When Whoop first launched its fitness-tracking bracelet, it made a bold promise: your wearable hardware would be free, and every time a new model dropped, you’d automatically receive the latest device as long as you kept your subscription active. It sounded like a win-win — constant hardware upgrades without extra fees. But reality didn’t quite line up with the pitch.
Last week, Whoop unveiled two fresh wristbands, the Whoop 5.0 and the Whoop MG, along with revamped membership tiers dubbed Whoop One, Whoop Peak, and Whoop Life. Instead of seamlessly handing out the Whoop 5.0 to current subscribers, the company quietly shifted the rules, leaving many long-time users feeling misled.
Whoop’s Grand Promise and Sudden Switch-Up
On paper, Whoop’s proposition was simple: you pay a monthly or annual subscription, and when a new model arrives, you get it at no extra cost. The goal was to foster loyalty by keeping hardware fresh, promising a competitive edge in a crowded wearables market. However, the fine print stated that only users with a minimum of 12 months left on their membership could qualify for a free upgrade — a detail that flew under the radar for many.
When Whoop introduced the Whoop 5.0, which boasts a tripled battery life over its predecessor and improved sensor accuracy, users expected an easy swap. Instead, the company announced that if you don’t have at least 12 months remaining on your subscription, you must either extend your commitment by a year or pay a one-time $49 upgrade fee. This abrupt change contradicted the “automatic hardware renewal” slogan that hooked so many subscribers in the first place.
Whoop Does a 180
Faced with mounting frustration, Whoop partially reversed course. According to a blog post and reports from TechCrunch, customers with more than 12 months left on their current plan can now snag the new band for free, no extra steps required. While that’s a relief for some, those on shorter subscriptions or monthly plans still need to sign up for another 12 months at €264 or pony up the same $49 fee to receive the Whoop 5.0 without extending their membership.
Whoop’s official statement explains that the shift stemmed from the elimination of month-to-month subscriptions in favor of 12- and 24-month commitments. “This realignment ensures that customers upgrading their hardware maintain sufficient subscription time to support the service,” the company wrote. But for users who initially signed up under different terms, these new rules feel like a bait-and-switch maneuver.
Why Users Are Fed Up
The Whoop subreddit has become a hub of discontent, with posts urging fellow members to cancel their subscriptions in protest. One user, responding to a long explanation from Whoop’s product lead, wrote: “It honestly feels like Whoop doesn’t care about its customers.” Others lament losing what they saw as a key differentiator against rivals like Apple Watch or Garmin — an easy, no-cost hardware refresh every time Whoop rolled out an upgrade.
One frustrated subscriber, who’s been wearing a Whoop 4.0 for over 18 months and has an update scheduled for December, summed it up bluntly: “I felt this coming and wasn’t totally shocked, but they straight-up lied. Now they’re going to lose the trust of many subscribers — me included — and dissolve one of their strongest selling points.” Many echo that sentiment, saying the new policy undercuts the value of a Whoop membership and makes the product seem overpriced.
Subscription Model: What You Need to Know
If you’re considering joining or renewing a Whoop plan, here’s the lowdown: memberships start at about €264 per year and must be prepaid for either 12 or 24 months. There’s no month-to-month option anymore, so you’re locked in for the term you choose. Without an active subscription, your Whoop device won’t sync data to the app, effectively rendering it a useless piece of hardware.
To secure a free upgrade to the Whoop 5.0, make sure you have at least 12 months left on your contract before the new model drops. If you don’t, you can either extend your subscription to hit that 12-month threshold or pay the one-time €49 upgrade fee. For those who opt for the longer 24-month plan (Whoop Peak or Whoop Life), free hardware refreshes will continue under the updated policy as long as you stay within the eligibility window.
Looking Ahead: What Can Be Improved?
Transparency is key for subscription-based services, especially when regular hardware swaps are involved. Whoop’s initial message painted a picture of effortless upgrades, only to tighten the rules when new gear was ready to ship. To rebuild goodwill, the brand could consider pro-rating upgrade fees or offering loyalty discounts for those who’ve stuck around since the early days.
Ultimately, wearable tech is all about trust. Users invest in these services expecting reliable insights into their sleep, recovery, and performance. When hardware policies shift suddenly, it erodes confidence not just in the product, but in the brand. Going forward, Whoop has a chance to win back skeptics by clarifying terms upfront, communicating changes directly, and rewarding long-term subscribers for their loyalty.
