Issue No. 355 of Fitt Insider led with high-tech meal delivery, but its most actionable fitness signal was a demographic shift on the gym floor: women are now driving performance nutrition and strength training. Per the issue, women make up 30% of creatine purchases at GNC, up from 18% in 2020, and account for 51% of consumers globally seeking more protein — overtaking men in a market once dominated by bodybuilders.
A wave of new lifters is a growth opportunity and a retention risk at the same time. New members are the easiest to lose. That's precisely the gap Cadoo is built to close.
Strength training is going mainstream
The issue tracked a category expanding well beyond gym culture:
- Creatine and protein are becoming everyday wellness staples, with sales projected to reach $4.2B and $50B+ respectively, per figures the issue cites.
- Research it highlights ties strength and protein to bone health, cognition, mood, and menopause — widening appeal across life stages.
- Brands are chasing the moment: per the issue, NikeSKIMS dropped its debut activewear collection for women athletes, and operators are retooling around strength.
More first-time lifters are walking through the door than ever. Keeping them there is the hard part.
Operators are investing in the strength floor
The issue showed gyms racing to modernize the strength experience. Per Fitt Insider, EōS Fitness became the first large US operator to launch EGYM Genius, and EGYM opened a US HQ in Denver while pushing AI-driven, adaptive training. Better equipment and smarter programming raise the ceiling on what a member can do.
But equipment doesn't build the habit. A nervous first-time lifter needs a reason to come back on day three, day ten, and week six — before results and identity take over. That reason is usually social.
Cadoo makes strength social and verifiable
Cadoo Games gives operators that social reason. Members bet money with friends on reaching fitness goals, so they keep coming back — not out of willpower, but because friends and stakes are on the line. For new lifters especially, a friendly, money-backed challenge turns an intimidating solo activity into a shared one.
It's also honest and measurable. Cadoo-verified workouts confirm real reps: the camera counts reps only, for supported strength movements, so squats and pushups actually count. Steps and distance come from Apple Health or Google Health Connect. Operators get real engagement data, and every finished challenge can produce a skinned, shareable video — so new members market your brand as they build strength.
Turning first-timers into regulars
A first-time lifter in a friendly, money-backed challenge with three friends has a reason to return that isn't willpower or a discount — it's competition and community. That's how a strength boom becomes durable membership rather than a spike of sign-ups that fades by spring.
On our roadmap — not live yet — winnings could convert into credit or perks at your gym or brand, tying member wins back to your business. See how it works for operators at cadoo.games/brands, or reach the team at Tim@cadoo.io.
Frequently asked questions
How does Cadoo verify strength workouts like squats and pushups?
The camera counts reps only, for supported strength movements, and every rep is form-scored so sloppy reps don't inflate a score. Steps and distance come from Apple Health or Google Health Connect. That gives operators trustworthy engagement data and keeps competition fair.
Why do rep challenges help retain first-time lifters?
New members are the easiest to lose before results and identity take hold. Cadoo puts friends plus money on the line in recurring challenges, turning an intimidating solo activity into a social one and giving new lifters a live reason to return.
Do members need special equipment to join a Cadoo strength challenge?
No. For camera-verified movements, members just prop up their phone. Steps and distance sync from Apple Health or Google Health Connect. That low barrier makes it easy to bring first-time lifters into a challenge quickly.
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 consistency, lower churn, and shareable branded content members create for you.
