The popular smart ring, popular among celebrities, athletes and security advocates, has hired Peloton’s top marketers to become its first marketing officer.

Aura, which helps people track sleep and other biometric data, has hired Karina Kogan to build the company’s marketing strategy. Prior to the IPO, Cogan joined Peloton and in 2019 became the company’s global product manager, overseeing high-end bicycles, treadmills and digital products.

While Ura’s marketing team has grown from 5 to 25 people in the last few years, Cogan has been growing at the same rate in one year. The company earlier this year He raised $ 100 million in a series C round In addition to monitoring sleep, it plans to expand to monitor other health indicators. So far, Aura has raised $ 148.3 million and sold 500,000 rings, each worth $ 300 to $ 400.

“You may be wondering what kind of person jumps out of a rocket ship in the middle of a flight,” Cogan said. “And I think the answer to that is that he is a man who enjoys flying as much as he likes to fly a rocket ship.”

Over the past few years, Aura has gained a large following in the world of entertainment, business and sports. Sales force CEO Mark Benioff, Twitter and Square CEO Jack Dorsey, media mogul Ariana Happington, and honest company founder Jessica Alba are among the powerful in the Ura ring. Other celebrities include actress Jennifer Aniston, Jimmy Kimmel, Kim Kardashian, Prince Harry and Guinness Paltrow. Aura has many partnerships in the sports world, including the NBA, WNBA and UFC.

So what exactly does the Oura ring do in the first place? The company says that with automatic monitoring of sleep and more than 30 different activities, it can monitor heart rate and body temperature to predict when a person is sick or perhaps even ill. When you are pregnant. For example, a comparative study at the University of San Francisco in California found that the Aura ring, released in December 2020, had a fever in 38 out of 50 participants.

According to Aura’s CEO, Harpert Singh Ray, the experience of connecting cogan hardware and content will help the company “double down” on both. At the start of Peloton Fitness Technology, Cogan said it had increased its digital membership by more than 500% and launched both bike + and trade products, including 113 percent of affiliate fitness campaigns.

“The future of health is not all technology,” says Single. “You are the future of health. I don’t know if that’s personal or educational. It’s really when consumers realize they have the power to change themselves.

The biggest challenge to marketing something like Aura is to convey the benefits of the ring and “packaging science” in a way that suits everyday people, says Cogan. However, Aura does not want to be just about watching.

“The biggest part of what we have to do when we get back to the target audience is to find consumers who want to be healthier, who have that motivation,” says Cogan. “That is a layer of psychology, that is not a demographic structure. The main thing is that there are so many viewers right now.

When Aura was founded in 2013 in Finland, the wearable technology phase was largely dominated by Fitbit – two years before Apple launched its first Apple. And like Peloton and his competitors, the health technical category in fitness technology is growing rapidly. While Apple is now in its seventh hour, there are other wearables, such as Wi-Fi – in a format that controls skin temperature, heart rate fluctuations, and others but can be worn on the wrist. Various devices, such as the Apollo Neuro, are designed to help people relax or focus on positive feedback. Moses, on the other hand, focuses on the brain to help people think.

According to the research organization IDCIn the second quarter of 2021, global textile exports grew by 32.3 percent year-on-year, totaling 114.2 million. While Apple controls 28 percent of the market, IDC estimates that “others” control 37 percent, followed by Chinese companies such as Xiaomi and Huawei by 12% and 10%, respectively. (Samsung had only 9% of the market last quarter.)

While Aura has a large amount of personal health information from its users, Sing Ray says the company will not share or sell it to other companies. The company says it is looking for ways to become an “engine for your health”, everything is in line with European data privacy regulations. (Aura hired a former data science director for another health company that was previously in Netflix data science.)

Aura, in collaboration with the USSF, the University of West Virginia, the Rockefeller Institute of Neuroscience, and others, leaned forward in research. The U.S. military has deployed a number of troops to monitor the timing of a soldier’s illness.

“Most of us have sold some kind of health service, which means you have to do this, buy this supplement, try this diet, do this type of exercise,” says Sing Ray. “And the answer is try those things, but look inside and see what works for you and understand what is below and what is most important in your body.”