“We spent a lot of time defining at a very granular level who are the relevant personas for ladder... on one side of the spectrum we have Pilates influenced at home with a dumbbell with a lot of women who are newer to strength on the other side we have advanced gym goers full access to equipment.”

Define Granular Personas and Target Each One With Dedicated Creatives Before the Download

Ladder maps to two polar opposite personas — beginner home-workout women and advanced gym-goers — and creates distinct ad creatives, coaches, and team identities for each. This persona segmentation happens before the app download: the creative and quiz self-select users into the right program, so the product can immediately deliver on the promised experience rather than trying to serve everyone the same way.