Issue No. 354 of Fitt Insider led with preventative health scans, but the number that matters for fitness operators sat further down: trail running is surging. Per the issue, trail-running uploads on Strava doubled in three years, and UTMB race entries are up 2.4x since 2022. It's a $20B economy once defined by ultra distance, now skewing shorter and far more social.
What's driving it isn't hardware. It's community. And community is exactly what turns a casual runner into a committed one — the problem every run club, studio, and fitness app is trying to solve.
Community is the real engine of the trail boom
The issue made clear this growth is social, not solitary:
- New participants are fueling the rise — per Fitt Insider, female participation is up 2.6x and Gen Z women grew trail uploads 6.5x in three years.
- People are showing up together: the issue notes more than half of UTMB runners arrive with friends or family, and group trail runs on Strava grew 20% in three years.
- Events like UTMB increasingly double as social gatherings, with a large share of runners at their first-ever trail event, per the issue.
Running has become an on-ramp to belonging. The runners who stick are the ones who run with other people.
Wearables prove engagement, but don't create it
The same issue underlined how much the industry is investing in tracking. WHOOP entered diagnostics and Strava is exploring an IPO, per Fitt Insider, while EGYM pushes AI-driven training plans and Tonal added new coaching. Measurement is everywhere.
But data describes engagement; it doesn't manufacture it. A run club can see who logged miles last week. What it needs is a reason for members to log miles next week — together, reliably, without a coach nagging them.
Cadoo turns social miles into a standing commitment
Cadoo Games gives run clubs and fitness brands that reason. Members bet money with friends on reaching fitness goals, so they keep showing up — not out of willpower, but because friends and stakes are on the line. Recurring challenges fill the gap between group runs, keeping members consistent when the pack isn't around.
For running, distance and steps come straight from Apple Health or Google Health Connect, so a weekend trail effort counts automatically. The camera counts reps only, for supported strength movements — useful for the cross-training and mobility work runners lean on. And every finished challenge can produce a skinned, shareable video, so members promote your club while they rack up miles.
Retention that runs on belonging
Trail running proved that people stay when the activity is social and identity-forming. A member in a friendly, money-backed weekly challenge with three friends has a live reason to lace up — one that survives bad weather and busy weeks. That's how a run club converts a curious first-timer into a loyal regular.
On our roadmap — not live yet — winnings could convert into credit or perks at your club or brand, tying member wins back to your business. See it at cadoo.games/brands, or reach the team at Tim@cadoo.io.
Frequently asked questions
How does Cadoo track running if the camera only counts reps?
Running distance and steps come from Apple Health or Google Health Connect, not the camera. The camera counts reps only, for supported strength and mobility movements. So a trail run logs automatically and still counts toward a challenge.
Why do social challenges retain runners better than a training plan alone?
Trail running's growth is driven by community, not solo grit. Cadoo adds friends plus money on the line to every recurring challenge, giving members a live reason to show up between group runs. That social accountability is what converts a first-timer into a regular.
Can a run club brand the shareable videos members create?
Yes. Every finished Cadoo challenge can produce a skinned, shareable video, so members market your club to their network while they train. It turns member activity into ongoing, low-cost promotion for your brand.
Can members redeem their winnings at my run club?
Redeeming winnings for credit or perks at a partner brand is on our roadmap and not live yet. Today, Cadoo's value is higher consistency, lower churn, and shareable branded content members create for you.
