“The $5 deal is a good example where folks who claim or take advantage of the $5 offer it's only about half of those that are retained in month two... that half clicks up to full price so they go five to $29.99 so the first month it's a really nice spike in user growth and in the second month it's growth in ARR.”

A $5 First-Month Intro Offer Retains About Half Into Month 2 at Full Price

Ladder's $5 introductory month offer targets the minority of unconverted trial users who never completed a workout — the highest-churn, lowest-context cohort. About 50% churn after month one, but those who stay step up to full price ($29.99), creating an ARR spike in month two even from a small subscriber cohort. The math works because the deal is reserved for a narrow segment, not applied broadly.