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After acknowledging all you gained, you’re back on the home page.
With the first workout done users get access to more features. That allows us to see how big of an importance they put on engagement, community and social features.
Out of their 4 main tabs, 2 are related to the notion of teams and being social (chat tab and team tab).
And that’s likely a big part of their success.
I spent time going through Reddit, Social Media comments and App Store reviews, and most of users mention Teams and Coaches as part of the reason they loved Ladder.
It makes sense. Fitness journeys can be lonely: you, the gym, the treadmill, headphones and that’s it. Their well executed social features makes us feel we’re on a path and have others by our side.
After you’ve gone through the Welcome workout, they prompt you to pay for the subscription — there’s a free trial option but no free plan.
It stood out to me how much more it costs when compared to its competitors.
Growing fast while being the most expensive option in your category is quite an accomplishment, but to me it is not surprising at all.
When you compare it to the more generic, faceless apps in the space, it’s clear why Ladder can thrive while charging $180.
From the moment you hit the splash screen, the design quality of the app stands out. The UI is clean, intuitive, easy to use. They also leverage the charismatic, high-energy coaches well and add new layer of appeal, giving users the sense they’re part of something more exclusive and exciting. It’s a high-value signal — this isn’t just another fitness app.
In the end, Ladder’s success shows how investing in design and UX can pay off. There’s a market for quality and some users are willing to pay a premium when an app goes beyond and deliver a truly engaging experience.