The New Wearables Playbook
Big Tech is tracking wellness wearables.
In touch. With over 50% of Americans sporting health-tracking devices, innovative wearable makers are cashing in. Taking stock, incumbent giants are ditching screens for passive data, actionable insights, and recurring revenue.
Screenless. Adapting to changing preferences, Google is reportedly developing a Steph Curry-endorsed screenless Fitbit challenging WHOOP and Oura, pairing hardware with a premium subscription and AI health coach.
Face first. Turning AI glasses into ambient healthtech, Meta announced hands-free nutrition tracking for its Ray-Ban and Oakley frames. Trading metaverse ambition for real-world utility, it’s betting eyewear can move food logging beyond apps into a daily interface for personalized guidance and behavior change.
New flex. Shifting devices from performance tools to lifestyle x status signals, Amex just added a $200 Oura credit for Platinum cardholders, while Chase is offering Sapphire Reserve users a $359 WHOOP rebate.
Punchline: Rings, bands, or glasses, wearables are becoming always-on interfaces for health, behavior, and self-expression. With WHOOP and Oura garnering $10B+ valuations, expect a multinational marketing war to ensue.
