Gym Miles, devised by gym communications specialist QJ Group to improve retention rates at health clubs, will award points to members every time they use their club's facilities.
The points, which will be loaded onto their membership cards, will enable gym users to take advantage of discounts or vouchers offered by the scheme's 100-plus partners.
Brands partnering the scheme will be able to use data from Gym Miles to tailor their marketing campaigns and communicate directly with gym users via traditional media, digital communication screens within the gyms, and online.
The scheme, which incorporates all the major gym chains, will be launched at Leisure Industry Week in September.
QJ Group plans to extend the concept to other markets next year. It is also considering adding a prepaid debit card facility to gym membership cards that will enable users to earn Gym Miles while they shop.