From boards to benefits: Inside Boardriders' loyalty transformation

Boardriders is the parent company behind some of the most iconic brands in action sports and lifestyle, including Quiksilver, Roxy, Billabong, and DC Shoes.

Spanning surf, skate, and snow culture, the group operates across multiple brands, countries, and customer communities, each with its own identity and expectations.

Boardriders brand portfolio generates around $1.7 billion in annual revenue, spans more than 500 company-owned retail stores worldwide, and operates approximately 35 country-specific ecommerce sites across its brands.

With that scale comes a familiar challenge for enterprise brands. How do you design a loyalty program that feels authentic to each brand and market, while still maintaining centralized control, consistency, and operational efficiency? Too much standardization risks flattening brand identity, while too much autonomy quickly creates complexity that is difficult to govern and scale.

Boardriders chose Talon.One because it offered the flexibility of a highly customized program, within a structured framework that could scale with the business. Bringing loyalty and associated promotions together in one platform meant the team could move faster, test more ideas, and expand what “rewarding” could look like across brands.

Boardriders brought Talon.One into full speed in just six months, migrating their existing use cases within that window. Since launch, the team has expanded rewards by brand and introduced richer, experiential benefits, from points donation to VIP passes and event-related rewards.

With Talon.One templates, Boardriders’ business teams can create new campaigns quickly, without bottlenecks. This means they’re able to build and launch campaigns with far less operational friction, turning loyalty into a repeatable engine for experimentation across their portfolio.