Oura’s rise hasn’t been without controversy. A $96M deal with the U.S. Department of Defense sparked privacy concerns this summer over biometric data. On stage, Kilroy stressed: “We do not pass our member data to the U.S. government.”

The backlash underscored how fragile trust is in health tech. With features tracking sleep, fertility, stress, and even glucose responses, Oura holds intimate data. Its strong retention suggests users trust the brand — but critics warn that trust can evaporate quickly.

Oura’s discipline in serving core markets, rather than chasing every trend, may be its best defense in an increasingly crowded — and sensitive — space.