Fitness tech company Polar has announced the Polar Loop, a new screenless wearable tracker that directly challenges Whoop’s subscription-based business model. Unveiled at the IFA 2025 tech conference in Berlin, the device tracks health and activity metrics and is available for a one-time purchase, aiming to attract users tired of paying recurring fees to access their own fitness data.
As reported by Gizmodo, the Polar Loop will sell for $199, a one-time cost granting access to metrics like sleep, steps, activity levels, and heart rate without a monthly charge. This pricing strategy stands in stark contrast to Whoop, which has a similar initial price but requires an ongoing subscription to function. The trade-off for ditching the fee appears to be battery life; Polar estimates the Loop lasts eight days on a charge, compared to Whoop’s claimed 14 days. Preorders for the tracker began on September 3rd, with shipping expected to start on September 10th.
The announcement comes during IFA 2025, a major European tech show known for its flood of new consumer electronics. Polar’s subscription-free approach taps into a growing consumer appetite for hardware that isn’t tied to a recurring payment. Other wearable makers have found success with a similar strategy, with brands like Ultrahuman and Ringconn marketing their subscription-free smart rings as a key advantage over competitors like Oura.
The Polar Loop is available for preorder in several colors, though customers will have to pay a $20 premium for the red and blue variants. The standard colors, which include Greige Sand, Night Black, and Brown Copper, come at no extra cost.
