Jamie Moore, the general manager of J Club, recalls his fascination with sleep began in childhood. “Growing up, my sister used to sleep-talk a lot, and it fascinated me. My dad would share funny stories about how she’d suddenly sit up in bed,” he shares. This childhood curiosity shaped his interest in sleep over the years.
Now, alongside managing a luxury wellness center, Moore is also a certified sleep coach. While some might associate sleep coaching with helping toddlers, it’s becoming a popular trend for adults in the wellness industry and is one of the fastest-growing professions.
“Sleep coaching is still a relatively new field, and it has developed significantly due to advances in technology over the past two decades,” says Claudine Gillard, founder of Sweet Dreams Sleep Consultants. “People are increasingly aware of how vital sleep is to every part of life, especially with mental health being more openly discussed.”
The science backs this up. Studies reveal that poor sleep can age the brain, weaken memory, heighten loneliness and rejection, and worsen mental health conditions. Poor sleep also makes behavioral changes harder, which is where sleep coaches come in.
What Sleep Coaches Do
Moore explains, “The first step is having a conversation to understand why someone seeks help. While many say, ‘I’m not sleeping enough,’ it’s usually about how lack of sleep affects their life. They feel tired, less productive, or disconnected from loved ones.”
Gillard adds that modern life often shifts focus away from well-being, making work a priority while sleep takes a backseat. Coaches address this by analyzing daily habits, from routines to diet and stress levels. Julie Mallon, founder of Nurture 2 Sleep, uses detailed questionnaires and sleep diaries to understand her clients’ habits. She believes traditional sleep logs are more personal than tech-based trackers.
Once the data is clear, coaches help clients make realistic, lasting changes. “Like with a nutrition plan, it should fit the person’s lifestyle,” Moore says. “It’s about small adjustments that work for the individual.”
Why Sleep Coaching Works
Although many people know the causes of their sleep troubles, implementing changes can be tough. Moore explains, “Having someone to support and hold you accountable can boost success by 65%, and with regular check-ins, that number can rise to 95%.”
Mallon highlights the importance of personalized support. Some clients need regular messages or in-home visits to assess their sleep environment. However, she emphasizes that sleep coaches do not diagnose or treat medical conditions. “I focus on behaviors, not medical issues,” she says.
Caution When Choosing a Sleep Coach
Mallon warns that the wellness space can sometimes lack clarity regarding qualifications. “Many people claim to be sleep coaches, but I’ve seen harmful misinformation. It’s crucial to research and find qualified professionals.”
Moore, who has a background in sports science and online certifications in sleep psychology, acknowledges skepticism. “It can be frustrating,” he says. “The key is having deep conversations and providing real value, which some so-called coaches overlook.”
Despite concerns, demand for sleep coaching is rising. As Mallon notes, “Modern lifestyles impact sleep, and people are looking for solutions.” Gillard adds, “There’s no area of health unaffected by poor sleep. Improving sleep benefits every aspect of life.”
