The Sleep Geek, aka James Wilson, talks about snoring and sleep apnoea.
Over the past couple of weeks there has been a noticeable rise in media coverage around snoring and sleep apnoea. The BBC has covered the subject several times and a number of newspapers and magazines, from The Guardian through to Wired, have explored it from different angles, looking at new treatments, emerging technologies and the wider health implications. One statistic sits at the centre of almost all of those stories and it is the one that tends to surprise people the most, sleep apnoea is massively under diagnosed.
Sleep apnoea is a breathing disorder that occurs during sleep where the airway repeatedly becomes blocked or collapses. When this happens breathing stops for short periods during the night. The condition is usually classified as mild, moderate or severe depending on how frequently these interruptions occur. In more serious cases people can stop breathing every thirty seconds. For many people the condition goes unnoticed for years because they assume they are sleeping normally. They may spend eight hours asleep and believe they are getting enough rest, yet they wake up feeling exhausted and struggle to stay awake during the day. Some people wake with severe headaches because their oxygen levels have dropped during the night. Others experience the classic choking or gasping sound that partners often notice first, a sudden noise that follows a moment when it seems as though breathing has stopped completely.
At this point some retailers might be wondering what any of this has to do with selling beds and mattresses. In reality it represents a significant opportunity. When customers walk into a store talking about poor sleep, loud snoring or constant fatigue, it opens the door to a conversation about sleep health more broadly. Retailers who understand the signs and can speak confidently about them position themselves as sleep specialists rather than simply product sellers. It is also an opportunity to introduce a small and carefully chosen range of snoring related products that can become useful attachment sales, and to talk about how adjustable beds can help some people reduce symptoms and stick with treatment.
The scale of the issue in the UK alone is enormous. Current estimates suggest that around nine to ten million people are living with sleep apnoea. Of those, roughly one million have received a diagnosis. Within that group somewhere between three hundred thousand and more than six hundred thousand people are currently receiving treatment. When you step back and look at those numbers it becomes clear just how many people remain undiagnosed and unsupported.
For retailers this is where knowledge becomes powerful. Staff who understand the symptoms and can guide customers towards the right support can genuinely change lives. Helping someone recognise that their snoring or exhaustion may be linked to a medical condition and encouraging them to speak to their GP is incredibly valuable. From my experience there is no stronger brand advocate than someone who feels you helped them discover the reason behind years of poor sleep. Sleep apnoea is linked to serious health risks including heart disease, respiratory illness and reduced life expectancy, so pointing people in the direction of treatment is not just good customer service, it is meaningful support.
It is also worth remembering that many people diagnosed with sleep apnoea are prescribed CPAP therapy, which involves wearing a mask connected to a machine that keeps the airway open during sleep. While it is highly effective, some people struggle to stick with it, particularly if they are uncomfortable lying flat. This is where adjustable beds can play a useful supporting role. Raising the head of the bed slightly can help keep the airway more open, reduce snoring and make CPAP masks more comfortable to wear. For some people that small change can make the difference between abandoning treatment and sticking with it.
If retailers are considering introducing products designed to help with snoring, it is worth choosing partners carefully. Few areas of sleep are as crowded with questionable solutions as the snoring market. Customers often look for practical options such as quality earplugs or comfortable earbuds designed to reduce the impact of a partner’s snoring. Some targeted products can also help, for example nasal sprays that reduce congestion related snoring or devices designed to support the tongue and throat. At the same time it is wise to steer clear of products that rely on gimmicks or extreme claims. Mouth taping and devices that deliver electric shocks to force someone to roll over are rarely helpful and often undermine trust.
For retailers willing to engage with the topic thoughtfully, snoring and sleep apnoea present an opportunity to demonstrate genuine expertise and care. If you would like to continue the conversation you can find me on social media or visit my website below and we can explore the subject further.
About the Sleep Geek
James Wilson (AKA The Sleep Geek) is a Sleep Activist, Educator, Coach and Sleep Product Expert. He is the founder of Sleepunity, a social enterprise committed to Better Sleep For All. He appears regularly on ITV’s This Morning and BBC Breakfast 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. He also helped sleep brands develop digital and physical sleep products, utilising the insights he has got from the 100000’s poor sleepers he has worked with. Find out more www.sleepunity.org.
