Issue No. 384 of Fitt Insider delivered the number the industry has chased for years: US gym membership reached a record 81M in 2025, with total participation topping 100M and visits hitting 7B, per HFA. Then it delivered the catch. Getting more people through the door does not equate to better health, and visit frequency is stalling.
The issue names the new battleground outright. Attendance is largely solved. The focus now shifts from access to outcomes and engagement. That is the exact problem Cadoo was built to solve.
Record numbers, with a warning underneath
The headline data is genuinely strong. Membership hit a record 26.1% of the US population, sign-ups rose 5.2% year over year, and retention improved as churn dropped to a decade-low 7.1%, per HFA. Non-usage fell from 10% to 4.6%, meaning more members are actually using what they pay for.
But the issue is candid about the soft spot. Members are showing up, just not as often as before, and about 20% of gym-goers now use facilities without a membership at all, per the issue. Frequency, not sign-ups, is the metric that now separates a thriving operator from a fragile one.
From access to outcomes
The issue argues the next era is about deepening engagement while still growing the base. Fitness is becoming social infrastructure, fulfilling community, identity, and preventative health. Operators are responding by investing in personalization to turn usage into real results:
- EGYM merged with Playlist, parent of ClassPass and Mindbody, to improve utilization and retention, per the issue.
- Gymshark is entering IRL fitness with its first gym, per Fitt Insider, extending a brand into a physical community.
These are industry references, not Cadoo partners. But they confirm the shift: the winners will compete on how often members engage, not just how many sign up.
Cadoo attacks the frequency problem directly
Cadoo Games targets the exact metric this issue flags as slipping: visit frequency. Members bet money with friends on reaching fitness goals, so they keep coming back because friends and stakes are on the line, not willpower. Recurring challenges fill the dead space between visits, the stretch where frequency quietly declines.
It is reliable and measurable, too. Cadoo-verified workouts confirm the effort: the camera counts reps only. Steps and distance come from Apple Health or Google Health Connect, so operators get real engagement data instead of a front-desk swipe. And every finished challenge can produce a skinned, shareable video, so members market your brand while they build the habit.
Deepen engagement while you grow
The issue's mandate is to deepen engagement while still growing the base. Cadoo does both at once. A member locked into a friendly, money-backed challenge with three friends shows up more often and brings people with them, turning a fragile sign-up into a consistent, socially anchored regular.
On our roadmap, not live yet, winnings could convert into credit or perks at your gym, tying frequency directly to loyalty. See it at cadoo.games/brands or reach the team at Tim@cadoo.io.
Frequently asked questions
If gym membership is at a record high, why does frequency matter?
Because sign-ups are no longer the scoreboard. This issue shows attendance is largely solved but visit frequency is stalling, and infrequent members are the ones most likely to lapse. Cadoo lifts frequency by giving members a live, social reason to return between visits.
How does Cadoo improve visit frequency, not just retention?
Cadoo runs recurring challenges members stake money on with friends, so there is always an active reason to move. That sustained, competitive activity raises how often members show up, which is the exact metric this issue flags as the industry's next battle.
How does Cadoo give operators real engagement data?
The camera counts reps only for supported movements, and steps and distance come from Apple Health or Google Health Connect. That gives operators trustworthy data on who is genuinely engaged, moving the focus from access to outcomes the way this issue describes.
Can members redeem their winnings at my gym?
Redeeming winnings for credit or perks at a partner gym is on our roadmap and not live yet. Today, Cadoo's value is higher visit frequency, stronger retention, and shareable branded content members create for you.
