WHOOP tests making the device a separate purchase

WHOOP appears to be testing a new pricing setup in selected markets, with the device shown separately from the membership. As far as we can see, this is not being tested in the US, where the device still appears to be included with the subscription.

An example spotted in Australia shows WHOOP 5.0 listed with a separate AUD$139 device price, alongside an annual membership of AUD$300 for new members. That is different from the familiar WHOOP model, where users pay for membership and the hardware is presented as part of the package.

Another example is Spain. Now you have to pay 69 euro in that country plus 199 euros per year for the cheapest plan.

This does not appear to be a global rollout. WHOOP support has reportedly described it as a limited-time trial in select markets.

“…prices shown on our website are offers specifically for new members. This pricing is part of an ongoing, limited-time trial in select markets. As we learn from this test, availability may change. Please note that any membership purchase remains subject to the specific terms presented during checkout and setup. With this test, the device is purchased first, and the membership is selected separately, which is why the annual membership price is lower than the standard price.” (source)

Why WHOOP might be testing this

There is a reasonable business logic behind the move. Separating the device and membership could give WHOOP more flexibility with regional pricing, promotions and hardware upgrades. It also lets the company show a lower annual membership price in markets where the full subscription cost may feel steep.

That does not necessarily mean users will pay less overall. Or more. It simply changes how the cost is presented. The device becomes a visible upfront purchase, while the membership sits beside it as the ongoing service.

The US looks unchanged for now

The US caveat is important. From what we can see, WHOOP is not testing this separate device pricing in that country at the moment. The device still appears to be included with membership in the usual way. The same applies to most of Europe.

That makes this more of a regional experiment than a firm signal of what WHOOP plans to do everywhere. It may remain limited. It may also give the company useful data on whether people respond better to a lower-looking membership price when the hardware cost is shown separately.

The challenge is keeping the message clear. WHOOP’s value sits in the full platform, not just the strap. If the device and membership are separated too strongly, users may start asking what they own and what remains locked behind the subscription.

For now, this looks like a pricing test. Still, it is worth watching because it shows WHOOP exploring ways to make its membership model more flexible as the screenless recovery tracker space becomes more competitive.