BOSTON — Whoop is facing significant backlash after the recent launch of its Whoop 5.0 fitness tracker, with users expressing frustration over changes to its upgrade policy. In a surprising turn of events, the company has now clarified that customers with over a year of membership can receive the new device at no cost, aiming to quell the rising discontent.
On social media, the situation escalated after initial reports indicated that acquiring the Whoop 5.0 would require either extending existing memberships by an additional year or paying a one-time fee. This announcement contradicted a blog post on Whoop’s website, which suggested that only six months of membership would suffice for receiving the upgrade.
In response to the uproar, the company updated its policy, stating that members with more than 12 months remaining on their subscription would indeed qualify for a complimentary upgrade to the Whoop 5.0, particularly for those opting into its new Peak subscription plan. However, users without that time frame now face the original conditions of either extending their membership or incurring an upgrade fee.
Whoop acknowledged the previous miscommunication, emphasizing a commitment to transparency with its users. “A prior blog incorrectly stated that those with six months of membership would be eligible for a free upgrade. This was never our policy,” the company explained in a statement. They also noted that previous policies allowing for upgrades on earlier models were not meant to apply to the current model rollout.
Despite the new clarification, some community members remain skeptical of the company’s narrative. One user voiced approval for the resolution but questioned the authenticity of the initial error, suggesting that the company should take accountability for its policy shifts rather than framing them as misunderstandings.
Amid the controversy, Whoop’s CEO, Will Ahmed, faced scrutiny regarding statements made in earlier interviews. He had pointed out that existing members of the Whoop 3.0 could upgrade to the 4.0 version if they had at least six months left on their membership. The apparent inconsistency between previous communications and the new policy has prompted discussions among users about trust and brand loyalty.
As Whoop navigates these turbulent waters, the company recognizes the necessity of aligning its messaging with user expectations. Addressing the gap between what was promised and what is currently being offered could determine the company’s future relationship with its customer base.