The human performance company wants to be invisible
Business Wire
WHOOP is taking its smart apparel to the pool.
What’s happening: WHOOP partnered with swimwear maker TYR to create data-tracking swimsuits — the latest product extension of its smart apparel business WHOOP Body.
Designed with a pouch for its WHOOP 4.0 sensor, the form-fitting swimsuits allow for waterproof, low-drag, real-time data monitoring.
Why it matters: While Apple joins Garmin in bulky adventure watches, WHOOP wants its always-on tech to be invisible.
Already offering integrated apparel like t-shirts, shorts, leggings, and sports bras, WHOOP Body is developing performance-tracking solutions for times when wearing a smartwatch is impractical.
And they’re not alone in chasing a smart apparel market set to reach $5.3B by 2024:
Smart fabric maker Nextiles raised $5M this June, including investment from the NBA, US Air Force, and MSG Sports.
The same month, STRIVE, an embedded EMG wearables maker, secured $6M and pressed partnerships with the US Air Force and over 250+ sports teams.
Plantiga, makers of a smart insole for injury prevention and movement health, launches its smaller, more precise Gen5 product this January.
Zooming out: After WHOOP cut 15% of its workforce amid “new challenges” this summer, the company’s restructuring efforts have focused on stabilizing the business while placing greater emphasis on healthcare and workplace wellness.
Launched a third-party developer kit for interoperability, integrating its data with other apps.
Entered brick-and-mortar retail for the first time through Best Buy and DICK’S Sporting Goods.
Hired Jaime Waydo (Apple, NASA) as chief technology officer and Dr. Patrick Carroll (hims & hers) as chief medical officer
Named renowned experts Drs. Andrew Huberman and Allison Brager, among others, to a scientific advisory board to advance product dev in women’s health, stress, sleep, and functional medicine
Looking ahead: While product extensions and retail distribution will keep its subscription business afloat, WHOOP knows its early success came from game-changing tech. And to beat Apple and Google to the next generation of wearables, the data will have to deliver.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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