Ladder
Ladder Technologies is an Austin-based mobile strength training app delivering daily coach-led programmed workouts across 22+ specialized programs, with integrated AI-powered nutrition tracking, serving over 400,000 members (approximately 80% women) via a direct-to-consumer subscription.
- Company typePrivate
- Founded2020
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Ladder does
Ladder Technologies, Inc. operates a mobile-first, subscription-based strength training platform that delivers daily programmed workouts led by a roster of named specialty coaches across 22+ distinct programs (e.g., Define, Embody, Forged, Versa, Body & Bell, Maximus, Endure), with video demonstrations, in-ear coaching synchronized to user music (Spotify, Apple Music), integrated rep and weight tracking, and a personal fitness journal. The product is iOS-only today with Android in active development, and in October 2025 the company layered Ladder Nutrition — an AI-powered food logging feature using computer vision, voice, barcode, and text search modalities — into the existing subscription at no incremental cost.
The company generates revenue through monthly ($29.99) and annual ($179.99) subscriptions, with a 7-day free trial and no credit card required, and is expanding the pricing surface through a Flex-powered HSA/FSA payment integration. Its go-to-market is product-led growth augmented by celebrity and community partnerships (Hilary Duff flagship campaign, Diplo's Run Club events, Hims & Hers Benefits distribution), with content marketing, organic social (TikTok, Instagram, Facebook), and App Store placement (App of the Year 2025 Finalist, 100K+ reviews) supporting acquisition.
Ladder is venture-backed with over $118.5M raised cumulatively from LivWell Ventures (seed and Series A), Tapestry VC (Series A), Point72 Ventures and ADvantage VC (Series B), and a $90M growth investment from General Catalyst's Customer Value strategy. The company has scaled from 50,000 paying members in December 2023 to 300,000 paid members by October 2025 and over 400,000 members worldwide by April 2026, with women comprising approximately 80% of the membership base.
Ladder firmographics
Firmographics- Name
- Ladder
- Legal name
- Ladder Technologies, Inc.
- Website
- https://teams.joinladder.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ladder Technologies is an Austin-based mobile strength training app delivering daily coach-led programmed workouts across 22+ specialized programs, with integrated AI-powered nutrition tracking, serving over 400,000 members (approximately 80% women) via a direct-to-consumer subscription.
- Ownership category
- akta.pro rank
Ladder industry classification
Industry- Product category
- Digital Fitness App
- akta.pro primary industry
- Strength & Conditioning Personal Training (HSADAAAB)
Keywords
Where Ladder is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Ladder business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Subscription (Monthly/Annual): Ladder operates on a subscription model with monthly and annual plans. The app offers a 7-day free trial with no credit card required. All features including nutrition tracking are included with membership at no extra cost.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription plan |
| Subscription | Annual | Annual subscription plan |
| Freemium | Monthly | 7-day free trial |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Ladder product offering
Product offeringCore offering
Ladder is a mobile-first strength training app that delivers a new expert coach-created workout every day, with in-ear coaching, video demonstrations, integrated progress tracking, and team-based community accountability. The platform includes Ladder Nutrition, an AI-powered food logging and macro tracking feature, all accessed via a monthly or annual subscription.
Product overview
Ladder is a strength training app featuring a core iOS application with integrated nutrition tracking (Ladder Nutrition). The platform operates through a team-based coaching model with 22 distinct coaching programs, each led by a specialized coach with unique training philosophies (e.g., Body & Bell for kettlebell training, Forged for bodybuilding, Versa for athletic performance). Members choose a primary coaching team and receive daily programmed workouts, video demonstrations, in-ear coaching, and progress tracking. Ladder Nutrition, launched in October 2025, adds AI-powered food logging via photo recognition and barcode scanning as an integrated feature. The app is available on iOS with HSA/FSA payment options through Flex.
Differentiator
Problem solved
Functional benefit
Products and services
- Ladder App Primary iOS strength training application providing daily coach-led workout plans, video demonstrations, in-ear coaching with music integration, integrated rep and weight tracking, and team-based community coaching across 20+ specialized programs. Available via subscription.
- Ladder Nutrition AI-powered integrated nutrition tracking feature within the Ladder app, combining training and fueling in one platform. Supports voice, photo, barcode scan, and search food logging methods with macro insights and protein mode.
- Ladder Shop E-commerce store selling Ladder-branded merchandise and fitness accessories.
Quantifiable outcome
- 500% membership growth in 2023
- +4 more outcomes
Companies that use Ladder
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Ladder technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature6 records
Ladder partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered major, flagship and core.
- Hims & HersmajorLadder integrated into Hims & Hers Benefits program alongside Natural Cycles, MyFitnessPal, Flo Health, and other wellness brands, offering subscribers discounts and free trials.
- Hilary DuffflagshipHilary Duff partnership launched the 'Hilary Duff Trains on Ladder' campaign, Ladder's first celebrity partnership targeting women shifting from cardio to strength training as she prepares for her world tour.
- FlexcoreFlex partnership enables Ladder members to pay for subscriptions using HSA/FSA dollars, with estimated 30-40% pre-tax savings. Flex manages compliance, letters of medical necessity, and checkout processing.
- Diplo's Run ClubmajorNationwide strength training and running event series partnership launching in July 2025, featuring live workouts, strength games, and exclusive prizes in cities including Philadelphia, San Francisco, and New York.
- Jennifer JacobsmajorCelebrity trainer and former CrossFit champion Jennifer Jacobs joined Ladder to launch Team Endure, a new strength training program focused on longevity and sustainable strength.
Scale indicators10 records
Recent moves6 records
Expansion highlights7 records
Ladder competitors and assessment
Company assessmentBroad incumbents
- Peloton: Peloton is the established leader in connected fitness with a strength-training vertical alongside its core bike/tread products. Comparable on subscription model, celebrity/coach-led programming, and app-first engagement, but operates a much broader hardware-anchored ecosystem rather than a pure mobile strength app.
- Apple Fitness+: Apple Fitness+ offers coach-led strength, HIIT, and pilates workouts integrated with Apple Watch. Comparable on coach-led video programming and the strength-training focus, but bundled into Apple's ecosystem and distributed as a subscription service to a hardware-locked audience.
- Nike Training Club: Nike Training Club (NTC) is Nike's free mobile strength and conditioning app featuring coach-led video workouts. Comparable on iOS-first distribution, strength training focus, and video-led programming, but free and supported by Nike's hardware/apparel ecosystem rather than subscription.
Direct peers
- SWEAT (Kayla Itsines / Bikini Body Training): SWEAT is a women's-focused fitness app offering strength, HIIT, and pilates programs led by celebrity trainers (Kayla Itsines, Kelsey Wells). Directly comparable to Ladder on persona (women shifting to strength training), subscription model, coach-led programming, and mobile-first delivery.
- Centr (Chris Hemsworth): Centr is a celebrity-anchored (Chris Hemsworth) fitness app offering strength, HIIT, pilates, and nutrition programming. Comparable to Ladder on coach-led programming, integrated nutrition, subscription pricing, and women's fitness positioning.
- Tonal: Tonal sells a connected strength-training system with AI-driven coaching, video-led workouts, and progress tracking. Comparable on the strength-training focus, AI coaching features, and subscription-plus-equity business model, but anchored to a ~$4,000 hardware purchase rather than mobile-only delivery.
- Future: Future is a 1-on-1 personal training app pairing members with a dedicated remote coach who programs workouts and provides accountability. Comparable on the strength-training focus and remote coaching value proposition, with stronger personalization but higher price point and less standardized team-based community.
- Aaptiv: Aaptiv is an audio-led strength and conditioning workout subscription app with strength, HIIT, and running programs. Comparable on subscription model, mobile-first delivery, and coach-led programming, though differentiated by its audio-only workout format rather than video demonstrations.
- FitOn: FitOn is a free/ad-supported fitness app offering strength, pilates, HIIT, and yoga classes with celebrity trainers. Comparable on women's strength-training focus, coach-led video content, and mobile-first distribution, but monetized via ads and partnerships rather than premium subscription.
Others
- Whoop: Whoop is a fitness wearable with a membership app providing recovery, strain, and training load analytics. Adjacent to Ladder on the strength-training and women's fitness overlap and on the integrated recovery/nutrition data asset, but anchored to a hardware subscription rather than a workout-programming subscription.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Ladder social profiles
Digital presenceLadder financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ladder leadership team
Management profileNumber of profiles
Profiles5 records
Ladder funding detail
Funding detailFunding overview
Funding rounds7 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ladder M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ladder
What does Ladder do?
Ladder is a mobile-first strength training app that delivers a new expert coach-created workout every day, with in-ear coaching, video demonstrations, integrated progress tracking, and team-based community accountability. The platform includes Ladder Nutrition, an AI-powered food logging and macro tracking feature, all accessed via a monthly or annual subscription.
Is Ladder a public or private company?
Ladder is a private company. It is classified as venture growth investor backed and is currently operating.
When was Ladder founded?
Ladder was founded in 2020. It employs 11 to 50 people.
Where is Ladder based?
Ladder is headquartered in Austin, United States, in the North America region.
How does Ladder make money?
One revenue line is on record: subscription (Monthly/Annual).
Who are Ladder's main competitors?
Broad incumbents on record are Peloton, Apple Fitness+ and Nike Training Club. Direct peers are SWEAT (Kayla Itsines / Bikini Body Training), Centr (Chris Hemsworth), Tonal, Future, Aaptiv and FitOn. Whoop is listed as an others.
Does Ladder have an API?
No public API is recorded for Ladder.
What industry is Ladder in?
Ladder's product category is Digital Fitness App. Its primary akta.pro industry code is HSADAAAB, Strength & Conditioning Personal Training.