Oura is winning young women and losing gym rats, and it's fine with that

Dorothy Kilroy has seen her company’s smart ring on some very famous fingers. Mark Zuckerberg wears one. So does Jack Dorsey. Prince Harry, too. But when Oura ‘s chief commercial officer sat down at Toronto’s Elevate conference with this editor last week, she surprised me, saying the company’s fastest-growing user segment isn’t tech billionaires or wellness-obsessed execs. It’s women in their early twenties.

It highlighted what an interesting moment this is for Oura. The 13-year-old Finnish health tech company essentially invented the smart ring category and turned it into a billion-dollar business. But now competitors are circling, including Samsung with its Galaxy Ring , Ultrahuman with its no-subscription pitch, and Whoop with its athletic performance mystique. Each one promi