Fitt Insider's Changing Lanes issue leads with On launching a football (soccer) category and signing Kylian Mbappé as a global ambassador, ending his 20-year Nike run. Sydney Schertenleib and new football director Thierry Henry join him. The pitch in the issue is LightSpray cleats and “the simple joy of play” — sunset games with friends, sport as connection.

That is Cadoo's sentence in different clothes. Stake with friends. Show up. Share the proof. Get fit. Inspire friends. Get paid.

Men are searching for a club. Give them a game

The issue says the men's health and wellness market could be worth $2.8T by 2030. Pinterest searches: “running club” +749%, “vinyl listening room” +407%, “fragrance wardrobe” +159%. Men are more likely to be lonely. Suicide rates are up 25% since 2001. The lifespan gender gap grew from 4.4 to 5.9 years since 2016.

A running club is a start. A club that never counts the sessions is a poster. Cadoo counts camera reps and device steps so the club has a record, not just a group chat.

Walmart is building a health aisle. You still need the habit

Walmart partnered with SCAN Health Plan on co-branded Medicare plans, is Lilly Direct's first in-store distributor, and says its health-and-wellness aisle is growing 94% year over year after closing 51 clinics in 2024. Grocery is about 60% of revenue and weight-loss drugs are denting it, so the store is becoming a health marketplace.

A marketplace does not make someone train. Eight Sleep signed the Dallas Cowboys as a recovery partner in the same issue. Recovery hardware is downstream of work you can prove.

Host the private game

Media and brand outreach stays on private games — invitees should not hit onboarding tutorials. Host at cadoo.games/cyoc. Cadoo for brands. Tim@cadoo.io. Brand-location redeem is not live.

Frequently asked questions

What did On announce in this issue?

A football (soccer) category with Kylian Mbappé as global ambassador after he left a 20-year Nike deal, plus Thierry Henry as director of football and LightSpray cleat work.

What men's wellness numbers are in the issue?

A possible $2.8T market by 2030; Pinterest “running club” searches +749%; suicide rates up 25% since 2001; lifespan gender gap from 4.4 to 5.9 years since 2016.

Does a Cadoo game verify a soccer match?

No. Cadoo verifies camera reps and device steps. It is training proof, not match officiating.

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