*Apologies for the audio on my end with this one! My mic wasn’t properly set up. 🤦♀️ In this episode, Mollie is joined by Ely Tsern, the Co-Founder and CEO of Bryte. Ely discusses how sleep can improve when you can adjust things like temperature, pressure points, and lighting effortlessly. He explains how the Bryte bed can analyze a user’s sleep data to personalize and optimize their sleep. Finally, Ely shares the incredible results that current Bryte bed users have achieved (even Matthew Walker!).
🛏️ How Ely became focused on sleep optimization
🛏️ What led him to create Bryte beds
🛏️ The purpose and benefits of Bryte beds
🛏️ Ely’s own struggles with sleep
🛏️ What makes Bryte beds more comprehensive than other sleep technology
🛏️ How Bryte technology works to personalize the user’s sleep
🛏️ How Bryte beds can regulate body temperature in menstruating or pregnant women
🛏️ Ely’s nightly sleep routine
🛏️ Price and availability of Bryte beds
🛏️ Incredible results achieved by Bryte users, even Matthew Walker!
welcome to the sleep is a skill podcast. Uh, Eli, I'm still excited to have you here today. We were just chatting up a storm before we even started, and I know it's going to be even challenging for us to keep this, uh, but, um, welcome. Welcome. Well, thank you Molly. First of all, so much for having me big fan and I've been looking so much forward to share. You and talking with you about this, as you know, it's exciting to be able to share with you. Oh, absolutely. I know. So we've got a lot of, you know, similar interests and passions, uh, and you know, I really, um, think of you as being on the forefront of some of these, uh, exciting ways to bring some of this pieces of sleep tech and sleep optimization, uh, into the masses, but also on the go and in travel. And what have you. So before we get into all that's ahead, uh, why don't we. With the start with the beginning. Uh, how did you, how did you find yourself in this space and what's kind of the background story. Yeah. Well, I'll, maybe I'll show you my personal story. Um, you know, I, um, you know, I started this journey just like a regular lay person, you know, I really didn't know much about it. I was just, you know, like asleep. Okay. You know, I was a guy that just kind of, you know, binge watch Netflix and, uh, say it up to one and not two, you know, fine. I get my five, six hours, you know, really busy. Family and my, uh, my work and, but I'm a technologist and business person at heart, you know, I have, uh, electrical JT, computer science background. Um, and I've done a lot of business in Silicon valley and, and started, you know, some, some businesses here. But, um, it really is. I started when, uh, my son, my oldest son, um, you know, uh, he was diagnosed with leukemia when he was like five years old and we had battled for three years and it was just an incredible. Emotionally, physically draining crazy time. We, we ended up losing him in 2007 and it was devastating. It was awful. Um, so, um, after years of just trying to recover, um, you know, emotionally with my family and things like that, we, you know, I came out of this with of whole new perspective on what I wanted to do in my life. You know, I really wanted to do something of greater. Yeah. To really help people. Now, I wasn't a doctor. I couldn't go out and cure cancer and things like that. But, but as a technologist, I was looking for an entrepreneur at heart. I was looking for ways to be able to make a huge impact on people's wellbeing. Um, and when a, um, when a friend of mine, the neighborhood, um, family, I mean a neighbor family of ours, um, came to me with this basic idea. He, he lives nearby and he says, Hey, I've got this idea that I'm brewing on. Something about personal adjustment for folks and sleep. And, and what do you think? Um, you know, I just delve into it and I was really blown away by the opportunity, you know, it was, I, I, you know, I've, I've, I, I got my PhD at Stanford and what I learned from that takeaway was you could pretty much, if you focus and dive into something, you can really figure things out and, and not being asleep expert myself. I, I started just diving in and, um, To look at, um, the sleep research. I was just blown away about how fundamental sleep was to your entire well-being as a person that affects everything, right? It affects your physical, wellbeing your immunity, your, your performance, your emotional state, your mental state, you know, your psychology and everything. It was just like so foundational. And so I think while this is a really meaningful, um, area to focus on, and then when. Out there. I just, I couldn't believe like, uh, you know, as much money's being spent, I think I looked at the numbers like worldwide every year, almost half a trillion dollars are spent on trying to improve people's sleep. It's a lot of money. People are throwing a lot at it. And as you know, there's a lot of different products and things like that out there. Um, so as much as people are spending, um, you know, um, the majority of adults and develop. Have poor sleep or struggle with sleep, you know, and could be better. Was ISIS like thinking this is a fundamental problem. Um, and so that's what started my journey. I started to dig in and I jumped into this opportunity because I saw this, you know, is that we are in this very early stage of integrating deep technology, sleep science in a really mass market way to fundamentally change the way people. In the future, you know? And, um, when I looked at the landscape and we started this back in 2016, yeah, no, um, people were just, I mean, in the last five years, just starting to become aware of sleep, you know, in the mass market, like, okay, the importance of it and the technology out there was pretty nascent. You got some sleep trackers, you had a few adjustable beds out there. That was pretty much it, you know? And, and I'm like, wow. I mean, it's, as a technologist, I was kind of looking my chops going on. No, one's really. To really solve the problem. So, um, you know, we worked with, we think some of the world's leading sleep scientists, um, uh, at UC Berkeley, as you know, Dr. Matthew Walker, amazing neuroscientists came in, um, got so excited about what we're doing, became our lead sleep science advisor. We work with the folks at Stanford. Uh, we pulled together, which would, they're amazing. So the doctors there, I live in a valley, so I'm really close to them. Um, we ended up pulling together. Kind of a multidisciplinary team. Cause that's what it took. You needed. It's like scientists, you need it. Um, AI experts in data experts in wearables and health and you needed to get robotics folks you needed to get mechanical and product designers and software guys. We just, we have this vision to build this platform and the platform and its purpose is listen. Everybody sleeps differently. When you look at the science everyone's individual. He wants thinks differently and sleep is incredibly dynamic. It changes throughout the night. It's a process that goes through your body, goes through. It changes like month to month through the air as the seasons change. And it changes year to year. And if we could build a platform that would learn how you sleep and to bring you from your, we think everyone's sleep suboptimally and bring you to your personal optimum restorative sleep potential, we could really change people's lives. And if we do this. It could be something that's incredibly exciting. Um, and, and so we, we came out with this vision where this platform could figure you out, you just sleep. And we use the technology to sense how you're sleeping. And in real time, we will adapt to our sleep environment, temperature, pressure points, room, environment, light, and everything. And, and, and we use our AI and learning engine to learn how you sleep better. And the leverage. All the information we know to get you to your fullest, restorative sleep potential. It was incredibly exciting, um, to pull together all these people together to build this. And, you know, um, and what's really exciting is we brought it to market in 2019 and we are just poised to really scale this business and to make it available mass market to many, many people. Wow. What a story? My goodness. Um, well, number one, uh, So much for your vulnerability and sharing about, uh, you know, your, your background and, and your son. Did you find during that period, um, your sleeping, disrupted, uh, at all or any sort of address? No, not at all. No, no, 8:15 no. It was awful. I mean, I think, you know, as many people know when they go through tremendous stress or emotional distress or grief or loss, um, it's just this huge, yeah. Act to your, your sleep. And, um, it definitely amplifies, uh, the, the, the impact of loss of sleep on everything you're doing. If you're trying to recover from physical recovery or mental or emotional recovery, depriving yourself asleep is exactly the wrong thing to do, but that's kind of what happens. And so we, me and my wife had to go through that experience and it certainly really resonated with me how impactful, um, helping people through. Sleep is not just in the regular life to be their best selves, but many people go through struggles and challenging times in their life. And so, you know, everyone at bright, um, is really shares that singular vision and mission to make a difference for people in their lives. And, and, um, you know, there's a lot of noise out there, you know, there's a lot of claims and things like that, but we really felt we were building, building something pretty. Specialist's going to make a real impact. Yeah. And, and I, I touched on that. One, um, uh, I so appreciate you sharing that because so many of us have gone through different, um, periods of our sleep and difficulties with our sleep and certainly an acute, um, period. Like that can be something where you're really rooted in a level of empathy and understanding, and then commitment for this area that might be distinct, um, from, you know, some people's experiences with their sleep. So just sharing that is really, really, um, valuable also, you know, just the. That, um, by being rooted in that level of passion, I've really been struck by everyone that I've spoken with, uh, at your company that there does really seem to be this intrigue and interest in, uh, you know, ways to improve sleep and a genuine, uh, I know we just were speaking with, um, uh, one of the people on your team right before we started. And, you know, we've had infractions on our newsletter and, you know, things that they're testing and just the excitement. Uh, so it really is palpable. It's not just. Another piece of sleep check, which as we know is huge business. And part of the commitment for me is helping, you know, I came from a background, not a lot of money growing up and want to help kind of cut through the noise for people to have what what's noteworthy what's of interest what's, um, kind of coming out to that can really bring some innovation in the market. Um, what could be worth investing in what not, you know, the, the whole realm of it. Right. Uh, so yeah, it's absolutely. Or so I'm wondering if we could, um, talk a little bit more about you. You touched on, you've got these great minds that are coming in to help, uh, ensure that what's coming out. What you're creating is really going to make the difference for people. Uh, if you can share a little bit more walk people through what, um, what this product looks like, how is it different? What is, what is that solution? Um, that it's yeah, yeah, absolutely. Molly. Um, well, I mean, it might help, um, to give some facts. Because everyone's, you know, many of your listeners are pretty sleep aware and maybe some of them are just, just getting into it. Um, and so how, how do we position? Cause it's really noisy. There's a lot of stuff, but, um, you know, a simple way to think about it is, is that like, you know, we are in a very much in the early stages of figuring out how technology can really, truly help people sleep. Um, you know, and, um, so far, I mean, If you look at all of, kind of, you know, I mean, technology as it's come on in the last century has actually hurt us pretty significantly, you know, like indoor lighting and like indoor heating and, you know, life, modern life, you know, devices and all kinds of stuff. I mean, it's generally been really disruptive and, and negatively hurting our sleep and our ability. And I think our bodies evolutionarily are naturally tuned to a certain thing. But what I see in the marketplace has kind of these like. Stages where people are starting to figure out technology first. I mean, I think the advent of trackers has been a sleep tracker, so it's been a huge awareness important step for people to do. And not everyone uses a tracker. You guys, obviously a lot of users do, but you know what it is. It's like, oh my God, sleep is important. I realize it's important. I want to understand how I'm sleeping. Right. And trackers, like the ordering and things like that. Do that. Amazing. Yeah. Trying to just give them some insight, but it's very much of a very incremental first step because now you know, you, oh, I can maybe have some idea, but it doesn't really solve your problem. It just gives you some insights to maybe figure out what to do, right? Yeah. And then now you're starting to see like, okay. Another incremental thing, which you've got some products out there. They give you some maybe tools to try to try stuff out. Like you've got some like temperature product. You can tweak and try to experiment. They've got some like adjustable products out there. You've got beds with adjustable basis and there's drugs out there you're trying, and everyone's trying to figure out their own thing. Right. And what the whole premise of bright is is, is like we think is several steps or several big evolution. I revolutionized steps ahead, which is jumping to the end game, which is that listen, mass market lay people. None of us are. Yeah. You know, we really don't know. Um, and also none of us are data scientists. Like, you know, it's not like we can go in there and look at the data and figure this out. And the, the key thing about bright is, is that what we're doing is we're aggregating all that expertise in sleep science and data science and integration for you. You know, we figure it out for you because none of us are. The other thing to notice is, is that, you know, we're trying to. To my sleep, if you have an adjustable product and they guess, but, you know, the fact is when you're sleeping, you're unconscious. So it isn't like you can be awake and then tuning and tweaking, you know, along the way. And so, um, you know, the, the, the vision of, of the bright platform is to really do a comprehensive integration of all of these piecemeal technologies in a holistic way so that you just sleep. And we figured out for you that we take you from that, that, um, you know, um, It's a place to your truest, restorative sleep potential, and we help you do that for you. And you just like, 15:07 and it's a seamless kind of a, you know, you don't have to wear anything. You don't have to stick anything on your bed. You don't have to put any devices around. We just take care of it for you. And what's so exciting about that comprehensive experiences. We're seeing some amazing early results, which is exciting. We could share with you some of the data here, cause we're seeing some huge swings in sleeping. But even more exciting than that is the response of customers, because you know, like I I'm designing this product for like my 85 year old mom, you know, she's a zero technology person, but she just gets to sleep in this thing and she's getting this great benefit. She doesn't know how to use this phone stuff and to get, I mean, she's just, and that's kinda what I think, and we believe is to break through, because once you slept in a bride platform, you see the promise, you realize that everyone's going to sleep this way in the future, you know, And our vision is, is that we're going to be that platform and that brand to really bring that to the masses. Amazing. Okay. So yeah, we'd love to hear more about some of the things that you're seeing for, you know, swings for people in their sleep improvement. Um, and even just, you know, like walking us through, like, what does this look like? Do we press buttons? How absolutely. Okay. Well, what is, 16:28 so what's really cool. Just describe the product to you. So you have an idea what it is. It's basically, uh, it comes as a, the mattress, right? It's integrated, everything's integrated into it. There's nothing hanging off it, you know, there's, you, you just plug it in and it's all built in, uh, you don't wear anything. Um, there is an accompanying app, which, you know, provides a dialogue and yeah, you can configure things and you can share your experience, your preferences, but basically it's, uh, it it's designed to be optimal. 17:01 You know, just, just be like your regular bed. So the bright bed, the right restorative bed, as you just lay in it and you sleep okay. Inside the bed itself, it has, um, a variety of, um, really, um, really seamlessly designed technology. It has sensors that are able a wide variety of sensors is able to in real time track how you're doing, uh, it does, it can, um, it can detect heart rate, um, breathing. You're sleep staging in real time, you know, temperature, humidity, ambient room, lighting conditions, and ambient room, temperature conditions, um, all those things and, and, and slight, you know, like motions and things like that, and all tuned to make sure they understand how you're doing at that given time. Okay. And then it has in the bed built in, um, the ability to really take care of the lowest hanging fruit, which we find physically impacted. The mouse, which has temperature and pressure points and comfort. Okay. Um, and we tie there's a computer in the bed that actually monitors in real time and has runs algorithms to figure out your personal algorithm and then to adjust the temperature and the pressure points in real time to ensure your maximum sleep quality. And we do this night to night. And when the daytime, when you're away from your bed, we upload that data anonymously and privately. And we figured out, okay, we're going to actually try this tonight. And we literally AB and adjust AB test and learn and try things to help you reach your sleep potential over time. Um, so, um, it's a seamless experience. And what we found is is that with controlling those knobs and with connections into like room lighting, uh, you know, how room, a room temperature and, and all that kind of stuff, we can actually help. Basically optimize your personal sleep. And it, it works for every sleep individually. If you sleep as a couple, you know, each person gets their own environment. If you sleep by yourself, the whole thing merges into one. Um, and, um, and that's how the product is. You buy it, you plug it in, you, you tell our app through our app, you say, Hey, I'm, if you optionally want to share, you can share your height and weight and, and, and your age. And, um, and a few key questions. We're running and we use our database to actually then set your first night to maximize that. And then you're on your journey and your journey is really automated. You can participate. I mean, there are a lot of things, as you know, that you can really improve your sleep. There's behavioral changes with what you eat is when you go to bed and we will encourage you in all those cases. But if you're just a regular person, you don't want to do any of that, then the technology actually takes over. And actually does that a lot of the work for you. And so that's how the platform works. Um, we have in the temperature side and active heating and cooling, um, control as in it's a closed loop control. So we can actually monitor, engage both the experience in real time and also understand the temperatures impact on your sleep. In real time and night after night, we will evaluate to see what the optimal temperature point is for you at every stage of your sleep. Um, and that's, as you know, and I. Uh, I know you're, well-versed in temperature, its impact on sleep and various stages. It's an incredibly powerful way to really improve your sleep. Um, and I do think what's different from bright versus a lot of other products out there is, is that I think the seamless learning and integration of, um, learning how to find that optimal point for people is much more, um, foundational to the experience versus, okay, I've got to figure this out. I gotta set this. I gotta do it. Experiment and find my recipe or do this kind of thing. It's like, no, you don't have to do the work. You know, we'll do the hard work for you because most people, like I said on data, scientists are sleep scientists. Sure. Uh, wow. I have so many questions. Um, one, uh, how did you rectify putting, having this all be contained in the bed versus having to have, you know, water coolants and external things? How, how did you do this? 21:30 Yeah, absolutely. No. And we've seen the bright, by the way, we, when we look at it, the competition out there, we actually view them all. We're all kind of working together to change the mass market because right now, if you look at it, even sleep technology is single digit digit market share the big bulk 95, 90 7% of people just sleep in regular spring beds and foam beds and all, you know, so, so, um, you know, we, we feel like this is kind of a movement, but having said that, yeah, it chunk it incorrectly. Amount of engineering, um, to, to develop the product the way we did it, we did see a lot of liabilities. We, we didn't want things hanging off the bed. We didn't want like people to have to add water or, I mean, all that kind of stuff. We felt like, Hey, you know, and I've been inspired by amazing product technology products. I'm a huge apple fan. I'm a huge Tesla fan. You know, I see incredible, beautifully integrated and you know, to me, and I think maybe you'll feel the same way many people do. The very best technology just disappears. It just works for you, you know, and you don't want to see it. You want to deal with it. It just does the work for you. And that's really kind of the, the gist or the essence of what we're trying to drive to as a seamless, integrated, and the technologist disappears. Um, you know, so, um, that's a important part of our experience, our product and user experience. And I didn't get a chance to talk much about which we think is as exciting as temperature is. Uh, we find just. Credible, um, upside potential for the ability for us to manage your comfort in your personal pressure points. Um, it's, you know, the heart of the sleep science behind that is, is that, listen, you know, you sleep through the night, you in voluntarily move and change positions all night long. Um, and as you know, you know, when you're 16, 17 years old, your teenage years. Much sleep on anything and you just knocked out and you get amazing sleep. You look at the numbers on teenagers, or maybe just like really twenties. It's like incredible, you know, but as you know, as you get older every year, it goes by your sleep. Degrades everyone's sleep the grades on the slope. And, um, you know, we believe that a huge component of that is as you. And we talked to doctors about this too, you know, you get older, your body changes your ability to tolerate different positions, your arms start falling asleep. That's soreness, your muscles, your bones, your joints, all of these things change over time. And, um, they will be a source of involuntary wake offense and every wake event, um, can be hugely disruptive to the quality of your sleep. You know, uh, one of my other co-founders John, Tom Payne, um, who originally was the, the Genesis of the initial idea and, and was working with folks, but he, he ended up speaking with. You know, William demands, uh, before he passed away and, and he added the question, he says, Hey, if we remove one week event, how, how impactful can that be? And he is, he just really much says, wow, this could be huge. I mean, you know, you know, when you get awake event, you completely disrupt the process and it impacts all the stages of your sleep. It could be effects your deep sleep, your REM sleep, you know, and, and, and all those factors in the process, um, can really be disturbing. Now you can imagine adding not one and two and three and four. And if you actually look at people's sleep, especially as they get older, there's all kinds of disruption events. Um, so what our system does is it, um, it detects, uh, pressure points in real time. And, um, and, um, unlike other products out there that have like these big bladders, like blow up as things like that, you know, like sleep number is, uh, basically a giant blow up bed. Have you slept in an air mattress before? If that's, you know, we have an incredibly high resolution system, so our bed has a hundred different. Um, we call, um, read balancers that are about this large and there they are, um, allow for very high resolution pressure relief across your body. And as any position you're in it magically kind of figures it out and then provides that relief. And what we're finding is it's reducing the. Movement. It's reducing the amount of wake events and it's improving not only sleep efficiency, which is a really key and for those, and just understand sleep efficiency is when you go to sleep and you wake up how much of that time of you're actually asleep versus awake. Right. You know, so like 85%, 90% really good. 95% is excellent. Um, and then there's sleep efficiency, but there's also another metric we call box continuous or unbroken sleep, which is like, how long do you go between. 26:31 And by removing wake events, you can improve the unbroken, this of your sleep, and just kind of make it more continuous. That has a very nice broad kind of holistic effect across your whole quality of sleep. So whether you're sleeping six hours or seven hours or eight hours or five hours, really good efficiency and really good sleep continuity, you know, unbroken sleep can really enhance the quality of sleep. And that's incredibly exciting to see. And at that time, She, um, is, um, it, the, these various technologies at the heart of our first sets of generations of products that are, we're looking to do to kind of really fundamentally change the quality. Hmm. Oh my goodness. So many things. One for the pressure points, you know, a number of clients will be dealing with pain management, um, you know, after surgeries or, uh, ongoing, you know, particularly if they've had poor sleep and now they're even more sensitive to pain. Pain, you know, an aging process and you pointed to all of those things. Um, so providing some of that and adjustment in real time, it feels very like the future. Um, and then even, uh, kind of doubling back to one of the things you mentioned about temperature, I'm really excited about the ability to adjust temperature, um, with that level of, uh, kind of awareness or accuracy without you having to do it. It just kind of happens, uh, even for women. It makes me think of, uh, throughout. Uh, menstruating age throughout their cycle, just to automatically have that happen. Or I'm curious, even if so common, I know like Jess was on a call with a client before this, uh, and we could see his body temperature went up, um, uh, 1.3 degrees and he was like, oh yeah, because I ate ice cream. No, 28:23 like, could it adjust for something like that for women going through that period in their cycle where their body. Does it, how does that work? Yeah, no, I think the answer is that the system is capable of doing those things and just be open and open about it. We are the exciting thing about this as we've we have the platform and we're we're of course always working on lots of improvements and things like that behind the scenes. And so it's, it's really great right now we have our gen one product, you know, out in the marketplace and, you know, we, obviously the implication is there's gen two products, which we're incredibly excited about. And, and we'll be coming to the market very, very soon. I would say that a lot of the, the platform allows for a lot of these algorithm and data optimized features and conditions. So what you talk about for instance, which is someone's menstruating or someone who's, um, we detect is, you know, their diet or things like that are impacting their temperature cycle or their sleep cycle on a given day, you know, um, our people have a certain injury like a back injury, or maybe in the future, which we, we. Think about is like, okay, what if someone's, you know, carrying a baby, you know, in their maternity and they're in like the third and a half month of their pregnancy and they're, you know, there's all these incredible uses cases or situations in which the platform is capable of optimizing for those folks and able to really help them through those particular conditions in a very specific and unique way. It's it's, um, it's very exciting to be able. To be part of, kind of working through those. And so, yeah, the answer is the system is capable of doing it like a Tesla, since everything is software driven and everything's like over the air features just appear on the platform, you know? So you buy your, your bed and, you know, our, our, our assigned data scientists and software guys are actively working and they'll just release features and suddenly go, oh my God. Now I can do this. Now I can do that. So we really do think the product, unlike buying a static product today will evolve and change. Avidly as we continue to invest. And so yeah, those things are, are on our roadmap. Let's just say to deal, to be able to do. Yeah. And I'm so excited. I know there's going to be a whole rollout, um, that you guys are working on. Um, but I'm excited that it's already available in certain hotels because that's been such an area for, um, for myself and so many clients that are on the go. So they get used to having some of this workability in their bedroom space, and then you go to these hotels and you might spend it. And yet I'm hot. I'm not uncomfortable 31:05 is like very exciting. Um, yeah. No, that's it. It's great. Um, you know, and, and I think, um, you know, the idea that listen, um, digital, um, the digital revolution, uh, data and connectivity has really just disrupted and transformed huge parts of our lives. You know, whether it's like entry. Then how we see entertainment, engage entertainment, or how we, how transportation, how we move around, you know, um, to like how we commerce, like how we buy things. I mean, if you look at all aspects of our life, there are these massive companies platforms that have changed our life and how we behave. And I think sleep touches upon so much of it. But if you notice there really, there really isn't a dominant sleep platform and a thing because it's so nascent, we do believe we're positioned well to be that platform. And to be that brand that people trust, um, because we're so focused on helping people do better, but when you talk about travel, it's another great use case. Listen, you get, you're sleeping in a bright bed. You absolutely love it. Are you sleeping in the bed? You love at home. It's not a bright bed. It's like, you know, the one you love. And then when you travel, everyone's experienced this, it's like, oh my God, it's like Russian roulette. What kind of bed am I going into? Um, and those people, like, you know, the majority of folks going, it's like, unless it's some crazy, high-end something. I mean, most people have a bad experience. You know, they have bad sleep when they're traveling and they got to travel again and road warriors are having issues. The one awesome thing about a digital platform like ours, and it's been built ground up to do this is your personal slate can travel with you wherever you go. You know, you can, we are building out. Um, we have clients who have bright beds in it. If you're lucky enough to have lots of homes, they put bright beds. 33:01 Um, but we are rapidly building out the bright hotel network, um, and some amazing brands which we're excited about, including Fairmont's. Um, we're in, um, we're, we're slated to go into a Burj. Um, we are, um, in the announcements we have properties, you know, Virgin all over the country, Kabbalah point, um, Caroline and Miami Kavala point in San Francisco. Um, we're in the London ones. Like hotel, which is an amazing property, um, in west Hollywood. Um, I can't name them all right now, but they have a long list and growing list. And the idea is, is that no matter where you go, you can sleep in a bright bed and then your personal profile, your preferences for sleeping, just the way you do anywhere. Um, and you continue your sleep journey and learning no matter where you are. Um, so instead of like packing in your sleep gadgets, where you go and your pillows and your. Whatever you need. It's just, it's just there. That's again, back to that seamless thing, you shouldn't have to deal with your technology. You just go and you experience it and it's just seamless and that's kind of to the gist of it. Oh yeah. Well, that's very exciting because you know, so much of what we're trying to create for people is as much, um, you know, there's, uh, something known as the first night effect when we're in new environments, in certain studies, looking at people's tendency for their sleep to be disrupted in that first night, uh, because it's unfair. And it's something that they're not, uh, used to. And the more that we can bring in some of those that familiarity, you know, certain clients that are those road warriors might travel with their, you know, favorite pillow or whatever. And so now you're kind of eliminating her setting up, um, possibility to eliminate some of those extra thoughts. So very exciting stuff. I'm clear that we'll probably have to have like a part two, uh, 34:55 happy to do it. I love it, man. 35:00 To begin. Um, so I think, you know, that covers some of the things. Um, and of course, if people have any questions, um, you know, they can certainly, you know, reach out to, um, myself or you, and I know your, your company is very, uh, makes themselves available. So we do just have a couple of quick questions for you because so many people want to know, all right, well, if these people that are on this podcast, cruise, and really they're doing so much in the world of sleep, what are they doing for their sleep? Uh, and I'm sure it's evolving and I'm sure it changes. Uh, but right. Yeah. Couple of questions for you right now. What would you say your nightly sleep routine is looking like at the moment? Well, at the moment now, um, it's been, um, it's been really nice because I've evolved my sleep routine through my whole journey. I've been doing bright for five years. Uh, like I mentioned before, I would rarely binge or stay up late. Um, and I'd be getting five to six hours a night. I think. Um, one of the things that this whole journey has done is it's really shifted my regularity. You go to sleep. Um, and I noticed not only for myself, but my relationship with my wife has gotten better too, because she's more sensitive sleeper than I am too as well. But, uh, we, we now regularly get to bed between 10 30, 11, and I actually, we have a routine where, of course the lights are dimmed in the room when I enter it really sets the mood, uh, but such a body, uh, for, you know, I, um, you know, w w the whole room and home lighting, Um, makes a huge difference. I don't know if you've ever like at nine o'clock at night or eight 30, go into your kid's room at night when it's art and just hanging out with them and you just will get hit by how tired you get. Um, so lighting is really important, um, getting regular to the bed. Um, and then of course I'm fortunate enough to be able to leave sleeping in a bright bed for many years now. Um, which is just incredible because, um, every night when I get in, um, because of the, the feature we have on our rebalances, I have an experience called relaxation, which actually rocks you to sleep. There's a very gentle Zen motion. It's not a massager. Like it's out there basically vibrates and shakes. It's not like that at all. And it literally just, it feels like, I don't know if you're a meditation, like a body scan effect, but it's physical, like a Zen body scan. And I just it's incredible experience. People love it. It's one of the favorite features on the bed and they turn it on. It's for me personally, significantly reduced my, um, the time this, the sleep onset, how quickly I fall asleep. Um, and my wife's addicted to it as well. And so we both turn that on and, um, we able to knock out very quickly and, and, and what's really nice. Is that in the mornings? Um, I, not only do I feel a lot better, but, um, we do have a feature on the bright bed called natural wake and what it does. It uses all the key kind of circadian, um, triggers to pull yourself out of sleep naturally. Um, you know, about if you set your time to wake up, let's say at seven 30, um, you know, about an hour, an hour and a half before we start to gradually raise temperature in your sleep environment to pull yourself out. Um, we do have a, um, sleeping with a hospitality I'm testing, right in a hospitality tablet experience, which goes in hotel. And so there, the, the light will turn. And on Gregory gradually to create a localized kind of wake light source, as, you know, bluish or a more sun based one will trigger cortisol and help you wake up. And so the first time I experienced this was amazing. I just kind of sat there and it's like, wow, I can't believe it worked so well. I feel so good. But when it, when it works over, over night after night, it's just a tremendous experience to start the day feeling so, so refreshed and it's been restored. So it's nice. It's, it's been a nice transfer. The most high tech responses I've had to that question, uh, to Jake 39:05 relaxation, Zen kind of motions before sleep. That's fantastic. Um, uh, so many implications and also it gets me excited because, uh, so many podcasts I've been on. I'll speak to, you know, soon we won't even have to think about these things. I'll say, you know, right now you have to like, change your air conditioning to this number and you gotta change it in the morning and change the lighting and change of lines and blah, blah, blah. Um, and. Kind of, um, bringing this Keystone element and shifting it, uh, across the board, making this kind of the hub of, um, making this seamless, uh, to your point. So amazing. And, um, yeah. So what would we say? What could we see on your, on your nightstand? And this could be like proverbial, nightstand, gadgets supplements on beyond apps, anything noteworthy there? Um, yeah. Well, let's see. Um, I, I, I currently have on my net stand, um, You know, uh, gosh, I'm guilty of this. I have my phone charger there. So I do keep my phone if I don't look at my phone at night, um, you know, like I try to keep that off. Um, I'm testing right now. Believe it or not the hotel, the next hotel experience and that in the hotels, when you come in, there is a, a tablet, um, that sits on each side and you get to personally kind of configure your side. But we really conscious about light about that because we want to make sure that the light being used at night versus the day. Not disrupting sleep, but we do have that on the side, which is really nice because in the morning you wake up, you can see how you slept and look at your report and all that kind of thing. Um, and, um, shoot, I guess what else I have, I have my, I just started using reading glasses, so that's 40:47 that and the latest book I'm reading. So those are the ones I have on my nightstand. Okay. Very cool. And I like that. You're conscious of the, the lighting. Um, 40:58 it's so great when. Because there are so many products out there that are meant to improve sleep. And yet then some of the things that they'll put on, it's like, wait, this is the opposite. I'm in predict sleep. So I'm glad that you have that, um, you know, intention and commitment to ensuring that it all fits. It makes sense. So really cool. 41:18 And the last question is what's been your biggest kind of sleep aha moment or biggest change to your sleep game? 41:29 Yeah. Um, I, I, I, I probably go back to, for me personally, um, I think the, um, the shift in my regularity to go to bed at earlier time. Um, and then, and then the feeling I get when I wake up now is so consistently feeling so refreshed. I mean, I, I remember sometimes I used to sleep where I even get eight hours of sleep. I wake up, I still feel like groggy or feel there's a what's going on inside. I do think that. 42:00 Of technology in a natural way to, to give yourself a natural wake experience through temperature and light. And we even like give you a little motion in the morning. We, so we don't have any blurring alarms or anything like that. So you kind of get nudged awake, um, is a very natural way to wake instead of that blaring theme that kind of startles you. And that's just set. I mean, it's just changed my day and changed my outlook on life and I feel the best I've ever felt physically. And I'm in the best shape. I feel like really good. Yeah. Their dad, you know, I think I'm a better CEO of a better person, you all kind of things. So those two things fundamentally changed. Um, the aha moment on using kind of the technology and the platform to actually really fundamentally change my behavior in my life, you know, through the day it's, it's been really great. Yeah. Yes. Uh, I often describe it as being like addicted, to feeling good at this point. Like, you know, you're just, so you're willing to make some of those changes that might be necessary to fulfill. Sleep so that you wake up feeling great consistently and to have that day after day. Um, you know, I, I don't think a lot of people can say that right now. So to stand as that example of what's possible and then to be creating something to further facilitate, that is amazing. So, uh, thank you for doing all the work you're doing and how can people learn more about what you have created, where, um, you know, where they can stay to test these out and then, you know, future rollouts. I know you got a lot planned, uh, you know, so anything ahead. Yeah. Listen, um, everything's at our website@bright.com. That's B R Y T e.com. You can see the latest we're in our product. You can see all the hotels and the expanding hotel network. You can actually go click through and actually make reservations there. And I just want to say to everyone out there, you know, um, what's available for sale today, uh, is, is an amazing experience. And it's it's priced at $7,600 for a queen and $8,600 for a kid. Okay. Um, and which is, you know, it's, um, it's expensive technology for a lot of folks. I would just like comment in the future, which is, you know, we, our vision is everyone's going to sleep this way and, and we clearly, uh, have a vision to help make it accessible to everybody. Um, so kinda like Tesla started in a really expensive car and work their way down. We are really excited about our next generation of products, which has not only improved. That's going to be way more affordable to most folks. Um, and we expect the rollout of those kinds of products over the next six to 12 months. It's very exciting to see that in a larger scale, um, nothing specifically announced, except that we are working really hard to make the technology better and cheaper and more affordable for everybody. You can go experience at my hotel today. You can order that today. Um, then the next year we expect some really exciting announcements around. You know, um, you know, new options for folks to really experience the bright, um, the bright debt. And I would just, you know, and doing it. I promise to share a little bit of data around how, how much better it is, but, um, you know, anecdotally, um, and I think Dr. Matthew Walker would probably be okay with me sharing this, you know, he personally slept in the bed and then in the first month he was kind of blown away by the day that he personally had now, you know, he slept, you know, pretty optimally asleep. Yeah. 47, the bright bed, you know, uses an aura ring and all that. But his wake events personally, after one month in the bed dropped 38%, um, which is an unbelievable number. Um, what's, what's, what's pretty exciting is his deep sleep actually increased 44%. Um, which is, which is amazing, uh, which is really great. You know, we're seeing a, a really nice progression. We have, we have internal studies or we're working on clinical studies who are going to have. She knows over the next few years, which is great. We want to share with the medical community and abroad, but in our internal studies, we had studies of, you know, 80 different users sleeping on the bed. And within the first six months, you know, um, three quarters of them experienced by month six, an average increase of 49 minutes per night. And, um, 46:20 no, and also similarly, you know, almost 80% of our users increase their sleep efficiency with an average of almost 5%. Which would be like, if they slept 85%, now they get up to 90%, you get this huge shift in the curve. And so, you know, we're just scratching the surface on the potential, this platform, but you know, the data's incredibly compelling. Um, and, and so we're just excited to try to build the future, you know, and make it available to everybody. Oh my goodness. Wow. Well, thank you for ending on, on that note. That's incredible. Especially on that, uh, study in such such a subject like Matthew. Uh, amazing, amazing. I can't wait to hear more about the, um, clinical trials that you'll be bringing, uh, you know, to the table and we'll be able to see more and more, and it just further emphasizes, um, you know, my commitment that this concept, that sleep really is a skill and that there are so many things that we can learn that we can improve, that we can do to make a difference. Absolutely. And I, and I think, you know, technology can only help us in that journey, you know, and we can actually really focus on using it to bring us along and. To do the best we can and make our efforts. And then you can really jump in and use our own skills, um, and, and technology to make a difference for yourself. It's it's, it's um, it's really the future. Oh, wow. Well, exciting stuff. Thank you so much for taking the time. Uh, and we'll be happy to continue to collaborate and share more and more of what's to come, uh, in this company. Cause I know there's a lot of new iterations and exciting things, so keep us posted. Uh, but tha