The magic question is what's "loyalty"? In the health and fitness industry thus far we have measured our programs performance and impact in following ways with the following results. We have seen up to a 15% improvement in referral generation, 8% increase in non-membership dues revenue and 5% improvement in annualized retention. We are currently compiling more measurable data on some of our clients who have instituted the program to impact healthy behaviors. Provided you agree that an increase in referrals & club spending and decrease in cancellations constitutes a "successful impact on loyalty" then YES we are seeing an increase. Thanks Joel, great question!