That's what you call getting tangled up in things. Whoop, a brand specializing in connected bracelets that has bet everything on a subscription formula, was planning to launch its new bracelet models, the Whoop 5.0. Except that the launch is turning sour for one simple reason: the brand's initial promise is not being kept.
Indeed, Whoop is unique in that they don't sell a bracelet per se, but a subscription giving access to the bracelet. The idea is that when the brand releases a new model, if you've been a subscriber for long enough, you have access to it. The benefit? Peace of mind thanks to the assurance of always having the brand's most up-to-date model.
Whoop(s)
Except that this Thursday, May 8, the company launched its two new bracelets, the Whoop 5.0 and Whoop MG. Smaller, more powerful, still without screens to avoid the invasive side, addition of an electrocardiogram for the MG model… the two new products could have quite pleased subscribers on paper.
But a problem was quickly highlighted by users of the Reddit forum dedicated to the brand, so much so that they're talking about a Whoopgate outright.
The brand had written in black and white that a six-month subscription or more allowed you to get "the next generation of devices for free." Except that in reality, it doesn't exactly work like that. As one user points out with a touch of humor, "the device is free, it's just the fees that aren't".
Screenshot in support, the internet user shows that he is asked for a fee of 59 euros to receive the device, to which must be added 12 euros for shipping, making a 70 euro transaction for an exchange that is supposed to already be covered by the subscription...
The tarnished brand image
A an internet user, who identifies himself as a lawyer, claims that the brand could even risk legal trouble. He explains that despite its marketing pitch, Whoop had clearly stated in its terms of sale that new versions "could" be offered with a subscription renewal. This led this person to conclude: "So yes, this 'free upgrade' line in the marketing? If they don't honor it, it could easily be considered false advertising under UK and US consumer law."
It should also be noted that with the addition of two wristbands to their plan, Whoop has revised its subscription plan and now offers three different plans.
- Whoop One: access to Whoop 5.0, no wireless charger, €199 per year;
- Whoop Peak: access to Whoop 5.0, with wireless charger, €264 per year (equivalent to the old plan);
- Whoop Life: access to Whoop MG and wireless charger. The premium wristband has an electrocardiogram and can measure blood pressure, and costs €399 per year.
For those who have already been subscribed for six months, a twelve-month commitment is required to obtain Whoop 5.0.
All of this could seriously damage Whoop's brand image, which had developed a solid reputation, being worn by top athletes such as Sha'Carri Richardson (athletics), Aryna Sabalenka (tennis), Mathieu van der Poel (cycling), and even Cristiano Ronaldo (football). Barring any surprises, the brand is likely working on an appropriate response to the user outcry.
0 Comments