Sweet Dreams: High-Performance Sleep Aids Scale Up


As consumers move away from hustle culture and towards high performance, how you sleep is becoming just as important as how you eat or train.

The latest: StimScience, creators of an electronic sleep aid headband called Somnee, secured $8.3M in a seed round led by Khosla Ventures. The device delivers a 15-minute round of electrical stimulation that is said to improve sleep duration and reduce the time to fall asleep.

From melatonin to high-tech monitors, maximizing *quality* shuteye is becoming big business, with the global sleep aid market reaching $101B by 2023.

  • Smart mattress company Eight Sleep raised $86M last year, expanded partnerships with Barry’s and Airbnb, and acquired coaching platform Span Health.
  • Amazon’s Echo and Google’s Nest Hub are exploring sleep monitoring radar technology.
  • Sleep soundscape company Endel secured a $15M Series B, while Therabody acquired acoustic therapy lounger So Sound.

Punchline: Peak performance is one thing. But Americans, in general, could use a boost with everyday activity. Between 10% and 30% of US adults have chronic insomnia, and those people are seven times more likely to have a workplace accident.

With insufficient sleep carrying an estimated economic impact of $411B each year, suddenly, a brain-shocking headband doesn’t seem so outrageous.

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