Welcome to The ELA™

Europe's Loyalty Association

An exclusive membership association for loyalty & CRM practitioners from brands and retailers

About The ELA™

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.

Introducing the Diploma in Loyalty Neuroscience

A completely new way to understand customer behaviour.

Created specifically for loyalty, CRM and customer engagement professionals, the Diploma in Loyalty Neuroscience (DLN) brings neuroscience, psychology and practical application together to explore what really drives customer decisions, trust, value, habit and loyalty. 10 modules. Two stages. One unique professional qualification.

📍 London | 22–23 February 2027 📍 Amsterdam | 5–6 October 2027