The idea that sleep is for the weak is a myth. In reality, consistent, restorative sleep is fundamental to performance, mental health, and even basic safety. As stress rises and routines break down, more adults are realizing they need professional help to reclaim their nights—and sleep coaching is booming.
The Rise of Adult Sleep Problems
Recent data shows a sharp increase in sleep deprivation. A 2023 Gallup poll revealed that 57% of Americans would feel better with more sleep, up from 43% in 2013. Yet, only around 25% report getting the recommended eight hours, a drop from 34% a decade earlier. This isn’t just about comfort; sleep loss is linked to cognitive decline, increased anxiety, and even dangerous mistakes in daily life.
From Babies to Burnouts: The Sleep Coach Evolution
Sleep coaching traditionally focused on infants and their parents. Now, adults are seeking the same structured guidance to fix chronic sleep issues. One consultant explains, “People come to me either after a major life disruption or because they’ve internalized a lifelong belief that they’re ‘just bad sleepers’”.
The Core Issues: Habits and Hidden Disruptions
The most common problems involve either difficulty falling asleep, frequent nighttime awakenings, or both. But the root causes are often overlooked. One client’s insomnia was traced to consuming most calories at night, triggering hunger-driven wake-ups. Another client, an over-hydrated athlete, was waking up every hour to urinate. These are not isolated cases. Many sleep problems stem from daytime habits that sabotage nighttime rest.
Beyond Sleep Hygiene: Rewriting Your Inner Narrative
Basic sleep hygiene—blackout curtains, quiet environments—is a starting point, but not enough. The real work lies in addressing the stories people tell themselves about sleep. Many equate sleep with laziness or weakness. Coaches use journaling, cognitive behavioral therapy, and mindset work to challenge these beliefs.
The Role of Anxiety and Doomscrolling
Modern life is engineered to keep us awake. Constant notifications, 24-hour news cycles, and the addictive pull of social media flood the brain with cortisol (the stress hormone), perpetuating anxious thought loops. Many turn to doomscrolling as a way to avoid uncomfortable feelings instead of processing them.
Designated Worry Time: A Counterintuitive Solution
The goal isn’t to eliminate worry, but to contain it. Coaches recommend “designated worry time”—a specific hour for dwelling on anxieties—so that when thoughts intrude at night, clients can tell themselves, “This isn’t the time for this.”
The Bottom Line
Sleep is not a luxury; it’s a necessity. For those who struggle, professional guidance can unlock lasting change. The key is recognizing that sleep problems are often behavioral, not biological, and that even deeply ingrained habits can be reshaped with discipline and the right tools. It’s never too late to prioritize rest and reclaim your nights.
