Europe's Loyalty Association

The ELA™ is a European community for people doing the real work of loyalty, CRM and customer engagement inside brands and retailers.

We bring practitioners together to talk honestly and learn from each other. Through our TBH Loyalty™ event series in London, Amsterdam and Toronto, curated networking moments, and an always-on WhatsApp community, we create space for real brand stories, open debate and practical exchange. This is where experiences are shared, ideas are challenged, and progress is benchmarked against peers — not theory.

Alongside our events and community, The ELA™ offers practical resources and learning shaped by the people in it, grounded in what’s working now and what needs to change next.