New Association Launches to Redefine Loyalty, CRM and Customer Engagement in North America

A new loyalty association launches in North America aims to promote a fresh perspective to the field.

NALA™ (North American Loyalty Association), a new membership organization for brands and retailers and their loyalty, CRM (customer relationship

management) and customer engagement teams, has officially launched in the US and Canada.

Operated by ELA Europe Ltd, the company says that NALA builds on the 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 (fast moving consumer goods), hospitality, energy, telecommunications firms, airlines, financial services and entertainment.

According to the company, 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,” says 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 Nov.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 program of in-person events, virtual meet-ups, workshops and industry-led content.

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

NALA is a membership organization for brands and retailers and their loyalty, CRM and customer engagement teams across the US and Canada. Operated by ELA Europe Ltd, NALA intends to build on the success of Europe's Loyalty Association, which has grown to over 1,000 members across 800 brands. NALA provides a platform for practitioners to connect, share insights 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