Issue No. 390 of Fitt Insider led on wellness-as-luxury, but the standout fitness stat was participation: a record 1.33M people applied to run the 2027 TCS London Marathon, up 18% year over year and more than double 2024 levels, per the issue. Roughly one in 60 UK adults wants in, and over 40% of applicants are first-timers.
Running has become, in the issue's framing, a participation-driven platform for culture, community, and commerce. The brands winning that platform are the ones building community around it — which is exactly what Cadoo helps fitness brands do year-round.
Running is now community and commerce
The money follows the movement. Per Fitt Insider, brands generated roughly $60M in media value around the 2026 race, while On, New Balance, and Gymshark anchor community-led retail with shakeout runs, events, and product drops. The 2025 London Marathon alone generated about £226M across the UK, per the issue.
But a marathon is one day. The training block that fills the months before — and the motivation gap after race day — is where most runners lose momentum. Community keeps them going; a finish-line photo doesn't.
Cadoo keeps runners consistent between races
Cadoo turns the community energy of a race into an everyday habit. Runners bet money with friends on reaching their goals, so social accountability carries them through the long, lonely weeks of a training block. Recurring challenges keep them moving after the medal, when motivation usually dips and memberships lapse.
Running data fits cleanly: distance and steps come from Apple Health or Google Health Connect, so a running challenge is verified without any extra hardware. Operators get real engagement data on who's actually logging the miles.
Members market the brand, race after race
Every completed Cadoo challenge can produce a skinned, shareable video, so runners promote your brand across their networks the same way marathon culture spreads — through friends and shakeout crews. Wearable brands are riding the same wave: per the issue, WHOOP became F1 team Ferrari's official wearable, making performance data a status symbol.
On our roadmap, not live yet, winnings could convert into credit or perks at the brand. To turn a training season into lasting retention, visit cadoo.games/brands or contact Tim@cadoo.io.
Frequently asked questions
Why is the running boom a retention opportunity, not just a race-day spike?
A marathon is one day, but the training block spans months and the post-race lull is when runners lose momentum. Cadoo's recurring, money-backed challenges keep runners consistent through the training season and after the finish line, turning a one-off event into a lasting habit.
Does Cadoo need special hardware to track running challenges?
No. Distance and steps come from Apple Health or Google Health Connect, so a running challenge is verified using the phone or wearable a member already has. For supported rep-based movements, the camera counts reps.
How can a running brand or club use Cadoo?
A club, studio, or brand can run social, money-backed challenges around training blocks and events to keep runners engaged and accountable year-round. Reach Tim@cadoo.io to explore it.
Can members redeem Cadoo winnings with my brand?
Redeeming winnings for credit or perks at a partner brand is on our roadmap and not live yet. Today, Cadoo delivers sustained participation, lower churn, and shareable branded content runners create for you.
