What Happened to Whoop (Fitness Tracker)?

Whoop, Inc., founded in 2012 by Will Ahmed, has carved out a significant niche in the wearable technology market with its subscription-based, screenless fitness trackers. The company's core offering revolves around continuously monitoring physiological data such as sleep, heart rate variability (HRV), resting heart rate, and respiratory rate to provide users with daily recovery, strain, and sleep scores, guiding them on optimal training and rest.

Initially, Whoop gained traction among elite athletes, including professional sports figures like Cristiano Ronaldo and LeBron James, who became investors and advocates. This early focus established Whoop's credibility in performance optimization. The launch of Whoop 4.0 in 2021 brought improved battery technology and enhanced sensor capabilities, further solidifying its position.

A pivotal year for Whoop was 2025, which saw the introduction of WHOOP 5.0 and WHOOP MG (Medical Grade) devices. These new iterations featured a sleeker design, upgraded sensors, and a significantly extended 14-day battery life. Alongside the hardware, Whoop revamped its membership structure into three tiers: WHOOP One, WHOOP Peak, and WHOOP Life, with the latter offering advanced cardiovascular and medical-grade insights, including an FDA-cleared ECG feature for AFib detection and Blood Pressure Insights. This move signaled a clear strategic shift from purely fitness tracking to a broader health and longevity platform. The company also launched "Advanced Labs" in September 2025, integrating clinical blood test data with wearable metrics, and introduced "Whoop Coach," powered by OpenAI, offering conversational health and fitness guidance.

Whoop's aggressive expansion into the health sector has not been without challenges. In July 2025, the FDA raised concerns regarding Whoop's Blood Pressure Insights feature, suggesting it might fall under medical device regulations requiring clearance. As of May 2026, this dispute remained unresolved, highlighting the regulatory complexities of integrating wellness and medical features. Additionally, a controversy erupted in May 2025 over changes to the free hardware upgrade policy for long-term members following the WHOOP 5.0 launch, which caused user backlash before Whoop revised its stance.

Despite these hurdles, Whoop demonstrated robust growth, reporting over 2.5 million members and achieving cash-flow positive operations in 2025 with $1.1 billion in annualized bookings. The company secured a substantial $575 million Series G funding round in March 2026, valuing it at $10.1 billion. This round, led by Collaborative Fund and including strategic investors like Abbott and Mayo Clinic, is earmarked for global expansion and further R&D. In 2026, Whoop continued its innovation, announcing a major heart rate algorithm update in February, a creative partnership with designer Samuel Ross MBE in January, and a suite of AI-driven enhancements and clinician access features in May. A significant development in July 2026 was the selection of WHOOP Physician Services for the CMS ACCESS program, enabling reimbursed chronic-care delivery to Medicare beneficiaries, further cementing its move into clinical health.

As of August 2026, Whoop faces increasing competition from other wearables like Oura (which has a larger subscriber base), Fitbit Air, and Garmin Cirqa, some offering subscription-free models. However, Whoop's continued investment in AI, clinical integration, and a strong community-driven approach positions it as a significant player in the evolving landscape of personalized, preventive health. The company is actively hiring over 600 new roles in 2026 to support its ambitious growth plans.