The Evolution of Whoop: From Athlete’s Secret to Everyday Health Monitor
For nearly a decade, Whoop has positioned itself as a vital tool for high-performance athletes. The brand made headlines early on when LeBron James embraced its fitness band, followed closely by sports icons like Michael Phelps, Cristiano Ronaldo, Patrick Mahomes, and Rory McIlroy. The overarching message to consumers was clear: the world’s top performers depend on Whoop to track their physiological metrics, and so can you.
This strategy has undeniably paid off. Founded by Will Ahmed during his senior year at Harvard, the Boston-based firm has expanded its operations into over 200 countries. Enthusiastic growth figures reveal that Whoop doubled its revenue last year and achieved cash-flow positivity. The device, available in wrist, bicep, or torso versions, assesses critical health metrics including sleep quality, recovery levels, heart rate variability, and an expanding array of biomarkers. Its subscription model, which incorporates both hardware and software for an annual fee ranging from $200 to $360, has seen remarkable user retention: 83% of monthly active users engage with the app daily, a figure that ranks just behind WhatsApp’s engagement rates.
Shifting Focus: From Performance to Health
As Whoop embarks on its next chapter, Will Ahmed envisions a future where the device transforms from a performance aid into a life-saving health monitor. The goal? To provide real-time alerts that could one day warn a user of impending health crises, such as an imminent heart attack, prompting them to seek medical attention.
Whoop has already taken strides in this direction by launching features that have received medical clearance, including ECG monitoring and atrial fibrillation detection, which can identify irregular heartbeats that pose a risk for stroke. Additionally, the device now offers what Ahmed refers to as “blood pressure insights,” claiming to be among the first wearables to provide such information, although this claim led to a contention with the FDA regarding the classification of these features.
In partnership with Quest Diagnostics, Whoop members can conduct blood tests at over 2,000 U.S. locations. The results are then uploaded to the app, where health professionals review the data alongside their Whoop metrics. The “Health Span” feature, which calculates users’ biological age, has become particularly popular since its introduction last May.
A Unique Device without Distractions
Distinct from other wearables, Whoop’s hardware lacks a traditional screen, notifications, or step counting features. Ahmed explains that this decision was strategic: “If you have a screen, then you’re a watch. If you’re a watch, you’re competing in a tightly contested market.” This design allows users to wear Whoop in tandem with other devices and even discreetly—whether in a bicep sleeve, sports bra, or fitness shorts. Although most users likely appreciate the fashion statement it offers, Whoop has also seen significant growth in its apparel line, which surged by 70% last year.
Competitive Landscape and Women’s Segment Growth
Competing in the same space, Oura—a Finnish company known for its smart ring—has cultivated a dedicated customer base comprised largely of professionals who meticulously track their health metrics. Oura operates differently; customers purchase the ring outright for approximately $350, followed by an annual subscription fee of around $70. Remarkably, Oura reported an 80% retention rate after 12 months, a feat impressive in the wearables market.
Both Whoop and Oura report that women are among their fastest-growing demographics. This past fall, both companies unveiled blood-testing partnerships nearly simultaneously, although neither was eager to address the coincidence.
Despite its early beginnings, Whoop still skews more male than female in its user base. Ahmed indicates that sales are now roughly evenly distributed between the U.S. and international markets. As of now, Whoop ships to 60 countries.
Building Recognition in an Evolving Market
The brand’s growth reflects the genuine interest of top athletes, as evidenced by instances where professional sporting events, like the Australian Open, have had players like Carlos Alcaraz pushing back against orders to remove their Whoop bands. Ahmed noted the media frenzy that ensued: “It spotlighted the fact that all these talented individuals wear Whoop organically due to the value it brings.”
A unique approach distinguishes Whoop from others in the field: the company has a clear policy against providing equity for athletes in exchange for product use, believing that genuine satisfaction will drive adoption organically. Collaborations with brands like Ferrari and the PGA Tour aim to elevate visibility among shared audiences.
Oura, founded just a year after Whoop, has been reported to be exploring an IPO. Should Oura pursue this first, it could set financial benchmarks that will shape how Whoop is evaluated in the marketplace. Currently, Whoop’s team consists of approximately 750 employees, with plans to add 600 more.
A Vision for the Future
Ahmed remains reticent about discussing his company’s financial trajectories, stating, “If we focus on building great technology and growing our business, we’re going to be happy with Whoop when we’re a public company, independent from who goes public first.”
The entrepreneurial journey of Ahmed, who boasts an impressive background as former captain of the Harvard squash team, is a testament to perseverance. In starting Whoop, he delved into hundreds of medical studies during his academic career to address a recurring issue in athletes: overtraining without reliable means for monitoring its impact. He describes the process of creating a startup as extraordinarily rewarding yet profoundly challenging. Entrepreneurs must be “more obsessed with the problem you’re solving than with the idea of being a founder,” he advises.
Ultimately, Ahmed’s unwavering dedication to improving people’s health positions Whoop as a key player in the expanding health-monitoring landscape.
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Image Credit: techcrunch.com
