stratLX helped design, implement and launch the Leatherman Insider Rewards Program


From their factory in Portland, Oregon, Leatherman is committed to bringing to its customers the best multipurpose products to help them solve expected and unexpected problems in everyday life.  

Their journey started 40 years ago with the world’s first pliers-based multi-tool built by founder, Tim Leatherman (yes, there really is a Mr. Leatherman!). 

In 2023, Leatherman introduced the Leatherman Insider Rewards Program, marking their first venture into loyalty initiatives. With the objectives to deepen customer relationships and personalize each customer’s brand and shopping experience, Leatherman partnered with stratLX to create, implement and launch the Leatherman Insider program. 

Having acted as an extension of the team through all stages of the project, stratLX was involved with all internal and external stakeholders. As a result, our collaboration was very transparent, and a strong sense of trust quickly developed between us – which is essential for ensuring the success of a project of this scale. 


Leatherman’s aim was to deepen all customer relationships, with unique recognition to high-value customers. 

The development of the Leatherman Insiders program was carried out in multiple phases. As a first step, stratLX designed the program’s strategy, value proposition, mechanics, and business case; all this in close collaboration with Leatherman teams. 

Our team initiated this process by conducting a comprehensive analysis of the market, engaging in consumer research, and testing to develop a value proposition that strikes a harmonious balance between the rational and emotional aspects of the customer relationship. This groundwork laid the foundation for a unique loyalty strategy that aligned with Leatherman’s objectives. 

To ensure the profitability of the loyalty experience, stratLX partnered with Leatherman in the development of a financial model and a robust business case. These tools were instrumental in quantifying the impact of the loyalty initiative on the brand’s profitability. 

Once the concept and financial model had been endorsed by Leatherman management, stratLX supported the team in the request for proposal process, to find the right technology partner to meet the program’s requirements.  

Once the right partner was selected, stratLX remained present throughout the development phase, to ensure consistency across business objectives and technology.

In addition to supporting the partner and the Leatherman team through the development of the platform itself, our team took charge of the strategic, technological, and content briefs for the development of customer journeys, to reflect a clear and consistent digital customer experience, both through the CRM experience and on the website.  

In addition to the technology, a great deal of work went into defining the program launch strategy, identifying the right KPIs to track the program performance and developing internal training content, to ensure that all stakeholders understood the program and would be well supported by customers once it was up and running.  

Our collaboration continues to develop the next phases of the program’s development, as well as a strategic promotional plan for the coming months.  

Throughout the entire process, from program design to go-to-market strategy, StratLX's partnership has been invaluable in the successful launch of the Leatherman Insider Rewards Program. As we anticipate the next stage of the program, including the introduction of new features and expansion into new markets, we are excited to continue our ongoing collaboration with StratLX.

Hannah HarperDigital Marketing Manager, Leatherman


The Leatherman Insider Rewards Program allows members to earn points and unlock exclusive rewards and offers. Upon registration, members are entitled to free shipping (on orders of $40+ for Select Insider members; no minimum required for Premier & Elite Insider members), hassle-free returns, and a 40-year extended warranty on their tools.   

Registration is free of charge. Members can earn points as soon as they register, by completing their profile, referring a friend, completing a purchase on and writing a review. Earning points allows members to move up levels and unlock exclusive offers, rewards, and free gifts. 

The Leatherman Insider Rewards Program is currently limited to U.S. residents who are 18+ years of age. Leatherman plans to expand the program to more markets in the future, in addition to deploying exciting new features!