Issue No. 333 of Fitt Insider ("Backup Plan") led with healthcare disruption, but two fitness stories inside it point straight at where brands should invest: women are now driving the strength-training boom, and consumers are flocking to in-person "fourth spaces" for connection.
Both trends reward the same thing — brands that make training social, consistent, and worth returning to. That's the heart of what Cadoo does.
Women are reshaping the gym floor
The issue documented a genuine shift in who lifts and how:
- Crunch Fitness CEO Jim Rowley told Bloomberg that women now make up more than half of lifting-platform usage, per Fitt Insider.
- Planet Fitness is removing a large share of cardio machines across 1.7K locations to make room for weights and functional training, per the issue.
- Nike debuted its first-ever Strength Studio in Austin, and Strava reported strength-training uploads climbed 25% in 2024, per Fitt Insider.
- Equinox added a rucking-inspired treadmill class, per the issue.
These are industry references, not Cadoo partners. Meanwhile, an Eventbrite report cited in the issue found IRL fitness-event attendance up 146% as younger consumers seek belonging offline. The demand is there; the challenge is turning first-timers into regulars.
The gap: a study reports 73% of US women don't meet strength guidelines
The issue flagged a striking gap — a large majority of US women, per the CDC, don't meet strength-training guidelines — and framed it as a major opportunity for coaching, products, and services tailored to female lifters.
Closing that gap is a behavior problem more than an access problem. New lifters need a low-pressure on-ramp and a reason to keep going after the novelty fades. That's exactly what a social, staked challenge provides: not a rigid program, but a friendly game with friends and a little money on the line.
How Cadoo converts momentum into retention
Brands use Cadoo to run recurring challenges that welcome newcomers and keep them consistent. Members bet money with friends on reaching fitness goals, so the social accountability — not willpower — carries them past the drop-off point where most new lifters quit.
It's verifiable and measurable: Cadoo-verified workouts confirm the effort, with the camera counting reps only. Steps and distance come from Apple Health or Google Health Connect. Every finished challenge also produces a branded, shareable clip — powerful word-of-mouth for reaching the friends of your most engaged members.
On our roadmap — not live yet — winnings could convert into credit or perks at your brand. To capture the strength-training wave, visit cadoo.games/brands or reach Tim@cadoo.io.
Frequently asked questions
Why is the women's strength-training boom a big opportunity for brands?
Fitt Insider's Backup Plan issue reports women now drive more than half of lifting-platform usage, yet many still don't meet strength guidelines. Cadoo helps brands convert that demand into retention by giving new lifters a social, staked reason to stay consistent.
How does Cadoo help onboard first-time lifters?
A friendly challenge with friends is a lower-pressure on-ramp than a rigid program. Members join with a stake, and social accountability keeps them going past the point where novelty usually fades.
How does Cadoo verify strength workouts?
The camera counts reps for supported movements, and steps and distance sync from Apple Health or Google Health Connect. That gives brands real engagement data rather than self-reported logs.
Can Cadoo winnings be redeemed at my fitness brand?
Redeeming winnings for credit or perks at a partner brand is on our roadmap and not live yet. Today, Cadoo delivers retention, social engagement, and shareable branded content.
