WHOOP Expands Executive Team with Appointment of Chief Creative Officer and Chief Administrative Officer

September 22, 2025 at 08:00 AM EDT

WHOOP, the human performance company, today announced two key additions to its executive leadership team: Johan Liden as Chief Creative Officer and Jason Lynch as Chief Administrative Officer and Chief Legal Officer.

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Johan Liden, WHOOP Chief Creative Officer

The appointments follow the recent launch of WHOOP 5.0 and WHOOP MG, the latest evolution of the company’s wearable technology. The release introduced two new hardware devices, three membership tiers, and groundbreaking health and wellness features, including WHOOP Advanced Labs, set to debut this fall.

“Johan and Jason each bring tremendous expertise and leadership to WHOOP at a pivotal moment in our growth,” said Will Ahmed, Founder and CEO of WHOOP. “Johan has been integral to our design DNA from the very beginning. Jason will ensure our foundation is strong as we scale globally. I’m proud to welcome them both to the team.”

Johan Liden: Chief Creative Officer

Liden has been a creative force behind WHOOP since its earliest days. As co-founder of Aruliden, he first partnered with WHOOP in 2013 to design the earliest prototypes and product generations establishing the foundation of the company’s product identity. In 2022, he joined the WHOOP Board of Directors, where he continued to influence design direction and product innovation.

In his new role, Liden will oversee Industrial Design, Accessories & Apparel, and Creative Collaborations, bringing a unique combination of world-class design expertise and deep knowledge of the company’s vision to blend human performance with design excellence.

Liden is an accomplished industrial designer and entrepreneur whose passion for creating innovative products and thoughtful solutions has resulted in internationally recognized, award-winning work. In 2006, he co-founded Aruliden with Rinat Aruh, pioneering the approach they coined Producting™, which fused product design and marketing into a single, seamless discipline. Under his leadership, Aruliden partnered with start-ups and Fortune 500 companies, including Google, PUMA, Starbucks, Marc Jacobs, Verizon, LG, Compass, MoMA, and WHOOP, to create designs and brand experiences that resonate deeply with consumers. The firm grew to one of the larger industrial design and brand consultancies on the American East Coast with over 80 industrial designers and brand professionals when it was acquired by Material, an integrated marketing services company, in 2021. Earlier in his career, Liden helped build Fuseproject and worked at MAC Cosmetics (Estée Lauder) and Nike’s Converse division. Originally from Sweden, Liden brings a global perspective to his work, with his designs featured in international museums, top design publications, and leading industry competitions, an ethos he now brings fully into WHOOP as it continues to define the future of human performance.

"Making the complex look easy is one of the hardest challenges in design, and it’s something WHOOP has always embraced," said Liden. "The core tenets of WHOOP design remain unchanged: simplify the complex, and do it in a way that feels intuitive and deeply human. I’m thrilled to be joining WHOOP full time to help carry that vision forward and take it to the next level."

Jason Lynch: Chief Administrative Officer and Chief Legal Officer

Lynch joins WHOOP after serving as General Counsel and Chief Operating Officer at Foundry, a leading venture capital firm, where he worked with high-growth companies - including WHOOP - to navigate global expansion, complex litigation, and organizational scaling. He served on the boards of Foundry portfolio companies and is a widely trusted advisor to founders, boards, and executive teams.

At WHOOP, Lynch will lead Legal, Security, People & Culture, and Office Experience & Facilities, ensuring that the company’s operational foundation is positioned for resilience and long-term success.

Before Foundry, Lynch was a partner at Davis Graham & Stubbs, where he represented public and private companies in a broad range of matters, including litigation involving corporate governance, securities and M&A transactions, business torts, IP, and regulatory enforcement. He also served as outside general counsel to growth-stage businesses. Earlier in his career, Lynch was an associate at Wachtell, Lipton, Rosen & Katz in New York, and clerked for the Hon. David M. Ebel on the U.S. Court of Appeals for the Tenth Circuit. Lynch earned his undergraduate and law degrees from Columbia University, and he remains active in pro bono work with non-profits like the Temple Grandin School and appointments to commissions and committees examining the impact of A.I. on courts and the practice of law.

“I have admired WHOOP and its team since 2019 when Foundry first invested,” said Lynch. “Since then, WHOOP has expanded not only the scale of its operations but also the scale of its vision for what continuous health monitoring can do to transform the quality of people’s lives. I could not be more excited to be joining WHOOP to help build its future and advance that mission.”

About WHOOP

WHOOP, the human performance company, empowers people to unlock their potential and live longer, healthier lives. The WHOOP membership delivers world-class wearable technology, personalized coaching, and actionable insights across recovery, sleep, training, and health.

WHOOP wearable devices, including WHOOP 5.0 and WHOOP MG, feature groundbreaking innovations such as cardiovascular health screening (including an FDA-cleared ECG), Healthspan to measure Pace of Aging and WHOOP Age, and the first-of-its-kind wearable Blood Pressure Insights.

Founded in 2012 and headquartered in Boston, WHOOP has raised more than $400 million in venture capital and ships to 56 markets worldwide. The WHOOP app is available in English, French, German, Italian, and Spanish. WHOOP is sold through leading retailers including Amazon in the U.S., U.K., and Australia, Best Buy and Dick’s Sporting Goods in the U.S., Flipkart in India, and Virgin Megastore in the GCC.

To learn more or start a one-month free trial, visit whoop.com and connect with WHOOP on Instagram, X, Facebook, LinkedIn, and YouTube.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250922621996/en/

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WHOOP Expands Executive Team with Appointment of Chief Creative Officer and Chief Administrative Officer

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