Whoop, a popular fitness technology brand, has introduced a new line of jewelry-inspired bands designed to make its trackers more fashionable. The Meridian collection, made from waterproof stainless steel Milanese mesh, features a tapered design and a magnetic closure, aiming to address the common issue of users removing their fitness trackers for aesthetic reasons, especially for special occasions.
Research from the brand indicates that over a third of women have removed their bands for events. The new collection offers colorways in gold, rose gold, silver, and matte black, intended to complement users' existing jewelry. The bands are priced at $299 and are compatible with the Whoop 5.0 tracker, which boasts up to 14 days of battery life.
The campaign for the Meridian collection features tastemakers from fashion, art, food, and design, including gallerist Sofia Zevi and jewelry designer Charlotte Chesnais.
Whoop trackers are known for their screenless design, focusing on providing insights into metrics such as heart rate variability, VO2 Max, average heart rate, and strain versus recovery through a companion app. The device tracks daily habits to build Healthspan data, offering a 'Whoop age' that reflects how lifestyle choices impact biological aging.
Women represent a rapidly growing segment of Whoop's user base, with a reported 150 percent year-on-year increase. In response to this demographic shift, Whoop has enhanced its features for female users. The brand's hormonal insights include menstrual cycle tracking, which, while not a medical device, uses personalized models to predict period start dates with a reported 72 percent accuracy within three days. The tool also allows users to track over 40 symptoms related to their cycles.
Additionally, Whoop has integrated with Natural Cycles, enabling users to sync overnight skin temperature data. This integration supports reproductive health tracking, including fertility planning and prevention, and offers eligible new members a complimentary 12-month Natural Cycles membership, valued at approximately AUD $150.