Dick's Sporting Goods Launches $99 Paid Loyalty Tier to Convert 30 Million Members

Quick Facts

Dick’s launched ScoreCard+, a $99 annual paid loyalty tier, on July 1, 2026, alongside enhancements to its free ScoreCard program.
The paid tier offers over $350 in stated benefits, including unlimited standard shipping, $100 in quarterly rewards, and a free service valued up to $100.
Dick’s existing loyalty base spans 30 million members who already account for more than 75% of company sales.

Dick’s Sporting Goods launched a paid loyalty tier on July 1, priced at $99 per year. The program, called ScoreCard+, sits above the retailer’s existing free ScoreCard membership and targets high-frequency buyers in the youth sports market.

Members who sign up in July receive a $100 introductory credit toward Dick’s owned brands, including CALIA, DSG, and VRST. Ongoing benefits include unlimited standard shipping, $25 in quarterly rewards totaling $100 annually, one free service per year valued up to $100, 20% off additional services, and a one-time triple-points purchase each year.

The free ScoreCard tier also changed on July 1. Members can now redeem a $5 reward at 150 points, down from the prior threshold of 300 points for a $10 reward. Both tiers allow members to earn up to three points per day by logging activity through the Dick’s mobile app, including walking 3 miles, reaching 10,000 steps, or completing 30 minutes of exercise.

Targeting the Youth Sports Household

Dick’s VP of Marketing Transformation Kate Fedishen said the program is built for “the recurring, multi-kid, multi-season spending of the youth sports household.” The company is positioning ScoreCard+ as a way to capture families cycling through gear across multiple sports and seasons.

In-store services, including glove steaming, bike repairs, batting cage sessions, and climbing wall access, now qualify for earning and redeeming points. Fedishen said the goal is turning those services into a recurring habit. “The relationship doesn’t end once someone purchases a glove or a pair of cleats,” she said.

Chief Marketing, E-Commerce and Athlete Experience Officer Emily Silver said the program rewards members “not just for purchases, but for all the ways in which they interact with us.”

Credit Card and Media Network Moves

Dick’s also relaunched its co-branded credit card in May. The refreshed card grants automatic Gold status and 10% back in rewards on qualifying purchases. CFO Navdeep Gupta called it “one of the most competitive rewards rates in U.S. retail” and noted the card builds on more than 20 years of partnership with Synchrony.

The loyalty overhaul connects to a broader ecosystem push. Dick’s has deployed an AI adviser for product recommendations and training tips and continues to build out its media network, which sells advertising to brand partners like On and Under Armour. CEO Lauren Hobart has called that network a “high-growth asset.”

Competitive Pricing and Financial Context

At $99 per year, ScoreCard+ sits near Walmart+ at $98 and Target Circle 360, both of which offer free shipping and exclusive discounts. Amazon Prime costs $139 annually.

Dick’s reported record sales of $14.11 billion in 2025, a 5% increase over 2024, and posted 6% net sales growth in Q1 2026. The company completed its acquisition of Foot Locker in September 2025 and now projects 2026 sales between $22.1 billion and $22.4 billion, an increase of roughly 30%.

With 30 million loyalty members already driving more than three-quarters of sales, the paid tier is a direct attempt to deepen wallet share among the customers already spending most. The quarterly reward structure and services integration are designed to pull those buyers into the store and app consistently, not just at the start of each sports season.