Whoop to open new UAE office as it expands across the GCC, Africa and Asia

Wearable fitness technology company Whoop is preparing to open another office in the UAE as part of a wider international expansion strategy.

Chief executive Will Ahmed described the new base as a critical step for the company’s growth, saying the UAE will help Whoop strengthen its presence across the Gulf while also providing access to emerging markets in Africa and Asia.

The Boston-based company is known for its screenless fitness wearable, which monitors sleep, recovery, strain, steps and cardiovascular health. Unlike a conventional smartwatch, the device is designed to operate without a display and can last for up to 14 days on a single charge.

The UAE as a regional growth hub

Ahmed said the company sees the UAE as more than a local market. Its location, investment environment and connections across the region make it a strategic base for entering new territories.

He also praised the country’s ambition and business culture, particularly the willingness of organisations in Abu Dhabi to support large ideas and explore how projects can be expanded rather than focusing only on potential difficulties.

Whoop’s relationship with the UAE dates back to Expo 2020 Dubai, where the company announced several partnerships. It is now conducting additional research in the country focused on areas including sleep, recovery and human physiology.

The company has not yet disclosed the exact location or opening date of the new office.

Arabic support coming to the Whoop platform

As part of its regional expansion, Whoop is also introducing Arabic-language support across its platform.

The update is intended not only for users in the UAE, but for customers throughout the GCC and Arabic-speaking communities worldwide. It could help the company reach a broader audience as demand for health, fitness and recovery technology continues to grow across the region.

Whoop valued at $10.1 billion

The expansion follows a major funding round announced in March. Whoop raised $575 million in Series G financing, valuing the business at $10.1 billion.

The investment group was led by Abu Dhabi’s Mubadala Investment Company, 2PointZero Group and the Qatar Investment Authority. Other participants included healthcare technology company Abbott and several international investment firms.

The funding round also attracted a number of high-profile individual investors, including footballer Virgil van Dijk, NBA legend Reggie Miller, golfers Rory McIlroy and Shane Lowry, singer Niall Horan and Dubai-based entrepreneur Karen Wazen.

Competing in a crowded wearable market

Whoop operates in a highly competitive sector alongside technology companies such as Apple, Google and Garmin. However, the brand has developed a loyal following since launching its first product in 2015, particularly among professional athletes and users focused on performance and recovery.

In 2026, Whoop wearables were also approved for use at major tennis tournaments including the French Open, Wimbledon and the US Open, following discussions around athletes using health-tracking devices during competition.

For the UAE, the new office represents another international technology company choosing the country as a regional base. For Whoop, it provides a platform to combine investment, research, localisation and market expansion from one of the Middle East’s fastest-growing technology hubs.