How Bedding Companies Are Marketing Better Sleep

The rest-focused category has grown in recent years


Most people spend about a third of their lives in bed, but too many of us aren’t getting good quality sleep. A series of products promise to rectify this, by bringing tech to our everyday nighttime products in a bid for better “sleep fitness.”

“Sleep is akin to a performance-enhancing drug,” says Dr. Philip Gehrman, psychiatry professor at the University of Pennsylvania. He defines sleep fitness as “the extent to which we are getting sufficient quantity and quality of sleep to be energized and functioning at peak levels during the day.”

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