About Us

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At the first club™ we help our customers say “thank you” to their most valuable customers and employees using content people want, delivered where and when they want.

Our experience shows that people are emotionally connected to their entertainment choices and transfer that connectedness to companies that reward their loyalty – massively increasing customer retention and customer lifetime value.

Recruiting customers and employees is an expensive  business– however the simple act of acknowledging customers right at the moment of earned behavior  – using instant low-cost digital rewards such as music downloads, movie streaming and gift cards is the perfect retention mechanism.

We can have you up and running within hours with a simple solution to prove the effectiveness of our method or within a few short weeks with a bespoke and integrated solution.

We are the First Global Thank you Rewards Platform.  We are the first club™.

The History

With 20+ years of experience in creating and delivering loyalty solutions for some of the the world’s largest brands, the first club™ provides its customers with a simple, easy to integrate and cost effective digital rewards solution which compliments your traditional loyalty and employee benefits schemes. Our global solution is proven to increase customer loyalty, engagement  and retention by upwards of 40% through enabling users to use points for digital purchases from our catalogue of over 60 million digital rewards.


Our team is a passionate group of individuals who focus on a customer-first approach to service and use their knowledge and creativity to create solutions for you.

We are proud of all of our clients and the relationships we have developed and built over the last decade.  Operating round the clock globally, we take loyalty seriously and our values that hold us together:


In one another to deliver for our clients and grow our business, as well instilling trust and the focus in the solutions we deliver for our customers.


Pushing the boundaries of what’s possible and providing an innovative solutions-oriented approach, we never stop improving the customer journey in the markets we serve.


Treating our colleagues and customers fairly and with respect.

Customer Success

Delighting and exciting our customers with each and every opportunity.


Jill Goldworn

Co-Founder & Chief Revenue Officer

Jill is a busy Mom, an avid cook and travel enthusiast.  She loves to combine her passion for food and travel by taking cooking classes in the local cultures she visits….some favourites have been in Bali and Kyoto.  When not attending her kids sports or theatre activities you can find her actively leading and volunteering for causes she believes in and finding ways to incorporate her love of people and places into finding new ways to add to the value we deliver at the first club™.


Denis Hure

Co-Founder & CEO

Denis is a magician in hobby and work, a fan and professional since childhood he now devotes his exceptional talents to making magic developing thefirstclub.com into the ultimate entertainment experience for our Brands and their customers. A devoted husband and father he is a volunteer member on the Board of Directors of his girls’ school and runs his varied interests with a combination of artistic creation and order.


Dave Thompson

Customer Success Director

Dave enjoys nothing more than cooking up a storm whilst listening to a good jazz tune. Yes, Dave is a big jazz enthusiast but whether it exceeds his passion for the Loyalty industry is debatable. Dave makes it his business to ensure Loyalty is at the heart of what we think and breathe here at the first club™. He also likes a game of golf and having those magical hole-in-one moments. As Customer Success Director ensuring clients find the perfect way to say thank you to their loyal customers / employees are the moments that matter to Dave most.


Sergio Paulino

Head of Development

Sergio has been an IT enthusiast since 1989. As “part time” DJ, Sergio puts his IT skills to good use, creating great digital beats. He also has an eye for fashion and designs digital clothing lines, which is to the detriment of the fashion industry not a regular activity, as his main focus is taking care of all things digital at the first club™, integrating new technologies and leading development projects. In a nutshell, Sergio ensures we stay ahead of the digital game.


Tani Theron

Head of Operations

Tani thrives on finding creative ways to get to the top of challenging boulders and employs her rock climbing mentality to help the first club™ reach new heights, and exceed client expectations. She loves the world around her and is passionate about preservation. As a London Thames River Watch volunteer, Tani is involved in collecting valuable data that drives the campaign to protect the river and its inhabitants. Being a part of the loyalty industry, helping clients say thank you to their customers, allows her to employ her passions to make a difference in people’s lives in both work and play.


Victor Angelier

Head of Security & Systems

Victor refers to himself as the Ethical Hacker.  He collects development and security related certificates and is in possession of a great many that adorns his living room walls.  These certifications are not only pretty but come in very handy when Victor makes sure our security is watertight.


Yolanda Fernandez

Junior Developer

What Yolanda does not know about staying fit and healthy is not worth knowing! It takes dedication, great organisational skills, and staying up-to-date with the latest and greatest trends to keep up her military fitness regime! She also lives and breathes this attitude at work, helping to continuously improve and accelerate our service, and deliver top quality development projects. And when she is not doing gym stuff, Yolanda likes to travel the world and learn about new cultures and places, an interest that compliments working at the first club™, a truly multicultural company with employees in every corner of the world, connecting cultures and passions and creating great things together.


the first club™ leverage 1% of product and employee time to improve communities around the world

the first club™, it is honored to be among the first of U.K. companies to join Pledge 1%, a corporate philanthropy movement. Founded by Atlassian, the Entrepreneurs Foundation of Colorado, Rally and Salesforce.org, Pledge 1% empowers companies to donate 1% of product, 1% of equity, 1% of profit or 1% of employee time to improve communities around the world.

the first club™ through its leadership as the first worldwide Digital Rewards Platform in the Loyalty and Employee Incentive space, is one of the first to join Pledge 1% U.K., which has more than 25 companies joining the movement at the time of launch. the first club™ is joining an impressive network of entrepreneurs and companies across the globe that have committed to philanthropic efforts through the Pledge 1% movement. By pledging 1% of its time and product, the first club™ is demonstrating a commitment to philanthropic leadership that has been a commitment of its founders, Denis Huré and Jill Goldworn since inception and launch of the platform in 2009.

Visit the Pledge 1% site at: http://pledge1percent.org/


Learn more about how we can help you build loyalty & customer engagement