WHOOP has named Dirk-Jan "DJ" van Hameren its new Chief Marketing Officer as the wearable company's membership base passed the 3 million mark.

The company disclosed the appointment and the member milestone together in a Business Wire release. The pairing — a marketing chief and a 3-million-member threshold announced on the same wire — places a leadership change at a specific scale point for a subscription business.

What does the hire cover?

Van Hameren takes the CMO title at WHOOP. The announcement frames the role at the executive level. It does not specify a start date, reporting line, or a predecessor, leaving those details to the company's standard channels.

WHOOP sells wearable hardware tied to a paid membership service. In that model, the marketing function typically owns member acquisition, retention, lifecycle messaging, and brand positioning across the device, the app, and tier upgrades.

Why a CMO at 3 million members?

Three million subscribers is the kind of figure that changes the marketing problem. Acquisition cost on the first million differs structurally from the cost of the next one. At scale, marketing organizations typically add formal layers — brand strategy, performance marketing, CRM, and category marketing — rather than running through a small in-house team.

A new chief marketing officer at that threshold typically coincides with a shift from founder-led storytelling toward a more structured performance and lifecycle operation. The 3 million mark is the inflection at which many subscription brands begin layering in those capabilities.

What does 3 million members signal for the category?

WHOOP operates in a consumer wearable category where hardware is sold bundled with a recurring service rather than as a standalone device. Reaching three million paying members places the company in a small tier of subscription-style wearable brands with a recurring revenue base large enough to support the kind of sustained marketing investment a CMO is hired to direct.

The member count is also a marker for the company's recurring-revenue trajectory. Subscription hardware scales on additions per quarter and on retention rate, and a 3 million total is a baseline against which subsequent additions and churn will be measured.

What stays undisclosed?

The release did not include van Hameren's prior roles, his start date, or the prior CMO's tenure. It also did not break out the 3 million member base by region, by device generation, or by subscription tier, nor does it state current churn or pricing.

For the marketing organization, the next publicly observable signals to watch are member additions per quarter and retention rate. Those two figures, when they surface in subsequent disclosures, will determine whether the 3 million threshold is a stable base or a churn-heavy plateau — and whether the new CMO inherits a still-scaling acquisition engine or a retention-led growth stage.