Show Notes

[00:05:25] – (First question) – Brett describes his history in the fitness industry

[00:10:04] – Realized he could fix the commercial fitness industry by changing it

[00:12:46] – Explain how Ladder works

[00:14:14] – What does the ratio of digital to in-person coaching need to be in order to be effective

[00:17:12] – Explaining the platform business model as a whole and how to scale these types of business

[00:22:15] – Origin of health clubs

[00:24:01] – Current state of the health fitness space through some key stats

[00:26:44] – What happened where gyms were able to start charging a lot less for memberships

[00:30:20] – How Ladder is going to attract customers in the beginning

[00:36:10] – How to drive engagement

[00:37:46] – The opportunity for coaches on the platform

[00:40:28] – How will Ladder ensure the quality of coaches on the platform remains high

[00:42:41] – Exploring the value of the data

[00:45:32] – How will Ladder work with gyms in the scope of how a new business can take advantage of existing businesses

[00:48:58] – Comparing Ladder to CrossFit and what is not sustainable about it

[00:53:14] – Difference between a franchise model vs a license model

[00:55:12] – Strategy for building an audience

[00:59:56] – Competitors to this business

[01:03:39] – Brett’s thoughts on brand broadly speaking and how he’s worked to shape Ladder’s brand

[01:05:00] – Best individual experience of the platform so far