Issue No. 387 of Fitt Insider led on AI drug discovery, but the number fitness operators should circle is 75.5M — Europe's gym membership total for 2025, on the way to a target of 100M by 2030, per EuropeActive and Deloitte cited in the issue. Sign-ups rose in step with record US gains, and revenue climbed to €39.1B across roughly 65,000 facilities.
Here's the line the issue delivered plainly: with under 10% of the population enrolled, the market is, in its words, "still warming up." Growth is abundant. The scarce resource is keeping all those new members engaged — and that is precisely where Cadoo helps.
Volume and value are both winning
The issue maps a market scaling on every tier:
- Basic-Fit passed 6M members and €1.4B in revenue, acquiring Clever Fit to expand franchising, per Fitt Insider.
- PureGym reached 2.1M members while investing in reformer Pilates, women-only spaces, and recovery zones, per the issue.
- RSG Group hit 1.8M members and, per the issue, is adding HYROX training centers to Gold's Gym in the US.
- Premium operator David Lloyd reached €1.1B on the back of longevity-focused amenities like saunas and plunge pools, per Fitt Insider.
These are industry references, not Cadoo partners — but the pattern is unmistakable: everyone is adding reasons to belong, because a signed-up member is not yet a retained one.
Cadoo converts sign-ups into visit frequency
The metric that decides whether Europe's boom sticks is visit frequency, and that's the exact number Cadoo moves. Members bet money with friends on reaching their goals, so social accountability keeps them coming back — not motivation that fades by February. Recurring challenges fill the gap between visits, the stretch where new memberships quietly go dormant.
It fits the hybrid, competitive direction the market is already heading. Per the issue, Ultrahuman and Les Mills synced on personalized workouts and Life Time launched hybrid competition training — the kind of goal-driven format Cadoo makes social and money-backed for any brand.
Reliable, measurable, and self-marketing
Cadoo-verified workouts keep the competition honest: steps and distance come from Apple Health or Google Health Connect, while for supported movements the camera counts reps. Operators get genuine engagement data across their base. And every finished challenge can produce a skinned, shareable video, so members market your clubs to their friends as you chase that 100M goal.
On our roadmap, not live yet, winnings could convert into credit or perks at the operator. To put Cadoo to work on retention, see cadoo.games/brands or contact Tim@cadoo.io.
Frequently asked questions
Why is retention the real challenge behind Europe's membership growth?
Per the issue, fewer than 10% of Europeans hold a gym membership, so operators are winning new sign-ups fast. But a sign-up isn't a retained member — the deciding metric is visit frequency. Cadoo's recurring, money-backed challenges keep new members active between visits, which is where most churn happens.
How does Cadoo fit hybrid and competition-style training?
Cadoo makes goal-driven formats social and money-backed. Members stake money with friends on reaching targets, turning the competitive energy behind HYROX-style and hybrid programs into an always-on habit any operator can run.
How does Cadoo verify workouts for a large member base?
Steps and distance come from Apple Health or Google Health Connect, and for supported movements the camera counts reps. That gives operators trustworthy, comparable engagement data across their whole membership.
Can members redeem Cadoo winnings at my club?
Redeeming winnings for credit or perks at a partner club is on our roadmap and not live yet. Today, Cadoo delivers higher visit frequency, lower churn, and shareable branded content members create for you.
