Fueling Better Rest: How Somnee and EightSleep are Revolutionizing Athletic Recovery Through Sleep Tech

In recent months, the sleep tech arena has seen major momentum as startups at the intersection of AI, neuroscience, and athletic performance draw fresh capital. Two standout players—Somnee and Eight Sleep—have raised significant funding to expand their offerings and help athletes (and everyone) achieve better recovery through sleep optimization.

1. Somnee: Neuro-Powered Sleep Headband Gets $10M Boost

Funding & Investors

In June 2025, Somnee — co-founded by Dr. Matt Walker, a sleep neuroscientist from UC Berkeley — raised $10 million in a seed extension round. The investment was led by Khosla Ventures, with participation from TIME Ventures (Marc Benioff), Lead VC (Adidas family), the Orlando Magic ownership (NBA), Seaside Ventures, Nelstone Ventures, and Metalab.

Technology & Therapeutic Impact

Somnee’s signature product is a noninvasive, AI-powered headband that uses EEG sensors and machine learning to stimulate brain waves naturally—helping users fall asleep twice as fast, stay asleep 30+ minutes longer, and reduce tossing and turning by about one-third. Clinical comparisons show it outperforms melatonin (by four times), CBT-I (two times), and Ambien (1.5 times).

Athletic Connections

Somnee is currently in beta pilots with various NBA teams and their performance staff, through the league’s Launchpad program focused on athlete health technologies.

2. Eight Sleep: $100M Series D Fuels AI, Medical Push, and Athlete Outreach

Series D Funding Details

In August 2025, Eight Sleep raised $100 million in a Series D round backed by HSG (formerly Sequoia Capital China), Valor Equity Partners, Founders Fund, Y Combinator, plus sports figures such as F1 driver Charles Leclerc and McLaren’s Zak Brown.

AI-Driven Innovation

The funding will accelerate development of a proprietary Sleep Agent, an AI that creates multiple "digital twins" of users to predict optimal sleep environments and proactively adjust temperature, elevation, and routines each night.

Connecting with Athletes

The company already counts elite athletes—including Charles Leclerc, Aaron Judge, Brock Purdy, and Taylor Fritz—as ambassadors and investors. It has rolled out partnerships like the Miami Women’s Padel League, providing Pod systems to athletes to emphasize the role of sleep in performance and recovery.

Market Reach & Sales

With over $500 million in Pod sales since 2019 and a tenfold revenue increase, Eight Sleep is moving rapidly into showrooms and new markets like China, expanding beyond its current footprint across 30+ countries.

3. What This Means for Athletes and Sleep Tech

Company Funding Raised Tech Focus Athletic Integration:

• Somnee $10 million EEG + AI headband stimulation NBA pilots in Launchpad program.

• Eight Sleep $100 million AI-powered bedding (Pod + Agent) Athlete ambassadors, performance leagues.

• Deeper Sleep = Better Recovery.

Both startups aim to move beyond sleep tracking toward active, personalized intervention—a game-changer for athlete recovery and performance.

How Serena's US Open Loss in 2004 Changed Tennis Technology

In 2004, Serena Williams played Jennifer Capriati in the quarterfinals. The jean skirt started as a talking but quietly this match became a turning point in the relationship between tennis and technology.

In the match, Serena hits multiple shots that the TV showed as in but were called out. The chair umpire Mariana Alves even overruled a line judge’s call after Serena hit a powerful backhand down the line that was clearly in and overruled the judge’s call.

The calls were so bad that Alves was removed from umpiring any other matches the rest of the 2004 US Open and the USTA later apologized publicly and privately to Serena.

Below is a breakdown of what happened during the 2004 quarterfinal and how this became a catalyst for the adoption of Hawk-Eye line calling technology.

Jump: A New Era in Sports Tech & Fan Engagement

1. The Backstory: Why Jump Matters Right Now

Alex Rodriguez long celebrated for his MLB accomplishments (and one of my all time favorites who hit .358 with 36 HR’s and 54 Doubles as a 20 year old in the middle of the Vaunted 96 Mariners roster) is now making waves off the field as a savvy entrepreneur. As co-founder of Jump, alongside Marc Lore and CEO Jordy Leiser, A-Rod helps lead a startup that's rewriting how sports teams handle fan experience, ticketing, and commerce.

Jump launched its platform to unify fragmented team systems: ticketing, merchandise, concessions, and mobile content into a seamless, data-rich ecosystem built for sports clubs.

2. Building Momentum through Funding & Partnerships

Funding: A recent Series A brought in $23M led by Alexis Ohanian’s venture firm, Seven Seven Six, with Courtside Ventures, Will Ventures and Forerunner also participating. Lifting total capital to around $58M and valuing Jump above $100M.

Key Clients: Jump has landed major teams including the Minnesota Timberwolves and Lynx (where Rodriguez and Lore are co-owners), plus NC Courage and North Carolina FC as first pro clients.

3. Why Jump Is a Big Deal for Sports Tech

Unified Control & Data Ownership: Jump gives teams full control over pricing, fan data, and revenue streams—unlike legacy systems that often silo or extract value.

True Direct-to-Consumer Model: Fans access tickets, merch, and concessions under one login—no middlemen, no fees.

Innovative Features: Jump introduces smart tools like real-time seat upgrades via dynamic, reverse-auction ticketing—keeping venues lively and monetizing empty seats dynamically.

Aligned Economics with SaaS + Revenue Share: Teams benefit from subscription licensing plus a cut of all platform-driven sales—not just ticketing, but also merchandise and F&B through unified commerce.

4. What This Means for the Sports Tech Landscape

Jump stands as a referendum on what teams and leagues are looking for next:

Ownership & autonomy: Teams want to own their operations, data, and fan relationships.

Simplicity for fans: The expectation now is one-stop-shop experiences—seamless and fee-free.

Innovation is the new norm: Dynamic seat upgrades, personalization, and mobility-first tools are no longer optional—they're expected.

New business models: Firms that can help franchises increase margins, mid-game revenue, and lifetime value will win.

5. A-Rod’s Role: More Than a Figurehead

Rodriguez is uniquely positioned—co-owning teams while building their technology. Jump has become the exclusive platform for his Timberwolves and Lynx franchises, giving him both skin in the game and a testbed for broader league-level innovation.

6. Conclusion:

Why Jump’s Rise Should Matter to Every Sports Tech Leader

In the digital-first era, sports franchises can't afford to patch together fragmented, outdated systems that harm fan experience and margin. Enter Jump—a future-forward platform co-founded by Alex Rodriguez, Marc Lore, and Jordy Leiser—that unifies ticketing, commerce, mobile, and fan data into one seamless, direct-to-consumer experience.

With funding surpassing $50M and marquee deals with the Timberwolves, Lynx, NC Courage, and North Carolina FC, Jump isn’t just another startup—it’s a signal of what's possible in fan-first sports commerce. Through innovations like dynamic seat upgrades, cross-event sales, and fee-free transactions, Jump empowers teams to deepen fan loyalty, own their data, and unlock untapped revenue—all while simplifying operations.

Sports tech companies should take note: the playbook is changing. The winners won’t be those who merely automate, but those who help teams reclaim control, monetization, and personalization in a single, elegant platform. And with A-Rod’s footprint in both ownership and tech, Jump may just be the blueprint we’ve been waiting for.

MLS Future of the Game Showcase: Pioneering Soccer Tech

Major League Soccer continues to lead sports innovation through the Future of the Game Showcase held in tandem with the 2025 All-Star Week at Q2 Stadium in Austin. This event offers a rare, real-time demonstration of breakthrough technologies integrated into live MLS action.

MLS’s Innovation Lab incubates early-stage tech companies, providing access to live matches as development platforms—and even the option for league investment.

Featured Technologies & Their Impact

1. EDGE Sound Research

Utilizes AI to isolate audio sources—such as individual player voices—from stadium noise. This “mic’d-up” experience could enrich both in-stadium and broadcast audio without violating sideline mic restrictions.

2. Oliver Sports

OLIVER Sports: AI-powered GPS trackers worn by MLS NEXT All-Stars—captures nuanced metrics including ball interactions to boost training and scouting.

3. Lubu Technologies

Wearable smart insoles that monitor ground force, cleat performance, and pressure distribution—delivering data for performance optimization and recovery.

4. Wicket

A facial authentication system enabling ticketing, payments, access control, and credentialing—delivering seamless in-stadium logistics.

5. Camb.AI

AI-powered real-time dubbing that translates live match audio into multiple languages while preserving the speaker’s original tone—expanding global accessibility.

6. Sportec Solutions

MLS’s data partner showcasing AI Live Ticker and Data Story Finder—innovative tools that transform raw stats into compelling visualizations for fans.

7. OneCourt

An accessibility-first innovation—a tactile tablet translating live gameplay into vibrations, designed for visually impaired fans to “feel” the action.

Why It Matters

This showcase underlines MLS’s commitment to real-world testing, not just theoretical innovation. Teams and tech begin their lifecycle here—on live fields, in front of fans and execs.

The league's evolving partnership with Apple further amplifies this initiative—integrating streaming and production innovation into fan experiences via MLS Season Pass and tailored broadcast tools.

What’s Next?

MLS’s approach blends sport, technology, and innovation spotlight how real-time data, AI, and inclusive tech can reshape the soccer experience from training sessions to broadcast and in-stadium immersion.

Stay Tuned for more insights and continue to follow Sports Tech Atlanta and the Seed Talk Podcast for sports tech updates and highlights.