The Collinson Group, the global leader in loyalty, customer engagement, insurance and airport experiences, is strengthening its position in the growing experience economy through a further £1.5m investment in FitTech platform 10XU.

The investment, made through Collinson Investments, reflects the Group’s strategy to support businesses shaping the future of experiences, with health and wellness identified as a key area of opportunity.

Consumer spending is continuing to shift from physical goods towards meaningful experiences, including travel, dining, entertainment, events and wellbeing. Collinson believes this trend is creating significant opportunities for businesses that can bring travel and wellness together in relevant and accessible ways.

Under the new agreement, Collinson Investments will provide a further £1.5m to support 10XU group’s consolidation programme. The investment builds on the successful partnership between the two companies and their shared belief in the long-term potential of the travel and wellbeing market.

Research shows that 75% of travellers with access to wellness experiences through their travel benefits use them often or always.* The investment responds to this growing demand, and the increasing value customers place on wellbeing throughout their journey.

A New Chapter for One of Travel's Most Trusted Names

For more than three decades, the Collinson Group has helped the world's leading airlines, banks and retailers engage and build loyalty beyond transactions. Its Priority Pass card membership programme provides access to a worldwide network of more than 1,900 airport lounges and travel experiences. Together, the Group’s businesses have a combined reach to over 500 million global consumers and partnerships spanning 50,000 travel and retail brands.

Backing 10XU at group level reinforces Collinson’s commitment to experiences and wellness as central propositions it intends to deliver to clients and partners, creating a powerful new route to market for connected wellness benefits across its global distribution network.

David Evans, Group Managing Director, The Collinson Group, said: "The deepened investment by Collinson Investments is a vote of confidence in the power of FitTech platform 10XU and the experience economy, to transform the lives of travellers through better health and greater wellbeing.

“The Collinson Group understands the connectivity of travel, health and wellness and its importance to today’s travellers. Our partnership with 10XU will enable us to bring the benefits of wellbeing to a much broader range of brands and their customers.”

10XU: A FitTech Platform Backed by a Global Industry Leader

For 10XU, named Europe's fastest-growing leisure and entertainment company by the Financial Times 1000 in 2025, Collinson’s investment validates its key role in shaping the future of modern wellbeing. With a session completed every three seconds across 194 countries, and 1.5 million workouts powered since 2020, 10XU has built a platform with proven success across the loyalty and consumer markets at genuine scale.

The agreement will enable Collinson's global financial services partners to receive direct access to 10XU's full FitTech ecosystem including: WithU, Mvmnt, URUNN and TrvlWell, enabling them to offer integrated wellness benefits to their customers at scale for the first time.

Kaleigh Frost, CEO and Co-Founder, 10XU Group, said: "Collinson's decision to deepen its investment in our partnership marks a defining moment for both businesses.

“What began as an early investment has evolved into a deep strategic partnership. Together, we've moved beyond TrvlWell to create a broader vision: bringing integrated wellness from across the 10XU ecosystem to some of the world's most trusted loyalty brands and their customers.

“Our mission is to help people move better, feel stronger and build momentum. Through our partnership with Collinson, we now have the opportunity to bring the full breadth of the 10XU ecosystem to its global network, combining world-class wellness experiences with unparalleled distribution. Together, we're building a platform capable of transforming how millions of people access wellness through the brands they already know and trust."