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Tim Culpan

Bet You Didn't Know You Needed a Sleep Coach

The sleep-tech industry wants you to win at 40 winks, but many are losing sight of the main goal.

Getting a good night’s sleep is more complicated than a score. — Getting a good night’s sleep is more complicated than a score.
Photographer: Jaap Arriens/NurPhoto/Getty

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January 25, 2023, 8:00 PM UTC

A decade ago, high achievers would boast of how little sleep they got as if it were a sign of courage and stamina. That flipped on its head in recent years, with length and quality of sleep the new badge of honor.

Now, the most restful pastime humans can enjoy is starting to look like a competitive sport. According to the burgeoning sleep-tech industry, if you want to win — and apparently you do want to win — you need a sleep coach and high-end gadgets.