Wearable computer

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.

Oura’s Market Position and Competitive Landscape

by Ortega RafaelOctober 14, 2025

Business Startups

Oura Ring Valuation Hits $11 Billion After $900 Million Funding Round

Oura has achieved an $11 billion valuation following a $900 million Series E funding round. The Finnish wearable company reported over $500 million in 2024 revenue and expects to reach $1 billion in sales this year while competing with major tech players in the smart ring market.

Oura has reached an unprecedented $11 billion valuation following a massive $900 million Series E funding round, positioning the Finnish wearable technology company among the most valuable private health tech firms globally. The substantial investment comes as Oura reports explosive growth, with revenue exceeding $500 million in 2024 and projections indicating the company will achieve $1 billion in sales during 2025 according to their latest financial disclosures.