Oura Expands Retail Footprint with Costco Partnership & Announces First Chief Medical Officer

The expansion to Costco represents Oura’s desire to expand its footprint with new consumers, while the new leadership appointment represents an investment in digital health offerings

Oura has announced a new partnership with Costco. Members can now purchase the Oura Ring 4 in Gold, Silver, or Black on the retail giant’s website, with an additional charger included at no extra cost. This move is a big step in Oura’s strategic retail roadmap, bringing its technology to a wider audience.

The partnership with Costco follows a series of successful retail collaborations for Oura. In the past year, the brand has joined forces with Target and Amazon, adding to a retail network that includes Best Buy in the U.S. and Canada, John Lewis in the UK, and Elkjop in the Nordic region.

Beyond expanding its retail footprint, Oura is also investing in its leadership team. Ricky Bloomfield, MD, was announced as the company’s first Chief Medical Officer this week. Dr. Bloomfield previously served as the Clinical and Health Informatics Lead at Apple Health, playing a key role in launching and scaling Apple’s Health Records on iPhone. As Chief Medical Officer, Dr. Bloomfield will drive the expansion of ŌURA’s healthcare programs and partnerships, and shape the development of new hardware and software innovations.

Oura has been making big moves recently, introducing a new AI-powered sleep-tracking feature. The brand has also been investing in women’s health, introducing the Fertile Window feature. Oura has also partnered with organizations like the WNBA and NASCAR, and expanded its research collaborations, like a study with the University of California San Diego about the role of wearables in early illness detection.