“We have a 7-Day free trial we intentionally don't ask for a credit card upfront... let's use the product to move people through the funnel to do the selling to work people through one or two workouts then ultimately if that happens the likelihood to pay is very high.”

No Credit Card on Trial Forces the Product to Do the Selling — Not the Promise

Ladder launched without knowing a no-CC trial was unusual — they just reasoned that it was the better consumer experience. The result: the product has to earn the sale by delivering real value within the trial window. Greg's framing is precise: use the product to convince, don't get someone to pay and hope the product retains them. The no-CC trial removes the easy revenue shortcut and holds the team accountable to activation.