Whoop forty is here, and the new line does things very, very differently than other activity trackers on the market. Whoop trackers are small, quiet, and have no screens or buttons; they are only intended for data collection. Today they are aimed at people who take their physical condition very seriously. And they offer unique features like measuring your recovery status after your activity and the load it can hold. On top of this, you don't actually purchase the device, but get it for free as part of a larger monthly subscription service. You've probably never heard of Whoop, but rest assured it's a huge business, with billions and billions of dollars in venture capital behind it, which means the people in your gym or sports club I'm sure they'll talk about it soon, if they haven't already. . And hence, the fact that Whoop just got a huge update, from thirty to forty, deserves some attention.
Make whoop invisible
First, Whoop offers a new line of wearable clothing. The new tracker (of which, below) can be easily removed from your strap and also neatly tucked into specially designed compression shirts, shorts, leggings, sports bras and boxers with integrated pockets. Then it captures data from your torso, waist, or calf. (Supposedly, the device will always know which part of the body it is connected to.) And it's not just a device, but rather a core part of how Whoop wants to grow its brand. “We've believed for a long time that wearable technology should either be great or invisible,” said Will Ahmed, Whoop's CEO. “These are the only 2 paradigms on which we wish to develop. In terms of "great," this is an area that we've focused a lot on historically, so it's one thing you can disguise or disguise. More "invisible" is: "How to make it go away?" ""
(Image credit: Whoop) We think this could be a game changer for Whoop. After all, the problem with technology is that when a product reaches a certain level of functionality, copyists rush to market and steal your customers' service. But if you can make your products "great", it's much more difficult to steal. And keep in mind that if Whoop clothing is a success, it will be worn by the most serious athletes in your club or gym, not to mention the well-known and influential stars on the world stage.
(Image credit: Whoop) Fittingly, the launch of Whoop was packed with sports celebrities singing their praises, including Olympians Michael Phelps, Nelly Korda, Gabby Thomas and Tom Daley. And that could be the key to expanding the brand beyond its current target audience. In other words, for anyone looking to follow their teammates or friends to the gym, there may come a time when peer pressure becomes Whoop's biggest marketing asset.
Whoop's New Forty Fitness Tracker
Before Whoop's new clothing line can be declared a success, people must make the choice to purchase it. However, this doesn't apply to the main attraction of its launch: the new Whoop 6 tracker, since anyone with XNUMX months or more on their subscription will automatically receive one. When we reviewed Whoop Thirty back in May, we felt that it did a great job of serving fitness enthusiasts. But Whoop clearly has not rested on the laurels, since the improvements of forty are numerous and significant.
(Image credit: Whoop) Notably, it's 5% smaller than the 2. Its new battery pack is waterproof and allows you to identify the existing charge with a double tap (while guaranteeing the same 5 days of charge as before). And there's a new "speed connect" system that lets you change your bands quickly and easily. Data collection, the heart of Whoop's offering, has also received a huge boost. In particular, there is a new sensor, which has now gone from 3 LEDs to 2 in total (XNUMX green, one red and one infrared), which means that it will provide more accurate heart rate readings. There is also a new pulse oximeter to calculate blood oxygen levels (SPOXNUMX) and a skin temperature sensor. With this increased and improved data comes more features to make it more convenient to use. That's why Whoop has introduced a new "sleep coach" with haptic alarms that wake you up with gentle vibrations at the perfect time, according to your needs and sleep cycles. It also added a new "Health Monitor" dashboard, which summarizes your live heart rate, skin temperature, blood oxygen, resting heart rate and heart rate variability on one screen.
What next step for Whoop?
So what is the big picture behind all this? Crucially, this brand is laser-focused on a core audience of obsessive athletes and professional and semi-pro athletes. And with the new capabilities and quirks of the Whoop forty tracker, it essentially doubles down on that strategy. While there's plenty here to recreate those who are serious about their sports and fitness, there's nothing really here for the laid-back crowd. You may be wondering how you can thrive as a business.
(Image credit: Whoop) We suggest that there are multiple avenues open for Whoop. First, the world is big and there are probably a lot of natural Whoop subscribers who either don't know it yet or haven't been tempted to subscribe yet. Next, and more insolently, Whoop could gradually increase its prices: when people make Whoop a part of their sports or exercise routine, they're going to have trouble parting ways. Lastly, possibly the very elegant clothes of the Whoop will be transformed into a couture garment, favored by celebrities of all stripes. This would really broaden Whoop's appeal and potentially let them charge crazy costs. Unhinged? Well, think back to the days when only athletes spent a lot of money on expensive trainers. Precisely.