Whoop has unveiled two new devices, Whoop 5.0 and Whoop MG, expanded health-tracking capabilities, a redesigned accessory line and three membership tiers – but the launch has also prompted criticism from some longtime members over upgrade eligibility policies that contradicted earlier messaging, prompting Whoop to clarify and update its upgrade policy.
The Boston-based wearable tech company – backed by soccer pro Cristiano Ronaldo – billed the new offerings as “the biggest leap forward in Whoop history,” and includes the introduction of Whoop Advanced Labs, a forthcoming feature that will allow members to schedule lab tests and integrate clinical results into the app to receive more personalized guidance on their cardiovascular, metabolic, hormonal and immune health.
Yet amid the fanfare, some members voiced frustration on social media after learning they would need to pay to upgrade to the new device, despite earlier statements suggesting that upgrades were included with membership. Some pointed to a FAQ blog post dated April 10, 2020, which stated: “Whoop is a membership, which means you get the latest and greatest technology as soon as it’s available as long as you are an active member. No need to buy a new device each time it is released; you can upgrade for free. Additionally, we are constantly adding new features to the app.”
The controversy, dubbed “Whoopgate” within the Whoop user community, has promoted Whoop to update its upgrade eligibility.
“We heard our members’ feedback, especially from those with more than 12 months remaining on their memberships,” a Whoop spokesperson said. “Effective immediately, members with more than 12 months remaining are now automatically eligible for a free upgrade to Whoop 5.0. If a member was charged an upgrade fee despite meeting that threshold, they will be automatically refunded. Additionally, if a member purchased or renewed a Whoop 4.0 membership in the last 30 days before May 8, their upgrade fee will be automatically waived at checkout.”
The spokesperson reiterated that a Whoop membership has always included access to the latest hardware at no additional cost, based on how much time a member has remaining in their membership.
“When we launched Whoop 4.0 in 2021, most members were on monthly or 6-month plans,” the spokesperson said. “At the time, members with six months or more remaining were eligible for a free upgrade to Whoop 4.0. Annual memberships were more expensive than they are today. Today, we only offer 12- and 24-month memberships, and, as a result, the free upgrade eligibility to Whoop 5.0 on One or Peak requires 12 months or more of membership remaining. If a member has less than 12 months remaining, they can extend their membership to receive an upgrade at no additional cost – or pay a one-time upgrade fee. They can also choose to renew their subscription when it is up, and they’ll be eligible to upgrade to Whoop 5.0 at that time for free.”
The company also addressed a now-deleted blog article that stated that six months of membership was sufficient for a free upgrade.
“This was never our policy and should never have been posted,” the spokesperson added. “As noted above, our policy for upgrades from Whoop 3.0 to Whoop 4.0 was that members with six months or more remaining on their membership were eligible for a free upgrade to Whoop 4.0. We removed that blog article when it came to our attention and updated Whoop Coach with the proper information. We’re sorry for any confusion this may have caused.”
The widespread concern prompted a response from a Reddit user who identified himself as Ben Foster, the former chief product officer of Whoop. Posting independently of the company in the Whoop user community on Reddit on Sunday, Foster offered a personal perspective on the backlash:
“Whoop isn’t the evil corporation a lot of people are claiming,” he wrote, pushing back on the more critical posts circulating online.
Foster said the company was built with a genuine mission to improve human performance and, more recently, to support longevity and healthspan. “That I applaud,” he added. “They care as much about helping each of you improve your health and fitness as much as they do about making money. I can personally attest to that, having sat in all the highest-level executive meetings and product design reviews.”
Foster also emphasized the need for financial sustainability to continue delivering innovation.
“In order to influence health and fitness long term, the company needs to be sustainable, and that means each subscription must be profitable,” he explained. “No profit means no product improvements, and ultimately, no Whoop. If you were intending to pay for your Whoop subscription indefinitely and you continue to, then you will literally pay $0 more than you would have while getting upgraded from 4.0 to 5.0,” he wrote. “That is the definition of free.”
He likened the model to a typical phone plan, noting that a certain level of commitment is necessary for the company to offer hardware upgrades in a financially viable way. “Yes, just like a cell phone plan, you need to have a long enough commitment so that Whoop can upgrade your hardware while doing so profitably,” he added.
Despite Whoop’s clarification and policy update, some members remain skeptical and say they plan to cancel their memberships, citing broken trust. Others have expressed frustration over having purchased accessories, such as bands, chargers and clips, that are not compatible with the new Whoop devices.
The new Whoop bands feature upgraded sensors, a 14-day battery life, on-demand ECG, blood pressure insights and Whoop Age, which quantifies physiological aging based on daily behavior. The new membership tiers—One ($199/year), Whoop Peak ($239/year), and Whoop Life ($359/year)—offer escalating benefits, with Whoop Life unlocking the most comprehensive suite of longevity tools the company has introduced to date.
