Dorothy Kilroy has seen her firm’s sensible ring on some very well-known fingers. Mark Zuckerberg wears one. So does Jack Dorsey. Prince Harry, too. However when Oura‘s chief business officer sat down at Toronto’s Elevate convention with this editor final week, she stunned me, saying the corporate’s fastest-growing person section isn’t tech billionaires or wellness-obsessed execs. It’s ladies of their early twenties.
It highlighted what an fascinating second that is for Oura. The 13-year-old Finnish well being tech firm basically invented the sensible ring class and turned it right into a billion-dollar enterprise. However now rivals are circling, together with Samsung with its Galaxy Ring, Ultrahuman with its no-subscription pitch, and Whoop with its athletic efficiency mystique. Every one guarantees to take a chew out of Oura’s lead.
The query isn’t whether or not Oura is successful proper now – with 80% of the sensible ring market, clearly, it’s. The query is whether or not it might keep that lead because the wearables market splinters throughout demographics and use instances, and behind that, whether or not Oura even must seize each demographic to succeed.
Kilroy spent eight years at Airbnb earlier than becoming a member of Oura three years in the past, and he or she has watched each firms increase the identical approach – by way of phrase of mouth. At Airbnb, 90% of the corporate’s income ties on to folks raving about their holidays, she advised; at Oura, it’s folks raving about their sleep scores.
That natural enthusiasm is especially sturdy amongst so-called company athletes, or high-performing professionals making an attempt to optimize their well being to remain sharp. These are individuals who’ve realized that operating on fumes isn’t truly a sustainable profession technique or, as Kilroy described them on stage, “people who find themselves making an attempt to be the very best at their recreation. They wish to make certain their sleep is dialed in. They wish to know train. They wish to take care of their metabolic well being.”
It’s a demographic – largely millennials and Gen Xers with disposable revenue – that has made Oura wildly profitable. The corporate has stated it doubled its income final 12 months and is on observe to double it once more this 12 months. Extra spectacular, says Kilroy, Oura’s retention on the 12-month mark hits the excessive 80s, whereas different wearables languish within the low 30s. Individuals truly maintain carrying the factor.
There’s a new wrinkle, nevertheless. Whereas Oura has captured the skilled class, youthful customers, significantly younger males obsessive about good points and restoration, are gravitating elsewhere. The Whoop health band, for instance, has seemingly change into the unofficial uniform of significant athletes and fitness center bros.
Techcrunch occasion
San Francisco
|
October 27-29, 2025
The competitors obtained just a little spicy a few weeks in the past. Whoop, based in Boston 13 years in the past, introduced a brand new blood-testing service simply someday earlier than Oura introduced its personal blood testing partnership with Quest Diagnostics. When requested in regards to the timing, Kilroy centered as an alternative on the worth that Oura brings to members. However the near-simultaneous rollout suggests each firms see the identical future: integrating wearable information with precise scientific biomarkers.
Then there’s Ultrahuman, taking part in the scrappy underdog. At $349 (usually $299 on sale), it prices the identical upfront as an Oura however ditches the $5.99 month-to-month subscription that Oura costs its customers. Although very related trying, reviewers usually favor Oura’s polish and design, however that “no subscription” pitch resonates with some youthful consumers who have already got subscription fatigue due to their Netflix, Spotify, and different month-to-month costs.
Kilroy shrugs off the priority that Oura will lose prospects to price-sensitive consumers. “Once you’re introducing a brand new pricing mannequin, there’s all the time threat,” she stated on stage, then she pointed again to these retention numbers. “Our members are getting quite a lot of worth from [our product] and [are] glad to proceed to pay.”
In actual fact, Kilroy doesn’t appear significantly apprehensive about capturing each demographic. As an alternative, she’s centered on retaining Oura’s core customers glad whereas organically attracting new segments. And younger ladies have gotten a part of that core market – a pattern that she credit to a broader shift, although Oura can also be aware of the chance it presents.
“We’ve seen this shift of a youthful demographic actually taking an curiosity of their well being,” Kilroy defined final week. “That is past simply Oura. We see that they’re ingesting much less alcohol. They’re actually centered on their psychological well being.”
This natural surge has pushed Oura to double down on options like cycle monitoring and fertility insights. “Due to our accuracy of temperature, we’ve got a really excessive diploma of accuracy in detecting ovulation, nearly 97%,” Kilroy defined. The corporate additionally lately rolled out perimenopause options and expanded being pregnant capabilities.
Put one other approach, Oura is – for now, not less than – extra centered on serving its rising feminine base somewhat than chasing younger male athletes counting their VO2 max. As Kilroy advised me: “We’re not a health tracker solely. We’re a well being platform . . . The place we’re actually centered on is preventative well being in order that we keep away from burnout, that we keep away from sickness, [and] we’re getting early detection on actually vital scientific and health-related ailments.”
As Kilroy realized at Airbnb, she stated, “You retain your eyes centered by yourself race and the options and the merchandise that you simply ship.”
It’s a wise play. The marketplace for folks eager to optimize sleep, handle stress, and customarily not really feel horrible is arguably loads larger than the marketplace for athletes obsessing over coaching load.
The numbers help the technique, too. Oura now sells by way of 4,000 retail shops and has 1,000 companions tapped into its API. The corporate employs over 30 PhDs and MDs constructing science-backed options, partnering with analysis heavyweights like UCSF, UC Berkeley, and Stanford. That stage of scientific validation creates a moat that rivals can’t simply replicate.
It goes properly past blood testing. Late final 12 months, Oura partnered with a maker of wearables that observe blood-sugar ranges — Dexcom — on metabolic well being monitoring, letting customers overlay steady glucose information with their ring metrics. Kilroy examined it herself for 9 months. “I couldn’t consider how a lot stress was impacting it,” she stated, describing glucose spikes throughout significantly brutal conferences. “All I wish to do is run and seize a pound of chocolate after I’m careworn,” she added, smiling. “And that’s nearly like placing a bomb on prime of your already excessive blood glucose.”
Oura’s development hasn’t been all optimistic PR. This summer time, the corporate caught warmth over a $96 million deal to promote rings to the Division of Protection, with safety supplied by the software program and analytics outfit Palantir. Privateness advocates raised issues about surveillance and information sharing – which is cheap if you’re coping with biometric information and protection contracts.
However on stage, Kilroy was agency. “We don’t go our member information to the U.S. authorities,” she stated. “Once we are working with the U.S. authorities and the information that they’re researching on their very own troops within the Military or within the Air Power, that information is handed to them.”
Requested what Oura had realized from this financial-win-turned-public-relations catastrophe, Kilroy added, “There’s quite a lot of misinformation on the market, and it’s usually onerous as soon as that misinformation begins to take maintain to place the genie again within the bottle.”
The DoD controversy clarifies one thing vital: when a tool is monitoring your sleep, your fertility, your stress spikes throughout the workday – when it is aware of your physique higher than you do – belief is paramount. Oura’s retention numbers say folks belief them; the backlash this summer time underscored that belief is fragile. Which makes the corporate’s refusal to chase each shiny demographic look much less like taking part in it protected and extra like self-discipline.
So can Oura seize all of Gen Z? In all probability not. However possibly that’s wonderful. Whereas rivals like Whoop nook sure markets like athletic efficiency, Oura’s betting there are extra folks making an attempt to keep away from burnout than athletes obsessing over restoration metrics. And proper now, not less than, it seems to be like no one’s switching rings to show them fallacious.
