Whoop's business model is built around recurring revenue rather than one-time hardware sales. The company sells its wearable only as part of an annual membership, with the mid-tier Peak plan at $239 per year and the premium Life plan at $359. A one-month free trial ships a pre-owned Whoop 5.0 device and charger, then auto-renews unless cancelled.
To grow its subscriber base, Whoop offers referral credits that give both the referrer and the new member a free month, along with verified discounts for students, military members, and first responders. The Family Plan spreads costs across two to six people under a single annual bill, including a device, band, charger, and lifetime warranty.
Whoop is also expanding beyond wearables with Advanced Labs, a blood-testing service that covers 122-plus biomarkers and is available without any subscription or wearable. Tests are scheduled at Quest locations, with a clinician reviewing results and offering a personalized action plan. WIRED's reviewers note that for most people Whoop may feel like an overinvestment, but the company is clearly targeting a dedicated, health-obsessed market willing to pay for ongoing services.