WHOOP is the performance optimization system that tracks recovery, training, and sleeping hours thus helping elite athletes and teams win. The company provides athletes, coaches, and trainers with a continuous understanding of strain and recovery to balance training, reduce injuries, and predict performance. It creates a product that makes individuals and teams perform at a higher level through a deeper understanding of their bodies and daily lives. The WHOOP Strap 3.0 collects physiological data 24/7 to provide an accurate and granular understanding of the body. Aurelian Nicolae, John Capodilupo, and Will Ahmed established WHOOP in 2012 and in Boston, Massachusetts.