Latest news with #AlexandraZatarain
Forbes
09-04-2025
- Business
- Forbes
Eight Sleep Cofounder Credits Her Success To Mastering This One Skill
We've all been there. That moment when your boss or partner gives you that feedback you don't want to hear. You become defensive—a Hail Mary attempt to dodge the shame that's suddenly taken up residence in your chest. Because deep down, you know what you're being told is the uncomfortable truth. Despite others' input being essential for personal and professional growth, few of us are taught how to navigate difficult conversations effectively. We're all products of a perfectionistic culture that causes us to fear our flaws and avoid confrontation. Alexandra Zatarain, cofounder and VP of Marketing of Eight Sleep, believes that narrative should change. In our recent interview for The Failure Factor podcast, Zatarain shared her journey of building the world's first sleep fitness company—and how she largely credits her success to mastering the art of giving and receiving feedback, even when it's uncomfortable. Eight Sleep began as the brainchild of cofounder and CEO Matteo Franceschetti. An athlete who recognized the value in optimizing sleep, Franceschetti conceptualized a mattress cover that could track and improve sleep performance. He and Zatarain, whom he'd dated since meeting at a Halloween party years prior, had collaborated on previous ventures without success. This time was different. The cofounders recruited their friend, Massimo Andreasi Bassi, and in 2014 began proving their concept and raising capital. Success didn't come easily. After struggling with prototypes and skeptical investors, they turned to crowdfunding to secure initial backing. After being rejected twice by Y Combinator, they were finally accepted into the summer 2015 cohort. To date, they have raised $173 million over eight rounds. Because of their innovative concept and Zatarain's inexperience in entrepreneurship and marketing, Zatarain recalls the early days of Eight Sleep as challenging. "I really was out of my depth," she admits. "And I think a lot of founders feel that way because everything is new and you have to cover a breadth of things by yourself." One of the most memorable turning points came when an investor bluntly declared: "Your positioning as a company sucks. Everyone out there thinks that you're just a mattress company. You're not." This commentary arrived when she didn't even know what positioning was—a humbling moment for the head of Marketing. Instead of writing off the investor as not knowing the brand as well as she did, Zatarain got to work. "It was this huge aha moment where I'm like, well, I don't even know what he's talking about, but I'm supposed to know what he's talking about. So there's something going on here." She asked questions, studied, and sought experts' opinions—and it changed everything. As a result, today the world knows Eight Sleep isn't just selling sleep products; they're the company behind the entire sleep fitness category. Their wearable free technology heats and cools, reduces snoring, and tracks biometrics such as heart rate variability and time in REM sleep. Instead of letting setbacks define them, they mine those setbacks for lessons and adjust accordingly. For Zatarain, she shifted her mindset from viewing critiques as threats to embracing them as tools for improvement. This transformative perspective ultimately redefined their business trajectory. The path to receiving feedback effectively begins with self-awareness. When we lack tools for processing difficult emotions, or interpret constructive feedback as evidence of our failure, we avoid difficult conversations. Learning self-compassion and creating space for temporary discomfort is paramount. Zatarain learned this through trial and error. "It's become so much easier to handle those moments that you could take very personally," she reflects, "to say, you know what, let me take this as an opportunity to learn." The result? A stronger leader who has helped navigate Eight Sleep's success through mastering the art of difficult conversations. As the company grew, so did the challenges. Zatarain realized her discomfort with receiving critiques extended to giving it as well. But she recognized that avoiding hard conversations wouldn't improve underperformance. "What happens with that is not only that you hurt the team, but you also hurt that person because you don't give them a shot to prove themselves," she explains. "Maybe they didn't know that they were not hitting the expectation. Maybe the expectation wasn't clear. And that really sucks when ultimately you have to make a harder call and they feel blindsided." Zatarain advocates viewing feedback as a gift—making it direct, timely, and without unnecessary sugarcoating. "Feedback goes both ways…share it immediately," she advises. Whether someone did great work or made a mistake, let them know right away. Building a business is often imperfect, humbling, and full of mistakes. One of the biggest traps is tying your self-worth to your projects' success. If the company thrives, you feel like a genius; if it fails, you feel like a failure. Beware of riding that rollercoaster. "I know that my parents, my siblings, my cousins, my best friends from childhood—they don't care if Eight Sleep had failed or if it is where it is," Zatarain shares. "Having that gives me confidence to go out there and give it my best. I know that my value is not connected to my success in business." Don't be the entrepreneur who puts all their eggs in one basket, including their identity. Your worth isn't defined by revenue numbers or product launches. Build an identity outside work to remind yourself that you are whole and worthy—regardless of your company's trajectory. Zatarain opened up about the realities of building a revolutionary tech business from scratch with no experience: "How I did it was basically through failure," she reveals. "I think [failure] ultimately built my most powerful skill set now. I didn't know what I was doing... I don't subscribe to 'people are faking it until they make it.' It's not true. There's a lot of people who really do know what they're doing. But when I joined to build Eight Sleep, I was twenty-four, you know, I was two years out of college, like what experience could I have had?" Whether navigating failure or receiving uncomfortable feedback, Zatarain believes we have a choice: feel defeated and step away for feeling too inexperienced—or lean into the discomfort and use it as an opportunity for growth. While building Eight Sleep, she consistently chose the latter—acknowledging her limitations, seeking alternate perspectives, and learning everything she could. So next time you feel that sting of defensiveness—that Hail Mary to dodge discomfort—pause. Consider the insight a gift, not a threat. Lean in. Because the growth you're searching for? It usually lives in the exact place you want to run from. Megan Bruneau, M.A. Psych is a therapist, executive coach, and the founder of Off The Field Coaching, where psychological insight unlocks sustainable excellence. She hosts The Failure Factor podcast featuring conversations with entrepreneurs about the setbacks that led to their success. Listen to her episode with Eight Sleep's Alexandra Zatarain.
Khaleej Times
22-03-2025
- Business
- Khaleej Times
Dh18,599 for a mattress? Why Dubai is investing in luxe sleep tech
Dubai's ultra-wealthy are finding new ways to flex their financial muscles: by investing in the perfect night's sleep. Welcome to the world of elite sleep optimisation, where AI-powered mattresses costing upwards of Dh18,000 are the new status symbols, and 'sleep suites' are becoming essential pillars in luxury homes. Experts at Eight Sleep, a US company that develops high-end luxury products for 'sleep fitness' and entered the UAE market four months ago, have seen unprecedented demand from clientele looking to get their optimal 40 winks. 'Since launching in the UAE in November 2024, Eight Sleep has seen incredible interest in the brand and experienced unprecedented sales for a new market,' says Alexandra Zatarain, co-founder and vice president of brand and marketing at Eight Sleep. 'Within the first three months, sales in the UAE were five times higher than the average launch period sales in other markets. This strong performance underscores the region's appetite for innovative sleep solutions.' This isn't just another case of Dubai's famous appetite for luxury. In a region where 'sleep deficit' sounds like a financial term but actually describes a growing health crisis, the numbers – according to a survey conducted by Premier Inn Middle East in collaboration with Silentnight Arabia – tell a sobering story. Results show 40 per cent of UAE residents report they don't get enough rest, with factors like irregular schedules (32 per cent), stress (48 per cent), and temperature fluctuations (36 per cent) contributing to a nation of tossers and turners. 'The UAE is an especially receptive market to premium sleep technology likely because getting quality sleep remains a challenge for many residents,' said Zatarain. 'In a region known for its dynamic lifestyle, late-night culture, and extreme weather, optimising sleep is not just a luxury — it's a necessity.' The new status symbol: smart beds Enter the Eight Sleep Pod 4 Ultra, the Rolls-Royce of mattress covers, if you will, priced at a cool Dh18,599 — a sophisticated piece of sleep tech that would make NASA engineers jealous. 'The Pod doesn't just track your sleep; it actively adjusts to your body's needs in real-time to help you maximise it,' Zatarain explains. The system works as 'tiny embedded tubes cycle water through the cover, using real-time data from the imperceptible sensors to automatically adjust the temperature of each side of the bed for personalised climate control.' For those keeping score at home, that's right – your bed is now smarter than your first smartphone. The ultimate sleep suite But why stop at a smart mattress when you can have an entire room dedicated to optimising your slumber? Dubai's elite are now creating dedicated 'sleep suites' that combine cutting-edge technology with luxury design. 'To meet demand, we've begun collaborating with top interior design firms and are actively exploring conversations with property developers and architects to seamlessly integrate Eight Sleep's technology into luxury homes from the ground up,' said Zatarain. Think of it as a Bloomberg terminal for your bedroom, only instead of tracking stocks, it's monitoring your REM cycles. The premium Eight Sleep ecosystem includes what Zatarain describes as a veritable command centre for rest, which includes a Pod Cover with medical-grade sensors (because counting sheep is so last century), The Hub, their 'supercomputer' that processes real-time data, Autopilot, an AI system that personalises your sleep experience, and The Base, which automatically detects snoring and adjusts your bed's elevation (possibly saving more marriages than couples therapy). The science of luxury sleep Autopilot continuously analyses data coming from the Pod's sensors, including biometric data which tracks heart rate, respiration, snoring, sleep time, sleep stages, and more – and environmental data which monitors room temperature to optimise your sleep conditions. Each morning, users (no wearables required) receive a personalised sleep report that would make a Fortune 500 quarterly earnings statement look simple in comparison. 'Sleep isn't one-size-fits-all,' said Zatarain, 'but for all, it is the foundation of a balanced and healthy life. That's why Eight Sleep is on a mission to transform how we view sleep — making it an active part of wellness, not just a passive activity.' Luxury is increasingly being seen as a movement towards living a better quality of life — a mindset high-net-worth performance-driven individuals embody. Sleep is the foundation of wellbeing, and people here recognise that without it, no diet, training regimen, or biohacking intervention will succeed" Andy Mant, Ceo, Bon Charge 'The Pod doesn't just track your sleep; it actively adjusts to your body's needs in real-time to help you maximise it.' Adding to this high-tech sleep revolution, sleep wellness company BON CHARGE has introduced its own suite of sleep solutions. Their Global Red Light Therapy Report revealed that 67 per cent of UAE respondents struggle with sleep – a statistic that's keeping the company's CEO, Andy Mant, very busy indeed. 'The UAE values human potential, with wellness at its core,' Mant explains. 'Luxury is increasingly being seen as a movement towards living a better quality of life — a mindset high-net-worth performance-driven individuals embody.' The company's popular products include red light therapy blankets (think: tanning bed meets comforter), blue light blocking bulbs (for those who want their bedroom to feel like a trendy place), and blue light blocking glasses (because scrolling through Instagram at 3 am should at least be done responsibly). The future of elite sleep The industry shows no signs of slowing down. 'We anticipate this region becoming our second-largest market, after the US, within a few years,' Zatarain projects. Eight Sleep is already planning an expansion into Saudi Arabia, 'where thousands of people have already joined our waiting list.' In the world of luxury sleep technology, Dubai is proving once again that if you can dream it, you can build it – and then add AI to it. 'In the UAE, luxury is evolving into something deeply personal,' said Zatarain, adding how high-net-worth individuals are prioritising personalisation in their pursuit of perfect rest. 'This growing trend signals a shift towards luxury being defined by high-impact, tailored experiences that enhance every aspect of life. Since sleep is the cornerstone of health and performance, investing in sleep technology has become a natural first step in this pursuit of optimising overall quality of life and supporting peak potential.' It's a market where the phrase 'sleep on it' has taken on new meaning – especially when 'it' refers to a five-figure investment in sleep technology. As Mant adds, 'Sleep is the foundation of wellbeing, and people here recognise that without it, no diet, training regimen, or biohacking intervention will succeed.' In a city that never sleeps (but really should), the ultimate luxury has become, ironically, the ability to get a good night's rest. As Dubai's elite continue to pour money into their sleep optimisation, one thing becomes clear: in the race for status symbols, counting sheep has given way to counting sensors, and the price of dreams has never been higher. Sweet dreams, Dubai – they certainly cost enough.
Khaleej Times
21-03-2025
- Business
- Khaleej Times
Dh18,599 for a mattresses? Why Dubai is investing in luxe sleep tech
Dubai's ultra-wealthy are finding new ways to flex their financial muscles: by investing in the perfect night's sleep. Welcome to the world of elite sleep optimisation, where AI-powered mattresses costing upwards of Dh18,000 are the new status symbols, and 'sleep suites' are becoming essential pillars in luxury homes. Experts at Eight Sleep, a US company that develops high-end luxury products for 'sleep fitness' and entered the UAE market four months ago, have seen unprecedented demand from clientele looking to get their optimal 40 winks. 'Since launching in the UAE in November 2024, Eight Sleep has seen incredible interest in the brand and experienced unprecedented sales for a new market,' says Alexandra Zatarain, co-founder and vice president of brand and marketing at Eight Sleep. 'Within the first three months, sales in the UAE were five times higher than the average launch period sales in other markets. This strong performance underscores the region's appetite for innovative sleep solutions.' This isn't just another case of Dubai's famous appetite for luxury. In a region where 'sleep deficit' sounds like a financial term but actually describes a growing health crisis, the numbers – according to a survey conducted by Premier Inn Middle East in collaboration with Silentnight Arabia – tell a sobering story. Results show 40 per cent of UAE residents report they don't get enough rest, with factors like irregular schedules (32 per cent), stress (48 per cent), and temperature fluctuations (36 per cent) contributing to a nation of tossers and turners. 'The UAE is an especially receptive market to premium sleep technology likely because getting quality sleep remains a challenge for many residents,' said Zatarain. 'In a region known for its dynamic lifestyle, late-night culture, and extreme weather, optimising sleep is not just a luxury — it's a necessity.' The new status symbol: smart beds Enter the Eight Sleep Pod 4 Ultra, the Rolls-Royce of mattress covers, if you will, priced at a cool Dh18,599 — a sophisticated piece of sleep tech that would make NASA engineers jealous. 'The Pod doesn't just track your sleep; it actively adjusts to your body's needs in real-time to help you maximise it,' Zatarain explains. The system works as 'tiny embedded tubes cycle water through the cover, using real-time data from the imperceptible sensors to automatically adjust the temperature of each side of the bed for personalised climate control.' For those keeping score at home, that's right – your bed is now smarter than your first smartphone. The ultimate sleep suite But why stop at a smart mattress when you can have an entire room dedicated to optimising your slumber? Dubai's elite are now creating dedicated 'sleep suites' that combine cutting-edge technology with luxury design. 'To meet demand, we've begun collaborating with top interior design firms and are actively exploring conversations with property developers and architects to seamlessly integrate Eight Sleep's technology into luxury homes from the ground up,' said Zatarain. Think of it as a Bloomberg terminal for your bedroom, only instead of tracking stocks, it's monitoring your REM cycles. The premium Eight Sleep ecosystem includes what Zatarain describes as a veritable command centre for rest, which includes a Pod Cover with medical-grade sensors (because counting sheep is so last century), The Hub, their 'supercomputer' that processes real-time data, Autopilot, an AI system that personalises your sleep experience, and The Base, which automatically detects snoring and adjusts your bed's elevation (possibly saving more marriages than couples therapy). The science of luxury sleep Autopilot continuously analyses data coming from the Pod's sensors, including biometric data which tracks heart rate, respiration, snoring, sleep time, sleep stages, and more – and environmental data which monitors room temperature to optimise your sleep conditions. Each morning, users (no wearables required) receive a personalised sleep report that would make a Fortune 500 quarterly earnings statement look simple in comparison. 'Sleep isn't one-size-fits-all,' said Zatarain, 'but for all, it is the foundation of a balanced and healthy life. That's why Eight Sleep is on a mission to transform how we view sleep — making it an active part of wellness, not just a passive activity.' Luxury is increasingly being seen as a movement towards living a better quality of life — a mindset high-net-worth performance-driven individuals embody. Sleep is the foundation of wellbeing, and people here recognise that without it, no diet, training regimen, or biohacking intervention will succeed" Andy Mant, Ceo, Bon Charge 'The Pod doesn't just track your sleep; it actively adjusts to your body's needs in real-time to help you maximise it.' Adding to this high-tech sleep revolution, sleep wellness company BON CHARGE has introduced its own suite of sleep solutions. Their Global Red Light Therapy Report revealed that 67 per cent of UAE respondents struggle with sleep – a statistic that's keeping the company's CEO, Andy Mant, very busy indeed. 'The UAE values human potential, with wellness at its core,' Mant explains. 'Luxury is increasingly being seen as a movement towards living a better quality of life — a mindset high-net-worth performance-driven individuals embody.' The company's popular products include red light therapy blankets (think: tanning bed meets comforter), blue light blocking bulbs (for those who want their bedroom to feel like a trendy place), and blue light blocking glasses (because scrolling through Instagram at 3 am should at least be done responsibly). The future of elite sleep The industry shows no signs of slowing down. 'We anticipate this region becoming our second-largest market, after the US, within a few years,' Zatarain projects. Eight Sleep is already planning an expansion into Saudi Arabia, 'where thousands of people have already joined our waiting list.' In the world of luxury sleep technology, Dubai is proving once again that if you can dream it, you can build it – and then add AI to it. 'In the UAE, luxury is evolving into something deeply personal,' said Zatarain, adding how high-net-worth individuals are prioritising personalisation in their pursuit of perfect rest. 'This growing trend signals a shift towards luxury being defined by high-impact, tailored experiences that enhance every aspect of life. Since sleep is the cornerstone of health and performance, investing in sleep technology has become a natural first step in this pursuit of optimising overall quality of life and supporting peak potential.' It's a market where the phrase 'sleep on it' has taken on new meaning – especially when 'it' refers to a five-figure investment in sleep technology. As Mant adds, 'Sleep is the foundation of wellbeing, and people here recognise that without it, no diet, training regimen, or biohacking intervention will succeed.' In a city that never sleeps (but really should), the ultimate luxury has become, ironically, the ability to get a good night's rest. As Dubai's elite continue to pour money into their sleep optimisation, one thing becomes clear: in the race for status symbols, counting sheep has given way to counting sensors, and the price of dreams has never been higher. Sweet dreams, Dubai – they certainly cost enough.
Emirates Woman
27-02-2025
- Health
- Emirates Woman
Eight Sleep's Co-Founder on the power of quality rest
Beauty by Camille Macawili 1 hour ago Alexandra Zatarain, Co-founder and Vice President of Brand & Marketing at Eight Sleep, discuss the power of quality sleep to achieve a tranquil state. Sleep is a precious commodity. What is the impact of sleep deprivation and what factors contribute to poor sleep quality? Sleep plays a vital role in maintaining cognitive function and slowing down brain aging. During deep sleep stages, the brain undergoes essential repair and maintenance processes, including the removal of waste products that accumulate throughout the day. This helps preserve memory, learning, and mental clarity. Chronic sleep deprivation accelerates cognitive decline by impairing the brain's ability to form new connections and repair existing ones. Over time, this can lead to a faster aging process of the brain, contributing to memory loss, decreased focus, and even increasing the risk of neurodegenerative diseases such as Alzheimer's. In the UAE and GCC, where ambitious lifestyles, intense work schedules, and extreme weather conditions can impact sleep quality, optimising sleep is particularly important. Additionally, late-night culture, popular in the GCC, also contributes to inconsistent sleep patterns, disrupting natural circadian rhythms, compromising both mental and physical health by hindering recovery. Alexandra Zatarain, Co-Founder and VP Brand & Marketing of Eight Sleep Who is at a high risk of sleep issues? Sleep issues can affect anyone, but certain groups face higher risks. Shift workers often struggle with irregular sleep patterns due to demanding schedules. High-performing professionals, athletes, and parents balancing hectic lifestyles are particularly prone to insufficient sleep. Additionally, individuals in noisy or high-stress urban environments may find it challenging to achieve deep, restorative rest. Because sleep issues are unique to each person and their environment, solutions must be tailored to individual needs. At Eight Sleep, we embrace this ethos by offering personalised, data-driven technologies designed to optimise rest and recovery. Our Pod features snoring detection, adjustable sleep positions, and intuitive tap-to-control technology, empowering users to take more control of their sleep environment, ensuring they achieve the quality rest needed to perform at their best – no matter their lifestyle. For those who find it challenging to get enough rest, what are other strategies and habits in mindfulness and fitness we can do to improve sleep quality? Consistency is the key to improving sleep quality. Whether it's setting a regular bedtime, reducing screen time, or incorporating meditation and deep breathing to calm the mind – building healthy habits and maintaining consistency is essential. View this post on Instagram A post shared by Eight Sleep (@eightsleep) How can we use tech in promoting sleep? The GCC's greatest opportunity to overcome the sleep deficit and unlock better health, recovery, and performance lies in personalised sleep environments. This is where sleep technology can support. Eight Sleep provides a comprehensive solution with its Pod technology – a smart mattress cover equipped with advanced AI and health-grade sensors that track vital metrics, such as heart rate variability (HRV), respiratory rate, and sleep stages, while automatically adjusting cooling, heating, and elevation to ensure optimal sleep conditions. Clinically proven to increase total sleep time and enhance deep sleep, the Pod empowers users to not just monitor their sleep but take control of their sleep environment to achieve more restorative, uninterrupted rest, regardless of temperature fluctuations. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram February's – The Tranquility Issue – Download Now Image: Supplied / Instagram @doreandrose
