Snowflake Summit 2025 | Jeff Hollan, Snowflake & Matt Luizzi, WHOOP

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More from Snowflake Summit 2025

Jeff Hollan

Head of Applications and Developer Platform

Snowflake

Matt Luizzi

Sr. Director Business Analytics

WHOOP

play_circle_outline Introduction to WHOOP and Snowflake Summit 2025

play_circle_outline WHOOP's fitness wearable technology and data collection process

play_circle_outline Development process of Snowflake intelligence and collaboration with WHOOP

play_circle_outline WHOOP 5.0 Hardware: Introducing Advanced Labs and AI for Personal Health and Performance Tracking

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Jeff Hollan, Snowflake & Matt Luizzi, WHOOP

Jeff Hollan

Head of Applications and Developer Platform Snowflake

Matt Luizzi

Sr. Director Business Analytics WHOOP

In this Snowflake Summit 2025 segment, Jeff Hollan, head of applications and developer platform at Snowflake, joins theCUBE’s Dave Vellante and John Furrier alongside Matt Luizzi, senior director business analytics at WHOOP, to reveal how the performance-wearable innovator is turning enterprise AI into everyday advantage. Broadcasting live from the show floor, the conversation unpacks what the newly announced Snowflake Intelligence means for organizations striving to build, scale and govern intelligent systems on the AI Data Cloud.

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What is WHOOP and what is its main purpose? add

What kind of data is collected by the WHOOP wearable device? add

What were some of the key considerations and processes involved in the development of new products for companies like WHOOP? add

What are some expected wins or challenges during the deployment of WHOOP 5.0? add

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Jeff Hollan, Snowflake & Matt Luizzi, WHOOP

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Rebecca Knight

>> Good afternoon everyone, and welcome back to day two of theCUBE's Live coverage of the Snowflake Summit 2025 here in San Francisco. I'm your host, Rebecca Knight, sitting alongside my co-host and analyst, Dave Vellante. We've got amazing guest for this next segment. I would like to welcome fresh from the keynote stage, Matt Luizzi. He is the senior business director analytics at WHOOP. Welcome Matt.

Matt Luizzi

>> Thank you. Happy to be here.

Rebecca Knight

>> And Jeff Hollan. He is the head of applications and developer platform at Snowflake. Welcome back, Jeff.

>> Yeah. It's great to be here.

Rebecca Knight

>> It's always great to have you on.

>> Of course. Thanks for coming.

Rebecca Knight

>> Yeah. So for the unannointed, Matt, why don't you tell our viewers a little bit about WHOOP and what you do, what you're all about?

Matt Luizzi

>> Yeah. WHOOP is a fitness wearable, designed to be worn 24/7. So me and Jeff both have our WHOOP on today and we collect biometric data around your cardio metabolic health, and we aim to not only give you that data, but provide coaching and insights to help you unlock your best performance and live your healthiest life.

Rebecca Knight

>> So these are for athletes and regular folks too.

Matt Luizzi

>> Yeah, not just limiting to any type of person, but we want it to be for everyone.

Rebecca Knight

>> Okay. So talk about the kinds of data. You said biometric data. So talk about just the vast and messy amounts of data that you collect.

Matt Luizzi

>> Yeah, we're collecting data at such a sampling rate. We have hardware designed specifically for what we need to give our algorithms the best data possible. So we're collecting all of your cardio data and that's every single heartbeat and it ends up in tables. And what we can do with that is create algorithms off of that to auto-detect when you're sleeping or napping or working out, and we build algorithms on top of that to classify your activities. So it's no screen on it, as you can see, which is probably pretty unusual for a wearable device. But what that allows us to do is be always there for you out of sight, out of mind, but collecting that data and giving you the insights when you want it.

Dave Vellante

>> And so I purchased the device and then I presume there's a subscription as well that I can tap to get different levels of data.

Matt Luizzi

>> Yeah, that's correct. So one of the unique business model decisions that WHOOP has made is we do not charge you for the hardware. It's all included with your membership.

Dave Vellante

>> Oh, okay.

Matt Luizzi

>> So it is a subscription product, but we treat it like a membership where it comes with the hardware, it comes with the software and the membership services for when you need to reach out with questions, and it's all included in your fees.

Dave Vellante

>> So Jeff, you guys had a pretty high energy keynote this morning. It was great. Congratulations.

>> Thank you.

Dave Vellante

>> I wonder if you could just set the sort of tone and the narrative for how you guys think about native apps. Oftentimes, because we're in the enterprise world, because you're an enterprise, we think of CRM and ERP and HR, the apps that we see are different. It's almost like George Gilbert flipped the software as a service around, he said, "Well, it's actually going to see services as software emerging, novel services." And that seems be what you guys are all about. I wonder if you could discuss the overall strategy and what kinds of applications you're seeing emerge.

Matt Luizzi

>> Yeah, I think there's a few pieces here. I mean, as you mentioned, there's an entire ecosystem around data. And so it used to be that data was the thing that you got maybe as the output of applications, but those worlds really blend together. A lot of where Snowflake's application investments have been is how you can make those things holistic and as one. So a common example that we'll come across, there's some incredible innovators and applications even on the show floor today. If you're in a large enterprise and you want to take the benefits of any of these services, very often you're going to have to figure out questions like, "Well, how do I deal with my most sensitive data going to any one of these different applications, however they're hosting whatever they're managing? So with some of the native app pieces, we allow you to just bring that all entirely and run it within Snowflake. And so a lot of those things just taken care of for you. Now in terms of the keynote, a lot of where we're focusing into in the applications is now these Agentic applications. So that's what Matt and Abel will talk about is like, hey, this world of this new breed of applications that you're bringing, AI agents, the semantic views, all of the pieces there. So I mean, to me, the apps of the future are going to be not necessarily conversational, but definitely have agents as a big part of this. And for us at Snowflake, any enterprise application, whether it's Agentic or not, needs to have access to these critical systems of record, like these critical systems of intelligence. And so we want to do everything we can to make that super easy for people like Matt or whomever else, to build these types of applications where they're like, "Hey, we can surface so much more value with agents and AI but with all this data, including a bunch of the data that you were just talking about that we've collected."

Dave Vellante

>> Why did you clarify and say not necessarily conversational?

Matt Luizzi

>> Oh, I guess conversational is really good for some things, but even for example, sometimes I just want to click a button. I don't necessarily want to have to type in everything that I want to do, so I always want that conversation as an option.

Dave Vellante

>> Sure.

>> I just think we're going to see a new set of form factors evolve. That's not always tell it what you want, but give me some buttons as well to click.

Dave Vellante

>> How difficult or not difficult is it to tap into Snowflake intelligence, leverage the whole Agentic framework? Can you take us through that?

Matt Luizzi

>> Yeah. Once we had the data in Snowflake tapping into the AI layer, it was actually the easiest part because they're making it extensible into our solution where it lives. There's no setting up additional permissions or security. It's all inherited from the platform itself. So that piece itself is trivial on top of it, I would say. We were doing early testing of all these new features with Jeff, and it was kind of a situation where he would tell me it was turned on and I would have something up and running in five minutes because we had the data in place already. So just that level of speed is something that I really value as a customer and when to drive on from my side as well.

Dave Vellante

>> So once you seed the cloud, as they say, that's when it unlocks the value and the experience.

Matt Luizzi

>> Yeah.

Rebecca Knight

>> So what kind of business insights or user insights were you able to derive or unlock with Snowflake that weren't possible before?

Matt Luizzi

>> With Snowflake specifically, I think just the premise of having all of our data in one place makes it possible for people to quickly get access to information. And it's one thing to say new insights because that is just, we can move faster. And for me, speed is everything. That's our competitive advantage as a product. It's our competitive advantage as employees. And with all of this information in one place, we can then derive insights from it in a world where before we were spending our time getting the data at all, and with that already in Snowflake, it allows us to just move that much faster.

Rebecca Knight

>> So what kinds of insights?

Matt Luizzi

>> Yeah, we are able to analyze every single piece of information. So every product feature we develop is based on a hypothesis, and we run the data and we determine what the best experience would be for the members. We'll do surveys. We'll do product analytics. We deeply understand the market before we spend ad dollars. It's really everything.

Dave Vellante

>> How about... I want to come back to there's competitive products out there. What role did Snowflake play in your competitive differentiation?

Matt Luizzi

>> I think for us, the product itself is not built on Snowflake, but like I said, we are a data company. Our product is data. We collect it and we provide insights to our members. Now, from a business point of view, if we can deeply understand how people are using the product, what's missing, what we want them to be doing, when we can guide our product development teams and software engineers to take this into account when developing the next feature, that directly correlates with better product experiences for our members.

Dave Vellante

>> So are you able to determine, say, product market fit or feature market fit sooner? How does that translate into business value for WHOOP?

Matt Luizzi

>> Yeah, at the end of the day, we're a small private company. We're less than a thousand employees, and with that, we're funded by outside capital. We need to invest those dollars extremely intelligently. And if we can take very calculated bets on where we're putting those dollars, whether that's product feature development, or tax spend for better acquisition, we need to be able to analyze that and understand where we're putting our money.

Dave Vellante

>> When Sridhar Monday night was saying "Whoop," was he saying WHOOP?

Matt Luizzi

>> Whoop. Whoop. Yeah.

Rebecca Knight

>> He probably was. So Jeff, take us behind the scenes a little bit about the development process of Snowflake intelligence and what it's been like to work with Matt and his small but nimble team in this really fast moving company.

Rebecca Knight

>> And I mean, I guess that's even part of the development process. It was a few months ago, Matt and I had the chance to meet, and even at the time, I remember when we first met, we also had one of the product leaders at WHOOP there. And one of the things that we were hearing a lot from her was like, "Hey, as we're building new products, as we're understanding what to do, how we can improve, how do I get better insight to this data?" So the shortest answer to this is there's a lot of time working with customers like WHOOP and understanding what are the things the business wants to be able to understand. Now, in terms of the actual development side, I think where I started to get very excited was this year, just the wave of innovation that happened on the LLM model front, I mean, speaking of the day one, I was talking about like, look, the technology is pretty robust right now, and to me, it's always magical. I'm not querying Snowflake data every single day. I'm also... My job is building products, but I have a lot of questions about data, and I always get very, very excited to see I can go ask a question to an agent running in Snowflake and Snowflake intelligence. And you see now the agents are incredibly good at taking a very complex question and breaking it down into smaller parts, going and querying the different aspects of my Snowflake account. So there was a lot of work, this partnership between people like Matt and his team, our AI research team, and some of these frontier models to figure out there's some incredible power when you start to merge these things together. And of course, it's been awesome to be able to work with your team to make sure that as we're doing that, we're not just chasing what sounds like cool technology, but we're like, okay, at the end of the day, we need to make sure that Matt, the product leaders, everybody else, are able to understand what they need for things like WHOOP 5.0 that just happened a few weeks ago, or you name it.

Dave Vellante

>> What is WHOOP 5.0?

Matt Luizzi

>> WHOOP 5.0 is our latest generation of hardware, 5.O, and it's our most advanced sensors yet. It has new data collection, and we're able to introduce things like cuffless blood pressure monitoring right on your wrist.

Rebecca Knight

>> Wow.

Dave Vellante

>> So as a customer, you roll out WHOOP 5.0. Does it require new hardware or-

Matt Luizzi

>> It does require new hardware. Just continue paying your membership and as long as you-

Dave Vellante

>> Ship new hardware and-

Matt Luizzi

>> Yeah, as long as you commit to the next year, we'll continue sending you the latest hardware and all the insights that come on.

Dave Vellante

>> And what do you do with the old one?

Matt Luizzi

>> You can either upcycle it to a friend and they'll get a couple free months and you'll get a little kickback if they join WHOOP or you can send it back to us and we will put it through the recycling process.

Dave Vellante

>> Nice.

Rebecca Knight

>> Excellent. Excellent. Any expected wins or challenges during deployment?

Matt Luizzi

>> Deployment of WHOOP 5.0?

Rebecca Knight

>> Yeah.

Matt Luizzi

>> Yeah, I think, I mean, the fact that new global tariffs were announced in April when we had a product announcement. It's always adding complexities that we had to navigate through a business, but we have an incredibly talented group of people, and I think all things considered, we pulled it off very successfully.

Rebecca Knight

>> Excellent. Excellent. So how do you see the role of AI evolving in this health and performance space? And what excites you most about this? I want to start with you, Jeff.

Matt Luizzi

>> I think there's a few aspects in health all up. Well, maybe even as a WHOOP user, to me, what always is very exciting about that membership and the value that I get is just the amount of insights that it really gives you, everything from very personalized to me. Like, "Jeff, based on your day to day, looks like you did some very stressful things. This is about how much sleep you should probably get. This is how much time you need for recovery." All that personalization is super, super powerful. So again, that data is super core to it. I think AI is just going to continue to be a catalyst in the amount of data that we can work with. And again, where I get excited in working with the WHOOP team is I want to make sure that that team, as they're thinking about what are the next set of insights, what are the trends that they're seeing? Oftentimes it's evaluating the data of like, hey, is there a relationship between people who... The scenario we did, people who take multivitamins, people who have pets, people who have these types of hobbies and other health characteristics. If we can make some of these trends more visible to their team, they can go build specialized models, algorithms, you name it, and whatever else. But to me, it's the potential that AI has to permeate across all of our lives to just enable us to all be a bit more productive. That to me, is where I get most excited about AI and that includes-

Rebecca Knight

>> And healthier.

>> And healthier too, I mean, very genuinely. I guess this was like a year or two ago, one of the first agents that I guess I ever created was something that while I'm doing travel or whatever else, like, "Hey, I'm going to this restaurant, recommend for me something that I should eat so that I'm sticking to my meal plan or whatever else." I mean, last time I was on theCUBE, if you look, and I was probably much heavier than I am now. And I will think AI in large part-

Rebecca Knight

>> All right....

>> as part of what AI and WHOOP of course, for getting my health there. So that access to data, that data is super important with health and for any organization that they're at, I guess is where my head initially goes. And obviously some personal experiences there too.

Rebecca Knight

>> How about you?

Matt Luizzi

>> Yeah, I think that we're just at the beginning, both with AI and both with the WHOOP product in general. And one of the things that we announced last month along with the WHOOP 5.0 was our Advanced Labs feature that we're going to be launching later this year that is partnering with diagnostic companies to have a blood work sample drawn as part of your membership and that lab insights will be automatically ingested into your WHOOP app so that we can help you better understand your holistic health. Now, if we think about that's one more data source that helps you understand the full picture, what other things can we go after to make you understand your own physiology, which is unique to you, and layer on AI on top of that to help you understand what should you be eating, how should you be sleeping, and what are other things that you can do to have better habits and better behavior to make you healthier?

Dave Vellante

>> So what I love about this conversation is allowing people to take control of their own health because they're vested in that. How is the medical... Well, two questions. One is, for that example you just gave on blood work, you then ingest that in. I presume that's automated, but how about when Jeff and I, in the last year, you had help from AI, I just kind of didn't eat. But how does that data, can that data get into the system? I mean, obviously it's got to be manually entered, but can you enter it, wait or...

Matt Luizzi

>> Yeah. We already have some integrations with Withings scales. So my Withings scale part occurs with my WHOOP app, and it will help me understand my body mass, my weight, my muscle mass over time. And it will show correlations with other information that you have in there.

Dave Vellante

>> And how is the medical field, medical professionals, doctors, what role, if any, do they play? I could see doctors on the one hand saying, "Yeah, this is nice, but I'm a doctor." Or WHOOP side might be, "Wow, this is really interesting. I can partner with you, collaborate, give you some suggestions as to how you should behave." Has the medical field picked up on this?

Matt Luizzi

>> Yeah, I'd say we're absolutely not intending to replace. It's very much supplemental. And I think what we're seeing in survey data and at large that an increasingly large population of younger folks do not have a primary care physician and don't have these regular touch points with their doctor. So if we have the technology to have preventative care in the sense that we know there's something wrong before their symptoms, we want to be able to surface that. And I think that's where we're going to see things go in the future, and WHOOP wants to be part of that story.

Dave Vellante

>> So your vision must, obviously, you mentioned the scale, the blood work involves an ecosystem. I wonder if you could just sort of paint a picture of the ecosystem you're evolving.

Matt Luizzi

>> Yeah, I think if we can partner there with the physicians and be something that we can partner with, and when you go to the doctor, they'll always say, "Oh, your blood pressure is going to be a little off because you're nervous or this and that." But if you can show them what that trend is over time, that's the full picture. So you're kind of giving that physician the best information that you can to help them help you with the right decisions. And if we can bring in more information like nutrition and just all the things throughout your life and have that be essential ecosystem, that's a tremendous amount of data for us to apply AI and insights on to unlock even things that we don't know. And that's another thing Sam was saying is just throw a ton of compute at these things and have it figured out. Maybe we could be part of that story as well. And we partner with OpenAI as well for some in-app features.

Rebecca Knight

>> Well, we look forward to having you back on theCUBE next year to hear more about WHOOP's journey and what you found out.

Matt Luizzi

>> Yeah, I'm sure we'll be much farther along so looking forward to it.

Rebecca Knight

>> We'll all be so much healthier too.

Matt Luizzi

>> Yes.

Rebecca Knight

>> Exactly. I'll be running marathons faster. So great to have you on, Matt and Jeff, a really fun conversation.

Matt Luizzi

>> Thank you.

Rebecca Knight

>> Hey, thanks so much.

Rebecca Knight

>> I'm Rebecca Knight for Dave Vellante. Stay tuned for more of theCUBE's live coverage of Snowflake Summit. You're watching theCUBE, the leader in enterprise tech news and analysis.