Official Wyoming Cowboys Wrestling Champion Brown Icon Logo Shirt
Once you start looking for Oura’s health-tracking rings — thick, unassuming silver or gold bands — you see them everywhere. If you were paying attention, you’d also notice that the type of person wearing them has also begun to change. The rings, whose sensors sit around the index finger to collect markers like blood flow and body temperature to monitor and make predictions about the wearer’s health, were adopted early by male members of the tech industry — more inclined to obsess over metrics and self-optimization, so the stereotype goes. This data is sent to the Oura app through the wearer’s phone, where they can track biometrics including body temperature, heart rate variability, and where their dashboard and AI-powered health “advisor” delivers insights and health predictions based on what these metrics say about the wearer’s sleep quality, stress levels and activity. Oura CEO Tom Hale fits this bill; he is wearing a silver version of the device on one hand and a white ceramic iteration on the other during our interview at the Web Summit in Lisbon last week.Official Wyoming Cowboys Wrestling Champion Brown Icon Logo Shirt
But Hale is keen to underline how these days, he no longer fits the typical profile of the Oura wearer. Where sleep tracking — the Oura ring’s initial pull — was what Hale calls “the Trojan horse” for the business, due to the clarity of biometric data that can be collected over the long stretch that the wearer is asleep, he credits Oura’s rapid sales acceleration over the last two years to its expansion into women’s health features and its adoption among younger consumers. Hale, in particular, saw an opportunity to capitalize on our current culture’s growing obsession with wellness. “We saw that with women’s health there were a lot of unsolved problems and underserved customers, and wearables weren’t doing a great job of solving those needs,” Hale says. “Here’s the powerful insight: a woman’s physiology changes every 30 days; my body doesn’t change that much. From working out the best time to exercise to when to try to conceive, there were so many areas for us to focus on. So we doubled down on women’s health and it’s paid off immensely — women have flocked to Oura and it’s driven our growth through the roof.”
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