Ladder Poaches Peloton Star Jennifer Jacobs in Bold Marketing Offensive

Ladder is escalating its marketing war against Peloton with the signing of former cycling instructor Jennifer Jacobs and a provocative campaign that literally brought the fight to Peloton's doorstep.

The Austin-based strength training app announced Jacobs will lead a new program called "Team Endure," focusing on 30-minute dumbbell workouts for time-pressed users. Jacobs left Peloton in 2019 after building a substantial following and previously worked with Ladder during its 2020 launch.

Ladder paired the announcement with an aggressive marketing activation, parking digital billboard trucks outside Peloton's New York headquarters Wednesday. The displays urged passersby to "Ditch the bike and Download Ladder," while the company offered free three-month subscriptions to active Peloton members.

The move represents the latest escalation in Ladder's sustained campaign against the connected fitness giant. Last year, the company accused Peloton of copying its app design when launching the Strength+ platform, claiming user feedback indicated the products looked and functioned similarly.

"Over the last few months, we've received some curious feedback from users testing Peloton Strength+ in Beta. Namely, that it looks, feels, and functions an awful lot like Ladder," the company wrote at the time.

Jacobs amplified the drama by posting Instagram teasers that initially suggested she might return to Peloton. The videos featured what appeared to be a Peloton bike and promised she was "coming home to the world's best fitness brand," sparking speculation in the Peloton community before revealing Ladder as her actual destination.

The aggressive tactics reflect Ladder's position as a well-funded challenger in the digital fitness space. The company has raised over $30 million in venture funding plus a $90 million growth investment, giving it resources to pursue high-profile talent and marketing campaigns against larger rivals.

Peloton presents an attractive target as it struggles to expand beyond its core cycling audience. The company's app-only subscription business has faced growth challenges despite efforts to position itself as "more than just a bike company" through strength training and other content categories.

The subscriber gap remains significant, with Peloton reporting 3.6 million paid subscribers compared to Ladder's 150,000 users. However, Ladder's focus on strength training aligns with broader fitness trends toward functional movement and time-efficient workouts.

Jacobs brings credibility to Ladder's challenge of Peloton's instructor-driven model. Her departure from Peloton in 2019 removed one of the platform's recognizable faces, and her return to fitness through a competitor creates a compelling narrative for users considering alternatives.

The campaign also demonstrates how smaller fitness companies are using provocative marketing to compete with established players. By directly confronting Peloton rather than avoiding comparison, Ladder positions itself as a legitimate alternative while generating earned media coverage.

Whether Peloton responds remains unclear, but Ladder's tactics suggest the strength training category will see continued competition as digital fitness companies fight for market share in a crowded space.