The news: Wearable company Whoop is expanding access to its Advanced Labs testing to non-members. Launched a year ago, Advanced Labs lets users purchase Quest lab tests for cardiovascular, metabolic, hormonal, and inflammatory health through the Whoop platform. The service combines blood testing, clinician-reviewed results, AI-powered insights, and personalized recommendations. Whoop is also adding Grail’s multi-cancer early detection test for non-members, which screens for signals associated with more than 50 cancers. Advanced Labs tests start at about $150, while the Grail test costs $800.

Why it matters: Whoop is changing Advanced Labs from a feature designed to make a company membership more valuable into a standalone customer-acquisition product.

Whoop is betting on consumers’ greater interest in preventive health and a willingness to pay for insights beyond routine care and basic blood work. Some 19% of US consumers aged 15-80 purchased a lab test online in the past year, up from 16% a year earlier—making it the most commonly purchased online medical service, per EMARKETER’s January 2026 survey data.

Implications for consumer health brands: Whoop is broadening its brand identity beyond a wearable subscription. Apple Watch, Garmin, or Oura users—or consumers without a wearable—can now enter the Whoop ecosystem through blood testing.

The move also puts Whoop in a crowded field. Advanced lab testing is becoming common across consumer health with offerings from Hims & Hers, Oura, Function Health, and established lab providers. The closest comparison is Oura, which, unlike Whoop, still requires a membership to access its lab testing. Whoop's decision to drop the membership requirement is a bet that less friction will attract health-conscious buyers who were hesitant or unwilling to pay for a subscription.

Whoop's model tests whether the company can monetize consumers independently of its core subscription. If successful, Advanced Labs could generate incremental revenue from consumers who otherwise wouldn't pay for Whoop, while creating a new acquisition funnel to convert some into higher-value wearable members. Conversely, the risk is that non-member lab customers stay non-members, turning Advanced Labs into a low-margin standalone business rather than the on-ramp Whoop intends.