Oura Doubles Down on Women’s Health as Competition Heats Up

[ed]

Oura, the Finnish smart ring pioneer, still dominates with 80% of the smart ring market — but rivals like Samsung, Whoop, and Ultrahuman are circling. At Toronto’s Elevate conference, Oura’s chief commercial officer Dorothy Kilroy revealed the company’s fastest-growing segment isn’t tech elites but women in their early 20s.

Oura is now leaning into cycle tracking, fertility insights, and perimenopause features, positioning itself less as a fitness tracker and more as a preventative health platform. With strong retention (high 80s at 12 months vs. industry low 30s), Oura is betting on depth with its core users rather than chasing every demographic.

[kelson10]

Focusing on women’s health gives Oura a strategic edge in an expanding wearable market.

[Nahid10]

Targeted innovation like this shows Oura understands where future wellness demand is growing.