How to Use Segmentation to Maximize LTV — Greg Stewart, Ladder

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Mar 9, 2025

In this insightful discussion, Greg Stewart, CEO of Ladder, a leading fitness app, delves into the art of segmentation for maximizing long-term value. He outlines how early user segmentation through quizzes leads to better engagement. Instead of pushing for immediate sign-ups, he advocates focusing on trial workout completion to enhance conversion. Additionally, Greg emphasizes tailoring pricing offers to user engagement, suggesting that active users should be nudged towards annual plans, while inactive ones benefit from lower entry barriers.

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ADVICE

Payback Period over LTV

Focus on payback period instead of LTV for more actionable, real-time data.
Use payback periods to understand cash flow dynamics and investment recoupment.

INSIGHT

Retention-Driven Growth

Prioritize retention as a key driver of LTV.
In fitness, track workout completions as a tangible retention metric.

ADVICE

Early Segmentation

Segment potential users early on to acquire the right audience.
Tailor messaging and acquisition strategies based on user personas for better engagement.

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This episode is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report.

On the podcast: why optimizing for user success drives more revenue than conversion hacks, how to maximize the impact of annual plans, and why relying too heavily on discounts is a trap.

Top Takeaways

🏋️‍♂️Segment early to acquire the right users

Long-term retention starts before users even download your app. Ladder segments potential users through quiz-based onboarding, tailoring messaging and acquisition strategies to fitness personas. Speaking to the right audience from the start leads to higher engagement and better retention.

✅Optimize trial experience for activation, not just conversion

Instead of pushing for immediate sign-ups, Ladder removes credit card barriers and focuses on getting users to complete their first workouts. Those who finish at least two workouts in the trial are far more likely to convert and remain subscribers long-term.

📊Match pricing offers to user engagement

Not all trial users should see the same offer. Ladder segments post-trial users based on their workout completion history. Engaged users are encouraged to commit to annual plans, while inactive users see monthly offers with first-month discounts to lower the barrier to entry.

About Greg Stewart

🏋️‍♂️ CEO of Ladder, leading one of the fastest-growing fitness apps by focusing on retention-driven growth and user success.

📊 Greg specializes in building sustainable subscription models, prioritizing long-term engagement over quick conversion hacks, and maximizing the impact of annual plans.

💡 "Everything that we build, every feature that we contemplate inside the app is all aimed at incremental workout completions. It's all aimed at keeping you around the app, keeping you motivated to continue on and stay consistent with your plan."

👋 Connect with Greg on LinkedIn!

Resources -

Ladder website

David Barnard - @drbarnard
Jacob Eiting - @jeiting
RevenueCat - @RevenueCat
SubClub - @SubClubHQ