Issue No. 394 of Fitt Insider put a number on one of the decade's quiet fitness booms: trail running is now a $20B market growing roughly 12% a year, with participation up 231% over the past decade to 14.8M Americans, per the issue. Strava uploads have doubled in three years. The catch, the issue notes, is that this new wave is led by casual participants — people chasing flow and community, not podiums.
That's a gift and a trap for fitness brands. Casual entrants are easy to attract and easy to lose. The brands that keep them are the ones that turn a solo activity into a social habit — which is exactly what Cadoo does.
The brands racing for the off-grid runner
The issue mapped a crowded field courting the new trail crowd:
- HOKA and Altra still dominate trail footwear, capturing 43% and 34% of the market respectively, per Fitt Insider.
- Upstart Norda has banked 100–200% year-over-year growth selling premium trail shoes, landing investment from luxury house Zegna, per the issue, while indie label NNormal courts runners who reject clout-chasing.
- Nike relaunched its ACG line with a distinct trail voice and sponsors a transformational trail program for inner-city kids, per Fitt Insider.
- Strava uploads reflect the surge — doubling in three years and rising 6x among Gen Z women, per the issue.
These are industry references, not Cadoo partners. But every one of them is fighting the same battle underneath the marketing: converting a first-time trail runner into a repeat one.
Casual runners need a reason to lace up again
The issue's own framing is telling — this cohort trains for flow and belonging, not medals. Motivation like that is real but fragile. When the novelty fades, the shoes sit by the door. Cadoo gives brands a way to keep casual movers moving.
Members bet money with friends on reaching fitness goals, so they keep coming back — not on willpower, but because friends and stakes are on the line. For runners and walkers, the effort is measurable without any guesswork: steps and distance come from Apple Health or Google Health Connect, while the camera counts reps only for supported strength movements. Recurring challenges fill the weeks between big runs, where casual habits usually break.
From solo miles to shareable community
Trail brands are pouring money into community because loyalty is earned in groups, not ads. Cadoo makes that community competitive and self-marketing: friends stake a challenge together, and every finished effort can produce a skinned, shareable video — so members promote your brand while they build the habit. It's the social layer a run club or apparel label can bolt on without building an app.
On our roadmap — not live yet — winnings could convert into credit or perks at your brand, turning a member's streak into repeat spend. Explore it at cadoo.games/brands or reach the team at Tim@cadoo.io.
Frequently asked questions
Why is the trail running boom a retention challenge for brands?
Fitt Insider notes the surge is led by casual participants chasing flow and community rather than competition. That audience is easy to attract but quick to drop off when motivation dips, so the brands that win are the ones that build an ongoing social reason to keep showing up.
Can Cadoo run challenges for runners and walkers?
Yes. Steps and distance come from Apple Health or Google Health Connect, so walking and running challenges are measurable and fair, while the camera counts reps only for supported strength movements. Members can stake money with friends on hitting those goals.
How does Cadoo help an apparel brand or run club build community?
Members compete in money-backed group challenges, and every finished effort can produce a skinned, shareable video branded to you. That turns solo miles into visible community and free marketing, which is exactly what trail and running brands are spending heavily to create.
Do members ever redeem winnings for gear or credit?
Converting winnings into credit or perks at a partner brand is on our roadmap and not live yet. Today, Cadoo's value is more consistent runners, stronger community, and shareable branded content.
