WHOOP appoints former Coca-Cola executive Kristen Moss as first communications chief

WHOOP has appointed former Coca-Cola and Reebok communications executive Kristen Moss as its first Chief Communications Officer, creating a new leadership role as the wearable technology company accelerates its global expansion beyond 3 million members.

Moss will lead global communications for the Boston-headquartered company, overseeing efforts to strengthen WHOOP’s brand and reputation as it broadens its focus from elite athletic performance into broader health and longevity markets.

The appointment comes during a period of rapid growth for WHOOP, which says it has surpassed three million members globally and is expanding its offering beyond performance tracking to help consumers better understand their health, habits and long-term wellbeing.

Communications veteran joins growth phase

Moss joins WHOOP from The Coca-Cola Company, where she served as Vice President of Strategic Communications for North America. Before that, she was Head of Global Corporate Communications at Reebok, leading communications around the brand’s US$2.5 billion sale to Authentic Brands Group while it was part of adidas.

Her career has also included communications and marketing roles at Liberty Mutual, MediaVest, Condé Nast, FTI Consulting and Polo Ralph Lauren.

WHOOP Founder and CEO Will Ahmed said Moss would play a key role in shaping the company’s next stage of growth.

"The next chapter of WHOOP isn't just about growing our business but about sharing a story that inspires millions of people to take control of their health,” said Ahmed.

“Kristen is an exceptional communicator and a hands-on leader, and we're excited for her to help shape how the world understands WHOOP."

Focus on health beyond sport

Moss said WHOOP’s mission aligned closely with her personal and professional interests.

“The WHOOP mission is deeply personal to me,” said Moss.

“Health is the foundation for how we show up in every part of our lives, and WHOOP gives people the insight to make more informed decisions about their health every day. The company has earned extraordinary trust with elite athletes, and its potential reaches far beyond sport.”

“I’m excited to join WHOOP and help tell that bigger story - one that inspires more people to unlock their potential through a better understanding of their own health.”

A lifelong fitness enthusiast, Moss is a three-time New York City Marathon finisher and has completed more than 15 half marathons.

The appointment signals WHOOP’s growing focus on brand building and corporate reputation as competition intensifies in the global wearable health technology market.