LeBron James, Lindsey Vonn, Arnold Schwarzenegger and Cindy Crawford have founded Ladder, a brand of all-natural nutrition supplements with clearly labeled ingredients. The sports/pop culture foursome is formally launching the startup today, but they have already lent their marketing weight to a pre-launch social media campaign with the tagline “There is no magic pill.” The four co-founders are equity investors, along with unnamed capital partners. Ladder has its roots in James’ and Schwarzenegger’s friendship, which turned to business after James shared his difficulties in sourcing high-quality supplements. They then invited into the fold Vonn and Crawford, who both had prior relationships with Schwarzenegger.
Ladder is designed to upend the supplement industry, which the founders say is poorly regulated and full of risks for elite athletes who must get tested for banned substances. Ladder’s products will contain no “propriety blends,” a term many manufacturers use to hide the precise ingredients. It will launch with four supplement powders, but has broader ambitions. It promotes itself as a “wellness platform” and lifestyle brand, and it will sell its wares via a monthly subscription, which gets buyers “targeted, personalized guidance” with tailored products each month. Its website, weareladder.com, will include free-to-access fitness advice and a social networking component.
