Fitness Bands Are Losing Screens—and Gaining Fans

2026-05-07 · Source: Technology - WSJ.com · Field: Technology & Digital — Internet of Things (IoT) & Connected Devices, Emerging Technologies & Innovation · Depth: Fundamental Awareness, quick

Summary

Screenless health and fitness trackers, including the Oura Ring, Whoop band, and the new Google Fitbit Air, are experiencing a surge in popularity, offering continuous monitoring benefits over smartwatches. Despite the Apple Watch remaining the most popular wearable, sales of these display-free devices are rapidly increasing. Oura, a smart-ring maker, raised over $900 million, while performance-band maker Whoop secured $575 million in March, with both companies now valued at over $10 billion. Market-research firm Circana reported an 88% growth in U.S. fitness tracker purchases between 2024 and 2025, with smart-ring purchases alone seeing a 195% increase.

Key takeaway

For investors evaluating the wearable technology market, the explosive growth in screenless fitness trackers like Oura and Whoop signals a significant shift. Your portfolio should consider companies specializing in these devices, as their focus on continuous monitoring, comfort, and extended battery life is capturing substantial market share and investor capital, indicating a robust growth segment distinct from traditional smartwatches.

Key insights

Screenless health trackers are gaining significant market traction due to continuous monitoring and comfort advantages.

Principles

• Comfort and battery life drive wearable adoption.
• Specialized health tracking appeals to consumers.

In practice

• Consider screenless wearables for continuous health data.
• Evaluate Oura, Whoop, or Google Fitbit Air for tracking.

Topics

• Screenless Fitness Trackers
• Oura Ring
• Whoop Band
• Google Fitbit Air
• Wearable Technology Market

Best for: Investor, Entrepreneur, Tech Journalist

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Editorial summary, takeaway, and curation by AIssential. Original article published by Technology - WSJ.com.