Greg Stewart

I'm going to give you new workouts every week.

It's not customized, but very specific persona that she was talking to.

And we're going to have this chat in the app where we all can talk to each other.

And the app looked like shit.

The functionality barely worked.

But the concept was clear.

We're in the process of dying in this moment.

She went out to her Instagram audience, and we had like 100 people sign up at $100 a month very fast.

That was the most exciting thing I'd seen yet, other than getting wins against American Express and her creditors.

And that was awesome.

We're like, okay, there's demand.

Lauren's audience, they came in very clearly that there's interest in this concept.

And so that first month, we were just watching what was happening because there was nothing else to look at from a product perspective.

I think the most amazing and impressionable thing to me was these people had...

Found each other in the app.

They were similar personas.

They lived in a similar place.

Busy women following the same workouts every day, interacting with the coach and each other.

They'd never met each other, but they started posting on Instagram about Lauren and Ladder.

And then we saw them meeting up in New York at the park together.