Welcome to the all new WHOOP. Today we announced the WHOOP Membership, which includes hardware, analytics and community.
Members receive the WHOOP Strap 2.0, which collects 5 variables 100x/second to provide the most granular and accurate data on the human body. Analytics across recovery, strain, sleep and heart rate variability, accessed via a mobile or web app, optimize performance 24/7. The WHOOP Community already includes pro and college athletes, Fortune 500 CEOs and some of the most competitive high-performers on the planet. New WHOOP Members will have access to the same advanced hardware and analytics, as well as the opportunity to join teams and challenges to further unlock their potential.
The Membership is similar to how we’ve always worked with professional and collegiate teams. At WHOOP, we are constantly calculating and compiling physiological data to unlock valuable insights of what’s going on inside the human body. All of our members will now start to receive reports of their progress, just as we do with the pros, not only in their daily feed via the app, but also weekly, monthly and annual reports as well.
The WHOOP Membership costs $30/month with a 6-month minimum commitment to begin. This $180 entry point is the lowest WHOOP has ever offered for its premium service.
So, why the Membership and accessible price point, and why now? Here are few reasons we made this decision:
1) One major barrier we heard from customers buying WHOOP in the past has been the $500 entry point, so we wanted to find a way to lower that.
2) We have just reached a stage with our hardware manufacturing such that we can produce and support more customers. If you haven’t noticed, we’ve actually been sold out for the past month while selling at $500. We’ve now got more units.
3) We’ve seen remarkably high user engagement for our existing customers, which demonstrates ongoing value over time.
4) Our members are always going to want new features and a more advanced product. By switching to a Membership business model, we can do this without continuously increasing the price.
Ultimately, we wanted to tie our customers’ daily experience with WHOOP to our long-term financial success as a company. It’s our responsibility to deliver new analytics features and analysis day over day. If a WHOOP Member is performing better every month because of WHOOP, then so are we.
I also want to thank our earliest WHOOP customers. We have enjoyed serving you for the past 18 months and appreciate that you were our first consumers on the product. As the Founder of WHOOP, I know what it takes to make a strong commitment to something that you believe in, even if it’s unknown. In many ways, that’s what all of you did when you bought WHOOP. As such, I am happy to say that all existing WHOOP users have become Founder Members; you are grandfathered into the WHOOP Membership and will not pay for its monthly subscription for your WHOOP Strap 2.0 (for more details, check out or Membership FAQs page: I joined WHOOP before May 15th 2018, will I be charged a monthly fee?). Thank you to our early performers, competitors and alphas - you’re the best.
In the days ahead, we expect the WHOOP population to grow dramatically with the launch of our new Membership. I hope everyone plays nice. If you haven’t already, take some time to peruse the new whoop.com.
Welcome to the most powerful fitness movement in the world.