Just read Forerunner Consumer Trend Report shared by Kirsten Green, and my favorite slide is wellness market $ spent. $289B SAM of Healthy Habits (like sleep) and $87B for Mental Health is where hoot is.

Excited to apply for Larta Institute Heal.LA program and see hoot grow 🚀🚀

🚨 HUGE NEWS! 🦉 Dr. Keith Baar aka Keith Baar joins @HooTSleep as Scientific Advisor! 💪 World-class muscle & recovery expert who’s powered Golden State Warriors, Chelsea FC, Paris Saint-Germain & more. His cutting-edge science will supercharge our sleep solutions! 🔥

PSYCHED we got to jam with Michael Moriarty. Here are a few bangers from the convo: •Viral hits = smart packaging + TikTok magic •Humor > sophistication •Post A LOT — 1 in 20–50 will take off Big thanks to Michael for the wisdom + Isabel for the intro 🦉

See updated landing page and join the waitlist: shophoot.com

Got our new hoot samples for testing 💪🏻 hmu if you wanna try & provide feedback

💤 Sleep > everything else? According to McKinsey’s recent Future of Wellness survey, both Gen Z & Millennials rank better sleep as a top wellness priority—above fitness, mindfulness, and even nutrition. Sleep is the new flex. 🔍 via McKinsey & Company

Did you know that consuming 40g of protein before bed can keep your body in muscle-building mode for 7.5 hours?

Mark Hyman, M.D. Thanks for sharing this Mark Hyman, M.D.! We at @hootsleep know this that’s why we’re launching our sleep+ muscle recovery protein very soon! Would love to get you some samples!

Something’s cooking over here 👀 shophoot.com 🦉

Everyone’s racing to max out protein. From 28g candy bars to protein-infused coffee foam, optimization is the game. But at Hoot, we’re asking: what about recovery? What about sleep? Our protein doesn’t just fuel — it rebuilds. While you rest. 🌙 nytimes.com/2025/07/27/bus…

Here comes educational content. Episode 1: Melatonin is useless

Getting ready to taste test our first 6 samples of hoot — hmu if you want to try / provide feedback

First post about Hoot substack.com/profile/191796…

First post about Hoot!!! substack.com/profile/191796…

Read our new post about protein benefits before bed: shophoot.substack.com/p/why-we-put-p…

Today in Nature Medicine we report that AI can predict 130 diseases from 1 night of sleep🛌 We trained a foundation model (#SleepFM) on 585K hours of sleep recordings from 65K people—brain, heart, muscle & breathing signals combined. AI learns the language of sleep🧵

A few thoughts worth sharing about the real power of design and why it matters for early-stage consumer brands. Link in comments