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Fortune

Marco Quiroz-Gutierrez

The CEO of $11 billion Oura explains why customers must shell out for subscription fees after paying $349 or more for the ring

Oura Tom Hale Peloton Fortune Rocket Money

(Credit: Sam Barnes—Sportsfile for Web Summit Qatar/Getty Images)

Subscription fatigue is real. But when it comes to predictable, sometimes upfront revenue, tech companies still can’t bring themselves to hit “cancel.”

One such company is Oura Health Oy, the popular Finland-founded smart-ring maker. CEO Tom Hale recently made it clear the company isn’t backing away from the business model that helped turn the smart-ring maker into an $11 billion company.

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