WHOOP named No. 44 on CNBC list

WHOOP said Tuesday it was ranked No. 44 on CNBC’s 2026 Disruptor 50 list, marking the Boston company’s first appearance on the annual ranking of private startups. CNBC’s profile of WHOOP said the company is trying to redefine wearables from performance tracking toward preventative health. In a separate company announcement, WHOOP tied the recognition to its May 2025 launch of WHOOP 5.0 and WHOOP MG, which it described as next-generation devices for health, fitness and longevity. CNBC published the 2026 Disruptor 50 list on May 19 and said the ranking is now in its 14th year. WHOOP’s profile on the list said the company was founded in 2012, is led by Chief Executive Will Ahmed and is headquartered in Boston, Massachusetts. CNBC also said WHOOP has raised $1 billion and carries a $10.1 billion valuation. ### Why did WHOOP make CNBC’s list this year? CNBC said WHOOP landed on the list as the business of health, fitness and longevity expands and as the company broadens its pitch beyond athletic performance tracking. The network described WHOOP as part of a more crowded wearables market that includes Garmin fitness trackers, Apple and Samsung smartwatches, and Oura’s tracking ring. Will Ahmed told CNBC, “We’re going to be building our brand awareness, we’re going to be investing a lot in innovation, research and AI.” CNBC said artificial intelligence, cloud computing, machine learning and the internet of things were among the key technologies associated with WHOOP. ### What products did WHOOP point to in its own announcement? WHOOP said in a May 19 announcement that the ranking capped what it called a “landmark year” for the company. The company pointed specifically to WHOOP 5.0 and WHOOP MG, which it launched in May 2025. The May 2025 product announcement described WHOOP 5.0 and WHOOP MG as “two next-generation wearables” designed to support a new approach to personal health and longevity. WHOOP said those devices were built to deliver more personalized insights across health, fitness and longevity. ### How is WHOOP describing its business now? WHOOP said in March that it had raised $575 million in a Series G funding round at a $10.1 billion valuation. The company said that financing would support its global expansion and its longer-term plan for personalized health. A separate WHOOP announcement on May 8 said the company was adding on-demand clinician access and new artificial intelligence features inside its app. WHOOP said those additions would move the platform further into clinical health services, with live video consultations available through licensed clinicians. ### How competitive is the market WHOOP is operating in? CNBC said WHOOP is entering an increasingly crowded wearables market. The outlet named Garmin, Apple, Samsung and Oura as competitors as companies push beyond basic tracking into broader health features. CNBC’s broader Disruptor 50 release said 43 of the 50 companies on the 2026 list identified AI as essential to their business models. The network’s methodology page said the combined valuation of the companies on this year’s list reached $2.4 trillion. ### What comes next after the ranking? WHOOP said in March it planned to add more than 600 roles in 2026 across software, research and design, hardware, product and marketing. The company said the hiring would support expansion in AI, clinical innovation and international growth. CNBC’s Disruptor 50 package published on May 19 includes WHOOP’s company profile, the full 2026 rankings and the network’s methodology for how this year’s list was selected.