WHOOP has carved out a niche as the wearable for serious athletes and fitness-focused people. Founded in 2012 by Will Ahmed while he was at Harvard, the company takes a different approach than most trackers. There’s no screen on the device — WHOOP focuses entirely on collecting biometric data and delivering insights through its app.
The WHOOP strap tracks heart rate variability, resting heart rate, respiratory rate, blood oxygen, skin temperature, and sleep stages continuously. Each morning, users get a recovery score that tells them how ready their body is for strain. The app then recommends how hard to push during workouts and how much sleep to aim for based on accumulated strain.
WHOOP operates on a subscription model — members pay monthly and receive the hardware for free, including upgrades to new versions. This approach keeps the barrier to entry lower and creates predictable recurring revenue. The company has become popular in professional sports, with athletes in the NFL, NBA, MLB, and other leagues wearing WHOOP bands. It’s raised over $400 million and has expanded into apparel with WHOOP Body, clothing with the sensor built in.
