WHOOP, the US-based wearable health technology company, has identified the UAE as its fastest-growing market globally, according to Stephan Muller, Director of GCC at WHOOP, speaking during Hub71’s Impact Event 2026 in Abu Dhabi.
Participating in a session titled “Why Global Brands Scale Here” alongside Chris Rogers, Partner at Knollwood and Board Member of Hub71, Muller outlined the company’s long-term strategy for growth across the Gulf region.
Building Relationships Before Building Business
Muller explained that WHOOP’s expansion strategy in the UAE has been built around long-term relationship building and sustained engagement with the region’s innovation ecosystem rather than focusing solely on short-term commercial growth.
He noted that WHOOP founder and Chief Executive Officer Will Ahmed has been visiting the UAE regularly for many years, helping establish strong relationships across both the public and private sectors.
According to Muller, these long-standing relationships have become an important foundation for the company’s regional growth strategy.
Commitment to the GCC Beyond Market Entry
Muller emphasized that WHOOP views the Gulf region as a long-term strategic market rather than simply a launch platform for broader international expansion.
He noted that the company is investing directly in the region through office openings and local operations as part of its commitment to supporting the GCC’s growing digital health ecosystem.
The company has also developed partnerships with healthcare and diagnostics providers across the region as it expands its health monitoring capabilities.
Healthcare Partnerships Support Growth
WHOOP has collaborated with regional healthcare organizations, including advanced diagnostics providers such as Unilabs, to integrate broader wellness and health data into its platform.
These partnerships are intended to create a more comprehensive view of health and performance for users while strengthening the company’s position within the wider digital health ecosystem.
Regulatory Environment Supports Innovation
Muller highlighted the UAE’s regulatory framework as one of the factors attracting global health technology companies to the market.
He pointed to strong data privacy protections alongside regulatory flexibility that allows companies operating in emerging technologies to innovate while maintaining compliance and consumer trust.
Wearable Technology Moves Beyond Elite Athletes
According to Muller, WHOOP’s growth in the UAE has been driven by a shift in demand beyond elite athletes and professional sports teams toward a broader consumer audience focused on health, wellbeing and performance optimization.
He noted growing adoption among parents, professionals and consumers seeking greater visibility into sleep, recovery, stress and overall health management.
The trend reflects the wider expansion of preventative healthcare and wellness technologies across the Gulf region.
Hub71 Impact Event Brings Ecosystem Together
Hub71’s Impact Event 2026 brought together stakeholders from across the startup, investment and innovation ecosystem to discuss growth opportunities and emerging technologies shaping the future economy.
This year’s edition took place on June 9-10 at Manarat Al Saadiyat in Abu Dhabi.
Why It Matters
WHOOP’s rapid growth in the UAE highlights the country’s emergence as a major market for digital health and wearable technologies. As healthcare increasingly shifts toward prevention, continuous monitoring and personalized wellness, the UAE’s combination of supportive regulation, investment activity and consumer adoption is positioning the country as a regional hub for health innovation and connected healthcare solutions.
