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  • Writer's pictureJujubeng

Behind The Brand: Whoop

I was first introduced to WHOOP when i was watching one of my favourite podcasts, and they were doing an 8-week WHOOP challenge. The challenge wasn't sponsored but the feedback on the service was still incredible, so incredible that they wouldn’t mention the name of the service until WHOOP gave them an affiliate code. A week or so later, with the affiliate code granted, the hardware was named and what did i do? I went and purchased one for my partner. But during the process of making my purchase (as us branding buffs do), I started looking into the brand and business as a whole, and i was heavily inspired!

About The Brand:

“WHOOP doesn’t count steps—instead measuring only the metrics scientifically proven to make a significant impact on your physical and mental health. WHOOP outperforms other leading wearables, delivering over 99% heart rate and HRV tracking accuracy and gold-standard sleep tracking, making it one of the most powerful, most accurate, and most wearable human performance tools you can buy.

WHOOP automatically tracks thousands of data points 24/7, but it’s also the only wearable that allows you to customise exactly what you track. Choose from over 140 additional behaviours and habits, from meditation to medication, for a fully customisable, entirely personal experience. WHOOP Coach identifies patterns and connections in your

WHOOP data using a machine learning model and the latest in performance science research. With OpenAI, WHOOP Coach then generates specific-to-you responses – all within seconds.

WHOOP demystifies your daily data, giving you insight into why you’re feeling the way you are. WHOOP analyses your unique data points to show you how they impact your body—taking the guesswork out of whether cold showers or a vegan diet give you a boost. It’s an unprecedented understanding of what you can do to feel better, every day.” - WHOOP website


Behind The Brand:

We understand that life is short, so why make it shorter? Health and wellness has always, and quite frankly, will always be a thriving market. We recently came out of a pandemic, healthcare systems are at their worst, the cost of living is increasing, whilst life expectancy is on the decline and many opt to take their physical health into their own hands by eating well, getting plenty of rest and exercising.

As of 2021, the global wellness market was valued at $1.5 Trillion and with an annual increase of 5 to 10%, brands like WHOOP are findings gaps in the market and solidifying their stance within it. Consumers are focusing on health and fitness more than ever, and technology is certainly supporting this. The market for wearable fitness trackers was valued at $45 Billion dollars in 2021 and is projected to reach a value of $192 Billion by 2030.

WHOOP isn’t just another wearable. It actually makes a difference. From the numerous invaluable features to it’s sleek and strategic design, the product has given the average person expert insights that other trackers just aren’t capable of providing. It’s revolutionised the way in which we can understand our bodies. No wonder it’s been championed by athletes such as LeBron James, Michael Phelps and Cristiano Ronaldo (but more on Ronaldo later).

The business was founded by Harvard student athlete, Will Ahmed and his two Co-founders in 2012 in a bid to help athletes gain greater visibility into their own fitness and rest, with their first wearable tracker (WHOOP 1.0) launching in 2015. Since then, WHOOP has released its most recent wearable (4.0) which is the physical representation of all the lessons learnt over the years.

Why We Like Whoop:

We love a brand that disrupts a market and WHOOP has done just that! “WHOOP is experiencing remarkable growth and momentum, particularly in new markets around the world. We're excited to open these new markets and provide over 125 million people with access to WHOOP,” said Will Ahmed.

As previously explained, this isn’t the only wearable fitness tracker that exists. Fitbits and Apple watches have been tracking data for enhanced wellness, but WHOOP does things differently.

Affordable Subscription Based Platform:

WHOOP has ensured that it's products are affordable for the masses. Offering 24-month, annual and monthly plans. WHOOP also offers a free 30 day trial which allows users to get a full understanding of the hardware and software before committing to a long-term subscription.


When you can make a product or service 'your own', it enhances your experience. Having the interchangeable straps and being able to use the WHOOP in stylistic clothing pieces, allows the user to WHOOP their own way. These customisable pieces also offer another stream of revenue for the WHOOP brand, beyond the standard service costs.

Better Product:

Whoop allows you to track 1,000 to 10,000 more insights than other fitness wearables on the market. This means that users cannot only track more, but understand more about their health and wellbeing. WHOOP also uses OpenAI to provide users with a personalised whoop coach that can answer questions and give suggestions to the user in seconds.

Perfect Partnerships: Cristiano Ronaldo - Global Ambassador and investor for WHOOP

Now, I don’t know much about football, but I do know that Cristiano Ronaldo is known for his incredible athleticism, goal-scoring ability, and dedication to fitness. When we’re talking about partnerships between brands, there’s a golden rule - it needs to make sense for all the parties involved, and this one certainly does! Ronaldo has always been dedicated to performing at his peak and his efforts clearly don’t go unrewarded. He was the world’s highest scorer in 2023 and is currently the top scorer in the Saudi Pro League.

“Cristiano’s relentless pursuit of improvement and perfection mirrors our mission. We are looking forward to collaborating with him to share unprecedented insights into his training and recovery methods. Together, we'll unveil exciting product collaborations to enhance the WHOOP experience for our members.” So when you bring two brands together that are equally fanatic about fitness, the only way can be up!

The partnership (which is one of Ronaldo’s most significant investment to date), will focus on leveraging data-driven insights and product development to help provide the best health and fitness coaching for athletes and the average human being.

Ronaldo has been a WHOOP subscriber for years and championed the brand on an instagram live, stating that “WHOOP has had a transformative impact on my life both on and off the pitch, and I’m honoured to join the team as an investor…I wear WHOOP while training, sleeping, and recovering. It’s been one of the most important tools helping me elevate my game and monitor my health. I look forward to working with WHOOP to continue to raise the bar on WHOOP features and coaching.”

I think this is an amazing step for WHOOP. To have such an influential ambassador and investor, who isn’t just entering the partnership for a pay check, but because this hardware has revolutionised the way he lives his life, and wants to make it even better - that’s incredible!

Closing thoughts:

Overall, I’m really excited to see what WHOOP will do in the next coming years and how their brand will go from strength to strength. With a fantastic product, ever growing technology and some fantastic partners, WHOOP is destined for even more greatness.

Will you be purchasing a WHOOP band and joining the other 125million users anytime soon?


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