How Ladder Cracked TikTok and Grew 500% — Greg Stewart, Ladder

At a time when fitness apps were crowding the market, strength-training app Ladder’s unique journey of focusing on an underserved niche, product iteration, and innovative TikTok marketing paved the way to 500% growth in 2023. 

In the latest Sub Club podcast episode, @David Barnard talks with Ladder’s CEO and founder Gregory Stewart.

Ladder’s early growth was fuelled by partnerships with micro-influencers on Instagram. To pave the way for future scaling, they revised, quite significantly, their pricing based on a Van Westendorp analysis. The team managed to build a retentive product in a niche where it’s difficult to retain users by focusing on retention as a key metric when building the app. And their amazing subscriber growth, 500% in 2023, was greatly fuelled by their transition from Instagram to TikTok, which forms their key growth loop.

What were the key things you took away from the episode?

Watch the episode on YouTube or listen (and subscribe!) wherever you get your podcasts.