Arnold Schwarzenegger has teamed up with NBA superstar LeBron James, actress Cindy Crawford, and ski champion Lindsey Vonn to create a health and wellness company.
The company, called Ladder, has started out by offering two protein powders, a greens powder, and an energy powder to customers who subscribe at weareladder.com.
The idea came about after James - then a member of the Miami Heat - infamously cramped up in Game 1 of the NBA Finals against the San Antonio Spurs on their home floor. The forward was unable to finish the game as a result, but he consulted his trainer afterward, requesting a product that would make him stronger and healthier.
The trainer determined that there was no product out there he considered safe enough, so he ended up developing a custom supplement for the star.
LeBron has since joined the aforementioned personalities to spearhead a venture with a unique brand of products which they don't only endorse but have a hand in developing.
“It’s an organically developed company versus a company coming to us and saying, ‘We’ll give you some stock if we can use your name’," Schwarzenegger says. "That’s what I’ve done in the past, but I didn’t have the control. That’s why I got out of the deals.”
An open letter from the website explains the company's goals.
"We’ve seen the methods available to improve your health only offer temporary fixes that are confusing and leave you worse off than you started. And we got tired of sitting and watching," it reads.
"We believe the time has come to shift the mindset of the wellness industry, and that requires strength in numbers. That’s why we’ve combined our unique perspectives to create a more balanced approach to fitness, nutrition, and health.
"Welcome to Ladder. This is a community designed to support your health so you can sustain excellence in your life.
"We’ve seen and experienced a lot in all of our careers, and we want to share with you a different approach to health: one that is more flexible and doesn’t take a one-size-fits all approach to wellness.
"We’ll share what works and help you avoid what doesn’t. We’ve brought together some of the best experts in the world — our trainers, nutritionists, and physicians — so they can offer an effective, scientifically-supported approach to healthy living and personal nutrition."
Taking into consideration that Schwarzenegger has been one of the best fitness experts around for as long as anyone can remember, that he's involved in something like this is a huge plus.
LeBron, meanwhile, is a physical specimen, the likes of which the NBA has never seen before. This alone should serve as motivation for folks thinking of trying Ladder out.