS systems you already use. Antavo plugs into the stack you already run rather than replacing it.
