Health tech company Oura’s fastest-growing user segment isn’t tech billionaires or wellness-obsessed execs. It’s women in their early twenties. The question isn’t whether Oura is winning right now – with 80% of the smart ring market, clearly, it is. The question is whether it can maintain that lead as the wearables market splinters across demographics and use cases, and behind that, whether Oura even needs to capture every demographic to succeed. At Airbnb, 90% of the company’s revenue ties directly to people raving about their vacations, she suggested; at Oura, it’s people raving about their sleep scores. That organic enthusiasm is particularly strong among so-called corporate athletes, or high-performing professionals trying to optimize their health to stay sharp. These are people who’ve realized that running on fumes isn’t actually a sustainable career strategy or, as founder Dorothy Kilroy described them on stage, “people who are trying to be the best at their game. They want to make sure their sleep is dialed in. They want to know how to exercise. They want to look after their metabolic health.” It’s a demographic – largely millennials and Gen Xers with disposable income – that has made Oura wildly successful. The company has said it doubled its revenue last year and is on track to double it again this year. More impressive, says Kilroy, Oura’s retention at the 12-month mark hits the high 80s, while other wearables languish in the low 30s. Kilroy shrugs off the concern that Oura will lose customers to price-sensitive buyers. “Our members are getting a lot of value from [our product] and [are] happy to continue to pay.” In fact, Kilroy doesn’t seem particularly worried about capturing every demographic. Instead, she’s focused on keeping Oura’s core users happy while organically attracting new segments. And young women are becoming part of that core market – a trend that she credits to a broader shift, though Oura is also mindful of the opportunity it presents. It’s a smart play. The market for people wanting to optimize sleep, manage stress, and generally not feel terrible is arguably a lot bigger than the market for athletes obsessing over training load.