The Sleep Geek, aka James Wilson, reflects on the recent Bed Show and calls for an award directed towards how a product actually helps deliver better sleep.
If you spend any time in the mattress world, by the end of September you’re probably heading to Telford. Me? I was there, as per tradition, rubbing shoulders with bed brands, at the annual Bed Show. I’ve been doing the show circuit since I was knee-high to a grasshopper – Edinburgh, Brighton, Harrogate, Cologne – you name it. These exhibitions have been as much a part of my life as caffeine and a proper night’s sleep.
This year’s show was… actually quite uplifting. There was a tangible buzz of optimism and innovation. I saw some brilliant new mattresses, standout pillows, and duvets that genuinely made me stop and think, “Now that’s interesting.” BedGear’s entry into the UK pillow market is a highlight, I can see them making waves. And it’s always fascinating to spot the disruptive players trying to carve out a niche in an otherwise traditional market.
But, and you knew there was a “but” coming, there’s still something missing. Don’t get me wrong, I love a good foam density chart and a feature spec sheet as much as the next mattress nerd. But the industry sometimes gets so fixated on functions and features that we forget the big picture: sleep itself. How is this product actually going to help someone get a better night?
This brings me to awards. We do a fantastic job celebrating the best mattresses, suppliers, and retailers at the annual NBF awards. But why stop there? Where is the recognition for the product that actually makes the biggest difference to a sleeper’s life? I proposed a “Sleep Product of the Year” award last year. I even had a meeting with the NBF to talk it through. And since then… crickets. Maybe someone thought, “He’ll forget about it eventually.” Spoiler: I haven’t.
After spending the last year on the shop floor, training staff in bed, mattress, and furniture stores, it’s clear: a sleep product award is overdue. If we want consumers to see us as purveyors of better nights, not just pieces of furniture, we need to shift our focus. This award isn’t just a nice-to-have—it’s a statement about what really matters.
And while we’re at it, let’s talk about the Holy Trinity of sleep: mattress, duvet, and pillow. We already celebrate the mattress of the year (good stuff), but what about the other two? A duvet of the year award and a pillow of the year award could make a huge difference. The right pillow isn’t just comfort—it’s posture, spinal alignment, and ultimately, sleep quality. Shoutout to the Comfy Pillow Awards, who are trying to shine a light on this often-overlooked hero of the night.
So, here’s my call to action for the NBF and industry stakeholders: let’s evolve. Let’s create a culture that puts sleep at the heart of what we do. Let’s celebrate products that improve lives, not just fill furniture showrooms. Because at the end of the day, what our customers really want is simple: a better night’s sleep.
About the Sleep Geek
James Wilson (AKA The Sleep Geek) is a Sleep Educator & Practitioner and founder of kipmate. He is currently the sleep expert on ITV’s This Morning and has worked with the likes of Zurich, Budweiser, Under Armour and West Ham United helping their people sleep better. He offers training and certification for retailers, and a certification scheme for sleep products.
