“We went from 0 to $1M ARR, not focusing on revenue but product iteration” — Greg Stewart, Ladder

Ladder experienced a remarkable 500% growth in 2023 by strategically adapting its fitness app to cater to home workout enthusiasts during the COVID-19 pandemic and leveraging innovative marketing on TikTok. Initially targeting gym-goers, Ladder shifted focus to meet the needs of users exercising at home, collaborating with fitness coaches on social media to gain traction and achieve $1 million in Annual Recurring Revenue. The company responded to user feedback by reducing its pricing from $60 to $29 per month, prioritizing comprehensive workout content over personalized coaching. As Instagram engagement waned, Ladder pivoted to TikTok, embracing a new content strategy that capitalized on the platform's unique algorithm and using a web funnel to refine their audience targeting. This adaptability and customer-centric approach were key to Ladder's substantial success and market growth.