Greg Stewart

but it's no different than social media jobs 10 years ago that's not a job well it is a job it just wasn't a job yet and it was the same dynamic so complete control over the creative we have these coaches on our team gave us this edge on compounding learnings this mini agency that was figuring it out across all these different creators that we controlled that we weren't just waiting and hoping that somebody on the other side of the fence would throw us the right thing if that was the frontier then what is the frontier now

It's small controlled bets, big on scale, but limited on bets that we're making.

So if it's a celebrity partner, we need to know exactly who that audience is.

Is this someone that resonates with our user?

Are they going to amplify the right message that represents ladder?

To date, we had no leeway to spend money that didn't turn into results.

It was like, here's the money in the bank, turn into users, keep doing it again and again.

And this is a little bit different.

What we've realized very quickly is we do have an awareness problem.

People have heard a lot.

We're getting big.

We're the number one grossing fitness app in the App Store.

We're top 100 in the US of all US apps.

It's big.

So we need to go invest in really concentrated bets that speak very specifically to our user, that leverages the creative horsepower in our team.

We have really special people in our team that can create stuff that no one in the world can from a brand perspective.

So it's not as perfect of a science.

And I kind of bucket in two different paths.

But my thesis over time, it's going to make the short form engine a lot more efficient.

If people are not aware of ladder, we have like one video we're trying to convert you.