Oura develops and sells the Oura Ring, a smart ring that continuously tracks biometric health and wellness data, including sleep quality, heart rate, heart rate variability, body temperature, activity, and stress. The ring pairs with a companion smartphone app that analyzes this physiological data to deliver personalized health scores, trends, and recommendations across areas such as sleep, readiness, heart health, stress, and women's health. Oura operates a hardware-plus-subscription business model. Customers purchase the physical ring upfront and pay a recurring membership subscription to access the software platform's full analytics, features, and AI-powered health guidance. Oura sells its products directly to consumers through its website, through major third-party retailers, and via enterprise channels such as employers, healthcare organizations, and government agencies. Oura's growth strategy focuses on expanding international sales, deepening retail distribution, enhancing its membership platform with new health features and diagnostic integrations, scaling enterprise partnerships, and benefiting from hardware upgrade cycles as existing users replace older rings.