Whoop

American wearable health technology company founded by Will Ahmed — producing a subscription-model wrist wearable focused on recovery, HRV, and sleep monitoring — which became the dominant performance wearable among professional athletes and the science-oriented health community.

Shifted consumer health wearables from activity tracking (steps, calories) to recovery tracking (HRV, sleep stages, strain) — making the physiological concept of recovery visible and quantifiable — and built the subscription model that aligned its incentives with user health improvement rather than device replacement.