Wearables firm’s endless free hardware upgrades were too good to be true

Customers accuse Whoop of baiting and switching as it adjusts its business model.

May 9, 2025 - 22:27

Wearables firm’s endless free hardware upgrades were too good to be true

Fitness tracker company Whoop has upset some long-time customers by ending an upgrade system that promised free hardware upgrades to anyone who had a subscription with the company for at least six months.

Whoop makes fitness tracker bracelets that let users access things like sleep tracking, menstrual tracking, and electrocardiograms (ECGs) via a subscription companion app. Since the first Whoop wearable came out in 2015, the Boston-based company’s business has been built on subscriptions. Whoop has traditionally lured customers in by giving its hardware away for “free” to Whoop app subscribers. Further, customers who subscribed to the Whoop app for at least six months got access to free hardware upgrades.

“Instead of purchasing new hardware every time an updated model is produced, WHOOP members receive the next-generation device for free after having been a member for six months or more,” said a webpage on Whoop’s website that is no longer active but was accessible as recently as March 28, as reported by The Verge and confirmed via the Internet Archive’s Wayback Machine.

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