Issue No. 405 of Fitt Insider led on sleep, but the number that matters for operators sat lower in the issue: gym growth is getting harder. An ABC Fitness report cited by Fitt Insider found new memberships fell 9 percent year over year while cancellations climbed 8 percent, even as average monthly spend kept rising.
The conclusion the issue draws is the one to internalize: gyms now compete on the value they deliver between check-in and renewal. Cadoo is built to fill exactly that space.
Even the giants are recalibrating
The issue framed a full pivot toward retention over acquisition:
- Planet Fitness softened its outlook and walked back price increases after its CEO said the brand may have "pivoted too far" toward performance-minded consumers, per Fitt Insider.
- The ABC Fitness report pointed to community as the durable differentiator, with group experiences and hybrid programming as engagement levers, per the issue.
- Orangetheory launched branded equipment, per Fitt Insider, extending its brand into members' daily routines.
These are industry references, not Cadoo partners. The shared lesson: charging more only works if members feel the value between sessions.
Cadoo fills the days a member isn't in the building
A membership is used a few times a week at best. The other days are where churn quietly starts. Cadoo lets members bet money with friends on reaching fitness goals, so those in-between days become active, social, and tied to the brand instead of drifting toward a cancellation.
The effort is real and verified. The camera counts reps only. Steps and distance come from Apple Health or Google Health Connect, so at-home days still count toward a member's game and their sense of progress.
Retention without a discount
Cutting price to keep members, as the issue notes, is a losing trade when costs are rising. Cadoo offers a different lever: recurring, staked challenges give members a reason to stay engaged and consistent between visits, so a brand defends renewals on value rather than markdowns. Friends and money on the line do the work willpower can't.
Each finished challenge also becomes a branded, shareable clip that members post themselves, turning everyday workouts into marketing. On our roadmap, and not live yet, winnings could convert into credit or perks at your gym. See cadoo.games/brands or reach Tim@cadoo.io.
Frequently asked questions
Why is gym growth getting harder in 2026?
Per the ABC Fitness report cited in Issue No. 405, new memberships fell 9 percent year over year while cancellations rose 8 percent and monthly spend increased. Winning members is harder and losing them is easier, so retention now hinges on value between visits.
How does Cadoo help retention between gym visits?
Members stake money with friends on hitting goals, which keeps the days they aren't in the building active, social, and connected to the brand. That fills the gap where churn usually starts, and it works without cutting price.
Do at-home workouts still count toward a member's game?
Yes. The camera counts reps for supported movements, and steps and distance sync from Apple Health or Google Health Connect. In-between and at-home days still register, so members feel progress even when they can't get to the gym.
Is this an alternative to discounting memberships?
Exactly. Instead of walking back prices, a gym can defend renewals by delivering engagement between check-ins. Recurring staked challenges keep members consistent, and finished workouts become branded shareable content that helps win new members too.
