“We’re Here for the Long Haul.” WHOOP Strengthens UAE Presence with Focus on Partnerships, Regional Commitment
The UAE has become WHOOP’s fastest-growing market.
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Business expansion in the UAE requires long-term relationship building and a deep commitment to the region’s innovation ecosystem, Stephan Muller, Director of GCC at WHOOP, said at The Impact Event 2026 hosted by Hub71.
Joining Chris Rogers, Partner at Knollwood and Board Member of Hub71, for a session titled “Why Global Brands Scale Here”, Muller said the US-based wearable health tech company approach in the UAE goes beyond commercial entry and focuses on sustained partnerships.
“For starters, what’s really important to mention is that our founder, Will [Ahmed], has been coming here [in the UAE] for a very, very long time. He’s been coming here very regularly, I think one of the important things is to establish really strong relationships with which we totally have,” he explained.
“The second thing is to make a real commitment to the region. I know that a lot of startups may use Dubai, Abu Dhabi, and the GCC as the launch pad,” Muller said. “What we have done is build commitments to the GCC. We’re here for the long haul, we’re opening offices.”
He highlighted collaborations with regional health partners, including advanced diagnostics providers such as Unilabs, as part of efforts to integrate more comprehensive wellness data into the platform.
Muller also pointed to the UAE’s regulatory environment as a key advantage for global health technology companies, citing strong data privacy frameworks and flexibility that support innovation.
Muller added that the UAE has become WHOOP’s fastest-growing market, driven by a broader shift beyond elite athletes toward everyday consumers focused on general health and performance, underscoring the country’s role as a key growth hub for the company’s global expansion.
“What we’ve seen, particularly in this part of the world, is that second bit of opening up right to mothers, fathers, people within just a general population that’s really interested in getting healthier and living calmly for their health,” Muller noted.
Hub71’s Impact Event 2026 is an annual event that convenes stakeholders across the startup, investment, and innovation ecosystem. This year’s edition is running from June 9-10 at Manarat Al Saadiyat in Abu Dhabi.
Business expansion in the UAE requires long-term relationship building and a deep commitment to the region’s innovation ecosystem, Stephan Muller, Director of GCC at WHOOP, said at The Impact Event 2026 hosted by Hub71.
Joining Chris Rogers, Partner at Knollwood and Board Member of Hub71, for a session titled “Why Global Brands Scale Here”, Muller said the US-based wearable health tech company approach in the UAE goes beyond commercial entry and focuses on sustained partnerships.
“For starters, what’s really important to mention is that our founder, Will [Ahmed], has been coming here [in the UAE] for a very, very long time. He’s been coming here very regularly, I think one of the important things is to establish really strong relationships with which we totally have,” he explained.
