Oura's $1B Revenue Proves Hardware-Subscription Model Works
Source: Startupriders
Oura's decade-long journey to $1B ARR proves hardware subscriptions work—the constraint is execution, not model. The company solved the hardware manufacturer's hardest problem: building enough installed-base loyalty that recurring software revenue (wellness insights, coaching, premium tiers) justifies manufacturing complexity and capital intensity. Other biometric and health-tracking companies can follow this path, though it requires supply chain discipline, customer retention above 70%, and recurring features users can't get elsewhere.