Whoop's Influencer-Driven Entry into Fitness Wearables

WHOOP broke into the crowded fitness wearables market by letting elite athletes prove the product, then turning many of them into investors and ambassadors. Founded in 2012 by Harvard student-athlete Will Ahmed, WHOOP focused on recovery and sleep rather than step counts, sold the band through a subscription, and built credibility through early users such as LeBron James and Michael Phelps. Later partners include Cristiano Ronaldo, Rory McIlroy and Steven Bartlett, and in April 2026 WHOOP raised $575 million at a $10.1 billion valuation.

A different position in a crowded market

The fitness wearables market is full of smartwatches and step trackers. WHOOP chose a different angle: a screenless band focused on recovery, strain and sleep, paired with a membership rather than a one-off purchase. That gave it a clear story to tell, aimed at people serious about performance.

How WHOOP used athletes and influencers

1. Let elite athletes prove the product

WHOOP's earliest credibility came from the athletes who wore it. LeBron James and Michael Phelps were among the first users, and their visible use signalled that the product was built for serious performance. Cricketer Virat Kohli's visible use during the 2023 Cricket World Cup did the same for a new audience.

2. Turn ambassadors into investors

WHOOP's ambassadors often have a stake in the business. When Cristiano Ronaldo joined as a global ambassador and investor in May 2024, he joined a roster of athlete investors including Patrick Mahomes, Michael Phelps, Eli Manning and Rory McIlroy. Ownership makes endorsements feel genuine, and Ronaldo also works with WHOOP on product development.

3. Reach beyond sport

WHOOP partnered with Steven Bartlett, host of The Diary of a CEO podcast and an early investor, to reach entrepreneurs and professionals interested in health and performance. It took WHOOP's message beyond athletes to a much wider audience.

4. Share real performance data

WHOOP's content often uses athletes' own data, such as a cyclist's strain score on the day they win a world championship. Real metrics from real performances make the product tangible in a way generic endorsements can't.

5. Build long-term relationships

Rather than one-off sponsored posts, WHOOP builds lasting relationships where ambassadors use the product, give feedback and share their experience over time. That consistency builds trust.

The results

WHOOP has grown into one of the best-known names in performance wearables. In April 2026, it raised $575 million at a $10.1 billion valuation, with Ronaldo, LeBron James and Rory McIlroy among the athlete investors alongside institutions including Abbott and Mayo Clinic.

What other brands can learn from WHOOP

• Pick a clear, different position. WHOOP owned recovery and sleep rather than competing on features.
• Let genuine users lead. Athletes who already used the product made the most credible ambassadors.
• Align incentives. Ambassadors who invest are more committed, and audiences can tell.
• Use real data and real stories. Concrete proof beats generic endorsement.
• Disclose partnerships clearly. Commercial relationships, including investments, should be labelled in line with advertising rules.

Frequently asked questions

Who founded WHOOP?

WHOOP was founded in 2012 by Will Ahmed, then a Harvard student-athlete, with John Capodilupo and Aurelian Nicolae.

Which athletes are involved with WHOOP?

Early users included LeBron James and Michael Phelps. Athlete ambassadors and investors include Cristiano Ronaldo, Rory McIlroy, Patrick Mahomes and Eli Manning.

How did WHOOP use influencer marketing?

By building long-term partnerships with athletes and creators who genuinely used the product, often making them investors, and sharing real performance data in its content.

What makes WHOOP different from other fitness trackers?

A screenless band focused on recovery, strain and sleep, sold through a membership rather than a one-off purchase.

For more on WHOOP, see how WHOOP broke into the market. To build your own ambassador programme, talk to our influencer marketing team.