Ladder looks like a typical strength training app.
But behind the clean UI is one of the smartest onboarding, retention, and ASO systems in the fitness category, built not just to sell workouts, but to sell consistency.

Here’s how Ladder scaled to $4M/month 

Onboarding That Builds Trust, Not Friction

Ladder skips the usual fluff and goes straight into momentum.

– Mandatory sign-in before app access builds early commitment
– 3-part video intro explaining what Ladder is and why it works
– Workout preference quiz for personalization
– Instant team assignment users feel guided from the start

Every step reduces uncertainty and builds trust.
It doesn’t feel like a setup, it feels like joining a program.

Smooth Setup That Converts Interest Into Habit

The flow is frictionless and emotionally designed:

• 7-day free trial offered at peak excitement
• Notification request comes after investment, not before
• Optional Apple Health + Spotify sync for effortless integration

Each step pushes momentum forward.
By the end, users aren’t “trying” Ladder; they’re already in it.

Retention Through Coaching, Not Content

Once inside, Ladder looks and feels like a professional system.

•  Pre-set daily plans, no decision fatigue
•  Trainer content + team chat, accountability through connection
• Progress tracking synced automatically with Apple Health

This structure transforms the app from a tool into a coach.
Habit loops are reinforced by data, social cues, and personalization.

ASO + Social = Organic Growth Engine

Ladder ranks Top 3 for 2,643 keywords, including:
→ “random color frenzy”
→ “forge performance lab”
→ “full control bodyweight”

These keyword clusters target both fitness intent and brand adjacency.

Social channels complete the loop with 410K Instagram followers building brand trust through transformation stories and expert-led reels.

Paid Ads: Human-Focused, Not Hype-Driven

Ladder runs 180 active Facebook ads, all trainer-first and story-led.
No gimmicks. No glossy edits.

The strategy:

• Real people → Real progress → Real plans
  This authenticity keeps ad fatigue low and conversion high.

The Ladder Playbook

– Fast, trust-first onboarding
– Habit + team-based retention loops
– ASO dominance (2,600+ keywords)
– Trainer-led community content
– Paid ads built on authenticity

Ladder isn’t selling fitness.
It’s selling clarity and consistency, and it’s doing it at $4M a month.