Embodiments of the present disclosure provide systems and methods for increasing participation in loyalty programs. In embodiments, the customer opts into a loyalty program. The customer is then provided with information about his or her loyalty participation and also is provided with information about one or more other customer's participation in the loyalty program. In another embodiment, one or more loyalty members can form their own competition or group within the loyalty program. The members can create loyalty sub-program rules for a competition and allow fellow loyalty members to participate in the competition. The customizable loyalty sub-program competitions further enhance member participation.