From the PR Pile... WHOOP and Eight Sleep Release Shiny New Tech
Plus, DJ Khaled reps Hastens
Let’s talk about ideas.
Honesty check — I didn’t really have anything planned for this week. That’s the way it is sometimes as a small, independent Substack. I write about what’s most interesting to me at any given moment, although I am working on developing a proper content schedule. (I’ll share those details at a later date.)
Eventually, inspiration struck as a trio of PR emails in my inbox stood out to me. (This is why it always pays to pitch!)
Here’s what’s interesting on the commerce side of sleep this week…
WHOOP 5.0: There it is
WHOOP officially launched its next-gen wearable, the WHOOP 5.0. It showcases a smaller, sleeker design than its predecessor and promises up to 14 days of battery life with a full charge.
The WHOOP App also received some fine-tuning with new and enhanced fitness, health, and sleep features, some of which are exclusive to the new WHOOP models.
Most of the upgrades focus on cardiovascular health and physiological age. There’s even a larger emphasis on women’s health with a revamped cycle tracker that further highlights the impact of hormonal shifts on strain and recovery. Its Sleep Performance received an update for “a more accurate reflection of sleep quality,” according to the official press release.
That’s not all — a brand-new model called the WHOOP MG rolled out alongside the standard 5.0. It adds daily blood pressure readings and on-demand ECG testing with aFib detection.
For more details on the WHOOP 5.0, Wareable has a full review.
I have a WHOOP 4.0 that I received last year from the brand for review purposes. My opinion: it’s a better companion for fitness than sleep compared to the Oura Ring (which I reviewed for HGTV).
However, I’m curious to learn how (or if) the new features contribute to a better holistic experience, including an improvement in sleep tracking. The revamped cycle tracking is of particular interest to me, as that’s an area where I feel Oura excels.
But that opportunity is going to have to wait…
Eight Sleep the Fifth
This week, Eight Sleep revealed its Eight Sleep Pod Five, which the brand calls its “most immersive” effort yet.
It comes in three models: Core (cover and hub), Plus (which includes a temperature-regulating blanket), and Ultra (which adds a base).
The complete Eight Sleep Pod Five Ultra system introduces snore mitigation, zero-gravity, and built-in surround sound to play calm, relaxing tracks. The addition of a hydro-powered blanket increases the level of climate control.
The base model Eight Sleep Pod now boasts advanced sensors and a more sophisticated AI to better adapt to changes in a sleeper’s metrics.
When I saw this release, I was stunned — didn’t the Pod 4 just come out? (Yes, in May of last year.) It’s almost like trying to keep up with a new smartphone model!
My bad jokes aside, the Pod 5 Ultra looks like it could be a smart bed to reckon with. It will be interesting to see how it encroaches on the territory of Bryte Balance and any of Sleep Number’s climate-controlled models.
Another one! (From Hästens)
(Sigh.)
I’ll admit, this subject line piqued my interest: Celeb Alert - DJ Khaled's Latest Indulgence: Sleep - Hästens Vividus Bed.
Oh, is this a product collab? No, just an Instagram thing. Per the email:
In a new Instagram Reel posted this week, DJ Khaled gave fans a glimpse into his life of luxury with the arrival of his Hästens Vividus bed at his Miami home. Handcrafted over 320 hours by master artisans, the Vividus is celebrated for its unmatched craftsmanship and comfort. Often referred to as the “Rolls-Royce of beds,” it’s built using the finest natural materials — including horsehair, cotton, wool, and slow-grown Swedish pine — meticulously layered for optimal support, ventilation, and a sleep experience that redefines luxury.
The Hästens Vividus costs at least $300,000 per the estimates I found online, but that’s not even the most expensive model from the Swedish mattress maker. That would be the Hästens Grand Vividus, which can fetch as much as $1 million for the entire setup.
I enjoyed the video much more than I thought I would. It was interesting to witness the delivery of a 10x8-foot bed and learn a little about the Hästens brand in the process. Now I know where the signature blue-and-white checkered pattern comes from!
Anyway, maybe I’ll someday have a chance to sample the Hästens mattresses that are so beloved by celebrities and prominent world leaders. (You can learn more about that factoid in this Men’s Journal article.)
Like this post? Here’s another story you may want to check out:
Which of these stories did you find most interesting? Is there another product release or partnership I may have missed that you’d like to share? Share it in the comments.
Thanks for joining me for another edition of More Than Mattresses. Who else is going to buy a Powerball ticket so they can afford a 10x8-foot Hästens bed and a spacious mansion to put it in? Just me? Okay — I like those odds!
Sleep well,
Alison