Nectar cardholders will now be able to exchange points for a day, weekend or one-month pass for up to two people at 51 Cannons Health & Fitness Clubs in the UK.
At a time of the year when many consumers are focusing on getting fitter after the excesses of Christmas, Nectar and Sainsbury's are supporting the launch of the deal with an above- and below-the-line marketing campaign.
Activity commences later this month and will include direct mail via Nectar's regular update, which is sent to millions of UK households.
Sainsbury's will back the offer in-store using point-of-sale material in more than 300 branches within a 30-minute drive of a Cannons venue.
In November last year, Loyalty Management UK announced Nectar cardholders would be able to redeem points at Christmas for brands including Polaroid and Philishave. This aimed to broaden the scheme's appeal and formed part of LMUK's expansion strategy, less than 15 months after the scheme was unveiled.
A 拢1m through-the-line campaign supported Nectar's Christmas strategy, with press and radio ads by WCRS. Media was through Starcom Motive. The ads used a variation on Nectar's usual strapline, promising consumers that 'Christmas Rewards are Sweeter With Nectar'.
LMUK plans a separate loyalty programme, Nectar for Business, awarding points on office supplies and technology.
Nectar announced last year that more than half of all UK households are signed up to its loyalty programme.
Backed by its four key sponsors Sainsbury's, BP, Debenhams and Barclaycard, the Nectar card has 13m registered accounts.
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