Fitt Insider's "Lost Art" issue argues that creativity and joy are underrated ingredients of wellness, and the fitness industry is clearly listening. From immersive studios to dance workouts to gamified machines, brands are betting that fun, not discipline, is what actually keeps people moving. That is a strategy worth stealing, because a workout someone looks forward to is a workout they repeat.
Fun is becoming a fitness strategy
Per Fitt Insider, operators are leaning into self-expression and play. Dance-driven brands like The Class and KINRGY make movement cathartic and beginner-friendly, while On partnered with artist FKA twigs on a Body Is Art campaign that frames free-flowing movement as expression. The gamified end of the market is booming too: Ergatta released Wavelength, its latest rowing game, and Meta's Supernatural launched group VR workouts. Even rehab is getting playful, with Irish startup Brace building a gamified injury recovery app.
The through-line is simple: when exercise feels like play, adherence stops being a battle of willpower.
Cadoo makes movement a game with real stakes
This is exactly what Cadoo is built for. Members bet money with friends on reaching fitness goals, so the workout becomes a game with something on the line, and verified results keep it fair. The positioning says it plainly: bet money with friends on hitting your goals, with verified workouts that make it reliable and shareable, skinned videos that make it fun.
- Play with real stakes: money and friends turn a routine into a game people actually want to win.
- Shareable by design: verified workouts become skinned videos members are proud to post, doubling as marketing.
- Fair and verified: the phone camera verifies reps such as squats and pushups, while steps and distance sync from Apple Health and Google Health Connect.
- Keeps members coming back: recurring challenges make consistency the fun part, not the chore.
The industry is voting for engagement
The issue's business news reinforces where the money is going: L Catterton acquired reformer boutique [solidcore], valuing it between $600M and $700M, while fitness-tech company EGYM raised roughly $200M and hit a $1B valuation. Smart-strength brand OxeFit added $17.5M. Investors are backing brands that make training engaging and sticky, and playful, game-driven experiences are a big part of that bet.
Cadoo is an independent app and is not affiliated with any brand named here; these are industry references. Any gym, studio, or brand can host a game to make fitness fun and keep members engaged. Reach us at Tim@cadoo.io or via Cadoo for brands.
Frequently asked questions
What makes a Cadoo challenge feel like a game?
Members bet money with friends on reaching fitness goals, so a workout becomes a game with real stakes and a group chat cheering each other on. Verified results keep the competition fair and fun.
How do shareable videos help my fitness brand?
Verified workouts turn into skinned, branded videos members post to their own followers. That is better-ROI marketing, because your members promote the brand with content they are proud of.
Is a gamified challenge accurate, or just for fun?
Both. The phone camera verifies reps such as squats and pushups, and steps and distance sync from Apple Health or Google Health Connect, so the fun rests on real, verified activity.
Can any brand host a game in Cadoo?
Yes. Any gym, studio, or fitness brand can host a challenge for its members. Cadoo is an independent industry app, not a partnership or endorsement of any brand mentioned here.
