Oura Ring vs REI
Side-by-side comparison of AI visibility scores, market position, and capabilities
Smart ring maker raised $900M Series E at $11B valuation in Oct 2025; projects $1B+ revenue in 2025 and $1.5B in 2026; 5.5M rings shipped; 80% hardware and 20% subscription revenue mix; dominates wrist-free health tracking for sleep and recovery.
About
Oura is a Finnish health technology company best known for its smart ring — a wearable that tracks sleep, heart rate variability, body temperature, and readiness scores. Founded in 2013 and headquartered in San Francisco with R&D roots in Oulu, Finland, the company has shipped over 5.5 million rings globally since 2015, with nearly 3 million sold in 2025 alone.\n\nIn October 2025, Oura closed a $900M Series E led by Fidelity Management & Research, with participation from Iconiq, Whale Rock, and Atreides, pushing its valuation to approximately $11 billion — more than double its prior $5.2B round. The company reported over $500 million in revenue in 2024 and projected sales to exceed $1 billion in 2025, with a $1.5 billion forecast for 2026. Revenue is roughly 80% hardware and 20% monthly subscriptions at $6 per member.\n\nOura has built a strong enterprise and healthcare channel, partnering with the NBA, NFL, and major health systems to position the ring as a clinical-grade passive monitoring device. The subscription layer, with 2 million paying members, underpins a high-retention, recurring-revenue model that differentiates it from commoditized fitness trackers.
Seattle outdoor retail co-op with 23M members returning profits as annual dividends; $3.8B revenue competing with Dick's Sporting Goods for outdoor gear across 180+ stores with Adventures, rentals, and co-op model.
About
REI (Recreational Equipment Inc.) is a Seattle-based consumer cooperative providing outdoor gear, apparel, footwear, and services for hiking, camping, climbing, cycling, paddling, and snow sports — operating as a member-owned co-op where profits are returned to members through annual dividends rather than shareholders. Founded in 1938 by Lloyd and Mary Anderson with 23 founding members, REI generated approximately $3.8 billion in revenue in fiscal year 2024, operating 180+ retail stores and rei.com in the US — serving 23 million active co-op members and positioning as the outdoor industry's most trusted specialty retailer.
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