Whoop, the company behind the popular Whoop 5.0 fitness tracker, has recently got itself in hot water with users. That scorn, in large part, comes from their alteration of an aggressive upgrade policy. The company has since formalized an upgrade path for members who want to get their hands on the newest model. They can opt to renew their subscriptions for another year or pay a $49 one-time additional fee and $79 for EKG sensors-version. Yet the rollout of such a flexible upgrade policy has received a divided response from the user base.
As a comparison, Whoop’s monthly subscription costs between $199 and $359 per year. The company has long touted its hardware upgrade program as a key component of why it’s more valuable. Subscribers have enjoyed the ability to upgrade their devices at no cost over the years. This exclusive has become a huge factor in their success at retaining their loyalty. Following user response due to all this criticism, Whoop released a formal statement expressing understanding of user concerns and detailing a new upgrade policy.
If you currently have more than 12 months remaining on your Enterprise or Creator subscription, you’ve got some good news! With these newly released guidelines, you can now receive a free upgrade to the Whoop 5.0. Further, anyone who had previously paid the initial upgrade fee will automatically receive a refund if they fulfill this requirement. Enterprise customers with fewer than 12 months remaining on their subscriptions are able to renew their plans. This means that they can become eligible for the no-cost upgrade without any additional fees.
The original announcement of the changes distributed through a Reddit post in which Whoop further explained their methodology and reasons for the changes.
“We heard your feedback,” – Whoop.
However, even with this recognition, reception on the Whoop subreddit has been mixed. As one moderator commented, these changes will be a “win for the community” — a hopeful sign that this new policy to bolster micro-mobility was in effect. But other users were not happy, especially some who believed they just barely missed the deadline for the free upgrade.
Users are still discussing the details of the potential upgrade policy. They’re asking more fundamental questions about customer experience and how responsive the company is to its customers.
“You don’t publish a policy by accident and keep it up for years. Removing it after backlash doesn’t erase the fact that it is real.”
Whoop, on the other hand, is moving away from monthly and six-month subscriptions to 12- and 24-month contracts. The proof of this transition will be in the pudding, particularly when it comes to customer retention and brand loyalty. The company’s ability to address user concerns effectively and maintain transparency will be crucial as it navigates this evolving landscape.
As Whoop transitions from a model primarily focused on monthly and six-month subscriptions to one emphasizing 12- and 24-month commitments, it remains to be seen how these changes will affect customer retention and overall brand loyalty. The company’s ability to address user concerns effectively and maintain transparency will be crucial as it navigates this evolving landscape.