“Results Your Way”24 Hour Fitness
Founded in San Leandro, California in 1983 by Mark Mastrov, 24 Hour Fitness runs full-service clubs across nine states — weights, pools, courts and classes — and came through a 2020 restructuring to rebuild around recovery zones and in-club reformer Pilates.
Why a Cadoo fitness game
The model sells unlimited access to a very large box, so the member's own schedule is the only thing enforcing attendance. The brand's own positioning concedes members want freedom; a stake is the commitment device that does not require booking anything.
On our roadmap: redeem winnings toward 24 Hour Fitness goods and services. Not live yet — we’re building it.
Industry reference inspired by Fitt Insider coverage. Not affiliated with or endorsed by 24 Hour Fitness unless a partnership is announced.
Why 24 Hour Fitness is on this shelf
The industry case for a 24 Hour Fitness game, from the trade press.
Founder Mark Mastrov, alongside LongRange Capital, reacquired the low-price gym operator, returning the chain to its original founder.
Began piloting Reformer24, bringing reformer Pilates into its Southern California clubs at a fraction of boutique studio cost.
Closed a $305M senior secured financing facility from The TCW Group to fund its post-pandemic rebuild.
Reporting: Fitt Insider
What 24 Hour Fitness gets by sponsoring a Cadoo game
Not a logo on a landing page — a UGC engine. Players verify workouts on camera; Cadoo mints skinned clips and cards they actually share.
Skinned workout clips
Every verified set can produce a shareable video with your brand skin on the athlete. Players post proof — you get authentic UGC without a production shoot.
Branded completion cards
First-set and win moments mint cards with your name and colors. Feed-native, screenshot-ready, built for Stories and group chats.
Players as distributors
Friends stake and sweat together. Each share carries your brand into their network — marketing that moves because someone actually did the work.
Measurable engagement
Camera-verified reps (and health-synced movement where used) mean real activity, not vanity check-ins. Consistency you can point to.
Private, renewing arcade games
Link-gated series that self-renew. Control the shelf, keep the brand story live, cycle games as pitches land.
The flywheel: loyal → repeat → new
The client who would have lapsed keeps training under your name between visits (loyal). Her winnings come back as in-app brand credit for skins and brand shelf offers (repeat — in-store redeem not active yet). Her skinned clips hit the group chat and Instagram with a one-tap invite — friends join the game, then come with her to try you in person (new). The retention tool is the acquisition channel.
Talk sponsorship: Tim@cadoo.io
24 Hour Fitness shareables — clips & cards
Real output from the game: skinned workout videos and completion cards players share. This is the UGC brands sponsor.
24 Hour Fitness Results Your Way
Every clip and winner card from this game wears this badge.
Play a verified set and the
first shareable mints here automatically.
No games yet
24 Hour Fitness hasn't launched any games yet — check back soon!
Fitness Games for Studios & Gyms
You own the hour she is in the room and lose the six days she is not. Lapse, not cancellation, is what quietly kills LTV — you never lost her heart, you lost her calendar.
Stay her coach between visits
Verified home workouts under your name on the days she cannot get in — the relationship survives work, kids and travel.
Free to join, earned not bought
A front-desk QR opens your branded game. No purchase, no points card: she earns the reward in sweat, and every rep is proof.
The reward walks her back in
What she earns becomes credit with you, and the clip in her group chat brings a friend whose first visit happens at her side.
Reps are verified on camera; steps sync from the player’s device. Privacy · Terms
What 24 Hour Fitness get
24 Hour Fitness keep the name in the workout: less churn, more retention, growth from the people who already train, and no brand decay into a merch drop.
- Retention. Clients drift after the intro pack. The game keeps them on the calendar between visits.
- Churn. The back door closes when a live streak and an accountability deposit give a reason to stay every week.
- Growth. Skinned clips land in the group chat and bring friends who were not members. The skin is on the clip. The people who train become the marketers.
- Brand decay. When the name lives only in a drop, it fades. Verified workouts keep it in the work. Rewards spend on skins in the app. In-store redemption is not live.
Fund a series
You fund it. Cadoo runs the games. You send your people one link.