Wearable Tech Is a $90 Billion Market. Are Investors Still Early?

Wearables have gone from counting steps to tracking sleep, recovery, heart health, and more. But the bigger story may be what all that data makes possible next. In this episode of The Important Part, Liz Thomas sits down with Craig Shapiro, CEO of Collaborative Fund and an early investor in WHOOP, to discuss why he believes wearable technology is still in its infancy. Using WHOOP’s rise from a niche product for elite athletes to a company valued at more than $10 billion as a case study, Craig shares his perspective on how he spots consumer behaviors before they become mainstream. The conversation explores what happens as people gain more access to their own health data, why the technology itself may eventually fade into the background, and how that shift could create entirely new products and industries. Craig also shares the “villain test” he uses when evaluating companies and gets candid about why some strange ideas take off while others, including cricket-protein bars, never catch on. Subscribe to The Important Part for smarter conversations about markets, investing and the forces shaping your financial future. For more, read Liz’s column every Thursday at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠On The Money⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ by SoFi⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, and follow Liz on Twitter ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@LizThomasStrat⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. Additional resources: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠On The Money⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠: Sign up for SoFi's newsletter for intel, insights, and inspo to help you get your money right. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Investing 101 Center⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠: At SoFi, we believe investing is for everyone — which is why we’ve created a hub with info for beginners and experts alike. Start exploring to get investment education, advice, resources, and more. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Wealth Investing Guide⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠: Information you need to know to make your money work harder for you. This podcast should be used for informational purposes only and not deemed as a recommendation. Our Automated investing is via SoFi Wealth LLC, and is a registered investment advisor. Our Active investing is via SoFi securities LLC, member FINRA/SIPC. For additional disclosures related to the SoFi Invest® platforms, please visit www.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ SoFi.com/Legal⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. ©2026 Social Finance, Inc. All Rights Reserved.