Features spreads and news pages are awash with pieces about sleep. “Are you an Oura bore?”; “£500 sleep coaches brought in to stop pupils staying up at night”; “How poor sleep affects your risk of dementia”. It goes on. You might once have seen the phrase “sleep fitness” as an oxymoron, but it’s now very much a thing.
Companies like Oura, Whoop and Eight Sleep are reaping the rewards of early investment into technology that tracks and enhances shut-eye. “How much REM did you get last night” has become an unavoidable question at north London dinner parties.
