Ouraring Gen3: New Sensors & Personalized Fitness Tracking

Oura's Evolution: From Health Tracking to Comprehensive Wellness

Motiv initially gained attention in 2017 by showcasing the potential of wearable fitness tracking beyond traditional wrist-worn devices. However, the company eventually broadened its focus to include biometric authentication. In contrast, Oura has consistently centered its efforts on health-focused applications.

A Breakthrough Year for Oura

The year 2020 proved to be exceptionally successful for Oura, as numerous organizations sought innovative solutions during the pandemic. The company demonstrated the utility of its health metrics in the early identification of COVID-19 and other medical conditions.

Consequently, several prominent U.S. sports organizations became clients, including the NBA, WNBA, World Surf League, USA Surfing, Red Bull Racing, Seattle Mariners, UFC, and NASCAR.

Sales and Market Position

Oura reports having sold “hundreds of thousands” of rings throughout its history. While not a massive figure in the consumer electronics landscape, this represents substantial growth for a hardware startup.

This success is particularly noteworthy given the crowded market of smartwatches and fitness trackers.

Key Features of the Gen-3 Ring

Oura has distinguished itself by integrating a significant number of sensors into a compact and unobtrusive design, providing valuable insights into areas like exercise and sleep. The new gen-3 ring reinforces the company’s dedication to these core strengths.

A primary enhancement is 24/7 health monitoring, facilitated by continuous daytime heart rate tracking. Additional improvements include more accurate temperature sensing, enhanced sleep analysis, and refined period prediction capabilities.

The company notes its commitment to providing detailed information regarding menstrual cycles.

Expanding into Workout Content

Oura is also venturing into workout content, aligning itself with companies like Apple, Fitbit, and Samsung. A library of over 50 video and audio sessions, focusing on workouts, meditation, sleep, and breathing exercises, is slated for release.

The Oura Membership

CEO Harpreet Rai explained to TechCrunch that the content library will be continually expanded, encompassing both educational materials – such as the effects of caffeine and sleep – and guided sessions.

“In the beginning, you’ll see a lot of meditation, sleep sounds,” Rai stated. “We’ve expanded that library tremendously. You’ll see more and more coming there. It’s a one-stop shop for your health.”

Access to these videos and more in-depth health insights will be available through a new Oura Membership, priced at $6 per month.

Subscription Model Considerations

Rai draws parallels to connected fitness companies like Peloton, Tonal, and Tempo, which combine hardware with subscription services. He suggests that a fully subscription-based model for Oura is a possibility.

“Do I think over time, we can go fully subscription model? There may be different ways to finance this stuff — I think you can. We haven’t ruled it out,” Rai commented. “But we’ve seen more consumers gravitate toward this, because of the total cost of ownership.”

Future Developments and Availability

Further features are planned for future iterations of the ring, including SpO2 blood oxygen sensing, expected to be implemented next year. The ring is currently available for preorder at a price of $300, with shipping commencing in mid-November.