Whoop is trying to move beyond its image as a fitness band for elite athletes and position itself as a broader health-monitoring product.
TechCrunch reports that the company built its brand around high-profile users including LeBron James, Michael Phelps, Cristiano Ronaldo, Patrick Mahomes, and Rory McIlroy. Founder Will Ahmed said Whoop now operates in more than 200 countries, grew revenue by more than 100% last year, and reached cash-flow positive.
What Whoop offers now
The wearable can be worn on the wrist, bicep, or torso and tracks sleep, recovery, heart rate variability, and other biomarkers. Its subscription includes both hardware and software and costs between $200 and $360 a year, according to the report.
Ahmed told TechCrunch he wants Whoop to develop from a performance tool into a continuous health monitor that could one day warn users about serious medical events. The company has already introduced medically cleared ECG monitoring and atrial fibrillation detection. It also launched blood pressure “insights,” although TechCrunch says the FDA sent a warning letter arguing that feature crossed from wellness monitoring into medical diagnosis.
How the company is broadening the product
Whoop has also added a partnership with Quest Diagnostics that lets members take a blood test, upload biomarkers into the app, and have the results reviewed alongside their Whoop data. A feature called Health Span calculates biological age, and Ahmed said it became the company’s most popular feature after launching in May last year.
The device remains screen-free, with no notifications or step counter. Ahmed said that approach helps Whoop avoid competing directly with smartwatches and makes it easier to wear alongside another watch or inside clothing.