Fitness tech company Whoop is in hot water with its customers after suddenly changing its promise about free upgrades to its newest fitness tracker the Whoop 5.0. The company, which just launched the new device, is now facing heavy criticism online from loyal users who feel misled and frustrated.
What Was Promised?
Whoop is known for its subscription-based model. Instead of buying the fitness tracker outright, users pay a monthly fee. As part of that deal, Whoop had previously said that users who stayed subscribed for at least six months would get free hardware upgrades when a new device came out. For many, this was a big reason they joined Whoop in the first place.
But things took a surprising turn.
What Changed?
Just a day after launching the Whoop 5.0, the company quietly updated its policy. Now, to get the new device, existing customers must either:
-
Extend their membership by at least 12 months, or
-
Pay a one-time fee $49 for the standard Whoop 5.0, or $79 for the Whoop 5.0 MG (a special version with ECG/EKG features).
Basically, the free upgrade is no longer available unless you commit to another year or pay up.
Even worse, this change wasn’t clearly announced. Users only noticed after checking the “How to Upgrade” page, which no longer mentioned the six-month rule. According to The Verge, that rule was still there on March 28, 2025 just before the launch.
Why Are People So Upset?
Unsurprisingly, Whoop users are angry. Many of them say they only stuck with the membership because they were expecting a free upgrade. On Reddit and social media, users have been venting their frustration.
One user wrote:
“One of the main reasons I chose a Whoop over an Apple Watch was the free hardware upgrades. Now they’ve changed the deal without telling anyone.”
Another added:
“I’m definitely canceling my membership. I feel cheated.”
For a company that has built its reputation on trust and performance, this sudden change has left a lot of people feeling like they’ve been taken for granted.
What Is Whoop Saying?
After the backlash, Whoop made a statement to The Verge. They said that only people who have more than 12 months left on their membership are now eligible for a free upgrade. Others will have to either pay the fee or extend their membership.
They also claimed that a blog post which still mentioned the six-month rule was a mistake and was published in error.
That explanation didn’t sit well with many customers, especially since no public apology or detailed explanation was shared.
Why This Matters for Whoop
This situation could hurt Whoop more than they realize. The fitness tracker market is full of strong competitors like Apple, Garmin, Fitbit, and Oura. Customers have more choices than ever before. And when trust is broken, many people will have no problem switching to another brand.
Whoop’s unique subscription model where you pay monthly and get hardware included only works if customers believe they’re getting value. If they feel tricked, the whole model could collapse.
A Warning for Other Companies
This isn’t just about Whoop. It’s a reminder to all subscription-based tech companies that clear communication and transparency are key. People are willing to subscribe if they feel taken care of. But if promises are broken or changed without notice, the backlash can be swift and intense.
What’s Next for Whoop?
Right now, many Whoop users are reconsidering their memberships. Some have already canceled. Others are waiting to see if the company does anything to make things right like offering the upgrade for free to long-time members or clearly apologizing for the confusion.
Whoop has a loyal fan base, but that loyalty is being tested. If the company wants to recover, it’ll need to be honest, clear, and maybe a little more generous in the coming months.
TL;DR (Too Long; Didn’t Read):
-
Whoop launched its new 5.0 fitness tracker.
-
They had promised free upgrades to users subscribed for 6+ months.
-
That policy was quietly changed now users must pay or extend their membership by 12 months.
-
Customers are angry and feel betrayed.
-
Whoop claims the previous promise was a mistake.
-
The backlash is serious and may push users to competitors.
