WHOOP Expands Commitment to Women's Health by Including One-Year Subscription of Natural Cycles° App in Membership

BOSTON--(BUSINESS WIRE)--Aug 4, 2026--

WHOOP, the human performance company, today announced an expansion of its women’s health offering through an integration with Natural Cycles° (NC°), the only FDA-cleared, hormone-free birth control app. WHOOP is offering a 12-month subscription to the NC° app to eligible new Natural Cycles users. Members with compatible WHOOP devices can now automatically share overnight skin temperature with the NC° app to enable personalized fertility insights and hormone-free birth control.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260804399367/en/

The Natural Cycles app, a Class II medical device, uses biomarker data, including temperature and heart rate data, to identify fertile and non-fertile days, helping users prevent pregnancy without hormones while also providing fertility insights. Beyond birth control, the app also supports users through pregnancy planning, pregnancy, postpartum, and perimenopause with dedicated modes tailored to each stage of their reproductive journey.

This integration and exclusive offer advance the efforts of WHOOP in women’s health by combining continuous physiological data with clinically validated fertility technology. Women are one of the fastest-growing segments of WHOOP members, with membership growing 111% year over year. As demand grows for personalized health insights and non-hormonal reproductive health options, this integration gives WHOOP members a more seamless way to understand fertility alongside the recovery, sleep, and health insights already available through WHOOP.

"This partnership represents a commitment to supporting women's health through clinically-backed, actionable data," said Dr. Ami Bhatt, WHOOP Chief Medical Officer. "By integrating with the NC° app, we are providing our members with a seamless way to access personalized reproductive health insights, expanding WHOOP beyond performance into everyday health."

"At Natural Cycles, we're committed to making digital contraception as seamless as possible for our users," said Dr. Magda Armbruster, VP of Product at Natural Cycles. "Integrating with WHOOP removes friction from the experience by allowing members to use the wearable they already rely on to automatically capture overnight skin temperature used by the NC° app to determine daily fertility status. It's another step toward making hormone-free birth control fit more naturally into everyday life."

Membership Benefits:

The integration is currently available for users with WHOOP MG and 5.0 devices. WHOOP and Natural Cycles° remain committed to the highest standards of privacy and data security, ensuring that sensitive health information is managed with the utmost care.

To learn more about WHOOP, please visit whoop.com. To access visuals, please visit the Digital Press Kit.

About WHOOP

WHOOP delivers a wearable membership to help people live healthier, longer lives and unlock extraordinary potential. Through a powerful 24/7 wearable with a 14-day battery life, WHOOP provides intelligent health guidance across sleep, recovery, strain, fitness, and longevity. The health platform includes an FDA-cleared ECG, a Healthspan longevity feature, Blood Pressure Insights, and Advanced Labs blood biomarker analysis. Research shows that people who wear WHOOP daily log more than 90 additional minutes of exercise per week, get over two extra hours of sleep, and have 10% higher heart rate variability.

Trusted by millions of members worldwide including athletes, global leaders, military operators, executives, and artists, WHOOP has become a modern symbol of disciplined, intentional living. WHOOP was founded in 2012 and is headquartered in Boston. The company has raised more than $950 million in venture capital, ships to 56 countries, and operates in six languages. To learn more or start a one-month free trial, visit whoop.com and connect with WHOOP on Instagram, X, Facebook, LinkedIn, and YouTube.

About Natural Cycles°

Founded in 2013 by physicists Dr. Elina Berglund Scherwitzl and Dr. Raoul Scherwitzl, Natural Cycles is a leading women's digital health company dedicated to transforming how women understand and manage their reproductive health. The company developed the world's first FDA-cleared digital method of birth control, delivered through an app and powered by a proprietary algorithm that interprets biomarker data, including body temperature, to provide personalized cycle insights and a daily fertility status. The NC° Birth Control app is an FDA-cleared Class II medical device with six FDA clearances and has also received regulatory authorizations in Europe, Canada, Brazil, Australia, Singapore, and South Korea.

With a single subscription, the Natural Cycles app offers five dedicated modes—NC° Birth Control, NC° Plan Pregnancy, NC° Follow Pregnancy, NC° Postpartum, and NC° Perimenopause—supporting women throughout their reproductive lives. Trusted by more than six million registered users worldwide and backed by 30 peer-reviewed studies, Natural Cycles continues to pioneer science-driven, non-invasive innovations that expand access to personalized reproductive health tools and empower women to take control of their reproductive health.

Learn more at Naturalcycles.com.

WHOOP Expands Commitment to Women's Health by Including One-Year Subscription of Natural Cycles° App in Membership

MINNEAPOLIS--(BUSINESS WIRE)--Aug 4, 2026--

Giftster, the trusted home for meaningful family gifting, today released its inaugural Holiday Shopping Index, revealing that consumers are beginning the shopping season months before they make their first purchase. Based on millions of real wish list interactions rather than consumer surveys, the Index provides a first-of-its-kind look at how consumers actually prepare for the holiday season and how that behavior is reshaping the retail calendar.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260804405570/en/

Giftster’s Holiday Shopping Index points to a broader shift in consumer behavior. As shoppers become more intentional with their holiday budgets, they're planning earlier to make every purchase count. Instead of waiting until Black Friday to decide what to buy, consumers are building wish lists, comparing options and narrowing their choices weeks in advance, then waiting for the right time and price to purchase.

The data shows that this planning unfolds in three distinct stages. Consumers organize gift ideas in October, refine gift selections throughout November and make the majority of purchases in December. Together these behaviors suggest that holiday shopping has evolved from a season centered on purchases to a months-long planning journey.

"Retailers have spent decades measuring when consumers buy," said Ron Reimann, founder and CEO of Giftster. "We're seeing something different. The most important buying decisions happen months before the gift is given, while families are building wish lists, comparing ideas and sharing them with one another. Purchasing is simply the final step."

The Three Stages of Today's Shopping Season

Stage One: Consumers Organize Earlier

Giftster's analysis shows planning activity accelerates well before peak purchasing begins, challenging the traditional belief that the shopping season starts with Black Friday. Compared with September 2025, October activity increased dramatically across the platform:

Rather than marking the beginning of holiday shopping, October has become the month consumers organize ideas, build wish lists and begin coordinating gift giving with family and friends.

Stage Two: Consumers Refine Gift Decisions

Giftster's data shows that by the time Black Friday arrives, many consumers have already spent weeks building wish lists, comparing products and narrowing gift selections. In November 2025:

Rather than marking the beginning of holiday shopping, Black Friday increasingly represents the point when weeks of planning turn into purchases. November activity shows consumers actively refining wish lists, sharing gift ideas with family and making the final decisions that shape their holiday purchases.

Stage Three: Consumers Purchase

While planning and gift decisions occur throughout October and November, December remains the peak purchasing month. Giftster recorded more than 1.7 million purchases from wish lists during December, approximately 39% more than November and more than eleven times October purchase activity.

The findings reinforce a broader shift in consumer behavior: by the time December arrives, many shoppers have already decided what to buy. The final weeks of the shopping season are increasingly focused on completing purchases rather than influencing gift decisions. Based on these trends, Giftster expects the gap between planning and purchasing to continue widening as consumers begin organizing gift ideas earlier and retailers adapt to a longer shopping season.

Earlier Planning Is Reshaping the Shopping Season

The findings suggest the greatest opportunity to influence purchasing decisions now occurs before Black Friday, while consumers are researching products, building wish lists and sharing gift ideas with family and friends. Rather than focusing primarily on promotional periods, retailers and brands have an opportunity to engage consumers earlier, when gift decisions are still taking shape.

As consumers increasingly separate planning from purchasing, the brands that succeed will be those that help shoppers discover products, organize gift ideas and make confident decisions well before they are ready to buy. Building awareness and consideration earlier in the season may become just as important as competing during peak promotional periods.

The Giftster Holiday Shopping Index will be released quarterly to provide retailers, brands and families with ongoing insights into how consumer gifting behaviors continue to evolve. Learn more about the Giftster Holiday Shopping Index at Giftster.com.

About Giftster

Giftster is the trusted home for meaningful family gifting, empowering families to gift with less guesswork, less waste, and more joy. As the first digital family wish list, Giftster has been trusted by more than three million members for more than two decades to organize wish lists, coordinate gift-giving, and celebrate magical moments together. From birthdays and holidays to weddings, baby showers, and Secret Santa exchanges, Giftster makes it easy to create and share wish lists, reserve gifts, prevent duplicates, and give meaningful gifts across every retailer. Learn more at www.giftster.com.

Giftster analyzed millions of real wish list interactions to launch its inaugural Holiday Shopping Index.