Whoop, the startup that built the wearable loved by pro athletes, is back with the third generation of its device and surprise, surprise, it’s called the Whoop Strap 3.0.

The new Whoop Strap looks a lot like its predecessor offering a waterproof wearable that can measure a host of data 24/7 including heart rate, ambient temperature and heart rate variability. The goal is to analyse that data and help users to better understand the relationship between the strain that training places on their bodies, and the sleep and rest necessary to recover from it.

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It’s now available in arctic, carbide and onyx colors, while battery life has been beefed up from the 3 days you got with the Strap 2.0 up to a five days. It’s also bringing big new features to make more use of your data. Up first is the Strain Coach, which will now tell you whether you need to push harder in your training sessions in real time.

Whoop Snap+ is a feature that allows you to overlay data recorded by the wearable over videos and photos with the view to better understanding where your performance peaks or drops off. A big addition is the ability to broadcast heart rate data to third party fitness apps and devices that are compatible with Bluetooth Connect like exercise bikes, treadmills and rowing machines.

Perhaps the most interesting aspect of the Whoop’s third coming is the fact you can no longer buy it out right and must sign up to membership, which starts at $30 a month. The move to a subscription service happened last year with the aim of making it cheaper to own, but it does now mean you have to commit yourself to a monthly membership.

If you’re a fan, you can sign up for one now on the Whoop site, which gets you the new Strap and access to all of the software analytics tools. We were big fans of Whoop 1.0 and Whoop 2.0 largely for its lightweight design and the masses of data it churned out that was crucially, reliable and accurate. Hopefully there will be more of the same with the third generation Strap and we look forward to trying one to find that out.

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