Viva Leisure shares surge 6% on shareholder discount program. Which other ASX companies offer ownership perks?

High-tech health club operator Viva Leisure has introduced a 25% discount on club memberships for investors.

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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:

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.

Motley Fool contributor Bronwyn Allen has positions in Anz Group. The Motley Fool Australia's parent company Motley Fool Holdings Inc. has positions in and has recommended Wesfarmers. The Motley Fool Australia has positions in and has recommended Coles Group and Wesfarmers. The Motley Fool has a disclosure policy. This article contains general investment advice only (under AFSL 400691). Authorised by Scott Phillips.

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