Whoop’s recent decision to charge its long-time members for upgrading to its new Whoop 5.0 fitness tracker has sparked frustration and anger across its user base. Previously, the fitness tracker company had promised existing members that they would receive free upgrades to future hardware, as long as they had been part of the service for at least six months. Now, however, users are being asked to pay for the new device, which has led many to accuse the company of misleading its loyal customers.
Whoop’s Shift in Upgrade Policy
In its early days, Whoop distinguished itself from other wearable brands by offering a subscription-based service where members received their fitness trackers for “free” in exchange for committing to an annual membership. This model was different from other companies, like Oura, where customers had to purchase the hardware upfront and could optionally subscribe for additional data features. For many users, the promise of free hardware upgrades with every new generation of devices was a key selling point.
However, that promise was scrapped earlier this week when Whoop announced its new Whoop 5.0 model. As of now, existing members looking to upgrade from the Whoop 4.0 to the new 5.0 will either need to pay a one-time upgrade fee of $49 for the standard model or $79 for the version with additional EKG sensors. Alternatively, members can extend their membership by another year and receive the new device at no extra cost. This shift has caused a stir among long-time members who feel deceived by the sudden change in policy.
The Promise That Wasn’t Kept
As recently as March 28, 2025, Whoop’s official website assured users that “existing members would receive the next-generation device for free after having been a member for six months or more.” This statement was clearly visible on the company’s site, and many members based their purchasing decisions on this commitment. However, with the recent announcement of the Whoop 5.0, the company has updated its policies, removing the free upgrade promise entirely.
A screenshot from the Internet Archive’s Wayback Machine revealed that this promise had been live on Whoop’s website just weeks before the policy change. The screenshot reads: “Instead of purchasing new hardware every time an updated model is produced, Whoop members receive the next-generation device for free after having been a member for six months or more.” Now, this statement has been scrubbed from the official website, and replaced with an offer that requires users to either extend their membership or pay a one-time fee for the hardware.
User Backlash: The Fallout on Reddit and Social Media
Understandably, the backlash has been swift. The r/Whoop subreddit, a community of Whoop users, is overflowing with angry comments from long-time members who feel betrayed by the sudden change. Many users express frustration that they were promised free hardware upgrades when they signed up, only to be told they would now have to pay for the next-gen tracker.
One Redditor shared their disappointment: “One of the main reasons I chose a Whoop over an Apple Watch was due to the free hardware upgrades. Conveniently my 12-month subscription is up around the same time the Apple Watch is released. The cost isn’t the issue, it’s them changing what was promised.” Another user wrote, “I’m definitely canceling mine now, over the Whoop hype. Was excited to see they had a nice update and deflated after I saw they went back on their word about not charging for future hardware.”
The uproar mirrors similar reactions in the tech industry, where companies introducing paid subscription models or changing their existing services often face backlash. Garmin, for instance, faced a similar outcry when it introduced a paid tier to its Garmin Connect app after years of touting its free access. Oura, too, experienced a heavy backlash when it introduced a subscription fee for its third-generation smart ring.
Whoop’s Response: No Comment
The Verge reached out to Whoop for clarification regarding the change in policy, but the company declined to comment on the record. This lack of transparency has only fueled the frustration among users, who are now questioning the company’s future direction and commitment to its customers.
This move has raised important questions about the long-term sustainability of subscription-based hardware models. Whoop’s approach to providing hardware for free, with the caveat of a hefty subscription fee, was once seen as a win for fitness enthusiasts who didn’t want to pay for expensive devices upfront. But now, with this new fee structure, it remains to be seen whether Whoop will be able to regain the trust of its users.
The Bigger Picture: A Trend in the Fitness Tracker Market
Whoop is far from the only fitness tracker brand to face scrutiny over its subscription-based model. The rise of subscription services tied to hardware has caused ripples in the industry, as customers begin to realize the long-term costs associated with maintaining a membership. While services like Whoop and Oura offer compelling features, the shift towards charging for upgrades and additional features could alienate customers who are more accustomed to one-time purchases.
Fitness trackers have always been marketed as a way to help users track their health and improve their fitness, but as the hardware subscription model becomes more common, companies will need to find a balance between offering value to their customers and maintaining sustainable revenue streams.
The fallout from Whoop’s recent decision to charge for upgrades represents a larger shift in how companies handle subscription-based hardware models. While the company may have initially been able to capitalize on its free upgrade promise, that trust has now been called into question. Whether Whoop can recover from this misstep and restore the faith of its user base remains to be seen. For now, users are left feeling misled and frustrated, with many already considering walking away from the platform entirely.
As the fitness tracker market continues to evolve, it will be interesting to see how other brands handle similar subscription-based models and whether they learn from Whoop’s controversial decision. For now, one thing is certain—changing the terms of a long-standing promise can have lasting consequences.
