As the scheduled start of the Tokyo becomes nearer – there are 99 sleeps left – most consumers are getting nowhere near the sleep that Team GB members are.
A survey for Dreams, the official sleep partner of Team GB and Paralympics GB, found that two thirds of Britons are sleeping for less than six hours a night with a fifth only averaging six hours.
This compares with 58% of athletes who says they sleep for eight to ten plus hours a night.
While a quarter of people says the pandemic has negatively impacted their sleep, 70% of Team GB athletes have maintained their good sleep habits and either slept the same number of hours (37%) or slept even better (33%) throughout Covid-19
Almost all of Team GB athletes surveyed (98%) agree that sleep is important to their sporting performance, with more than 61% feeling that their sleep is equally important as their physical training
The retailer has released a tongue-in-cheek video featuring Team GB ambassadors Max Whitlock, Jade Jones, Maddie Hinch and Shauna Coxsey limbering up for a quality night’s sleep while they are joined by Laura and Jason Kenny on its website taking part in a series of question and answer videos, covering their sport, Tokyo and their sleep habits.
‘Although we’ve shown the fun side of our sleep training for this campaign, as athletes we really do take our sleep seriously, and never more so than in an Olympic year. It’s brilliant to be working together to make sure I can get the best sleep possible right through to Tokyo, and help others learn about the power of sleep too,’ says Whitlock.
‘As the official sleep partner for both Team GB and Paralympics GB, the athletes’ sleep matters hugely to all of us at Dreams. Throughout the build-up to the Tokyo Games and even in the athletes’ village, we will be using our expertise and products to do everything we can to support the all-important sleep training of Team GB and Paralympics GB. We hope our athletes’ gold standard sleep habits will inspire everyone to get the sleep training they need for everyday life,’ says Simon Moore, Dreams director of marketing.
