For years, brands have relied on three pillars of growth: affiliate marketing, sponsorships, and advertising. Each has shaped industries, built brands, and helped connect people with products.

But times are changing. Today’s consumers expect more - more authenticity, more connection, and more reward for their loyalty. The models that worked before aren’t disappearing, but they do need to evolve.

That’s why we built LUUP.

The Mission

Our mission at LUUP is simple but ambitious: to turn customers into marketers, and loyalty into currency.

We believe the most powerful growth engine isn’t a big sponsorship deal or an ad spend it’s the everyday people who already believe in your products. With LUUP, every customer can become an ambassador. Every ambassador can earn lifetime royalties for sharing the products they love. And every brand can benefit from compounding growth that doesn’t fade when the campaign ends.

The Vision

When I look back at my years building brands, I saw again and again how much effort went into chasing visibility while the customers who were actually living with the product weren’t part of the story.

Our vision is to change that:

• Where advocacy is rewarded for life, not just once.
• Where communities are partners in brand growth, not just audiences.
• Where growth compounds, rather than stops with a campaign.

This isn’t about replacing the old models. It’s about extending them into something more sustainable, more inclusive, and more rewarding for everyone involved.

Powered by Everflow

LUUP is built on the strongest possible foundation: Everflow, the world’s leading affiliate and performance marketing platform.

With Everflow integrated into LUUP:

• Every click, sale, and payout is tracked transparently.
• Ambassadors know they’re being rewarded fairly.
• Brands get the clarity and proof of ROI they need to scale.

Everflow has already proven how powerful affiliate marketing can be. LUUP is the next layer turning affiliate-style precision into something bigger: lifetime royalties and community-driven growth.

From Customers to Communities

Here’s how it works:

1. A customer buys a product they believe in.
2. They share it with friends, family, or followers.
3. Each new customer joins their community, earning them lifetime royalties.
4. That process compounds across four tiers of advocacy.

Instead of stopping at one commission, LUUP creates a ripple effect — one customer becomes a network, and that network becomes a growth engine.

Our First Vertical: Combat Market

The first proof of this model is Combat Market, launching October 16th.

Combat Market is built for fighters, fans, and fitness communities. Fighters have been excluded from the sponsorship game for too long. The top 1% land big contracts, while the rest train full time and hustle on the side.

With Combat Market, powered by LUUP, every fighter can earn royalties for life. Fans can be rewarded for supporting the products they already love. And brands can access the most authentic voices in sport: athletes and their communities.

This is LUUP in action a marketplace where loyalty becomes currency.

A Message From Stewart

I built LUUP because I’ve seen how much potential is lost when customers aren’t part of the growth story.

Affiliate marketing has been incredibly powerful, sponsorships have built careers, and ads have connected countless brands to customers. But the future is about more than reach it’s about relationships.

LUUP is my answer to that. A way to reward the people who actually believe in products, not just the ones with the biggest platforms. With Everflow powering the technology, we can now deliver something brands have been chasing for years: authentic growth that compounds over time.

What You’ll Find Here

Our blog, Inside LUUP, will be where we share:

• Announcements about new partnerships, vertical launches, and features.
• Insights into Customer Commerce and how it evolves the affiliate model.
• Stories from the communities building the future of brand growth.

We’re building more than a platform. We’re building a movement and we’re just getting started.

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