Whoop's elite-athlete-first subscription model vs Google Fitbit Air mass-market data play
Whoop built $10B valuation with 2.5M users at $24/mo by targeting Navy SEALs/NFL/NBA first (banned by leagues = viral marketing), no-screen hardware, 15% churn. Google launching Fitbit Air ($99, no sub) for mass Android users to capture health data via Google Health integration. Andrej Karpathy benchmark shows Whoop beats Oura for sleep tracking. Market still early with high churn as users tire of data without habit change.