Greg Stewart

Greg Stewart, Co-founder of Ladder, talks about scaling TikTok ads, price optimization, and learnings from burning hundreds of thousands of dollars on Instagram ads. They discuss using micro-influencers for early growth, adapting pricing based on core users, maximizing TikTok content, and using a web funnel to optimize ad spend.

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.

Greg Stewart, CEO of Ladder, an innovative strength training app, discusses the company's incredible 2,000% growth. He reveals how Ladder pivoted its pricing strategy from $60 to $30 to better align with customer needs. Greg elaborates on the creation of the 'Ladder Quadrant' to identify high-value user segments and emphasizes the impact of turning in-house coaches into TikTok content creators for user acquisition. He also touches on the importance of community engagement and AI in enhancing the overall fitness experience.