WHOOP Appoints Former Nike Executive Dirk-Jan van Hameren as Chief Marketing Officer Amid Unprecedented Global Growth
WHOOP, the digital health and human performance company, has announced the appointment of Dirk-Jan "DJ" van Hameren as its new Chief Marketing Officer (CMO). The announcement coincides with the company recording unprecedented business growth, surpassing three million members worldwide following the addition of one million new users in just seven months.
The appointment of van Hameren—a two-time Olympian who previously served as Global CMO at Nike—aligns with WHOOP's strategy to accelerate its global expansion and solidify its position as a leading brand in digital health, wearables, and physical performance optimization.
Van Hameren brings over 30 years of experience from Nike, where his career famously began in the mailroom of the company's European headquarters. He steadily climbed the leadership ranks to become Executive Vice President and Chief Marketing Officer of Nike Inc., where he spearheaded the company's global marketing ecosystem.
AI Technologies WHOOP emphasized that the new executive appointment comes at a time when the company is experiencing its fastest growth phase since its founding over a decade ago. Its user base has expanded beyond professional athletes to include millions of individuals seeking to improve their health, monitor their vital signs, and enhance their quality of life using Artificial Intelligence (AI) technologies and health analytics.
The company revealed a set of metrics reflecting its accelerating global traction. The number of international members has surged by more than 11 times since January 2023, with 58% of the total membership base now residing outside the United States.
Furthermore, WHOOP noted a remarkable demographic expansion. Teen membership has grown by more than tenfold since January 2023, while the number of female members more than doubled over the past year. Additionally, members over the age of 60 recorded a year-over-year growth exceeding 130%.
Will Ahmed, Founder and CEO of WHOOP, stated that the future of health companies will not solely rely on developing advanced technologies, but also on their ability to motivate individuals to make daily decisions that improve their health. He stressed that van Hameren’s extensive experience in building global brands will play a pivotal role in the next phase of the company's growth.
Global Marketing Activities Van Hameren is set to lead all global marketing activities for the company, including brand management, creative, international markets, media, sports partnerships, athlete collaborations, and product marketing. His core objective is to expand WHOOP’s global footprint as a premier brand at the intersection of technology, health, and athletic performance.
On his part, Dirk-Jan van Hameren expressed that he was drawn to WHOOP by the sheer scale of the opportunity. He noted that while the company has successfully built a global community of over three million members and earned the trust of elite athletes, it is still at the beginning of its growth journey, anticipating that proactive healthcare will become one of the most crucial sectors in the coming years.
During his illustrious tenure at Nike, van Hameren led Nike Sportswear, helping drive revenues to $7 billion. He also played a key role in the success of iconic product lines, including Air Max, Air Force 1, and Tech Fleece. Moreover, he spearheaded the Livestrong initiative, oversaw the award-winning global "Dream Crazy" advertising campaign, and managed the company's global marketing during the 2004, 2012, and 2024 Olympic Games.
Before stepping into the world of corporate management and marketing, van Hameren represented the Netherlands in track cycling at the 1992 Barcelona and 1996 Atlanta Olympic Games.
Recognized for his industry impact, he has been featured on the Campaign US CMO 50 list and named by Forbes as one of the World's Most Influential CMOs. Following his departure from Nike, he co-founded Superconnector Sports, launched his own consulting firm, Mailroom Marathon 7, and currently serves as an operating advisor at Arctos Partners.