Participated · Series B · Nov 2024

Ladder is a subscription strength‑training app headquartered in Austin, Texas that provides personalized, progressive workout plans, weekly new workouts from elite coaches, progress tracking, and interactive community features. The product emphasizes retention through accountability tools like streaks, leaderboards, collectible badges, and a Ladder Journal. Ladder plans to develop an Android app, expand into enterprise corporate wellness, and introduce non‑subscription offerings such as branded apparel. The company operates on a subscription model (iOS at $29.99/month with a 7‑day free trial) and maintains a 4.9 App Store rating across more than 50,000 reviews. Ladder reports members have completed over 15 million workouts and logged 90 million Ladder Journal entries. It is on track for 200% growth and expects to reach 150,000 paid members by the end of 2024. The app has been named 2024’s Best Strength‑Training App by Women’s Health and CNET and was featured in CNN and Fortune lists. Ladder is a strength-training app built around progressive, structured programming led by world-class coaches, each focusing on specific modalities (pilates, HIIT, bodybuilding, kettlebell, etc.). The app delivers daily plans, gamification (badges, streaks), and a Ladder Journal to track progress; members have logged nearly 20 million Journal entries since the feature launched. Ladder serves both home and gym users with team-specific equipment suggestions and will introduce a new team combining yoga and strength training in January. The company charges $29.99/month on iOS with a 7-day free trial and maintains a 4.9 App Store rating across more than 17,000 reviews. 2023 has been a breakout year: Ladder is tracking to 500% membership growth, exceeding 50,000 paying members and 4 million completed workouts. Ladder has scaled membership without significant headcount expansion by building proprietary software tools and AI-powered capabilities and plans to expand its core user personas to include people new to fitness. Ladder is a mobile-first strength training app that delivers daily, coach-designed programs with video demonstrations, in-your-ear coaching, and precise timing to remove workout planning guesswork. The product is built for motivated users who want a single progressive program rather than a buffet of ad-hoc workouts. Ladder emphasizes community and social experiences, which the company says drive accountability and member retention. The app is headquartered in Austin, Texas, and offers subscriptions starting as low as $39 per month. Ladder reports that 94% of members have made Ladder their primary or only training program, with members completing an average of over four Ladder workouts per week. The company plans to use new funding to launch additional programs (including the Boundless program coached by Ben Greenfield), accelerate R&D, hiring, and marketing.