GoKawiilFor the better part of a decade, Whoop sold itself as a secret weapon for serious athletes. LeBron James was convinced to slap on the company’s fitness band in Whoop’s first year. Michael Phelps came soon after. Other Whoop wearers include Cristiano Ronaldo, Patrick Mahomes, and Rory McIlroy. The message to the public? The world’s best performers track their bodies with this device, and you can, too.
It has worked. Whoop, the Boston-based health wearable company that Will Ahmed founded in his senior year at Harvard, now operates in more than 200 countries, and, according to Ahmed, grew revenue more than 100% last year, as well as reached cash-flow positive. The hardware — a band worn around the wrist, bicep, or torso — measures sleep, recovery, heart rate variability, and a growing list of biomarkers. The subscription model, which bundles hardware and software for between $200 and $360 a year — the device itself included, with no separate purchase required— has proven remarkably sticky: 83% of monthly active users open the app on any given day, a ratio that Ahmed says trails only WhatsApp.
The next chapter is a harder sell.
Ahmed, 36, wants Whoop to be less of a performance tool and more of a life-saving one — a continuous health monitor that doesn’t just help you recover from a hard workout, but one day tells you, unprompted, that you’re about to have a heart attack and need to get to a hospital.
The company has already launched medically cleared features including ECG monitoring and atrial fibrillation detection — a capability that flags an irregular heartbeat that can lead to stroke — and what it calls blood pressure “insights,” which Ahmed says makes Whoop the first wearable to offer the feature.
The FDA challenged that last one in a warning letter last summer, arguing the feature constituted medical diagnosis rather than wellness monitoring; Whoop said the FDA was “overstepping its authority,” and kept building.
Today, a blood testing partnership with Quest Diagnostics — which has over 2,000 U.S. locations — lets members take a blood test and upload their biomarkers directly into the app, where a clinician reviews the results alongside their Whoop data. A feature called Health Span calculates your biological age. Ahmed says it has become the company’s most popular feature since its launch in May of last year.
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