The Future of Sleep Fitness: Bedrooms → Clinics
In the wake of Eight Sleep’s $100M Series D, it feels like the right moment to deliver a much- overdue PSA:
Sleep fitness is in.
This is a long time coming. For decades, the two pillars of health were framed simply as eating well and exercising. But the most neglected pillar may be the most important: restorative sleep.
The crisis is real - one-in-three Americans don’t get enough nightly rest, 50-70M live with chronic sleep disorders, and just one-in-ten globally sleep well at night. Science tells us more: inadequate sleep accelerates cancer, diabetes, dementia and takes years off your life.
As Dr. Matthew Walker, famous UC Berkeley neuroscientist and author of Why We Sleep, put it:
“Sleep is the single most effective thing we can do to reset our brain and body health each day - Mother Nature’s best effort yet at contra-death.”
Fortunately, a new wave of consumer tech has helped cure this. WHOOP and Oura have made sleep data mainstream - turning rest into a performance metric that provides valuable insight on sleep’s meaningful contribution to everyday recovery and overall health.
The old mantra was “sleep when you’re dead.”
The new one: “sleep so you don’t die sooner.”
But this is only the beginning - the future of sleep fitness is moving far beyond tracking and towards actively optimizing, and even treating, sleep itself.
From Reactive to Proactive: Sleep Technology’s Constant Evolution: Sleep technology has rapidly evolved over the years - from reactive tracking devices to optimized bed solutions like Eight Sleep to neuroscience-driven solutions like Somnee. Here’s a quick breakdown of the evolution:
Reactive → Optimized: Tracking sleep was the first step. Eight Sleep’s pod technology goes further - a smart mattress cover paired with a bedside hub that continuously adjusts heating, cooling, and other variables to optimize restorative sleep in real time. The premise is simple: your bed should optimize recovery as you sleep. With over $500M in sales and 1B+ hours of sleep data, the company is now exploring digital sleep twins - simulations of your physiology to personalize rest decades into the future.Backed by top VCs (HSG, Valor, Founders Fund) and elite athletes (Charles LeClerc), Eight Sleep’s portfolio strategy is similar to Tesla’s: a premium product today, with ambitions to make sleep optimization affordable tomorrow.
External → Internal: While Eight Sleep trains the bed, Somnee trains the brain. Its smart headband uses EEG sensors to map brain activity and deliver tACS stimulations to induce a natural sleep. Led by co-founders Tim Rosa (ex-Fitbit CMO) and Dr. Matthew Walker, Somnee’s users fell asleep 2x faster and slept 30 minutes longer — outperforming melatonin by 4x and Ambien by 1.5x. With $10M in fresh capital from the likes of Khosla Ventures and LEAD VC - and an NBA Launchpad partnership, the team is proving that neurostimulation can become the next frontier of sleep therapy.
Consumer → Clinical: Founded in 2014 as a consumer EEG headband company, Dreem pivoted in 2020 into a B2B healthcare model. After its 2024 acquisition by Sunrise, it rebranded as Dreem Health - the first large-scale virtual sleep clinic. Over 30M+ Americans suffer from sleep apnea, most undiagnosed - Dreem Health’s Sunrise sensor, a chin-mounted 8-gram patch, can diagnose sleep apnea at home with lab-level accuracy. Unlike WHOOP, Eight Sleep, or Somnee, which enhance performance and restorative sleep, Dreem Health’s mission is purely clinical: to replace outdated sleep labs with an insurer-backed digital platform covering diagnosis, telehealth consulting, and treatments (e.g., CPAP and CBT-i).
Together, these sleep fitness products display the converging of consumer innovation with medical-grade care.
We’re Bullish On The Sleep Fitness Market
The global sleep aid market is currently worth $91B and is expected to reach ~$129B by 2030, growing at a ~7% CAGR. Billions of dollars will be spent to capture a chunk of this lucrative space as outdated technology and medicine phase out.
However, the real “winner” for consumers will be the inevitable vertical integration of the entire bedroom into a dynamic sleep environment. Eight Sleep shows how your bed can adapt in real time, Somnee proves the brain itself can be trained into deeper rest, and Dreem Health is turning the bedroom into its own medical clinic. In the next 5-10 years, we could see competitor acquisitions and B2B medical integration from large consumer brands - all leading to a fully optimized sleep ecosystem, from the mattress and temperature to neural rhythms and clinical diagnostics, working together to extend one’s lifespan.
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Sports-Tech Market Activity: Investors & Deals
Venture Capital
Eight Sleep, a sleep tech startup developing intelligent bed cooling systems, raises $100M in new funding (Aug. 19th)
Funding will accelerate medical expansion, FDA approval efforts, and China market entry
Investment backed by HSG, Valor Equity Partners, Founders Fund, and Y Combinator, among others; round brings total funding to ~$260M, valuation reportedly doubling since $500M Series C in 2021 [TechCrunch]
Fountain Life, a Tony Robbins-founded proactive longevity healthcare company for HNWI, raises $18M in Series B funding to expand longevity clinics (Aug. 15th)
Expanding its in-network centers specializing in early-detection screenings, biomarker testing and regenerative therapies while signaling potential partnerships with out-of-network clinics for more affordability
Investment led by EOS Ventures; other investors include existing board members [Athletech]
Hangout.fm, a social platform allowing users to listen to music together through real-time virtual spaces, raises $8M in funding (Aug. 19th)
Platform has signed music licensing deals with Universal, SONY, and Warner
Investment led by Founders Fund, Elizabeth Street Ventures, 468 Capital; other investors include f7 Ventures and Michael Guimarin [GamesBeat]
Studio Atelico, a startup developing AI engines for video games, raises $5M in Seed funding to pioneer generative gameplay (Aug. 14th)
Funding to build proprietary ‘Atelico Engine’ enabling lifelike NPCs, emergent quests, and real-time procedural worlds
Investment led by Air Street Capital; other investors include angels from Hugging Face, Snorkel, and Factory, among others [CityBiz]
Sports Impact Technologies, a sportstech startup targeting real-time head impacts in sports, raises €650K in pre-seed funding (Aug. 15th)
Funding to accelerate beta rollout of behind-the-ear wearable detector in range of sports, including American football, rugby, hockey, soccer, and GAA football
Investment led by private investors with support from Enterprise Ireland’s HPSU program [EnterpriseIreland]
Gaming VC Griffin Gaming Partners backs product-led intelligence platform Palladio AI (Aug. 19th)
Currently in closed beta with select partners and expanding hiring across ML, data, and engineering
Palladio helps teams act on user acquisition, retention, and monetization data in real time; Initial focus is mobile games, where rapid feature feedback is critical [GamesBeat]
Courserev.ai, an automated golf tee time booking startup offering voice concierge, chatbots, and dynamic pricing tools for courses, secures Seed funding from The Walden Golf Group (Aug. 18th)
Funding supports GTM expansion, key hires, and AI product development
Targets efficiency, customer service, and revenue growth across the golf industry [FinSM Es]
Aircards, an immersive production studio developing WebXR, gaming, and VFX experiences for brand-consumer interactions, raised £3M in Growth investment from Foresight Group (Aug. 19th)
Funding to expand fabrication for large-scale experiential environments, launch AI + AR-powered touchscreen display, ‘LUX-75’, and support growth of Metalitix, its proprietary spatial analytics platform for audience engagement data [Foresight]
M&A and Investments
Hoffmann Family, owners of the ECHL’s Florida Everblades, in talks to buy Penguins for ~$1.75B (Aug. 18th)
The Chicago-based family has emerged as a leading bidder for the NHL’s Penguins from Fenway Sports Group
Potential sale price estimated at $1.75B, following FSG’s $900M acquisition in November 2021 [Sportsnet]
Local broadcasting empire Nexstar to acquire publicly-traded broadcast and media company TEGNA for $6.2B in cash deal (Aug. 19th)
Purchase price of $22 per share values TEGNA at $6.2B, including debt
Combined company will own 265 stations in 44 states, covering 80% of US TV households and 9 of the top 10 DMAs
Nexstar projects $300M in annual synergies and expects the deal to be over 40% accretive to free cash flow within 12 months post-close [Nexstar]
Soho House, an international private members' club operator, to be taken private for $2.7B led by hotel owner-operator MCR Hotels (Aug. 18th)
Sponsors aims to boost profitability and expand clubs globally post-take-private
$9/share offer marks 83% premium to pre-deal price, valuing company at $2.7B
Apollo backs financing with debt and equity; Goldman Sachs and Yucaipa roll stakes, committing additional equity [PitchBook]
David Beckham’s Guild Esports, a UK-based pro esports organization, reportedly up for sale after year under S&E investment firm DCB Sports (Aug. 14th)
Follows five-year period of losses and 90% share price drop since 2020 LSE listing, acquisition of fan platform Encore, Prodigy Racing League win, and 25% stake acquisition in media group GINX TV [EsportsInsider]
WIT Sports, a digital fan activation platform, acquires audience engagement platform Tally to expand global reach (Aug. 20th)
WIT works with 200+ partners, including majority of NFL teams, and has built 40+ first-party data products
Acquisition strengthens WIT’s global expansion push; Tally, co-founded by NFL QB Russell Wilson, specializes in free-to-play prediction and trivia games for fan data collection [WIT]
MLP franchise LA Mad Drops sells majority stake at $13M valuation to Texas-based ‘Mad Drippin’ SPV (Aug. 21st)
Marks record MLP franchise valuation, surpassing prior $10M held by ‘AZ Drive’
Existing investors to retain ~40% in ownership group; investors include Jayson Tatum, Josh Allen, and Drew Bees, among others
Vertiqal Studios, a gaming and lifestyle network holding company, acquires gaming and esports brands Luminosity Gaming and Omnia for C$900K (Aug. 20th)
Deal expands Vertiqal’s reach across YouTube, Twitch, TikTok, and Snapchat, strengthening cross-platform ad offerings
Acquisition follows Enthusiast Gaming’s divestments, shifting focus to other media assets like Pocket Gamer and Icy Veins [EsportsInsider]
Photo Creds: ESPN launches its all-in-one DTC streaming app on August 21st, 2025
Strategic Ventures
Highly anticipated ESPN DTC app launches with major advancements amid cord-cutting push (Aug. 21st)
Key Features:
Full access to all ESPN content for the first time – Subscribers can now stream all 12 ESPN networks directly without cable; options include access via traditional pay TV or ESPN DTC subscription
App innovation — TikTok-style vertical video feed beta to feature highlights, reactions, and sports UGC; powered by Disney-backed recommendation algorithms and AI, with personalized SportsCenter ‘For You’ show
Multiview & Catch Up To Live features — Allows users to follow up to four games simultaneously via connected TVs; quick-turn highlights of missed plays in live games readily available
Stream Center integration — Synced two-screen experience, granting real-time access to game stats, betting insights, fantasy updates, and content-related commerce
Major content deals — Move follows NFL’s 10% acquisition of ESPN in exchange for NFL Network, NFL Fantasy product, and other NFL media assets; WWE agreement set to feature WrestleMania on DTC app beginning 2026 — expanding ESPN’s broader fan experience [ESPN]
FanDuel partners with leading derivatives marketplace CME Group to delve into growing prediction markets (Aug. 20th)
Initially, FanDuel will offer non-sports contracts, including benchmarks such as the S&P 500, GDP, CPI, and cryptocurrency prices, among others
Like Robinhood, FanDuel to act as Futures Commission Merchant (FCM) supported by an exchange owned and operated by CME [Sportico]
MLS’s LAFC partners with talent and entertainment agency CAA in five-year deal to drive global commercial deals ahead of Son Heung-min’s signing (Aug. 15th)
CAA to secure new sponsorships and global deals, leveraging track record with F1, Red Bull Racing, and EPL clubs
Partnership expected to capitalize on footballer Son Heung-min’s appeal, especially among Korean brands [InsideWorldFootball]
Fubo partners with DAZN for expanded Canadian sports streaming (Aug. 18th)
Multi-year deal lets DAZN carry Fubo Sports Network and Fubo distribute DAZN’s premium rights, including NFL, UEFA, and top boxing coverage
Creates one of Canada’s most comprehensive sports lineups, combining Premier League, Serie A, UEFA, and NFL under shared bundles [Fubo]
NFL expands multi-year AI partnership with Microsoft via range of on/off-field innovations (Aug. 20th)
Copilot, Sideline Viewing System, and Azure AI at the helm of the partnership
SportsEngine, a NBC’s sports management software, partners with VR baseball & softball training platform Win Reality to integrate AI swing analysis for players (Aug. 15th)
Win Reality’s SwingAI memberships offered during league/event registration on SportsEngine HQ, with 80% discount on seasonal plans
Product delivers AI-driven swing analysis, coaching explanations, and personalized training via mobile video [SBJ]
Baller League partners with full-service agency TEAM Marketing to capitalize on sales efforts (Aug. 19th)
SHA, an upscale longevity and healthy aging wellness resort, partners with WHOOP for real-time wearable integration for wellness tourism (Aug. 19th)
Guests in SHA’s ‘Leader’s Performance’ program receive a Whoop 5.0, 1-year membership, and clinical consult
Deal positions SHA as a leader in wellness tourism innovation; global expansion planned in Spain, Mexico, and the UAE (2027) [Athletech]
UCLA Athletics partners with NIL agency Article 41 to expand athlete branding, content, and deals (Aug. 19th)
~700 UCLA student-athletes to gain access to on-campus NIL support, from brand building to deal execution opportunities
Article 41 will embed staff at UCLA, providing a turnkey system for brands to reach athletes across all sports [UCLA]
Google names Steph Curry performance advisor in long-term partnership, for athlete-centered Pixel and AI developments (Aug. 21st)
Curry, to work across Google Health, Pixel, and Google Cloud to test hardware, train AI algorithms, and use tools like ‘AI Basketball Coach’, supported by Gemini, Vertex AI, and MediaPipe, for performance analysis [SportsPro]
SIDEARM Sports, a digital fan engagement provider for collegiate athletics, partners with content automation startup Nota for pilot offering (Aug. 20th)
AI integration will automate headlines, body copy, and social posts, to free staff for storytelling
Pilot program set to launch this fall with Texas, Syracuse, and 3 other schools before wider rollout [SBJ]
NFL taps women-led sports media company The GIST to expand reach to 40M diverse sports fans (Aug. 19th)
Move aligns with NFL strategy to engage younger, more diverse, and female audiences
Partnership grants NFL access to 1M+ newsletter subscribers and 40M monthly GIST followers across podcasts, social media, and newsletters
Content to include NFL-branded games, playoff brackets, and exclusive coverage of events like the NFL Super Bowl and Draft [YahooSports]
Job Board & Opportunities: Week of August 22nd
Here are some cool roles we found and personally curated this week - enjoy!