Whoop, the sports tech and analytics company that makes discreet wearables, raises $55M

On the heels of Google buying Fitbit for $2.1 billion, another player in wearables and health technology has picked up a big round of growth funding to continue expanding its business. Whoop, which makes a sensor-equipped (and screen-free) strap that continuously tracks your activities 24/7 and then provides a multitude of performance metrics and other data based on that activity, has closed a round of $55 million, a Series D that it will use to continue expanding its business into a wider range of wearables and analytics that can be gathered around them.

Today the devices measure things like how much strain a workout is causing you, how you are recovering afterwards, your sleep, whether training is having the desired effect, whether you are working at a level that will be less likely to cause injury and how you are likely to perform. Looking ahead, the plan is to bring the sensors into more places than just the strap it currently makes. “You’ll see Whoop over time worn throughout your body,” CEO Will Ahmed said. “The tech can live in other areas of the body, people will not even know you are wearing a sensor. We like the idea of

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