The health and wellness space is booming, with the global market projected to reach over $11 trillion by 2034. One of the darlings of the space is Whoop, maker of screen-free wearable tech. It’s known for its subscription model (annual memberships start at $149) and was valued at $3.6 billion in 2021. Revenue Brew spoke with CMO John Sullivan about the messaging behind that growth and how to market for a new health ecosystem. This interview has been edited for length and clarity. The fitness space seems to be in the middle of a boom. What’s it like marketing around all this increased interest? It’s the golden age of health, performance, fitness, well-being, wellness in general…The golden age is this combination of the democratization of all of the inputs. You can go get a cancer screening, you can go get blood testing, you can get a continuous glucose monitor off the shelf. Whoop is really unique because we have continuous monitoring, but then you add that AI layer, you can ingest more data, make more sense of it, and make that experience more personalized than ever before. With Whoop coming out with so many new products, how do you think about messaging around the ecosystem that is being created? Our marketing playbook is pretty straightforward insofar as we try to make full-funnel impressions, generating awareness, telling people what it is about Whoop that should be considered, and ultimately helping them figure out exactly what problems we can solve for them. We just announced recently this multiyear deal with the Ferrari F1 team…It’s cool to see Lewis Hamilton wearing Whoop, but it might be more important to you to understand how you can review a synapse or lose weight, or prevent prediabetes. Read on for Whoop’s marketing strategy and future plans.—BS | 
