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

Fitness tracking is one of the Apple Watch’s most popular features, and this fall it is introducing sleep tracking for the Watch. When it launches, it will roll out to tens of millions of users. (Apple will likely soon pass 100 million cumulative Watch sales, if it hasn’t already.) Oura, meanwhile, is approaching 200,000 rings sold.