Fitness wearable maker Whoop is doubling down on women's health. The company has launched a new panel focused on women's health through its Whoop Labs blood testing service, joining a broader shift across the wearables industry toward reproductive health monitoring.
The panel includes 11 blood biomarkers that can give insights into aspects such as cycle regulation and hormonal transitions: Anti-Müllerian Hormone (AMH), Progesterone, Prolactin, and Thyroid Peroxidase Antibodies (TPOAb), Free T4, Free T3, Leptin, Vitamin B12 (Cobalamin), Folate, Magnesium, and Phosphate. When paired with data from the wearable, the company claims these biomarkers will help users understand more about perimenopause, thyroid function, nutrient sufficiency, and bone metabolic resilience.
The timing reflects a genuine market shift. Whoop reported a 150% increase in women using its products compared to a year earlier, making up its fastest-growing user segment. More than that, women engage 30% more with its Whoop AI feature, suggesting the audience is deeply invested in the platform's tools.
Fitness wearable companies have lately been working on adding more features and services catering to women's health to address demand from this long-underserved part of the userbase. Earlier this month, smart ring maker Oura released a new AI model focused on women's health, along with a chatbot that would provide insights on health data and answer questions.
Whoop's new feature goes beyond simple tracking. The app's new Hormonal Symptom Insights and Predictions feature creates a model of hormonal changes over menstrual cycles based on previous data. It uses this model to predict possible date windows for the next period, give insights into cycle lengths, period length and irregularities, and detail individual symptom patterns.
The scientific evidence backs the appeal of such tools. Research shows wearable devices had high accuracy for detecting fertility and were able to differentiate between the luteal phase (early and late), fertile window, and menstruation by assessing changes in heart rate, heart rate variability, temperature, and respiratory rate. However, scientists acknowledge gaps in the research; more research is needed to evaluate consumer perspectives on reproductive technology for monitoring fertility, and ethical issues around the privacy of digital data need to be addressed.
For now, Whoop's expansion into women's health remains US-based. Whoop Advanced Labs is only available in the United States and requires an active WHOOP membership or trial; Advanced Labs testing is not available in Arizona, Hawaii, Wyoming, North Dakota, or South Dakota. The company has planned expansion to international markets in the future.
The broader question is whether wearables can do for menstrual health what they have already achieved in fitness tracking: translate raw data into actionable insights. For a large and engaged cohort of women seeking deeper understanding of their hormonal patterns, the appeal is clear. Whether the science keeps pace with the marketing remains to be seen.