Greg Stewart

Ladder is the number one app for strength training.

We've built a system that's designed to make it as easy as possible to maintain a consistent routine.

We spend a lot of time thinking about personal training, arguably the most reliable way to get to the results that you're looking for as hiring coach, unattainable for most, inaccessible for most.

But personal training, if you think about how it breaks down to programming, coaching, and accountability.

Programming, you know exactly what to do.

Someone prepared it for you.

There's no guesswork.

There's no thinking.

Coaching, you have an expert there to guide you, answer your questions.

And accountability, you have a coach standing in front of you.

You don't want to piss off your coach.

He's a really powerful motivator.

Then we took those three pillars and designed an experience from ground up to get as close as possible to that experience.

It's going to sound simple, but it's understanding your customers, being an engineering first business.

If you look at most companies in our space, they're started by creators and they're good products.

They're good companies, but the creator is the face of that business.

They make every decision and they don't have a DNA that's rooted in engineering and problem solving.

And when you look at these apps, they're mostly just content libraries and the motion is just constantly creating more and more content.

But what we saw was nobody was spending time thinking about how to use these incredible levers to deliver an experience that actually increases the odds of you continuing on.

We looked at apps like social networks and we looked at Duolingo, all these apps that were using all these powerful motivational mechanics and pointing them at an action for social media networks and selling your attention.