Whoop Faces Customer Backlash Over Controversial Upgrade Policy for New Fitness Trackers

Boston, May 12, 2025 — Whoop, a leading fitness tracker company known for its subscription-based model and screen-less wearables, is grappling with significant customer backlash following the launch of its new Whoop 5.0 and Whoop MG devices. The controversy stems from a shift in the company’s upgrade policy, which initially required existing subscribers to pay a fee or extend their subscriptions to access the new hardware, contradicting earlier promises of free upgrades for long-term members.

On May 9, 2025, Whoop announced the Whoop 5.0 and Whoop MG, boasting a 14-day battery life, a 7% smaller design, FDA-cleared ECG, blood pressure insights, and women’s hormonal tracking. However, the company’s initial upgrade policy sparked outrage among its loyal user base. Whoop stated that members seeking the new devices would need to either pay a one-time fee of $49 ($79 for the MG model with EKG sensors) or extend their annual subscription by 12 months. This policy appeared to contradict a previous statement on Whoop’s website, which promised free hardware upgrades for members with at least six months of subscription tenure.

The backlash was swift and vocal, particularly on social media platforms like Reddit and X. Customers, many of whom had subscribed to Whoop’s premium plans (ranging from $199 to $359 annually) expecting free hardware updates, felt betrayed. One X user, @JerimiahLee, a 3.5-year subscriber, called the policy an “easy way to lose customers,” while @ChicagoNoel, a six-year member, expressed disappointment, citing increased competition from rivals like Oura. On Reddit, the Whoop subreddit saw heated discussions, with users dubbing the controversy “‘Whoopgate” and some, like u/cwamoon, suggesting legal action, claiming the company had misled customers. Screenshots of prior communications and pricing tiers circulated as evidence of perceived deception.

Whoop’s subscription model, which emphasizes continuous health monitoring and personalized insights over traditional smartwatch features, has historically included free hardware upgrades as a key selling point. The company’s pivot to longer-term 12- and 24-month subscriptions, phasing out monthly or six-month plans, was cited as a reason for the policy shift. Whoop also acknowledged an error in a now-deleted blog post that incorrectly stated a six-month membership qualified for free upgrades, claiming this was “never our policy.” Critics, however, were skeptical, with one Reddit user noting, “You don’t publish a policy by accident and keep it up for years.”

In response to the uproar, Whoop revised its policy on May 10, 2025, announcing via a Reddit post and an X statement that members with more than 12 months remaining on their subscription would receive a free upgrade to the Whoop 5.0 or a refund if they had already paid the fee. Those with less than 12 months could extend their subscription for the upgrade at no additional cost or pay the one-time fee. Whoop framed the change as a response to customer feedback, stating, “We’re updating our upgrade eligibility to ensure it reflects both our values and your expectations.”

The revised policy received mixed reactions. A Whoop subreddit moderator called it a “win for the community,” but others remained distrustful, citing the company’s initial misstep and lack of transparency. On X, @thisistechtoday noted that while Whoop had “made good on the promise of free upgrades,” the initial mishandling had damaged the brand’s reputation. Some users, like @davipar, highlighted their decision to choose Whoop based on the expectation of free hardware renewals, amplifying feelings of betrayal.

The controversy comes at a challenging time for Whoop, as the global fitness tracker market, valued at $60.9 billion in 2024 and projected to reach $164.4 billion by 2030, grows increasingly competitive. Rivals like Oura, which recently introduced heart health and women’s wellness features, are gaining ground. Whoop’s premium pricing and subscription model, while innovative, face scrutiny as competitors offer similar health insights without mandatory subscriptions.

The incident has sparked broader discussions about trust and transparency in the wearable tech industry, with some X users urging others to report Whoop to the Federal Trade Commission (FTC) for misleading practices. As Whoop navigates this customer trust crisis, its ability to restore confidence among its performance-obsessed athletes, biohackers, and data enthusiasts will be critical to maintaining its position in the crowded fitness tracker market.

Source link