Athletes dedicate their lives to achieving their full potential, or as close to it as possible. So why do so many of us — strength athletes especially — take shortcuts when it comes to recovery? That's the question Will Ahmed, CEO and Founder of WHOOP, set out to address when he was still an undergraduate. WHOOP makes hardware and software to track recovery, performance, and sleep for athletes from the everyday to elite.

WHOOP built its brand working with pro athletes in leagues like the NBA and NFL (Kevin Durant is an investor), and now Will and his team have set out to help strength athletes quantify and better manage their recovery, working with athletes like multi-time CrossFit Games Champion Katrin Davidsdottir.