Sleep
The sleep market is massive, under-explored, and undervalued relative to its size.
The tl;dr is that the need for sleep care has never been higher, while at the same time the awareness about sleep performance is ubiquitous with sleep tracking and wearables. This presents new opportunities to offer modernized sleep medicine and coaching delivered in new and innovative models.
It’s exciting that sleep monitoring and tracking are now ubiquitous consumer behaviors. Between Whoop, Oura, Eight Sleep, Garmin, FitBit, and Apple Watch nearly 25-30% of Americans track their sleep.
Among this group, there is a set of sleep diehards, I’m one of them, that realize sleep is the single biggest lever to improving health, happiness, and longevity. Beyond tracking, they are absolutely fanatical about the behaviors and data that drive better sleep.
But on the flip side, 50-70 million Americans are tortured by sleep disorders. Yesterday, I caught up with a former Special Ops combat veteran who described to me in excruciating detail his sleep struggles. At the end of the call, he told me he just wanted to sleep from 10-6.
Both sides of this market have the same basic need, just manifested differently. The sleep obsessed see sleep as a way to improve on an already healthy baseline. The sleep tortured are desperate for anything to solve their sleep issues.
What would it look like to offer both of these markets tools and resources to be world class sleepers? More interesting, how would health and human happiness change if more people slept better?
I see two ways to attack this opportunity:
- Build a vertically integrated, tech-forward health services practice focused on sleep - “the One Medical of Sleep.”
- Create a managed service organization that helps physicians launch sleep medicine practices, with a focus on digital care, at home sleep studies, and coaching.