Emma Sleep Targets Athletes With New Performance Mattress Line

Dr. Allie Hare, a sleep consultant and Tatler Top Doctor for Sleep, worked with Emma on the launch. She points out that growth hormone release peaks during deep sleep, which is when muscle repair happens. Cortisol drops at night and rises toward morning. Disrupted sleep blunts that rhythm, lowers testosterone, and reduces insulin sensitivity after just a few nights.

The collection is available for pre-order in sizes from Single to EU Queen. Emma did not disclose pricing or sales targets for the line.

The company faces a crowded market. Mattress-in-a-box brands proliferated during the pandemic, and many now compete on the same features: cooling, pressure relief, and motion isolation. Emma is betting that a performance narrative tied to athletic recovery will cut through the noise.

Whether that bet pays off depends on whether customers see a mattress as training equipment or just a place to sleep.