Whoop Pivots Toward Social Connectivity and Medical Wellness
AI-generated image · US National Wire
The wearable maker is launching 'Whoop Humans' to foster intimate data sharing while expanding into Medicare-reimbursed health monitoring and retail beauty stores.
Whoop is expanding its ecosystem beyond individual performance tracking with the launch of Whoop Humans, a social network integrated into its app, as TechCrunch first reported. According to TechCrunch, the feature allows members across all membership tiers to follow friends and family and share specific health metrics, including recovery, sleep, workouts, and achievements.
While Whoop previously offered a "Teams" feature centered on leaderboards and group data, CEO Will Ahmed told TechCrunch that Whoop Humans is designed for more intimate interactions. The platform is opt-in, allowing users to control who follows them and which specific data points are visible. Ahmed noted that beta testing revealed higher engagement when users reported low recovery scores rather than perfect ones, suggesting the tool can signal when a member may need support.
This social push coincides with a broader strategic shift toward medical wellness. TechCrunch reports that Whoop has integrated blood pressure insights, blood testing, medical-record uploads, and FDA-cleared atrial fibrillation detection and ECG into its offerings. Ahmed stated that the company has seen "huge growth" among users over 60 over the last 18 months and confirmed that Whoop is among the first companies accepted into a Medicare program that reimburses qualifying wearables capable of improving health outcomes.
To support this expansion, Whoop is diversifying its retail presence. The company announced it will begin selling devices in approximately 500 Ulta beauty stores starting next March, with a long-term goal of expanding to over 1,000 locations. Ahmed attributed this move to a female audience that has more than doubled since last year.
Regarding privacy, Ahmed told TechCrunch that health alerts and medical information are not shared by default, and users can employ a "stealth mode" to temporarily hide their data. He stated that Whoop does not sell member data or license it to third parties.
On the business front, Ahmed declined to disclose revenue or profitability but noted that the company employs roughly 1,200 people and expects to reach nearly 4 million members by the end of the year, following three years of membership growth exceeding 70% annually. While Ahmed confirmed Whoop "will certainly IPO in the future," he did not provide a timeline. He also indicated that Whoop is open to acquisitions, citing a period of consolidation among wearable and AI-focused companies, specifically mentioning Oura's recent $625 million acquisition of Counsel Health.