Here is another young connected fitness company that is commanding a high valuation. Whoop, an “athletic performance maintenance company” headquartered in Boston that provides memberships for 24/7 coaching to improve health and the free Whoop hardware that goes with it, has closed a $100 million Series E Financing round at a $1.2 billion valuation, led by IVP. Other participating investors include SoftBank Vision Fund 2, Accomplice, Two Sigma Ventures, Collaborative Fund, Thursday Ventures, Nextview Ventures, Promus Ventures, Cavu Ventures, D20 Capital, and LionTree Partners. Following a business model similar to that of Hyperice, investors also include various star athletes: Kevin Durant via ThirtyFive Ventures, Larry Fitzgerald, Patrick Mahomes, Eli Manning, Rory McIlroy, and Justin Thomas. Whoop will primarily invest the new funds in product and software development, global expansion and membership services, the company said. Its system measures “personal readiness” to perform each day and determines straining and sleep needs. The company founded in 2012 by Will Ahmed, who is still running Whoop, which is described by IVP as a “human performance company”, has been growing fast. It hired 200 people in 2020 alone, out of an overall staff of 330 employees, and has raised more than $200 million to date.