Ladder · B2C · strength training app
Run 6-week workout series and pitch discounts to past leads before each starts
Founder says deals work best at these moments; no numbers
Workedemailretentionpricing
What they did
Workouts are programmed in six-week 'strength series'. Before each new series, marketing, coaches and in-app messaging tell the story of the next series and its themes; the lead database gets an urgency message ('tomorrow is day one') with discounts/coupons to lower the barrier to entry. Many leads convert months after trial as fitness needs change seasonally.
What happened
Series starts are the moments where deal experiments are most impactful; no figures.
- Stage
- growth
In their words
Sub Club by RevenueCat · How to Use Segmentation to Maximize LTV — Greg Stewart, Ladder“We program workouts on six-week cycles. We call them strength series. And they've become like these great entry-point moments into the product where you can tell a story about urgency”
“That gives us the ability to then go into our database and tell a story on urgency, and use discounting and coupon to lower the barrier to entry, to incentivize people to get in, experience the value prop.”
Related topics
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More from Ladder
All 21 Ladder tactics- Run a big yearly user survey and use AI to read the answers7,500+ responses in a year; led directly to the nutrition feature
- Let users log reps and weights, then suggest next weights and show their progress70-75% of users now log every workout; guest sees it correlate with retention
- Have coaches tell users to log their weights mid-workout, not in a help pageJournal use climbed to 70-75% of workouts; guest calls it 10x more effective than FAQs
- Send ad clicks to a web survey and flag likely payers to TikTok and InstagramWorking really well, host says, even with fuzzy web-to-install tracking
- Target serious runners with training plans that adapt after every runWon the race-training niche; later bought by Strava
- Read your five-star reviews to find the result users want, then target 3 workouts a weekBecame the goal the whole product is built around; no retention numbers given
More from this episode
- Ladder: Make a separate ad and coach-led program for each type of lifterFounder says it brings in users more likely to stick; no numbers
- Ladder: Offer a 7-day free trial without asking for a credit cardUsers who finish one or two workouts convert at a very high rate
- Ladder: Aim every feature at getting new members to 3 workouts in week oneHitting it in week one makes month-one retention very likely
- Ladder: Nudge members to cheer on others so new trial users get lots of cheersCheers received correlated with workout completions and long-term retention
- Ladder: Test annual prices, lead the paywall with annual, and add annual-only featuresAnnual members now outnumber monthly; payback periods very tight
- Ladder: Pitch annual only to trial users who worked out; offer others a cheap first monthHelped make annual the majority plan; no split numbers
- Ladder: Offer non-converted trial users their first month for $5, then $29.99About half stay into month two at full price; consistent across cohorts