The businessman and entrepreneur Mark Cuban has conquered the worlds of Silicon Valley, by co-founding Broadcast.com, Hollywood, by starring in the reality-TV show Shark Tank, and the N.B.A., by buying the Dallas Mavericks. But he has yet to master one major frontier: sleep. Cuban takes melatonin, a sleep-aid hormone, before bed. Recently, he’s relied on his smartwatch to quit his supplement habit. “Having the data has allowed me to reduce the days I take it,” he tells me.
He isn’t alone. As the wealthy increasingly treat sleep as something to master, shut-eye data has become their new stock ticker. But achieving a perfect night’s rest isn’t as easy beyond the confines of blackout-shaded Atherton or Fifth Avenue bedrooms. For Cuban and his Forbes 400 cohort, constant travel has turned rest into a logistical problem, spawning a new eco-system of services designed to deliver perfect sleep anywhere, at any altitude.
