Recovery properties make some mattresses ideal for athletes — and anyone who wants to make the most of their active days.
Like other mattresses, beds designed for athletes and people with active lifestyles promise a good night’s sleep. But these models take that to the next level, offering restorative sleep that prepares people for peak performance the following day.
The Bear Mattress line “was designed with recovery and performance in mind” and is intended to help “people with active lifestyles get the sleep they need to perform their best,” says Scott Paladini, founder of the brand.
That focus made it attractive to the entity that would become 3Z Brands, which bought Bear in 2022.
“What initially attracted us to Bear was their expertise in a unique and growing segment of the sleep-wellness market. As we all do, they understood just how essential quality sleep is — especially for those leading active lifestyles,” says John Merwin, CEO of Phoenix-based 3Z Brands, which includes Brooklyn Bedding, Helix and other mattress brands. “… Each of our brands brings something unique to the table, and Bear’s recovery-focused approach ensures we connect meaningfully with a highly engaged, health-conscious audience.”
South Bay International also saw a “growing demand for wellness-focused products” and responded in 2023 by introducing its Active line, says Toby Konetzny, CEO of the Rancho Cucamonga, California-based sleep products manufacturer. The line is intended for athletes, but also others who want to move through their day with energy and ease.
“The wellness market is rapidly expanding, with projections reaching $7 trillion globally by 2025, reflecting a shift in consumer priorities toward holistic health. This shift extends beyond the traditional gym enthusiast demographic to a much broader audience seeking products that support their overall well-being,” Konetzny says. “At South Bay International, we recognized this opportunity to align our innovative solutions with the needs of wellness-conscious consumers. The Active line was designed to provide health benefits and enhanced comfort, ensuring our products resonate with today’s evolving market while helping retailers tap into this growing trend.”
In addition to Bear and South Bay, Sleep Savvy talked to other producers of beds aimed at active consumers about the unique positioning of their lines. They gave us tips for boosting sales and let us in on a not-so-secret secret: Consumers concerned about peak performance may seek out these beds, but many types of consumers can benefit from their features, giving them broad appeal.
Building a Better Night’s Rest: The Bear Mattress Approach
In creating a line of bedding for people with active lifestyles, Paladini says Bear incorporated Celliant technology in the mattress covers, “which has been shown to promote better circulation and muscle recovery — perfect for athletes or anyone who’s always on the go.”
“We’ve also put a lot of thought into comfort and support. Our mattresses combine premium foams and hybrid designs to keep the body aligned and pressure-free so sleepers wake up feeling refreshed,” he adds. “And because sleep quality is so important, we include cooling features that prevent overheating, which can disrupt deep rest.”
The line includes Bear Original, Bear Natural, Elite Hybrid, Star Hybrid and Pro Hybrid, as well as two models for kids. The Bear Original retails for $1,198; an Elite Hybrid retails for $2,505.
“Retailers that do best with Bear are those who cater to consumers seeking performance and value in their sleep products,” Paladini says. “We’ve seen success across a wide range of sleep retailers because, in every market, there’s a growing demand from active, health-focused individuals looking to enhance their recovery and sleep quality.”
Endorsed by Athletes: How Sonu Sleep Improves Performance
The creators of the Sonu Sleep system set out to create a mattress specifically for side sleepers and, along the way, developed a bed that has earned a raft of endorsements by professional athletes — from baseball and basketball players to boxers and surfers — who say sleeping on a Sonu helps them perform better.
“After extensive research, countless engineering iterations and thorough testing, we pinpointed the limitations and problems caused by traditional flat mattresses that create chronic discomfort and even injury for side sleepers,” says Stason Strong, one of the creators of the Sonu mattress. “We developed the Sonu Sleep system as a solution for all side sleepers, no matter their profession. Never before have sleepers been able to fully immerse into the mattress to greatly relieve pressure, improve breathing and reduce interruptions in sleep, including rolling over. The fact that pro athletes enjoy the same results from improved recovery and quality of rest throughout the night when using their Sonu Sleep system is no surprise. When pro athletes find an advantage or solution to improve performance, the rest of us can benefit as well — so we greatly thank our pro athlete fans and partners for spreading the word that Sonu can help side sleepers everywhere.”
Sonu mattresses include a Comfort Channel in the upper quarter of the bed, which allows sleepers’ shoulders and arms to move freely within the mattress, instead of on top of it, alleviating pressure and reducing tossing and turning. Complementing the Comfort Channel are patented Support Pillows, with come in a stack of two layers for malleable support.
Sonu is available in three versions: plush, hybrid and firm, each retailing for $2,999 in queen size. The 14-inch mattresses feature CertiPUR-US-certified foams and cooling covers.
The company touts its athlete endorsements on its website, showcasing short videos from more than a half-dozen professional athletes playing a wide range of sports.
Co-founder and CEO Brad Hall says it was more than a happy accident that a mattress designed for side sleepers has been popular with people interested in peak performance. “We designed the product to suit ourselves and others with active lifestyles,” Hall says. “As soon as we launched, athletes were immediately drawn to our brand, and we have had endless interactions and endorsements from pro athletes in almost every sport and league since.”
Therapedic Agility: Restorative Sleep for Peak Performance
Therapedic International, a licensing group based in Princeton, New Jersey, launched its Agility line more than a decade ago. Combining specialty foams and microcoils, the hybrid line was originally named after the bed’s “agile, response sleeping surface,” says Susan Mathes, vice president of brand relations.
“The original graphic for that line featured a woman runner and pointed out the ways in which the various components of the mattress would benefit different parts of the body,” she says.
But when Therapedic was ready to refresh the brand, it homed in on the idea of bedding designed for “peak performance,” says Gerry Borreggine, president and CEO.
“In January 2024, we debuted a full new line of Agility mattresses featuring ‘restorative sleep for peak performance.’ The collection includes five models — contemporary, eye-catching designs and builds that enable the sleeper to have a restorative, rejuvenating night’s sleep so that they can perform at their best in all activities of life: work, home, family, golf, tennis, pickleball, you name it,” Borreggine says. “We are all doing so much on a daily basis. We all need a mattress that can help provide the great night’s sleep we need for peak performance in all aspects of life. That is the focus of this line.”
Agility’s components include copper-infused memory foam, latex, cooling technologies and an edge-to-edge encased coil system. All models are adjustable-base friendly and retail from $999 to $1,999.
Expanding the Market for Wellness-Focused Mattresses
South Bay’s Active line includes three models, priced at $999, $1,299 and $1,499, with all built around the company’s signature reactive foam, which is “engineered to provide a responsive ‘bounce-back’ feel that supports accelerated muscle recovery and promotes targeted spinal alignment,” says Clint Walling, vice president of business development. “The foam also enhances circulation, which aids in optimizing physical recovery and stress relief.”
In addition, the mattresses feature a breathable design to regulate body temperature and ensure a cool, comfortable sleep environment.
The Active line’s ability to enhance muscle recovery makes the mattresses ideal for athletes, but busy parents can benefit from the stress relief the comfortable, supportive mattresses provide, and older adults will appreciate the targeted spinal support, Walling says. But, he adds, “anyone looking for deeper, more restorative sleep or prioritizing their health can find value in these mattresses. With wellness increasingly becoming a priority across demographics, the potential audience for this type of product is expanding rapidly.”
South Bay’s market research shows 82% of U.S. consumers consider wellness a top priority.
And, Konetzny says, “while it’s difficult to pinpoint the exact percentage of the overall mattress-buying population interested in wellness-focused mattresses, the growing consumer awareness of health and recovery suggests this segment represents a substantial and rising share of the market.”
Read more Sleep Savvy selling tips and strategies.
