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Brief Published: 28 Sep 2015

Ava: Next-Gen Fertility Tracker


Swiss start-up Ava has developed a wearable for women that can predict days of peak fertility or when periods are due by tracking hormonal information.

The health-tracking wristband, also called Ava, collects more than three million data points relating to hormonal changes every night to determine where a woman is in her cycle. Along with predicting ovulation days, it provides feedback on other aspects of health, including heart rate and sleep patterns.

The device was presented at TechCrunch Disrupt SF 2015, a tech event held in San Francisco last week (September 21-23). It will be launched in early 2016 at a retail price of $249, plus a $5 monthly subscription to the app.

Consumers value devices that learn from their behaviour and act intuitively according to their needs. Ava does this by offering a more efficient alternative to existing services, which rely on users logging their details via an app to monitor their fertility.

Humon, also presented during TechCrunch Disrupt SF, is another wearable that monitors and predicts changes in the body. Worn around the working muscle – for example, a runner's calf – the device tracks lactic acid and oxygenation of the blood to help endurance athletes tailor training to their personal limits.

Tech and science are allowing consumers to tune into and manage their physical health and natural rhythms. For more on how brands can upgrade products and services to tap into this market, see Rhythm of Life: Brands in Tempo.

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