Viva Leisure Ltd (ASX: VVA) shares are lifting following the company's introduction of a shareholder discount program.
The company announced the program yesterday. Since then, Viva Leisure shares have risen 6.45% to $1.32.
Viva Leisure is a high-tech health club operator. Its brands include Club Lime, Hiit Republic, and GroundUp.
Its new perks program offers investors a 25% discount on their health club membership.
You have to own a minimum of 1,000 Viva Leisure shares to be eligible for the offer. For non-individual shareholders, you need to hold a minimum of 5,000 shares to access the discount for three people.
Viva Leisure is not the only ASX-listed company to offer shareholder perks.
Here are some other examples:
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The ASX shareholder discounts on offer today
AMP Ltd (ASX: AMP)
AMP runs a shareholder discount program that entitles ASX investors to home loan discounts. Dubbed AMP First, the principal and interest rate is currently 5.99% for owner occupiers and 6.19% for investors. A bunch of fees are also waived, including the $349 settlement and annual fees, and the $295 legal fee.
Cedar Woods Properties Limited (ASX: CWP)
Given Australia's housing affordability challenges, who wouldn't love a discount on their next home? Cedar Woods shareholders can receive a 5% discount on single residential blocks of land and a 2.5% discount on new houses, townhouses, and apartments in Cedar Woods' projects.
Beacon Lighting Group Ltd (ASX: BLX)
Beacon Lighting offers an 'Investor Pass' to its shareholders, providing access to tradie discounts and free delivery on all orders. Shareholders must hold a minimum of 500 Beacon Lighting shares to be eligible.
EVT Ltd (ASX: EVT)
Movie cinema and hotels operator EVT gives a Shareholders Benefit Card to investors who own more than 500 shares. The ASX shareholder discount program includes discounted movie tickets, a 15% discount on the best available hotel room rates, and a 20% discount on hotel food and beverages.
Mosaic Brands Ltd (ASX: MOZ)
Mosaic Brands is the business behind retailers Millers, Rockmans, Noni B, Rivers, Katies, Autograph, W. Lane, Crossroads, and Beme. Investors who own a minimum 2,000 Mosaic shares can apply for a Shareholders Reward Card, entitling them to a 10% discount on purchases from these stores.
Which ASX shares have canned their shareholder discounts?
Offering shareholder perks comes at a cost, which is why many companies don't do it — or have axed previous schemes.
Many years ago, Coles Group Ltd (ASX: COL) ran a shareholder discount program that reportedly cost $170 million per year before it was discontinued in 2004.
Competitor Woolworths Group Ltd (ASX: WOW) explains why it doesn't offer discounts on its website:
Woolworths' focus is to aggressively drive down the cost of doing business, which allows the company to maximise profits and dividends to our shareholders.
Wesfarmers Ltd (ASX: WES) also explains on its website why it doesn't have a shareholder discount program for its retail stores:
We believe that the fairest and best way to reward shareholders is by providing a satisfactory return to shareholders through the payment of dividends and a strong share price.
Wesfarmers said a discount scheme would "also directly affect profitability".
Many ASX 200 bank shares used to offer perks packages, including card fee waivers and discounted interest rates.
ANZ Group Holdings Ltd (ASX: ANZ) discontinued its shareholder discount package in 2007, and National Australia Bank Ltd (ASX: NAB) did the same in 2019.
