Oura and the future of health

Oura is part of a growing industry worth an estimated $70 billion devoted to helping us sleep better. It includes weighted blankets, health optimization sites like Huffington’s Thrive Global, and sleep tracking tech. Big tech companies have already shown interest in the market. Apple acquired sleep tracker Beddit in 2017 and a year later, Google’s ... See more

You never called Eight Sleep a mattress company. Instead, you pioneered a new category of ‘sleep fitness’ by positioning it as a ‘sleep fitness brand.’ Tell me about the decision-making and strategy behind this.

ZATARAIN: We were not intentional about our positioning for the first five years of the company because we didn't even know what brand pos... See more