Evan was willing to try anything to get users... When he was home in Pacific Palisades, he would go to the shopping mall and hand out flyers advertising Snapchat.
Ladder has built engagement levers similar to social apps, but instead of selling your attention to advertisers, they're genuinely helping you by keeping you excited to work out.
For fitness apps, the Aha! Moment happens once they complete one workout or more - that's when the app's dynamics become clearer.
Ladder's goal with their initial flow is to have users go through that experience as soon as possible... we want to shorten time-to-value.
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