From the Managers Conference: MILITARY STAR Challenge Cup Winners

June 30, 2026

by

The winners of the popular MILITARY STAR® Challenge Cup competition, which awards top regions and stores that increase MILITARY STAR card usage and new accounts and sales penetration from the previous year, were announced this week at the Exchange Managers Conference.

Throughout 2025, Exchanges competed at the store and region levels to be recognized as a top Exchange for the first and second halves of the fiscal year. Winners in each region for each half of the year received $500 for a team event.

The top store and most improved store for the year each earned a $1,000 prize and the coveted Challenge Cup. The leading region for the year and the most improved region were presented with a special cup to their region’s SVP. And the winners are:

Region winner: Europe/Southwest Asia. The region ranked first in new accounts with a 13% increase and was first in sales penetration with a .43% increase compared with total regions.

Exchange winner: Camp Walker Exchange (Pacific Region). The store had a 57% increase in new accounts and a .38% increase in penetration.

Most Improved Region: Europe Region/Southwest Asia. The region ranked first in new accounts with a 31% improvement and first in penetration with a .41% improvement compared to total Regions.

Most Improved Exchange: Presidio of Monterey (Western Region). The store had a 151% improvement in new accounts and a 2.24% improvement in penetration.

“The Challenge Cup continues to play a significant role in growing year-over-year penetration and new accounts,” said Exchange Credit Program Senior Vice President Joseph Todd. “This competition brought out the best in our regions. Congrats to the winners of this year’s contest on an outstanding job promoting the MILITARY STAR card.”