Jamie Moore, general manager of J Club, traces his fascination with sleep back to childhood. “Growing up, my sister used to sleep talk a lot … it used to fascinate me, and my dad would tell funny stories about how she would shoot up in bed,” he recalls. This family anecdote planted the seeds for Moore’s eventual foray into sleep coaching, a burgeoning profession aimed at helping adults achieve better rest.
Alongside his role at the luxury wellness center, Moore is a certified sleep coach. While the term might conjure images of parents seeking help for sleepless toddlers, adult sleep coaching is an emerging trend in the wellness space, rapidly gaining traction.
“Sleep coaching is fairly new and has evolved in part due to the significant changes in technology over the past 20 years,” explains Claudine Gillard, sleep therapist and founder of Sweet Dreams Sleep Consultants. “More people are becoming aware that sleep is so influential in every aspect of our lives, especially with mental well-being being discussed more openly.”
The Science Behind Sleep Coaching
The negative effects of poor sleep are well-documented. Recent studies reveal that sleep deprivation can accelerate brain aging, impair memory, intensify feelings of loneliness and social rejection, and exacerbate psychiatric disorders. For many, the inability to make lasting behavioral changes is a significant barrier to better sleep—this is where sleep coaches step in.
“People are seeking help that doesn’t involve just taking a pill, which doesn’t work in any meaningful way,” Gillard adds. Sleep coaching offers a personalized, holistic approach to tackling sleep issues, focusing on the root causes rather than temporary fixes.
How Sleep Coaching Works
“The first step is always a conversation,” says Moore. “I try to understand why you’ve come to see me.” While clients often say, “I’m not sleeping enough,” further exploration reveals deeper issues. “What people are really saying is, ‘I feel lethargic, I’m not as productive as I want to be, or I’m not giving enough time to my partner and children,’” Moore explains.
After identifying the client’s goals, the next step is uncovering the “why” behind poor sleep. According to Gillard, life pressures often lead people to deprioritize sleep, making work or other commitments the focus. Coaches assess daily routines through sleep trackers, diaries, and questionnaires, evaluating factors like diet, stress, and family dynamics.
For Julie Mallon, senior sleep consultant and founder of Nurture 2 Sleep, a simple sleep diary often yields the most insightful data. “When you fall asleep and when you wake up—it’s much more personal than looking at your watch,” she notes.
Once patterns and causes are identified, coaches implement sustainable changes tailored to the client’s lifestyle. Moore emphasizes creating realistic plans that fit individual preferences. “You wouldn’t get a nutrition plan full of foods you dislike. Sleep coaching works the same way,” he says.
The Role of Accountability
Many people already know what they need to do to improve their sleep but struggle to maintain consistent habits. Coaches provide support and accountability, key factors in making lasting changes. Research shows that having someone hold you accountable increases success rates by 65%, rising to 95% with regular check-ins.
Mallon customizes her support to each client, whether through WhatsApp check-ins, home visits to optimize sleep environments, or weekly follow-ups. “Understanding how to support someone effectively is crucial,” she says.
Limitations and Cautions
It’s important to note that sleep coaches are not medical professionals. While they can address behavioral aspects of sleep, they cannot diagnose or treat medical issues such as sleep apnea or severe insomnia. Clients should carefully vet potential coaches, ensuring they have credible qualifications and experience.
“I’ve seen alarming misinformation from so-called sleep coaches,” Mallon warns. “When finding a coach, you have to do your homework.” She herself has an extensive background as a nurse, midwife, and health visitor, complemented by advanced sleep coaching certifications.
Jamie Moore echoes these concerns. “The term ‘coach’ is too easily added to profiles,” he says, advocating for a deeper commitment to understanding clients’ needs and providing quality support.
Why Sleep Coaching Is Here to Stay
Modern lifestyles are wreaking havoc on sleep. “This on-off culture significantly impacts how we rest,” says Mallon. The rising demand for sleep coaches reflects growing awareness of the vital role sleep plays in overall health.
“There’s no aspect of our health that isn’t affected by poor sleep,” Gillard emphasizes. “Sleeping better is universally beneficial.”
Whether you’re battling insomnia or just looking to enhance your well-being, sleep coaching offers a promising path to better rest. With the right coach, you can achieve meaningful, lasting improvements—without relying on medication.
A sleep coach might seem like a luxury, but for those struggling with sleepless nights, it’s a practical solution that bridges the gap between self-help and clinical treatment. Whether you’re seeking better sleep hygiene or want to break free from insomnia’s grip, a sleep coach could be your guide to a more restful, healthier life.
So, should you hire a sleep coach? If you’re tired of being tired, it’s an option worth exploring. After all, good sleep isn’t just a dream—it’s a necessity.
Would you consider hiring a sleep coach to transform your nights and days? Share your thoughts!
