Wearable fitness tech company Whoop has reversed course—at least partially—on its initially controversial Whoop 5.0 upgrade policy after facing a wave of customer criticism.
Earlier this week, Whoop revealed its new 5.0 fitness tracker and told existing members that they could only get the device by either paying a one-time upgrade fee ($49 for the base model, $79 for the EKG version) or by extending their subscription by 12 months. This didn’t sit well with longtime users, many of whom felt blindsided by what seemed like a sharp turn from Whoop’s previously advertised promise: that members who had been with the company for six months or more were entitled to free hardware upgrades.
Considering the high annual subscription fees—ranging from $199 to $359—the expectation for free device upgrades was well-established in the Whoop community. Users were quick to point out that this new direction violated the brand’s longstanding value proposition.
After Backlash, Whoop Expands Upgrade Eligibility
The backlash was swift and vocal, especially across social platforms like Reddit. In response, Whoop issued a Reddit post to clarify its stance and unveil a more generous Whoop 5.0 upgrade policy.
Under the revised plan:
- Any user with more than 12 months remaining on their subscription is now eligible for a free upgrade to the 5.0 device.
- Those who have already paid for the upgrade and meet the new criteria can request a refund.
- Users with fewer than 12 months left can still receive the upgrade if they choose to extend their subscription at no extra charge.
The company said these changes were made because it had “heard your feedback,” but it also framed the issue as a miscommunication. Whoop noted that its shift from monthly and 6-month subscriptions to only offering 12- and 24-month plans was a key reason behind the confusion.
Additionally, Whoop claimed that the previous blog post stating that anyone who had been a member for at least six months would get a free upgrade “was never our policy and should never have been posted.”
Community Reaction Remains Mixed
The changes have generated mixed feelings among users. One Reddit moderator called the update a “win for the community,” appreciating that the company took user feedback seriously and adapted quickly.
However, not all reactions have been positive. Several users remained skeptical of Whoop’s intentions, with one commenter writing, “You don’t publish a policy by accident and keep it up for years. Removing it after backlash doesn’t erase the fact [that] it is real.”
There was also frustration from users who found themselves just short of the eligibility window—specifically those with 11 months left on their subscriptions, who missed the free upgrade threshold by a narrow margin.
The controversy highlights the delicate balance subscription-based companies must strike between monetizing hardware and maintaining customer loyalty. While Whoop has taken steps to improve transparency and offer a more accommodating upgrade path, the incident underscores the importance of consistent messaging and user trust.
Ultimately, the Whoop 5.0 upgrade policy saga may serve as a cautionary tale for other hardware-as-a-service companies navigating similar transitions.
