Forms of Recreation: Customer Retention
This podcast explores customer retention strategies used by iconic brands like National Geographic, Rapha, and LEGO. Host André Brathwaite shares the backstories of each brand's founder and focuses on hobby-driven experiences such as clubs, locations, and activities that contribute to brand success. The show is aimed at marketing teams and offers insights into building loyalty through engaging customer experiences.
Episodes
Recap → 5 Best Episodes of Spring ‘26
Are you part of a marketing team? You’ve likely heard our previous episodes featuring renowned brands from around the globe. Listen to host André Brathwaite share the five best episodes of Spring ‘26, featuring Nintendo, Van Cleef & Arpels, Concha y Toro, Disney, and Osulloc. Thriving brands that extend beyond selling products; they provide hobby-driven experiences.Listening to this episode is
Experiences For City Walkers → Strategy Used by Camper®
Are you part of a marketing team? You’ve probably heard of Camper, the shoe manufacturer founded in Spain in 1975. Listen to host André Brathwaite share the backstory of Camper, founded by Lorenzo Fluxà, and how he turned his passion for shoemaking into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club called The Walking Society, places such as Ca
Experiences For Climbers → Strategy Used by SCARPA®
Are you part of a marketing team? You’ve probably heard of SCARPA, the mountaineering and climbing shoe manufacturer founded in Italy in 1938. Listen to host André Brathwaite share the backstory of SCARPA, founded by Rupert Guinness, and how the Parisotto family turned their passion for shoemaking into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including pla
Experiences For Video Gamers → Strategy Used by Nintendo®
Are you part of a marketing team? You’ve probably heard of Nintendo, the video game and electronics manufacturer founded in Japan in 1889. Listen to host André Brathwaite share the backstory of how founder Fusajiro Yamauchi turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including places (Super Nintendo World [Japan, Los Angeles, and Orlan
Experiences For Weight Lifters → Strategy Used by Gymshark®
Are you part of a marketing team? You’ve probably heard of Gymshark, the fitness apparel brand founded in England in 2012. Listen to host André Brathwaite share the backstory of how founder Ben Francis turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including places (Gymshark Stores and Gymshark Lifting Club), and activities (Gymshark Lift
Experiences For Driving Enthusiasts → Strategy Used by Porsche®
Are you part of a marketing team? You’ve probably heard of Porsche, the car manufacturer founded in Germany in 1931. Listen to host André Brathwaite share the backstory of how founder Ferdinand Porsche turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including clubs (Porsche Clubs Worldwide and Porsche GT Circle), locations (Porsche Experie
Experiences For Hikers → Strategy Used by Merrell®
Are you part of a marketing team? You’ve probably heard of Merrell, the outdoor footwear brand founded in the United States in 1981. Listen to host André Brathwaite share the backstory of how founder Randy Merrell turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including activities (Merrell Hiking Club, Merrell Urban Hiking Guides, and The
Experiences For Wine Enthusiasts → Strategy Used by Concha y Toro®
Are you part of a marketing team? You’ve probably heard of Concha y Toro, the wine producer founded in Chile in 1883. Listen to host André Brathwaite share the backstory of how founder Melchor de Santiago Concha y Toro turned his passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including a location (Centro de Vino and Casa Don Melchor in Maipo Valley,
Experiences For Tea Lovers → Strategy Used by Osulloc®
Founders. You’ve probably heard of Osulloc, the Korean tea producer founded in South Korea in 1979. Listen to host André Brathwaite share the backstory of how founder Suh Sung-whan turned his passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including locations (Osulloc Tea Houses in multiple cities) and activities (tours and tea brewing classes at Osu
Experiences For Foodies → Strategy Used by Eataly®
Founders. You’ve probably heard of Eataly, the Italian marketplace founded in Italy in 2007. Listen to host André Brathwaite share the backstory of how founder Oscar Farinetti turned his passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including locations (Eataly Stores in multiple cities) and activities (events, cooking classes, and market tours in I
Experiences For Cigar Aficionados → Strategy Used by Cohiba®
Founders. You’ve probably heard of Cohiba, the cigar manufacturer founded in Cuba in 1966. Listen to host André Brathwaite share the backstory of how former president Fidel Castro turned his passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including locations (Cohiba Atmosphere in multiple cities) and activities (El Laguito Cigar Factory Tour).Listeni
Experiences For Whisky Enthusiasts → Strategy Used by Johnnie Walker®
Founders. You’ve probably heard of Johnnie Walker, the spirit distiller brand founded in Scotland in 1820. Listen to host André Brathwaite share the backstory of its founder, John Walker, who turned his passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including a location (The Johnnie Walker Princes Street in Scotland), and activities (A Journey Of Fl
Experiences For Cinephiles → Strategy Used by Disney®
Founders. You’ve probably heard of Disney, the film and entertainment brand founded in the United States in 1923. Listen to host André Brathwaite share the backstory of its founder, Walt Disney, who turned his passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including clubs (D23), locations (Disney Parks in multiple cities and Disney Cruise Line to mu
Experiences For Coffee Enthusiasts → Strategy Used by Starbucks Reserve®
Founders. You’ve probably heard of Starbucks Reserve, the premium coffee brand founded by Starbucks in the United States in 2010. Listen to host André Brathwaite share the backstory of its transformative CEO, Howard Schultz, who turned his passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including locations (Starbucks Reserve Roasteries in multiple ci
Experiences For Nature Observers → Strategy Used by Swarovski Optik®
Founders. You’ve probably heard of Swarovski Optik, the binoculars and scopes manufacturer founded in Austria in 1949. Listen to host André Brathwaite share the backstory of its founder, Wilhelm Swarovski, who turned his passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including locations (Campex in Europe and Rainforest in Costa Rica), and activities
Experiences For Chocolate Lovers → Strategy Used By Lindt®
Founders. You’ve probably heard of Lindt, the chocolate manufacturer founded in Switzerland in 1845. Listen to host André Brathwaite share the backstory of its founder, Rodolphe Lindt, who turned their passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including locations (Lindt House of Chocolate), and activities (Lindt Chocolateria Workshops).Listenin
Experiences For Tea Lovers → Strategy Used By Mariage Frères®
Founders. You’ve probably heard of Mariage Frères, the tea purveyor brand founded in France in 1854. Listen to host André Brathwaite share the backstory of its founders, Henri and Édouard Mariage, who turned their passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including locations (Tea Rooms), and activities.Listening to this episode is just one of t
Experiences For Cinephiles → Strategy Used By A24®
Founders. You’ve probably heard of A24, the independent filmmaking studio founded in New York in 2012. Listen to host André Brathwaite share the backstory of its founders, Daniel Katz, David Fenkel, and John Hodges, who turned their passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including a club (AAA24), locations (Cherry Lane Theatre), and activiti
Experiences For Jewelry Makers → Strategy Used By Van Cleef & Arpels®
Founders. You’ve probably heard of Van Cleef & Arpels, the renowned jewelry brand founded in France in 1906. Listen to host André Brathwaite share the backstory of its founders, Alfred Van Cleef & Charles Arpels, who turned their passion into a lasting brand that uses a customer retention strategy: Offering hobby-driven places and activities through its L’Ecole, School of Jewelry Arts.List
Experiences For Nature Enthusiasts → Strategy Used By Patagonia®
You’ve probably heard of Patagonia, the renowned outdoor apparel brand founded in the United States in 1973. Listen to host André Brathwaite share the backstory of its founder, Yvon Chouinard, who turned their passion into a lasting brand that uses a customer retention strategy: Offering hobby-driven activities through its Patagonia Action Works.Listening to this episode is just one of the many wa
Piano Playing → Henry’s backstory | Steinway & Sons®
You’ve probably heard of Steinway & Sons, the renowned piano manufacturer founded in the United States in 1853. Listen to host André Brathwaite share the backstory of its founder, Henry Steinway, who turned his passion into a lasting brand—so that you could enjoy piano playing as a hobby.Want more? Explore the many ways hobby-focused brands help you find and reconnect with hobbies at formsofre
Tequila Sipping → Bertha’s backstory | Casa Dragones®
You’ve probably heard of Casa Dragones, the renowned sipping tequila brand founded in Mexico in 2009. Listen to host André Brathwaite share the backstory of its co-founder, Bertha González Nieves, who turned her passion into a lasting brand—so that you could enjoy the appreciation of tequila as a hobby.Want more? Explore the many ways hobby-focused brands help you find and reconnect with hobbies a
Polo → Lando’s backstory | La Martina®
You’ve probably heard of La Martina, the renowned polo equipment and apparel brand founded in Argentina in 1985. Listen to host André Brathwaite share the backstory of its co-founder, Lando Simonetti, who turned his passion into a lasting brand—so that you could enjoy polo as a hobby.Want more? Explore the many ways hobby-focused brands help you find and reconnect with hobbies at formsofrecreation
Recap → Top Five Backstories of 2025 | STIGA®, Gibson®, Ferrari®, Yonex®, and La Marzocco®
You’ve likely heard our previous backstories featuring renowned brands from around the globe. Listen to host André Brathwaite share the Top Five Backstories of 2025, sharing why founders turned their passions into lasting brands—so that you can enjoy yours as a hobby.Listening to this backstory is just one of the many ways we at Forms of Recreation help you stick with the hobbies you love. Explore
Slacklining → Robert’s backstory | Gibbon® Slacklines
You’ve probably heard of Gibbon Slacklines, the renowned slackline equipment brand founded in Germany in 2007. Listen to host André Brathwaite share the backstory as to why its co-founder, Robert Kaeding, turned his passion into a lasting brand—so that you can enjoy slacklining as a hobby.Want more? Explore the many ways hobby-focused brands help you find and reconnect with hobbies at formsofrecre
Coffee Brewing → Giuseppe & Bruno’s backstory | La Marzocco®
You’ve probably heard of La Marzocco, the renowned espresso machine brand founded in Italy in 1927. Listen to host André Brathwaite share the backstory as to why its founders, Giuseppe & Bruno Bambi, turned their interest in an espresso machine into a lasting brand—so that you can enjoy coffee brewing as a hobby.Want more? Explore the many ways hobby-focused brands help you find and reconnect
Drawing → Arnold’s backstory | Caran d’Ache®
You’ve probably heard of Caran d'Ache, the renowned drawing instruments brand founded in Switzerland in 1915. Listen to host André Brathwaite share the backstory as to why its founder, Arnold Schweitzer, turned his interest in a pencil factory into a lasting brand—so that you can enjoy drawing as a hobby.Want more? Explore the many ways hobby-focused brands help you find and reconnect with hobbie
Badminton → Misoru’s backstory | Yonex®
You’ve probably heard of Yonex, the renowned badminton equipment brand founded in Japan in 1946. Listen to host André Brathwaite share the backstory as to why its founder, Misoru Yoneyama, turned his passion for badminton into a lasting brand—so that you can enjoy badminton as a hobby.Want more? Explore the many ways product brands help you find new hobbies and reconnect with old ones at formsofre
Frescobol → Harry & Max’s backstory | Frescobol Carioca®
You’ve probably heard of Frescobol Carioca, the renowned frescobol equipment and menswear clothing brand founded in England in 2009. Listen to host André Brathwaite share the backstory as to why its founders, Harry Brantly and Max Leese, turned their passion for frescobol into a lasting brand—so that you can enjoy frescobol as a hobby.Want more? Explore the many ways product brands help you find n
Hunting → John & Henry’s backstory | Field and Stream®
You’ve probably heard of Field and Stream, the renowned hunting magazine founded in the United States in 1895. Listen to why its founders, John P. Burkhard and Henry Wellington Wack, turned their passion for hunting into a lasting brand—so that you can enjoy hunting as a hobby.Want more? Explore the many ways product brands help you find new hobbies and reconnect with old ones at formsofrecreation
Handwriting As A Hobby → Club Concept for Montblanc®
You may know Montblanc, the renowned pen manufacturer founded in Germany in 1906. This is a concept of what Montblanc could choose to design, a type of brand community centered on a shared hobby: creative writing, ultimately turning creative writing hobbyists into members with benefits, including access to exclusive events and unique experiences.Listen to Andre Brathwaite (your host) wherever you
Table Tennis As A Hobby → Club Concept For STIGA®
You may know STIGA, the renowned table tennis equipment brand founded in Sweden in 1934. This is a concept of what STIGA can choose to design, a type of brand community centered on a shared hobby: table tennis, ultimately turning table tennis hobbyists into members with benefits, including access to exclusive events and unique experiences.Listen to Andre Brathwaite (your host) wherever you get you
Fly Fishing As A Hobby → Club Concept for Orvis®
You may know Orvis, the renowned fly fishing equipment brand founded in the United States in 1856. This is a concept of what Orvis could choose to design, a type of brand community centered on a shared hobby: fly fishing, ultimately turning fly-fishing hobbyists into members with benefits, including access to exclusive events and unique experiences.Listen to Andre Brathwaite (your host) wherever y
Guitar Playing As A Hobby → Club Concept for Gibson®
You may know Gibson, the renowned guitar manufacturer founded in the United States in 1902. This is a concept of what Gibson can choose to design, a type of brand community centered on a shared hobby: guitar playing, ultimately turning guitar-playing hobbyists into members with benefits, including access to exclusive events and unique experiences.Listen to Andre Brathwaite (your host) wherever you
Learn The Strategy → Club Concepts For Product Brands
In the next four episodes, we will create concepts for Gibson, Orvis, STIGA, and Montblanc, with the potential to design their own branded clubs. Our goal is to help product brands build more brand communities driven by hobbies. How? By turning what they are selling into something people feel a sense of belonging, using a framework we call The Ferris Five. ______Want to check out the latest episod
Experiences For Formula 1 Enthusiasts → Strategy Used By Ferrari®
Founders. You’ve probably heard of Ferrari, the renowned car manufacturer founded in Italy in 1939. Listen to host André Brathwaite share the backstory of its founder, Enzo Ferrari, who turned his passion into a lasting brand that uses a customer retention strategy:hobby-driven experiences, including a club (Scuderia Ferrari Club), locations (Il Cavallino Restaurant), and activities.Listening to
Experiences For Fitness Enthusiasts → Strategy Used By Oysho®
Founders. You’ve probably heard of Oysho, the renowned women’s activewear brand founded in Spain in 2001. Listen to host André Brathwaite share the backstory of its founder, Amancio Ortega, who turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (Oysho Community), locations (Oysho Partner Studios), and activities.Listening to
Experiences For Glassmakers → Strategy Used By Corning®
Founders. You’ve probably heard of Corning, the renowned glass manufacturer founded in the United States in 1851. Listen to host André Brathwaite share the backstory of its founder, Amory Houghton Sr, who turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (CMOG Community), locations (Corning Museum of Glass), and activities.L
Experiences For Ocean Lovers → Strategy Used By PADI®
Founders. You’ve probably heard of PADI, a renowned scuba training organization, certification agency, and magazine publisher founded in the United States in 1966. Listen to host André Brathwaite share the backstory of its founders, John Cronin and Ralph Erickson, who turned their passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (PADI
Experiences For Nature Enthusiasts → Strategy Used By National Geographic®
Founders. You’ve probably heard of National Geographic, the renowned editorial magazine brand founded in the United States in 1888. Listen to host André Brathwaite share the backstory of its founders, prominent explorers, scientists, and scholars, who turned their passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (National Geographic S
Experiences For Beekeeping Enthusiasts → Strategy Used By Flow Hive®
What happens when a brand doesn’t just make beehives, but builds a sense of belonging with them?In this episode of Forms of Recreation, we take a closer look at Flow Hive, which uses a Product-as-Access model to welcome backyard beekeepers into a global community.Listen to Andre (your host) wherever you get your podcasts.______Want to join or learn from the club featured on this episode? Visit:for
Experiences For Riding Enthusiasts → Strategy Used By Harley-Davidson®
Founders. You’ve probably heard of Harley-Davidson, the renowned motorcycle manufacturer founded in the United States in 1903. Listen to host André Brathwaite share the backstory of its founders, William Harley and Arthur Davidson, who turned their passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (Harley Owners Group), locations (Harl
Experiences For LEGO Enthusiasts → Strategy Used By LEGO®
Founders. You’ve probably heard of LEGO, the renowned toy manufacturer founded in Denmark in 1932. Listen to host André Brathwaite share the backstory of its founder, Ole Kirk Christiansen, who turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (LEGO User Groups), locations (LEGO House), and activities.Listening to this episo
Experiences For Crystal Figurine Collectors → Strategy Used By Swarovski®
Founders. You’ve probably heard of Swarovski, the renowned crystal brand founded in Austria in 1895. Listen to host André Brathwaite share the backstory of its founder, Daniel Swarovski, who turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (Swarovski Crystal Society) and locations (Swarovski Crystal Worlds).Listening to thi
Experiences For Amateur Photographers → Strategy Used By Leica®
Founders. You’ve probably heard of Leica, the renowned photography equipment brand founded in Germany in 1925. Listen to host André Brathwaite share the backstory of its founder, Ernst Leitz, who turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (Leica Society International), locations (Leica Akademie), and activities.Listen
Experiences For Recreational Golfers → Strategy Used By Titleist®
Founders. You’ve probably heard of Titleist, the renowned golf equipment brand founded in the United States in 1932. Listen to host André Brathwaite share the backstory of its founder, Phillip Young, who turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (Team Titleist), locations (Titleist Ball Plant 3), and activities.Liste
Experiences For Avid Runners → Strategy Used By Tracksmith®
Founders. You’ve probably heard of Tracksmith, the renowned running apparel brand founded in the United States in 2014. Listen to host André Brathwaite share the backstory of its founder, Matt Taylor, who turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (Hare A.C.), locations (Trackhouses), and activities.Listening to this
Club For Birdwatchers → Strategy Used By Audubon®
Are you part of a marketing team? Discover Audubon, the iconic editorial magazine brand founded in the United States in 1905.In this episode, host André Brathwaite dives into the inspiring backstory of co-founder Harriett Hemenway, who turned her passion into a thriving brand that extends beyond selling products: National Audubon Society as a hobby-driven experience.Listening to this episode is ju
Club For Amateur Astronomers → Strategy Used By Unistellar®
Are you part of a marketing team? Discover Unistellar, the iconic smart telescope manufacturer founded in France in 2015.In this episode, host André Brathwaite dives into the inspiring backstory of co-founder, Laurent Marfisi, who turned his passion into a thriving brand that extends beyond selling products: Unistellar Citizen Science as a hobby-driven experience.Listening to this episode is just
Club For Avid Cyclists → Strategy Used By Rapha®
Are you part of a marketing team? Discover Rapha, the iconic cycling apparel brand founded in England in 2004. In this episode, host André Brathwaite dives into the inspiring backstory of founders Simon Mottram and Luke Scheybeler, who turned their passion into a thriving brand that extends beyond selling products: Rapha Cycling Club.Listening to this episode is just one of the many ways we at For
Trailer → Use Hobbies To Retain Customers
Founders. You’ve probably heard of renowned brands, including National Geographic, Rapha, LEGO. Listen to host André Brathwaite share the backstories of its founders, who turned their passion into lasting brands that use a customer retention strategy: hobby-driven experiences, including clubs, locations, and activities.Listening to this episode is just one of the many ways we at Forms of Recreatio
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