Oura Smart Ring Strategy: Winning Young Women While Losing Gym Rats
Oura’s chief commercial officer reveals the company’s fastest-growing user segment is women in their early twenties, not tech billionaires. While losing some gym-focused users to competitors like Whoop, Oura maintains 80% market share with strong retention rates.
Oura’s smart ring strategy is deliberately targeting young women and corporate professionals while accepting some loss of fitness-focused male users to competitors. According to Dorothy Kilroy, Oura’s chief commercial officer, the company’s fastest-growing demographic isn’t tech billionaires like Mark Zuckerberg or wellness-obsessed executives, but rather women in their early twenties who are embracing the health tracking technology. This demographic shift comes as the wearables market fragments across different user groups and use cases.