• Funding includes $15 million Series B led by Point72 Ventures and ADvantage VC, plus a $90 million go-to-market investment from General Catalyst.
• The investment via General Catalyst’s Customer Value strategy will fuel Ladder’s existing growth strategy, while the Series B supports new growth initiatives, including enterprise wellness offerings and development of an Android app.
• Following last year’s $12 million Series A, Ladder is on track to achieve 200% growth and reach 150,000 paid members by the end of 2024.

November 20, 2024 10:00 AM Eastern Standard Time

AUSTIN, Texas–(BUSINESS WIRE)–Ladder, the #1 iOS app for strength training, announced today it has raised $15 million in Series B funding led by Point72 Ventures and ADvantage VC, with participation from Steve Pagliuca’s PagsGroup and Series A lead investors Tapestry VC and LivWell Ventures. Ladder has also secured a $90 million growth investment from General Catalyst’s Customer Value strategy, to provide financing for customer acquisition costs. The combined financing will allow Ladder to reach a global audience.

Ladder is the leading strength training app in the App Store, recognized for its innovative experience.

“Our members come to Ladder and stay because we offer so much more than a workout library,” Ladder CEO Greg Stewart said. “The app delivers personalized, progressive plans typically only available through expensive personal training, along with a supportive community that keeps members motivated.”

Dual Financing Strategy: Series B and General Catalyst Go-to-Market Investment

Ladder’s Series B funding and the General Catalyst investment support complementary growth paths:

$15 Million Series B, Led by Point72 Ventures and ADvantage VC: The Series B funding will accelerate product development and support expansion into new business lines. The company plans to develop an Android version of its app, expand into the enterprise corporate wellness market, and introduce non-subscription offerings like branded apparel.

“When we first met Greg Stewart and Tom Digan [co-founder & President] nearly five years ago, they shared a vision of creating a new movement in fitness—one that combines vibrant community engagement with a deeply personalized, best-in-class workout experience,” said Jeremy Pressman, founding partner of ADvantage. “Since then, they’ve relentlessly pursued this mission, building cutting-edge technology, attracting top coaching talent, and fostering genuine accountability for members through shared experiences. These efforts have established Ladder as the category leader setting a new standard in the fitness industry.”

“As the fitness landscape continues to evolve, we anticipate strong demand for training programs that deliver highly personalized and progressive workout experiences while fostering a sense of community and accountability,” said Ishan Sinha, Partner at Point72 Ventures. “We believe that Ladder is well-positioned to capitalize on these trends.”

$90 Million Go-to-Market Investment Led by General Catalyst: The $90 million of growth capital from General Catalyst will support Ladder’s core customer acquisition strategies without diluting shareholders or adding risk to the company, helping introduce more fitness consumers to the Ladder brand.

“The blend of expert workout programming and strength coaching with Ladder’s motivational tools yields real fitness outcomes for members and strong retention. We believe Ladder’s predictable growth and the retentive nature of the product make it a perfect fit for our Customer Value strategy,” said KV Mohan from General Catalyst’s Customer Value strategy.

Innovation That Drives Real, Lasting Results

Ladder is known for its structured, progressive workout plans and commitment to long-term fitness results. Unlike static workout libraries found in most fitness apps, Ladder delivers new workouts every week designed by elite coaches who guide members through strength-focused routines in popular modalities such as bodybuilding, HIIT, kettlebell training, Pilates and yoga-infused strength training and more.

By removing the high costs and complexity of personalized training, Ladder makes expert-designed strength programming accessible and adaptable to users’ needs. The app includes detailed progress tracking, collectible milestone badges, streak counts, leaderboards and interactive communities—all of which keep members focused on their goals while celebrating every achievement on the journey.

“With Ladder, members feel like they’re part of something bigger than an app—working toward their fitness goals alongside a team that supports them,” Stewart said. “This sense of belonging and commitment is central to Ladder’s success and it keeps members motivated each week.”

Ladder members have completed over 15 million workouts and logged 90 million entries in the Ladder Journal, tracking progress and celebrating personal records.

“I’ve tried countless workout programs, but Ladder is the only one that’s helped me stay committed,” one member in an App Store review shared. “The community and motivation Ladder offers are unlike anything I’ve experienced. I’m stronger, more confident, and excited to work out every day.”

Making Strength Training Accessible to All

Ladder simplifies strength training for both experienced users and beginners. 92% of new users report they lacked confidence in their workout routine before joining, and half had little or no experience with strength training. Ladder also attracts those new to fitness apps—80% of members were not using one before Ladder, and 50% had never tried a fitness app.

Demand for strength training programs is growing, especially among women, younger users and gym-goers, who are all increasingly working out in multiple locations. While 65% of members use the Ladder app at a commercial gym at least once a week, they also use the app for at-home workouts when convenient.

Available on iOS as a $29.99/month subscription with a 7-day free trial (no credit card required), Ladder holds a 4.9 App Store rating with over 50,000 reviews and was named 2024’s Best Strength-Training App by Women’s Health and CNET, and was featured in both CNN’s and Fortune’s 2024 Best Workout Apps.

For more information and to start a 7-day free trial, visit joinladder.com.

About Ladder

Headquartered in Austin, Texas, Ladder is the #1 strength training app for people who are serious about fitness. Ladder makes it easy to plan and maintain a consistent strength training routine. With new workouts each week from expert coaches, Ladder members can follow progressive workout plans in a variety of modalities including Pilates, HIIT, bodybuilding, kettlebell training, yoga, prenatal and more.

Ladder maintains a 4.9 rating on the App Store across more than 50,000 reviews. Take a free quiz to find your ideal training plan and start your 7-day free trial today—no credit card required. Visit joinladder.com.

Contacts

For media inquiries, please contact Monique Beals at mbeals@joinladder.com

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