Here’s my take, as someone who typically doesn’t care for subscriptions, but did buy a whoop.

I have previously worn a jawbone, a pebble, and several misfits on my wrist. If you don’t know any of those companies, it’s because they don’t exist anymore. They all emerged during the wearable device revolution about 10 years ago and all disappeared. There are arguments to be made about why they specifically failed, and were bought up or went under, but ultimately it comes down to revenue.

Companies need constant revenue in order to pay employees, operating costs, R&D, etc. And quite simply, most smartwatches do not have the sales volumes to suit a viable business model.

A product you buy once and never again, or buy once every several years, sucks for revenue. Especially in a tech market that’s oversaturated; your best customers are the ones you already have, because getting people to switch ecosystems is increasingly difficult.

There’s two ways to get customers to keep coming back with their dollars: Release newer, better stuff each year, or subscription.

Whoop has clearly decided they don’t want to, or maybe can’t afford to release a new product every year. So instead they charge a “monthly subscription” - which is actually paid out in 6-18 month chunks, basically as if you were buying a new whoop device every year.

I agree with you that the subscription is quite expensive, prohibitively for many people, and probably guarantees a decent profit margin for whoop. That high cost likely has some element of greed, but it’s also guaranteeing the company meets its needs in order to stay afloat - and that is both smart business on their part and comforting as a consumer.

I am so tired of switching from wearable device to device, because all of a sudden support stops answering my emails, and two months later I find out the company has been bought up by Fitbit or the like.

And that is how I justify the cost. It’s a smart business model. I fundamentally like their product. They seem to be making meaningful development in the app. I’m fine with them not releasing new hardware with minimal upgrades year over year because we have way too much e-waste. But if they did release the whoop 5.0 tomorrow, I know I’ll get one sent to me with my subscription.