Austin, Texas-based fitness startup Ladder is accusing Peloton of ripping off its popular strength-training app, claiming that Peloton's new Stength+ app, which exited beta on Wednesday, bears a striking resemblance to Ladder's own. The allegations come after Ladder discovered that 15 Peloton product, engineering, and design team members had been using its app since January 2024.

While it's not uncommon for employees of rival companies to use competing products for personal or professional purposes, Ladder claims that the frequency and nature of Peloton staff's usage suggest a more sinister intent. In a blog post, Ladder poked fun at Peloton's apparent "inspiration" from its app, sharing a chart that shows the numerous sessions completed by Peloton employees.

In a clever move, Ladder has chosen not to directly accuse Peloton of copying its UI/UX, instead opting for a tongue-in-cheek approach. On X, the company wrote, "If you came here expecting us to complain about how Peloton literally copied our UI/UX screen-for-screen – we're afraid you'll be disappointed." This subtle jab allows Ladder to make its point without resorting to overt accusations.

Peloton has yet to respond to requests for comment on the matter. Meanwhile, Ladder is leveraging the attention to promote its own brand and app. The company recently secured $105 million in Series B funding, which included a $90 million go-to-market investment from General Catalyst. Ladder users have logged 90 million entries in the app's journal and completed over 15 million workouts, generating revenue through its $29.99 per month subscription on iOS.

In a clever marketing move, Ladder is releasing its own ad campaign, "Ladder Versus," which takes inspiration from Apple's iconic "Get a Mac" campaign. The series of videos on YouTube pits Ladder's app against Peloton's, with the latter represented by a stereotypical "gym bro" and Ladder's trainers portrayed as cooler, more relatable alternatives.

When asked if Ladder was pursuing legal action against Peloton, a company representative downplayed the idea, stating that their focus remains on serving their members. This suggests that the accusations are, at least in part, a marketing ploy to generate buzz and differentiate Ladder's app from Peloton's.

The incident highlights the competitive landscape of the fitness technology industry, where companies are constantly vying for market share and user attention. As Peloton struggles to regain its footing after a series of setbacks, including supply chain issues, product recalls, and leadership changes, Ladder is positioning itself as a fresh, innovative alternative.

The outcome of this public spat remains to be seen, but one thing is clear: Ladder has successfully generated buzz around its brand and app, and Peloton will need to respond to these allegations to maintain its reputation in the market.