David Tao, Contributor
When’s the last time you did something to improve your sleep?
Compare that to the effort that goes into our daily food and activity
choices — and the purchases that result — and the emphasis on rest seems
pretty minimal. Most of us spend more time sleeping than we do eating
and exercising combined, but it’s still the most overlooked pillar of
health and wellness. But sleep might finally be getting its due among
health-conscious consumers, and in an industry without clear giants,
companies are rushing to innovate and gain market share.
Bedroom (Photo credit: Martin Cathrae)
Many of those pushing for a greater emphasis on sleep hail from the Quantified Self Movement, a diverse group of wellness enthusiasts who use hard data to measure, track, and improve all aspects of physical health. Find out more about your current sleep, they argue, and you’re well on your way to improving it, whether it’s tweaking your schedule or buying a better bed.
Measuring sleep, though, is fundamentally tougher than recording food and exercise, mostly because it’s impossible to do it ourselves. Of the numerous apps and devices currently available to track sleep, none has emerged as an industry favorite. Zeo, a startup whose wirelessly syncing headband recorded brainwaves in addition to motion, recently closed down shop amid complaints the device was better at impairing sleep than tracking it. The company’s struggles illustrate perhaps the main challenge surrounding actigraphy, the science of monitoring rest and activity in humans: How do you measure sleep without interfering with it?
Even with the limitations on tracking, sleep has steadily come into its own as a fundamental component of performance, and consumer trends are shifting in response. According to Martin Rawls-Meehan, President and Founder of Reverie, a leading sleep system manufacturer, the last ten years has brought a new generation of both elite athletes and Average Joes who want products to help them perform better. “It’s increasingly obvious better sleep is important,” he says, “whether you’re an elite athlete or just someone trying to feel better and live your best life.”
Rawls-Meehan founded Reverie a decade ago, giving him a relatively long history in an industry where innovation comes in infrequent spurts. And over that time, his company’s mattresses have become a favorite among athletes whose bodies often carry lots of extra muscle weight. Instead of relying on spring coils or memory foam, Reverie uses customized rubber cylinders to create a range of firmness levels for different body types. The adjustable cylinders also circulate air to keep the mattress surface cool, and they last longer than traditional springs. An active member of the CrossFit community, Rawls-Meehan has also written about the importance of sleep to athletic performance.
But while his and other companies are working to innovate our beds, Rawls-Meehan emphasizes the need for better tracking in order to keep moving the entire sleep industry forward. “A lot of the products that currently measure sleep rely on accelerometers to figure out how the body is moving at night,” says Rawls-Meehan. “That technology is off-the-shelf and relatively easy to adapt. But we need better metrics for sleep, multiple metrics, and you’re going to have to innovate how you collect and interact with that data.”
What’s still unclear is exactly where that innovation will come from. Fitness trackers like the Jawbone UP wristband and Fitbit Ultra can log sleep in addition to daily activity, and their entry into the market could push titans with giant R&D budgets to offer similar, and perhaps better, functionality (Nike’s Fuel Band, for example, doesn’t track sleep — yet). And there are still dozens of small companies working to tweak the sleep formula with an array of their own apps and devices. Better trackers and software will also push integration with other consumer mainstays, including beds, thermostats, alarms, and even curtains that adjust to personal sleep cycles.
This futuristic-sounding bedroom isn’t that far off for many of us, and it’s going to have a dramatic impact on how we make purchases for the home. The sleep industry is entering into an exciting era of innovation and public awareness, one that could have us resting easier than ever. ========================================================================================== The Secret to Getting Really Good at Promoting Referral Items: Join, Promote, Earn cash
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