“For folks that complete zero workouts in trial we don't push annual... for those that have gotten through kind of key activation moments first workout second workout will introduce and socialize and lean into annual right before trial expires.”

Segment Annual vs Monthly Offers by Trial Activation — Zero Workouts Gets Monthly First

Ladder's paywall segmentation is elegantly simple: if a user completed at least one workout in trial, they understand the product's value proposition and are ready to commit to an annual plan. Zero-workout users don't yet understand why annual is worth it, so they are shown monthly first to lower the entry barrier. This one-dimensional segmentation (workout count) does the heavy lifting without complex ML.