Top iOS strength training app Ladder unveiled its first-ever celebrity deal with singer and actress Hilary Duff.
Under its “Hilary Duff Trains on Ladder” marketing push, the company said more women opt for strength workouts and focus on fitness for strength purposes, not just appearance.
According to Duff, strength training changed her life after many years spent on cardio exercises. The pop music star is a multiplatinum singer and mother of four.
“For years, I avoided the weight room and thought that lifting makes you bulky or overly muscular,” said Duff. “Years ago, my training shifted more to strength training, and everything changed for me: how I feel, how I move, how I sleep, how I perform in every area of my life.”
Duff explained why partnering with the fitness app fits her well. “I open the app, my workout is right there, I press play, and go,” she added.
At the same time, the announcement coincides with Duff’s plans to go on a world tour. Her new song has been released today.
“Hilary Duff believes what we believe, that women deserve to feel strong,” Ladder CEO Greg Stewart said. “Her story mirrors what we hear from hundreds of thousands of women on Ladder.”
According to Ladder data, the app witnesses a dramatic shift in how females approach fitness. While only 9.7% of women listed gaining strength as their primary purpose before joining Ladder, the number has now increased to 41.5%. Moreover, more than 50% of female members have goals other than losing weight; 83% report feeling stronger after becoming members, and 80% work out more often.
Ladder has 400,000 users worldwide, and around 80% of them are female.
The images used in the company’s campaign attracted instant attention on social media platforms.
“Hilary Duff keeps popping up in my feed for some unknown reason. Not complaining!” a woman commented under the post with the campaign photos.
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