BOSTON, United States — Next-gen wearable WHOOP has bolstered its ever-growing portfolio of partners by inking a multiyear partnership deal with CrossFit.
The billion-dollar-plus company has been named the official wearable of CrossFit, in a move that aims to help CrossFit athletes benefit from WHOOP’s data around training, sleep and recovery. CrossFit also plans to share the insights gathered by its athletes via integrations into its broadcast programming and other digital and on-site channels.
“CrossFit athletes were some of the earliest WHOOP adopters and have continued to be an integral part of our growing global membership,” commented Will Ahmed, WHOOP Founder and CEO.
“WHOOP is the ideal partner for CrossFit training as it provides the information that athletes and fitness enthusiasts alike need to understand their bodies, prioritize recovery, and ultimately optimize performance. We are incredibly excited to become an official partner of CrossFit and bring our communities even closer together,” he added.
In addition to bringing real-time data-sharing features to CrossFit, the partnership will also see the two companies create several co-branded events in an attempt to go deeper into co-created storytelling highlighting health and fitness.
CrossFit has said it will also integrate WHOOP insights into the educational component of the sport, including sleep and recovery content for new members all the way to top trainers.
“I’ve always been a data guy, and I’m passionate about the ways that we can use data to improve human health, which is why I’m so excited about this partnership and collaboration between CrossFit and WHOOP,” said Eric Roza, CrossFit CEO.
“WHOOP helps athletes quantify their own health and performance, so they can use that data to analyze, understand, and improve their personal outcomes. That kind of information is power, and we’re delighted to work together to share the power of WHOOP with the worldwide CrossFit community,” he added.
According to CrossFit, in 2020 half of the competitors at the CrossFit Games were already wearing a WHOOP device, including some of the top athletes in the world, such as Katrin Davidsdottir, Noah Ohlsen, Brooke Wells, Rich Froning, Kari Pearce, and Christian Harris. However, an official partnership is likely to boost athlete reliance on the tracker as it has done in similar partnerships between WHOOP and both the National Football League and The Professional Golfers’ Association. The end goal being that engagement eventually trickles down to wider consumer awareness and adoption.
WHOOP, with its 24/7 physiological monitoring coupled with actionable feedback, is uniquely positioned to help CrossFit athletes take on exercise, prevent injuries, and improve overall health.
“We can say with complete confidence that WHOOP is the wearable chosen by the best athletes in the world,” Ahmed recently told Welltodo.
What’s powerful about that, he explained, is that it makes consumers intrigued in terms of what’s so good about it. What is it about the product that a professional athlete who cares about their health and body is willing to pay for?