Inspiring Business by Sharing Success



The official MoD discount service for the UK’s Armed Forces, veterans and defence community, Defence Discount Service, is celebrating 10 years of operation.

First launched in 2012, Defence Discount Service offers over 650,000 members access to exclusive savings and dedicated service days at some of the UK’s most popular family attractions.

Commemorating a decade of savings, Defence Discount Service hosted a VIP event at its Leicestershire-based headquarters, welcoming Ministry of Defence representatives, serving Armed Forces personnel, veterans and local dignitaries to raise a glass to the dedicated service.

As part of the 10th anniversary celebration, guests were joined by motivational speaker, Royal Engineers veteran Josh Boggi. Delivering an inspiring talk on learning to adapt and overcome, Josh shared his story of recovering from stepping on an IED in Afghanistan in 2010, to becoming an Invictus Games gold, silver and bronze medalist in rowing and cycling. Josh combines delivering motivational talks with his work as a Community Liaison Officer for The Invictus Games Foundation.

Commenting on celebrating 10 years of Defence Discount Service, CEO, Tom Dalby said:

“In 2012, we began Defence Discount Service as a means of offering a small token of thanks to the inspirational people who make up the Armed Forces, defence community and the veterans who served before them. We’re extremely proud to have seen our membership base grow to over 650,000 military personnel and spouses over the past decade - a figure we never would have conceived back in 2012.

“It goes without saying, we are also extremely grateful for our 10,000 wonderful brand partners, without whom we wouldn’t be able to show our gratitude for the dedicated and selfless individuals who make up the defence community. During the past 10 years, the Armed Forces community has continued to show the very best of what it means to serve, particularly going above and beyond to support the NHS and the general public in the fight against the COVID-19 pandemic, playing their part to keep everyone across the UK safe and well.”

To celebrate this special occasion, Defence Discount Service spoke with long standing members to ask what the discount service meant to them.

Andrew Weston began his military career in 1981 as a Marine Engineer in the Royal Navy, seeing him perform as part of the Task Force during the Falklands Conflict in 1982. He said:

“I’m proud to say I have been a member and keen supporter of Defence Discount Service since the start - my first card number was 258, coincidentally a very significant figure as this was the total number of lives lost on our side during the Falklands War. Defence Discount Service has played its part in many wonderful memories over the past 10 years, from meals out with friends and family to providing discounts on holidays and tours.”

With the ten years, comes a new look for the organisation. As part of the celebration Defence Discount Service has undergone a rebrand. New branding has now been unveiled with a freshly designed app and website.

Talking about the rebrand, Tom Dalby also said:

“Defence Discount Service retains its core values, but the new branding reflects the growth and offering of the company since it was first established. The rebrand represents our ambitions and will better serve our members. We’re really excited to see it all come to life.”

Membership allows Armed Forces, veterans, the defence community, military partners and spouses access to exclusive savings all-year round across high-street stores, restaurants and leisure venues.

Registering for a Defence Discount Service membership is quick and easy and can be done online at A card costs £4.99 and is valid for five years.

To register or find out more, visit

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