The newly launched WHOOP may look a bit like a Fitbit, but “it isn’t a wearable or a device as much as it is an overall system,” says local founder Will Ahmed, who got interested in the impact of sleep, strain and recovery on athletes while playing squash at Harvard. Now WHOOP measures those factors by collecting 150 MB of daily data on heart rate, motion, skin conductivity and other variables that can be shared with coaches and fellow athletes on a team dashboard. “Thirty percent of athletes are actually overtrained,” says Ahmed, who hopes the system will help users optimize training and prevent injury. It’s an idea that’s clinched his company $12 million in recent funding, which will be used to target pro and college teams. But Ahmed says that eventually amateur athletes “who take fitness seriously” will be able to WHOOP their butts into shape too.