WHOOP, a Boston-based wearable health technology company, has raised $575 million in new funding at a $10.1 billion valuation, marking a major vote of confidence in its subscription-driven performance tracking platform.

The company is best known for its screenless wearable band that continuously monitors metrics such as sleep, heart rate variability, recovery, and training load, delivering insights through its companion app rather than on-device displays. The latest funding round signals continued investor appetite for data-driven health and performance tools in the rapidly expanding wearable tech market.

Founded in 2012 by Will Ahmed, WHOOP has carved out a niche in elite sports and wellness by positioning itself less as a traditional fitness tracker and more as a 24/7 biometric coaching system. Widely adopted by professional athletes and high-performance users, the company has built strong credibility across global sports while competing with brands like Oura. The new valuation underscores its continued expansion ambitions as it scales its subscription model and deepens its presence in both consumer and elite performance markets.

Crazy thing though… the brand’s early breakout moment didn’t come from a marketing budget — it came from an unexpected organic spark when LeBron James wore a WHOOP strap in a nationally televised commercial despite never being paid and reportedly never even being formally pitched the device. What began as a handful of early units in circulation quickly turned into a cultural accelerant, with elite athletes including LeBron James, Virat Kohli, Michael Phelps, Cristiano Ronaldo, and Rory McIlroy helping cement WHOOP’s place in the performance tech landscape — accelerating its rise into a multibillion-dollar brand. ⌚ 💲 💵