LONDON, UNITED KINGDOM – April 7, 2026 – NALA™ (North American Loyalty Association™), a new membership organisation for brands and retailers and their loyalty, CRM and customer engagement teams, has officially launched across the United States and Canada.

Operated by ELA Europe Ltd, NALA™ builds on the proven success of Europe’s Loyalty Association (The ELA™), which has spent the past four years bringing together over 1,000 members across 800 brands spanning retail, FMCG, hospitality, energy, telecoms airlines, financial services and entertainment.

NALA™ has been created to offer North American practitioners a more direct, practical and community-driven alternative to traditional industry bodies and events. Membership is free for brands, with technology providers and consultancies participating as partners to support learning, collaboration and industry progress.

“We didn’t launch NALA™ to add more noise,” said Hadie Perkas, CEO and Founder of The ELA™ and NALA™. “We launched it because too much of this industry still talks in circles. The people actually running loyalty and CRM need straight answers, honest conversations and a network they can rely on. That’s what we’ve built in Europe, and it’s exactly what we’re bringing to North America.”

NALA™ will host its inaugural event, The BIG Handshake Loyalty™ Toronto, on April 21, 2026 at the Sheraton Centre Toronto. The event will bring together 170 senior loyalty, CRM and customer engagement leaders for a day focused on real-world challenges, open discussion and practical takeaways. A second flagship event, TBH Loyalty™ Chicago, will follow on November 10, 2026 at the Omni Hotel Chicago, with 200 attendees expected.

Unlike traditional industry events, TBH Loyalty™ conferences are designed to move away from scripted success stories and repetitive panels, focusing instead on candid dialogue, shared problem-solving and meaningful peer connection.

NALA™ aims to establish a strong footprint across North America over the next five years, with plans to expand into additional cities including New York, launch regional NALA HUBs, grow to over 500 members by 2027, and deliver a consistent programme of in-person events, virtual meet-ups, workshops and industry-led content.

By focusing on community, practical insight and unbiased collaboration, NALA™ is positioning itself as a central meeting point for professionals working to evolve loyalty, CRM and customer engagement in a rapidly changing landscape.

For more information, visit www.the-nala.com

About NALA™ (North American Loyalty Association™)

NALA™ (North American Loyalty Association™) is a membership organisation for brands and retailers and their loyalty, CRM and customer engagement teams across the United States and Canada. Operated by ELA Europe Ltd, NALA™ builds on the success of Europe’s Loyalty Association (The ELA™), which has grown to over 1,000 members across 800 brands.

NALA™ provides a platform for practitioners to connect, share insight and solve real-world challenges through in-person events, virtual meet-ups and community-led initiatives. Membership is free for brands, with partners supporting the ecosystem through collaboration and expertise.

Find out more at www.the-nala.com