Oura is winning young women and losing gym rats, and it’s fine with that

Oura, a Finnish health tech company that pioneered the smart ring market, currently dominates with 80% market share and has built a strong user base primarily among high-performing professionals—dubbed “corporate athletes”—who use the device to optimize sleep, exercise, and metabolic health. This demographic, largely millennials and Gen Xers with disposable income, has driven Oura’s rapid revenue growth, doubling last year and on track to double again, with exceptional user retention rates in the high 80% after 12 months, far surpassing other wearables. However, Oura faces increasing competition from brands like Samsung, Whoop, and Ultrahuman, which appeal more to younger, fitness-focused consumers, especially young men interested in athletic performance and recovery. While competitors often offer subscription-free models or target price-sensitive buyers, Oura remains confident in its subscription value and polished design. Rather than trying to capture every demographic, Oura is focusing on satisfying its core users while organically expanding into new segments