over,Move over smartwatches. Oura, the nearly invisible health-tracking ring, is capturing the fingers—and wallets—of high-profile users and everyday consumers alike. With celebrities like Jennifer Aniston and CEOs like Michael Dell as fans, this screen-free wearable is challenging tech giants by focusing on what it does best: discreet, comprehensive health insights.
From its roots as a Finnish startup, Oura has grown into a formidable player, projected to hit $1 billion in sales in 2025. This marks a doubling of its 2024 revenue, with over half of its total 5.5 million rings sold in just the last year. Its secret? A unique combination of form and function, claiming the finger provides more accurate biometric data than the wrist.
However, the competition is heating up. Apple, Samsung, and Google (via Fitbit) are all enhancing their health and sleep-tracking features, directly entering Oura’s arena. To stay ahead, Oura’s CEO, Tom Hale, is betting on a strategy of expansive connectivity and smarter data use. He envisions the Oura Ring linking to a wider ecosystem of body devices and leveraging the powerful sensors in the smartphones we already carry.
