How many hours of sleep are you getting? Is it quality rest? Are you tracking your REM? Chances are, you’re not sleeping as well as you think.

From late-night scrolling to unpredictable schedules and rising anxiety levels, the obstacles to quality sleep are well-documented. In the MENA region, nearly 52% of people experience daily stress, making the case for sleep essential. Not surprisingly, the region’s appetite for sleep tech is rising.  

A growing body of research suggests that smart sleep tools are improving sleep quality, duration and enhancing cognitive function, emotional regulation and physical recovery. By collecting and analyzing biometric data, these devices help users identify patterns, minimize disturbances, and build healthier sleep routines—far more effectively than traditional methods.

Last month, Eight Sleep, a sleep fitness company, expanded into Saudi Arabia, just months after its record-breaking debut in the UAE last November.

“The GCC is one of the most dynamic wellness markets in the world today—fast-moving, tech-savvy, and deeply committed to long-term health,” says Matteo Franceschetti, Co-Founder and CEO of Eight Sleep. “Cities like Dubai, Abu Dhabi, and Riyadh are leading the charge, with consumers actively seeking smarter tools to enhance performance, recovery, and overall well-being.”

“The momentum is undeniable, and the demand is clear. Sleep is increasingly being recognized as foundational to health—not just a nice-to-have, but a must-have,” he adds.

Franceschetti says the UAE launch was the most successful in the company’s history, with sales five times higher than any previous market. In Saudi Arabia, more than 100 pods were already in use prior to the official launch, with a sizable waitlist of early adopters eager to invest.

“That level of early adoption reflects both an unmet need and a strong appetite for advanced sleep technology,” he says.

According to Eight Sleep, Saudi Arabia’s sleep tracking devices segment reached $117.4 million in 2023, with projections to more than double to $243.1 million by 2030, growing at an impressive 11% CAGR. Meanwhile, the MEA smart bed market will reach $87.7 million by 2027.

“These figures signal a broader regional shift toward smarter, tech-enabled recovery,” Franceschetti adds. “We believe sleep will continue to grow as a core pillar of the wellness economy.”

INTO SLEEP SPACE

Big global tech players are also making significant moves in this space. Samsung Gulf Electronics, for instance, is expanding its wellness ecosystem with a strong focus on sleep as a key entry point to better health.

“We’re targeting a broader wellness-conscious audience,” says Fadi Abu Shamat, Vice President and Head of Mobile eXperience Division at Samsung Gulf Electronics. 

“Rather than limiting ourselves to specific demographics, we recognize that health optimization is universal—whether you’re a fitness enthusiast seeking performance insights, a busy professional needing better recovery, or anyone pursuing improved well-being.”

BEYOND SLEEP METRICS

With so much emphasis on optimization and data, are we turning sleep into another productivity metric?

“We help educate on why sleep is foundational to productivity, happiness, and growth,” says Will Ahmed, CEO and Founder of Whoop. “When you sleep better, everything else improves: your recovery, your immune system, your focus, and your long-term health.”

“For too long, sleep was seen as a passive state—something you could cut short to get ahead. I am glad to see that paradigm shifting.”

Sleep trackers go beyond tracking one metric; they are designed around a gamut. “Our sleep tracking decisions are guided by clinical relevance and actionable insights. We focus on metrics that directly impact your daily life—like sleep quality, heart rate during sleep, and heart rate variability. We stop tracking when additional data points would create noise rather than meaningful insights,” says Abu Shamat.

Samsung’s BioActive Sensor gathers data passively overnight and integrates sleep data with activity levels, stress indicators, and biological age markers to provide a “360-degree understanding.”

“The most valuable approach combines multiple health factors rather than overwhelming users with granular sleep micro-metrics,” Abu Shamat adds. “We transform that data into personalized, actionable recommendations to help you make informed decisions about your health journey.”

SLEEP IN HOT CLIMATES

Air conditioning has long been the default solution when sleeping, and that’s where Eight Sleep’s temperature-regulating Pod 5 aims to be a game-changer.

“Temperature is one of the biggest sleep disruptors, especially in the GCC. Both Saudi Arabia and the UAE rank in the top ten globally for users who set their pods to the coldest settings. That tells you just how much extreme heat impacts rest,” says Franceschetti.

The Pod 5 uses biometric data and an adaptive algorithm to intelligently adjust the temperature throughout the night. With a range from 12°C to 43°C, the system ensures optimal sleeping conditions without relying on excessive AC.

“Over time, it learns your unique sleep patterns and removes the guesswork,” says Franceschetti. “It’s hands-off—you set it and forget it.”

In addition to the Pod, Eight Sleep recently launched a hydro-powered blanket that doubles the cooling effect by extending temperature control across the entire body. 

BEYOND SLEEP TECH OBSESSION

With endless metrics and scores available at our fingertips, there’s a growing concern about over-dependence on numbers—where tracking sleep becomes less about health and more about chasing perfection.

Experts emphasize the importance of balance and meaningful insights over overwhelming data.

Abu Shamat says its AI-powered insights empower users without creating dependency. “The Energy Score emphasizes actionable behavioral changes rather than score-chasing. We also foster ‘care circles’ among family and friends to support collaborative wellness journeys.”

Ahmed says Whoop focuses on sleep metrics that are meaningful to sleep quality and performance and coachable. “When we show our members a metric, we want them to understand how they can improve it and why.”

He further explains their careful data curation plays a role in keeping metric balanced between education and over information. “We never want to overwhelm members with information just because we can measure it. Every insight must serve a purpose—helping someone sleep better, train smarter, or understand their body on a deeper level.”

Ahmed adds, “The goal isn’t to throw data at people—it’s to translate complex physiology into simple, powerful insights.”

Many products stop at monitoring, which can create more pressure to “sleep better” without actually helping you do it.

Franceschetti says Eight Sleep differentiates itself by breaking down data and makes real-time adjustments to temperature and elevation based on biometrics, “so you’re not stuck analyzing sleep—you’re benefiting from it.”

He explains that’s exactly why built features work quietly in the background to personalize your sleep environment and monitor your health—no wearables, no effort. “We have always believed wellness tech should be intelligent, invisible, and effortless. Sleep shouldn’t feel like another metric to manage in a world that asks more of you daily. It should be the one thing that gives more back,” says Franceschetti.

As sleep becomes a vital pillar of preventative health, the Middle East’s wellness market is embracing a smarter, tech-enabled approach to rest.

And in a region where stress runs high and performance matters, that shift couldn’t come soon enough.