Oura, the Finnish pioneer that created the modern smart ring category, is experiencing a major demographic transformation. Once the go-to gadget for biohacking executives and fitness-obsessed men, women now make up 59% of Oura’s user base, marking a dramatic reversal from just a few years ago. The fastest-growing segment? Women in their early twenties, who are embracing Oura not as a performance tool but as a wellness companion.
This shift reflects a broader societal trend: younger generations are focusing less on extreme fitness and more on preventative health, mental wellness, and hormonal balance. And Oura has leaned in, strategically and unapologetically.
The Rise of Women’s Health in Wearables
Oura’s demographic pivot didn’t happen by chance. Over the past three years, the company has heavily invested in women’s health features, addressing an underserved segment in the wearable space.
Since 2022, Oura has rolled out a suite of innovations:
- Period Prediction (2022): Uses biosignals like temperature to predict cycles.
- Cycle Insights (2023): Offers deeper menstrual phase analysis and variability tracking.
- Pregnancy Insights (2024): Provides real-time biometric guidance throughout gestation.
- Fertility Window Detection: Delivers 97% accurate ovulation predictions.
- Perimenopause Research (2024): Conducted with UC Berkeley and Clue to identify early hormonal changes.
These developments have made Oura one of the most accurate and discreet cycle-tracking tools available, a critical advantage over bulkier wrist-based wearables. CEO Tom Hale has said Oura aims to “give your body a voice,” empowering women with predictive, clinically validated insights across every life stage.
Losing Gym Rats, Gaining Wellness Advocates
While Oura’s pivot has attracted millions of new users, it’s also resulted in some attrition. The company has seen a decline among “gym rats” and elite athletes, many of whom have migrated to Whoop, a rival brand focused on strain and performance metrics.
Oura’s Chief Commercial Officer, Dorothy Kilroy, isn’t concerned. Speaking at Toronto’s Elevate conference, she framed the shift as intentional:
“We’re not a fitness tracker only. We’re a health platform focused on preventative health — avoiding burnout, illness, and enabling early detection.”
In short, Oura is choosing depth over breadth, prioritizing users who want long-term wellness over those chasing training metrics.
Business Momentum Remains Strong
Despite this strategic narrowing, Oura’s business performance is robust:
- Over 2.5 million rings sold worldwide.
- Revenue doubling annually, with 90% of growth driven by word of mouth.
- Member retention above 80% after 12 months, nearly triple the industry average.
- Subscription base growing steadily at $5.99/month, supporting continuous feature upgrades.
New tools like AI-powered Symptom Radar and Dexcom integrations for metabolic tracking reinforce the company’s preventative care positioning, which Hale describes as a “doctor in your pocket.”
Competition and Challenges
The wearables market is heating up, with Samsung’s Galaxy Ring, Whoop, and Ultrahuman all vying for attention. Oura holds an estimated 80% share of the smart ring category, but faces subscription fatigue among Gen Z and privacy concerns tied to its $96 million Department of Defense partnership involving Palantir analytics.
Kilroy has been clear:
“We do not pass our member data to the U.S. government. Data privacy and user control are non-negotiable.”
To reinforce trust, Oura emphasizes HIPAA compliance, data sovereignty, and transparency around fertility data, a sensitive issue in the post-Roe v. Wade era.
A Cultural Moment for Preventive Health
Oura’s evolution mirrors a generational change. Younger women are defining wellness around sleep quality, stress management, hormonal awareness, and emotional health, not step counts or calorie burns.
Social media reflects this new reality: posts praising Oura as “the wellness ring redefining self-care” dominate platforms like X and TikTok, where influencers highlight how it “fits seamlessly into life, no performance pressure, just balance.”
Oura’s Next Chapter
With R&D partnerships at Stanford, UCSF, and UC Berkeley, and over 30 PhDs and MDs on staff, Oura is doubling down on science-backed innovation. Its next phase includes metabolic health expansions and AI wellness advisors, designed to personalize health feedback even further.
As CEO, Tom Hale summarizes,
“We’re building for the 80% of health decisions people make outside the doctor’s office.”
By focusing on trust, inclusivity, and predictive health, Oura isn’t just adapting to a demographic shift — it’s leading one.
Quick Stats: Oura by the Numbers (2025)
| Metric | 2023 | 2024 | 2025 (est.) |
|---|---|---|---|
| Female Users | <50% | 55% | 59% |
| Rings Sold | 800K | 1.8M | 2.5M+ |
| Retention (12 months) | N/A | 85% | 88% |
| Revenue Growth | +100% YoY | +95% YoY | +100% YoY |
| Smart Ring Market Share | 75% | 78% | 80% |
