Sleep tech company Simba has signed rugby player Maro Itoje to head up its new national campaign.

The company’s #TryFor8 scheme will see the Saracens rugby star encourage Brits to take a “workout-like approach” to sleep through the use of Simba’s newly developed Sleep app.

Simba is also launching a dedicated sleep team who have created personalised video training sessions, tips, and advice, to encourage Brits to try for eight hours in bed every night.

The team consists of Itoje, rugby professional Dr Jamie Roberts, and health and wellbeing expert Peta Bee.
Video content has been produced by agency Beast. Simba says that research shows most Brits make do with just six hours in bed every night.

The recommended time is between seven and nine hours, and long periods of poor-quality sleep can affect performance, concentration, focus, and wellbeing.

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Commenting on the campaign, Itoje said: “The more you sleep, the more ability you have to train harder, be more alert, and attentive.

Sleep really is a game-changer for me, without a good night’s sleep I really struggle to perform at my best.”

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Steve Reid, co-founder and CEO of Simba, added: “With busier and more chaotic lives than ever before, sleep has become just an afterthought.

The simple truth is that even with all the great advice out there, Brits are still sleeping badly. In fact a third of us get by on five to six hours sleep a night.

“As a nation, whilst we know that sleep is important, we just don’t see the value of it, beyond being less tired. We’re happy to take the time to sharpen our minds for work, and train our bodies at the gym. So why don’t we do the same for sleep?

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“Rugby is associated with resilience and a spartan, scientific approach to training.

Maro and his support team believe that proper sleep should be disciplined and equally important as training or nutrition.

We’ve enlisted Maro to help encourage people to change their approach to sleep. It’s that important.

“The #TryFor8 campaign and the new Simba Sleep app have been created and developed to give everybody the tools they need to try and get eight hours in bed every night and give sleep a chance.”