How a wear‐able startup turned into a $3.6 B “performance” empire

Hey, it’s Arik.

Starting this month, I’m kicking off a new theme inside these Thursday sends.

On the last Thursday of every month, I’ll be doing a “Brand of the Month” deep dive. I’ll break down one brand that’s absolutely crushing it in their category, whether it’s a legacy name, a breakout startup, or a niche operator flying under the radar. I’ll tell you what they’re doing right, where their edge is coming from, and what you can take away and apply to your own business.

Now, before I get into the brand of the month, let me give you some backstory on why I chose this one.

Anyone who knows me personally knows how obsessed I am with health, wellness, and mindset. I’m always learning (whether it’s diving into new research, listening to podcasts, or joining masterminds) all with the goal of becoming a sharper version of myself. I’ve always believed that if you take care of your body and mind, everything else you build will perform better too.

Training has been a big part of my life for years. I used to go deep into supplements, recovery tools, and optimization routines to get more out of my workouts, my sleep, and my energy levels. And that’s actually what led me to this month’s brand: WHOOP.

It’s one of those rare brands that sits at the intersection of physical performance, data, and design. They’ve built not just a product, but an entire ecosystem dedicated to helping people operate at their highest level. And as someone who values optimization in every area, that immediately caught my attention.

1. They solved a bleeding-edge problem
WHOOP’s founder, Will Ahmed, was a collegiate athlete constantly asking questions like: “How recovered am I really? Am I pushing too hard? How do I know when to rest?” He found there was no device that answered those with precision.

So instead of chasing the “feature-packed” fitness trend, WHOOP focused on one deep thing: recovery + readiness. They built the proprietary sensors, the algorithms, the membership model, and an entirely new category around it.

They’re selling optimization, and therefore removed themselves from the wearables race entirely. Their brand leans into elite performance, intentional living, and mastery over your body.

Whether you’re a CrossFit athlete or a founder trying to perform at a high level, they make you feel like you’re part of a 1% club of people who care.


2. Subscription model that shifts the dynamic
WHOOP went hard on membership before it became trendy. Instead of selling a device with a one-time fee, they focused on recurring subscriptions.

You don’t buy WHOOP, you subscribe to it. The device itself is “free” (built into the plan), but the real value is the ongoing data, recommendations, and insights you get.

Because of that, their business isn’t tied to “new gadget launches,” they’re locked into recurring value, revenue, retention, and user obsession with self-optimization.


3. Their content and community strategy is wildly underrated.
WHOOP’s podcast, blog, and YouTube channel is at the core to the brand. Their episodes regularly feature Olympians, Navy SEALs, founders, and researchers, people who live the lifestyle WHOOP is building for. It’s top-of-funnel brand affinity building that educates and inspires their exact ICP.

They’ve also built strong loops between product and content. If you’re in the app, you’ll see reminders to check out articles explaining how to improve your recovery or sleep scores, all backed by the latest data.

It’s a textbook example of how to create value before the next purchase.


4. Relentless iteration
From WHOOP 4.0 to 5.0, and now the WHOOP Coach AI assistant, the brand has consistently refined its core product while adding new features that deepen retention.

Each launch is an expansion of the ecosystem. One that didn’t break what was already working, just enhanced it.

What this means for your brand

‣ Don’t sell what you do. Sell what it makes possible.
WHOOP doesn’t sell “trackers.” They sell better sleep, better performance, better life. Whether you sell CPG or services, make sure your messaging is about the outcome.

‣ Give people a reason to stay, not just to buy.
WHOOP’s recurring model works because it gives value every day. Their onboarding is solid, their insights are clear, and their content is useful. Ask yourself: what value do your customers get after they hit “Buy Now”?

‣ Build your own loop.
Think beyond ads. WHOOP’s engine runs on content, word of mouth, and community. If you’re only relying on paid, your growth is capped. Find your flywheel and start spinning it: email, UGC, ambassador programs, even education.

‣ Positioning is everything.
WHOOP positioned itself in a way that removed it from the comparison altogether. If you’re constantly being asked, “How are you different from X?”, it might be a sign you need to revisit your angle.

I want to hear from you
This is just the beginning of our new monthly deep dives, and I want your input.

Reply to this email and tell me:
• What did you find most valuable from this breakdown?
• What brand do you think I should dive into next?

Your suggestions will directly shape what shows up next month.

See you next Thursday,
Arik