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25 May 2018


Up group is growing in the incentive and employee engagement market in Spain with the acquisition of Grass Roots

Up Group announces the acquisition of Grass Roots España, a company specializing in loyalty, incentive, employee engagement and rewards management solutions.


Established in 2001, Grass Roots España offers solutions that increase business performance for companies while leveraging the engagement of their employees and creating a better experience for their customers and partners. Grass Roots’ solutions thus contribute to growing increasingly strong and meaningful bonds between the company’s brand, its employees and its customers.

Grass Roots’ service offering focuses on team motivation (training, recognition, incentive, challenge, employer branding, change management, etc.) and building customer and partner loyalty (customer experience, creating emotions, involvement, promotions, loyalty programs, events, etc.).

The company has 40 employees, and posted revenues of 7.5 million euros in 2017, servicing over 200 internationally renowned clients.

With this acquisition, Up strengthens its Incentive, Loyalty and Rewards business and develops an innovative engagement solution that can be offered in Spain, initially to its 4,500 client companies and to the 250,000 employees who already benefit from Up group solutions in the country (Gourmet, Educainfantil…).


With this second acquisition in Spain since 2017, the Group is once again implementing its strategic project based on digital transformation and the development on the Incentive, Loyalty and Rewards market.

Olivier BERNON, Up group General Manager for Spain, and Mar GARCÍA, General Manager for Grass Roots España


« Grass Roots is an operator that has proven experience with prestigious clients. This enables us to expand our expertise in designing and developing management, relationships and transactions platforms that contribute to well-being and performance. Up now has close to 140 employees in Spain. » Olivier BERNON, Up group General Manager for Spain

« We are pleased to join Up group, whose global reputation and presence in the Incentive, Loyalty and Rewards market will allow us to offer solutions that best match the needs of our customers. We have many features in common and we will be pooling our knowledge to continue to grow together, while growing our customers. » Mar GARCÍA, General Manager for Grass Roots España