The power of the pivot: Sleep Number thrives on techy WiFi Smart Beds

Eat, sleep number, repeat... OG mattress company Sleep Number just woke from a deep slumber. Sleep's quarterly profit nearly doubled from last year, and sales popped 12% as we all worked from bed. The stock soared yesterday on the news. But this is really a Health & Wellness story...

• If you can track it, you can techify it. Sleep Number shifted to selling only snooze-tracking Smart Beds in 2018 and has been making a wellness play since.
• Sounds familiar. D2C mattress company Casper called sleep the “3rd pillar of wellness” after nutrition and fitness.
• The OG is beating the newbie. Sleep Number is way ahead of millennial-friendly Casper on snooze-tech, and its stock is beating Casper's this year, too.

"Life-changing"... How Sleep's CEO describes the 360 Smart Beds. She says they've "improved nearly 13 million lives and counting" (that's deep). These beds make sure your Zzzs get on the WiFi:

• Tracking: The bed tracks your heart rate, breathing, and sleep/wake cycles, stalking your every movement.
• Temperature control: The bed creates your "personal microclimate," balancing surface temp while warming your feet.
• SleepIQ Score: You get a SleepIQ score along with a monthly in-app wellness report (70 to 100 = siesta master).