The Chris Voss Show - The Chris Voss Show Podcast – Discover the Ultimate Sleep Experience with iSense Adjustable Mattresses

Episode Date: October 31, 2025

Discover the Ultimate Sleep Experience with iSense Adjustable Mattresses Myisense.com About the Guest(s): Paul Logman is the founder and CEO of iSense, a company revolutionizing the way people buy and experience sleep. With over 37 years in the mattress industry, beginning his journey out of Australia, Paul has been a leader in enhancing and delivering luxury mattress products that cater to individual sleep needs. His entrepreneurial journey in the U.S. Midwest has led to innovations in adjustable comfort technology, enabling consumers to personalize their sleeping experience for improved rest and health. Episode Summary: In this episode of "The Chris Voss Show," Chris talks with Paul Logman, the innovative mind behind iSense. Together, they explore the excitement and challenges of transforming the sleep industry, highlighting Paul's dedication to rectifying the traditional mattress buying process. Through their engaging conversation, listeners gain insight into the importance of customizing sleep environments to enhance wellness and ratify the aging mattress industry. The episode shines a spotlight on revolutionary changes tailored not just to improve sleep but also to catalyze healthier living. With iSense, Paul Logman brings a fresh perspective to the largely static world of mattress shopping by integrating smart technology into sleep surfaces. Chris and Paul discuss how the iSense technology allows each sleeper to personalize firmness levels at the touch of a button, providing long-lasting comfort tailored to one's unique needs. The episode also touches on the critical role of quality sleep in overall health, highlighting data-driven insights and advanced adjustability options for optimizing nightly rest. Whether curious about groundbreaking sleep tech or eager to improve personal health, listeners will find valuable insights in this conversation. Key Takeaways: iSense offers a customizable mattress solution that can adjust firmness independently on each side to meet individual sleep needs. Paul Logman's journey in the mattress industry led to creating iSense, transforming how mattresses support sleep and health. Good sleep is vital and impacts everything from daily functionality to long-term health, including reducing risks of conditions like dementia and Alzheimer's. The buying process for mattresses is outdated; iSense aims to bring innovation directly to consumer homes, redefining retail experiences. iSense products are supported by a 180-night comfort guarantee, showcasing the brand's commitment to consumer satisfaction and product quality. Notable Quotes: "The process, he realized, sets people up to fail, especially couples with different sleep needs." "The magic of iSense is we reorganize components that allow the mattress to mechanically adjust firmness at the touch of a button." "Every other industry around us does that—why doesn’t the mattress industry?" "It's frustrating to record sleep, but they don't help you improve it—iSense wanted to do something about it." "Invest in your sleep, man. Sleep is everything."

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Because you're about to go on a moment. Monster Education Roller Coaster with your brain. Now, here's your host, Chris Voss. Good folks, is Voss here from the Chris Voss Show.com. Blaze in the early things that makes official welcome to the show. As always, Chris Voss Show brand, which began in 2008. We've been doing this podcast since, I think, August of 2009. And we just love it.

16 years, 2,500 episodes. and we're going to double that amount or triple that amount or I don't know what we're doing but it's a lot anyway 48 new shows every month folks make sure you watch every single one front to back there's a test at the end of every month and if you don't pass it we'll uh we'll unscrew one of your Christmas lights so none of them work and you'll know who know which one it is don't make us don't make us resort to violence folks uh refer to your show to your family friends or else this Opinions expressed by guests on the podcast are solely their own and do not necessarily reflect the opinions of the host or the Chris Voss show. Some guests of the show may be advertising on the podcast, but it's not an endorsement or review of any kind.

Anyway, guys, we have an amazing young man on the show. We're going to be talking to him about some of his innovations, his entrepreneurial journey and what he's up to now and how he's got some innovations that could improve the quality of your life. Sleep. It's always a good thing. We're going to get into it. But don't fall asleep on the show. We're just going to be talking about sleep and beds and all that stuff. Paul Logman is the founder and CEO of I-Sense. It's a company dedicated to transforming the way people buy and experience sleep.

I can buy sleep if you buy the right mattress. With decades of experience, leading luxury mattress products. Paul has been at the forefront of the sleeping industry, gaining unparalleled insight into what customers truly want, a mattress that delivers long-lasting comfort and support for both partners without compromise. What if you're a polygamist, though? I mean, both partners. What if you have like six wives? Is there room for that?

We'll get into it. Over the years, Paul has recognized the fundamental law in the way mattresses are sold. Shoppers are expected to choose a product meant for sleep while they are wide awake, fully dressed and lying in a bed store for only a few minutes. I don't know. I tried the alternative of that. The judge says I can't do it anymore, get naked in a mattress shop. The process he realized sets people up to fail, especially com couples with different sleep

needs. His vision is clear. Fix the problem that's broken in the buying process and empower customers to personalize their sleep over time. Welcome to the show, Paul. How are you? Thanks for having me, Chris. Great to be here. Thanks for coming. Give us your dot coms or wherever you want people to find out more about you on the interwebs in the sky. So they're all loaded up on myisense.com. That's my isenfee.com. And I guess we've got our Instagram at my iSense our facebook at slash my iSense LinkedIn at slash company slash iSense sleep

YouTube at iSense sleep and Pinterest is at my iSense all loaded up on the bottom of the website so give us a 30,000 overview of what iSense is sure I guess 35 actually 37 years now in the mattress industry started as a man in Australia

yeah sort of work the way through the rank and file and uh you know got involved with some of the best brands in the world and you've been living in bed all these years i have been living it's actually one of the perks of uh working in a mattress factory you get to try a lot you get to sleep through the day and yeah you know i'm not sleeping on the job i'm just testing this mattress i've used that line for a lot of years i love it i love i'm in the wrong job clearly are you hiring always I could have gotten paid for all this damn sleep I'm always doing.

Oh, man, what a thing. So how long has the company been around? And what got you started? You work with all these different brands. And then you're like, I want to do maybe something different. How'd that play out? Yeah. So I said it's been around nine years.

I spent my career predominantly in Australia. I met my wife. It was from the Midwest in America. Oh. She moved to Australia with me. We worked for some of the best mattress companies in the country and some of the best brands and technologies. And I guess through the sort of the last 10 years of my tenure, we actually introduced an airbed into the industry and into the marketplace. And, you know, it was an interesting technology because it was the first, we'd really, the country had ever seen about being able to adjust the comfort on both sides of the mattress.

The bed was made using a big airbag for support and the usual comfort on top of that. And one of the feedback that we were getting regularly is can I have the comfort of a traditional mattress, but the adjustability of an airbed. Yeah. That sort of spawned on some thinking as to how we could put together, you know, reorganize these components in a way that we can make something really special. So I got the entrepreneurial bug. I packed up.

My wife and I moved to her hometown in the Midwest, Missouri. And we set about trying to design, create, and build something uniquely different. And really trying to solve a very specific problem. And that is, I think most people recognize when you go into a mattress store. It's a really difficult time to pick the right bed. Yeah, I mean, you feel weird if you, I mean, I do. You feel weird if you lay out too long. And you're like, well, I am dirty.

I'm getting this bed nasty. And then you're like, how many other people have stopped in the store and slept here? It's like a hotel bed, you know. And, but you can't really like. like get comfortable, you know, you don't really relax because you're in, I mean, you're in the public, you know, you know, me. What do you think about these? There's a lot of companies now do this thing where they mail you the bed and they give you like a 30 day, 90 day guarantee and you don't like it. You can send it back and it's like going from bad to worse. You start with

the store where as you've described it, it's not your environment, it's not how you sleep. And then, you know, if that gets thrown out and you get one sent to you, then somebody's made that choice for you. So you're actually moving further away from making a choice. And of course, there's always, there's generally two people involved. So, you know, I guess if you look in a store with so much merchandise, it's like the Goldilocks, you just keep trying and this one's too hard, this one's too soft, this one's just right. Where it goes terribly wrong is when you get home, it's one thing about how you might go to sleep, how you might, you know, how you might dress a bed out and the temperature of the room. But the real problem is, is that when you go into

deep sleep, REM sleep, you actually become paralyzed. Your body can't move. It's in like essentially a dead weight. The reason for that is if you have all of these nasty or crazy or awesome dreams, it stops you from acting them out. So, you know, the reason that's important is if you think about it, you can be sleeping, legs crossed over, hand over the head. You just can't replicate that in a store in the middle of a day, kids in toes, stressed, whatever it might be. So the real mad. As it happens. Can you imagine going into a store and being told, please replicate how you might lay in the bed in the middle of the night? I mean, I roll all around.

I've got a big thing between my knees, a big pillow between my knees. I got sometimes I'll lay on my back. Sometimes, I mean, I probably roll every position 100 times through the night. Like, I'm constantly rolling back over. You go to bed with a feeling good and waking up bad or whether you go to bed bad and wake up feeling better. hopefully the latter is what we can help people with hopefully so let's talk about these beds what makes them special and unique uh i noticed there's maybe one or two versions on your bed let's drill down into what makes these special yeah so every mattress no matter whether it was since they developed and designed and created the inner spring or whether you were sleeping on straw 150 years it doesn't matter all along there's two key components There's support and there's comfort. And essentially what everybody's looking for is the right balance of how much support

do I need based on how I sleep and how much comfort do I need based on trying to get pressure relief. So one's really there to support your body, particularly when it goes into that state of REM sleep and all that body mass just kind of drops and you become a dead weight. But also while you're in that state, you want to get the best pressure relief that's possible. So there's support and comfort. The magic of I sense is what we developed is. We took air technology that was already being used as an air support system, which is pretty cool for a tire.

You pump your tire up. It's nice and firm and holds the car up, but as soon as you let air out, you lose support. It's the same in a mattress. You let air out of an airbed, and you just sink into it and it becomes a hammock. So what we tried to do is reorganize all these components, and we've managed to create a mattress where without any use of air, it's a solid mattress. It's comfortable, it's plush. but when we add air to the chambers there's seven air cells on either side of the bed

when you add air into those air cells it actually stiffens the foam so we can go from a very loose plush mattress to stiffening the foam creating a greater support in the mattress so this can all be done at the touch of a button on both sides of the bed so the idea here is get the bed home when you wake up at the morning

how do you feel and that's when you can make some slight adjustments until you dial the thing in and you're not waking out with back pain or pressure points. And it really brings the power of choice into the home rather than into the retail store. There we go. I was someone who lived on the floor with a bad back for a lot of years. And I would just have a thin foam mattress.

And I had to keep my neck and my back aligned. And I had the hardest time finding a bed that will work for me. One thing I see that's kind of interesting is it looks like there's of the gray foams that kind of are in the body area. One, two, three, four, five, six segments of, of, I guess, I'm not sure foam is the right word, but basically these will expand. Yes, so in between those segments you're looking at, there's an air cell. When that air cell expands, it actually expands into the foam, which causes the foam to stiffen.

So we can mechanically change. So instead of that line of mattresses in a retail store where one's, soft, one's medium, one's firm, one extra firm, we can actually mechanically do that in the bed at the touch of a button, in your home. And so it looks like it has an app as well, too? Yep. Okay. So the bed as a full set is the mattress that adjust the comfort on both sides. It also sits on an adjustable foundation where you can elevate your feet, elevate the back and help in other ways. We also have an adjustable pillow. So the whole sleep set is really there to customize and dial in for you and your partner what you need we can control all that from an

app we also have a biometric sensor in the bed so you know if you know if you want to walk 10,000 steps a day you look at your app and you can tell you that you'd walk seven so you get up and go for another walk with a mattress there's no point being told you're sleeping bad if you can't do anything about it so the magic of i sense is that if you do measure your sleep and it's telling you that you know it's not working out so well for it you can make adjustments and you know wake up the next morning to see how you feel i love it and then you know like we were talking pre-show the issue of always have my girlfriends because of my bad back i have to have like a really hard support system and i'm and i've been up to 350 400 pounds i'm now down in the 200s

i thank god but uh even then i carry a lot of weight kind of in my center like i i i I have an ass the size of Cleveland, I guess, or something. But I carry, like, my whole hips are what fall, mostly into the bed. And so that creates that V thing where it'll screw my back up and I'll wake up in traction. And, you know, having that individual supports. Now, each one of those bags, do they move as a system or can you, can you, like, push one? So, like, say, I want my hips to go up or maybe. They operate through, they're not independent, but basically where your body mass is

and the shape of your body, they actually balance out. So they're actually compensating for the shape that you're pressing into each of those cells. And watching the animation, yeah, it looks like it will lift my hips up. Yeah. You know, again, it's that tipping point, you know, the support which every mattress has, the comfort which every mattress has, but when you buy a static mattress, you've locked into that comfort and support. Whereas with Ossense, you can actually vary.

You can increase the support, increase the level of pressure relieving comfort, depending on what you need. One of the things with the data we collect from the mattress, we actually see it takes about 32 nights that people, when they first get on an ICense mattress, and make a few adjustments in the first week, a few less adjustments in the next week,

and it takes about a month where they just make small adjustments so they can see how they feel the next morning before they pretty well lock and load. If you take a store, when you buy a single mattress, can't adjust on either side, you get one moment in time. You know, where we really find people take about 30 nights to dial in an I-Sat's mattress. Adjustable air foam technology with 20 firmness options on each side, each side. And so I was saying, you know, there was one point where I had a girlfriend who she really wanted

the soft mattress. And so I finally had relent. and I literally put these boards in my bed to keep my back stray. Like literally I was laying on boards and a soft pat over it. They're designed it to take care of all of that for you. You just need to pick up the remote or the app. Yeah. Change the support setting.

On either side, you've done what the bed was designed to do. And, you know, I've had people say, you know, well, Chris, these beds you like are kind of expensive. I'm like, do you know how many fights you save with your girlfriend if you both get good sleep and she gets what she wants on her side and you get what you want on your side. You can't put a price on that. You can't put a price on good sleep either, that's for sure. I mean, if I don't sleep well, I don't function well, people get killed. That's what some of the, you know, some of the murders were rampages.

I went on because they didn't get sleep or maybe it was low caffeine. It was one of those two. I was angry, but that's some of the ankle bracelets are coming off soon. It's dependent upon the judge rules. But, no, if I don't get good sleep. sleep, man. I'm a bean bear. I'm Henri. I've kind of reached the age now where I don't even like to drive if I'm not getting a significant amount of sleep a number of days in a row. I kind of went through a recent thing where I was going through like I couldn't sleep

for more than four hours of time. It was really weird. Nothing that I could do. I would, I tried, you know, dropping five pounds of edibles into my system and I just lay there going, and I'm really relaxed, but I'm wide awake. And I just went through this period where I just cannot get more than four hours of sleep, so I'd have to do two different sleeps through the day. And it was wrecking me, just destroying my mental state. They say Alzheimer's patients, dementia patients, you know, if you're abusing your brain with not getting up sleep and rest, you have a high likelihood, I think, of getting these,

if I've read it correctly. Yeah, the sleep cycle is not just rest, it's rejuvenation, everything in your body is reworking itself, cells are redeveloping and, you know, without it, we put ourselves at serious risk, but, you know, you're the perfect ambassador because, you know, you've put boards under the bed, you've tried everything, but, you know, when you talk like that, you're just essentially reminding everybody that, why would you need to do that? Why should you do that? Why doesn't the industry give you products that allow you to do that? Why rely on some, you know, sort of secondary type, let's climb out of bed, let's sleep on the floor.

Why not pick up the remote and make the adjustment, you know? And every other industry around us does that. You know, if you think about buying a new car, you go into a dealership and they, you know, this car you've been waiting to sit in and drive away and you get in, you move the seat, you move the mirror, you move the radio, you've everything about it that's around you in that. that vehicle, that cockpit of the vehicle, you're adjusting to get it just right. Well, and then imagine if the salesperson hits the magic button, it all gets locked in place. And you take the vehicle home, just like you take the mattress home where you can't do anything else with it. Your wife gets in the car and says, I want to move it.

They move the seatfold. You can't. This is what I bought. This is what you have to live with. Well, that's the mattress industry when it comes to how they look at adjustability. It's, you get one shot in a store, in a moment in time, and you hope you get it right. and it's a crap shoot. Wow.

You're right. I mean, why can't we make it more customize a one-size-not-fit-all? I mean, if you have injuries to your back like I did, or I guess I still do, I can irritate them if I'm not careful, but I've been really good. I've gone to gym and I've tried to build up my core so that that's really helped my back issues, actually. But sleeping on a good, healthy bed that I don't wake up, I have problems traveling. Like, if I stay in hotel beds, oh, hey, I'm in trouble.

so I can't stay on the road for too long I shouldn't I really just need to buy an RV that way I can maybe have one of these units in one of the beds now another thing your beds do it looks like correct me if I'm wrong but it looks like they both both units have fold-ups where you can sit up in bed too sure so you know we encourage people to sort of really put it together as a full set so that not only can you adjust

the support and comfort of the mattress you can also change the elevation if you want to sit up at night watching TV while your partner's laid flat sleeping you have options with the flex head where the bed's still one mattress but it's split at the head so you can actually operate either side independently you can sleep with some elevation if you have problems with the airways and you may be trying to deal with snoring you know if you've got blood flow problems you can you know raise the feet and sort of elevate the bed so you get better blood flow take pressure off your lower back you know, adjustability, every way possible, whether it's in the support or the comfort, the

elevation, or even the pillow, because the pillow is the bed for the head. You've got to get that right. In fact, most travelers could probably survive a bad mattress if they've got a great pillow. The problem is if you get a bad mattress in a hotel and a bad pillow, which I've just had recently on this journey. It's pretty ugly. I feel for you, man. I know what that's like. It makes your home back to your bed. Yeah, you're just like, well, I'm going to stay. in bed but then hold on i can't stay here because i'm going to have a pretzel if i can't win um i can't tell you how many hotel room floors i've slept on um because i i just can't you know i get in them and they're just like who slept in this uh you know it it's like an elephant

slept in them and crushed out the middle and it's like so soft you're just like dude i'm like in the v position just laying on my back you know because the internals of the bed have falling into it on itself or something. Do you go to bed with the backache that you wake up with? Now? No, no. That's the ultimate challenge. Yeah.

If you can step in the bed at night, actually feeling pretty good, loose because you've been moving around all day. And you can wake up the next morning as good or better than you went to bed, then you've absolutely mastered this problem. Yeah. And part of it was I bought a bunch of pillows too one time. I was testing them on to see which one. And Amazon, fortunately, it was really in the return all.

So I went through a pillow buying. and you're right the pillow does make the difference too because you know for me that sucker's got to be aligned it can't be propped up like this you know or like that but uh yeah uh what else about the technology in your beds do we need to talk about so we we we've we've uh included into the construction of the materials with uh some cooling technology which i know these days has really come to the forefront. So the foams that we use, they're really quite unique.

They're an open cell, very breathable. And actually, the more weight you put on them and if it draws any temperature, the more bouncy it becomes, more buoyant. Instead of just sort of sinking in, the materials are working to really give you that bounce-back support. You know, we're using the best,

the reason it costs what it costs is we're using the best springs, the best foams, and these, you know, 14 air cells, seven on the other side, to give you that adjustability. It's a collectively, it's a really unique experience.

Yeah. And, you know, it's, so does it warm and cool or what sort of temperature? We do have available that we sell online as well, a mechanically driven heating and cooling where you can put air vents into bed. We partner with a company called Bedjet, and that allows you on both sides of the bed again, because everything is, everything we do has to accommodate the needs of two people if they're sharing a bed.

So there can be something where you can't have your own independent temperature control, your independent comfort, your independent elevation, and of course everybody has their own pillow, so that goes without saying. So temperature, pressure, support, elevation is all part of the set that we create to give people the ultimate choice of comfort. And I've got a relative who has, I think, GERD or just issues with sleep apnea. and, you know, stomach issues and different things. And so for her, the upright mattress that can lift a little bit to keep the stomach from throwing up really helps her and stuff.

So that's one of the industry that's really come a long way, is that at least adjustable foundations to give you that elevation have really come into their own in the last decade. Like I say, people ask me, like, you know, these beds are expensive. And I'm like you can't put a price on sleep like you you kind of reach an age like I think you can get away with crap until you're maybe 20 or 30 But you you kind of but you kind of reach an age where you really need your sleep and and your whole day I mean my day if I don't get my sleep I don't get any hours of sleep It ruins my day like even if I get like if I get six hours I'm going to have to pick up an hour somewhere and it will affect my day, it will affect my mindset, it will affect, you know, I practice stoicism, I'm so not a victim, but it will affect me, I'll feel off.

I mean, there's sometimes where, like, when I was going through recently the four-hour thing, I was being like, I don't, I don't know that I trust myself to drive. I don't. It's not a function problem. Yeah, I just, I could feel, it wasn't that I couldn't drive, it was because I could feel there was a little edge off and that awareness edge of my surroundings. and, you know, in our traffic environment out here, you need to have a perception of what's going on around you very well. Yeah, I mean, you talk about price, and, you know, it's not cheap. It is a lot of money.

But, you know, the great portion of our customers is, you know, it's a big purchase for them. It's not something they take lightly. But at a certain point, you know, we see the demographics where people put sleep before another thing when you're younger you need to put family you've got a lot of commitments you're trying to buy a house you got kids so you're not sleeping anyway

you put something you might put this to the side and you're a little bit older and think the aches and pains come in and you know we sell a lot to veterans nurses you know best responders because they're on the feet all day they need to rejuvenate and they put value behind sleep so

it's a big part of who we sell to so that we can give them the rest they need so they can function again through the day in what is typically a fairly intense workload that they put themselves through so it works yeah i mean it's just getting that sleep like now in the app do you do any sleep tracking or anything like that is there any ai maybe there's lots of ai they're putting into stuff that's why i ask so there's uh the the the app controls the firmness the mattress controls the elevation if you of the base controls the massage units that in the base as well. So that's great before you go to bed to try to relax the muscles

around your back, is to put the massage unit on. It also controls the sleep tracking that's in the mattress, which measures your heart rate, respiration, movement in bed, and all of that information that helps us come back the next morning with a sleep score. And again, you use that sleep score as a reference. It doesn't have to be absolute. It's just, it's a number. And if you can make adjustments to see that it's going up, you know you're moving in the right direction. that data also just compiles as data and we got now 2.6 million nights of sleep recorded and that tells us a lot about how the product's used you know we can tell how long you know it takes to fall asleep on average we can see you know what sort of settings people use the bed at

that we can see all this collective data when it's put together shows us a little bit about how the bed's performing it gives us chance to make you know to make adjustments we also find that The average American sleep is about seven and a half hours. On a nice sense, it's eight hours. So we believe we're actually offering people an opportunity to get a longer night's sleep. Yeah. And I love the reporting that I get from these mattresses, these smart mattresses. I look at every morning, okay, how much sleep did I get?

And it's always parallel to how good I feel in the morning. You know, I slept for eight hours or seven hours. I feel good. You know, but man, sometimes I'll all, you know, I have weird sleep sometimes where I like lay down and I do have a bad habit of looking at the TikTok or the phone feed and that lights keeping you awake, you know, that blue light and you're just like, well, I just one more TikTok. I'm sure I'll fall asleep from watching these and then it's only the sun's up.

But I can tell, like sometimes I'll get up and I'll be like, God, I'm really tired, but I'm pretty sure I got any hours of sleep because I crawled into bed. I know I tossed and turned a little bit watching some videos. But, and then I'll look at the report and the part goes, no, man, you only got six hours of true sleep, man. Years laying in the bed, wasting your time. One of the inspirations for building the ICS mattress

is that, yeah, before the mattress was ever designed, people were wearing fitbits and, you know, smartwatches and smartphones. And it was frustrating because, like, they all record sleep, but they don't help you improve your sleep. Yeah.

You all record sleep and tell you what you're not doing, but then what do you do to make it better? Sure, you can change the environment. They can talk about you know, the right temperature in the room, the right light, the right environment, but your sleep service, the thing you sleep on is such a major part. And if you can't adjust it, you can't do anything with it, then it's frustrating to record something that when it tells you it's not good, what do you do? So we want a cool environment that gives you a lot of control over making adjustments until you get it right. Yeah. It is a priceless. You know,

I call it, I call my bed, the, my smart bed, the, I can't live without product. There's like a handful of products that I can't live without or function well with. And probably the same thing with my pillow. And I follow that data. Like, that's the most important data I look at every, I don't even look at my scale data. Like, I look at my sleep data. Every morning I check it.

And, okay, did I get good sleep? I take a look at my REM. Kind of gives me some warnings sometimes if my heart rate is a little, maybe jacked. Now, tell us about the, you do a ship, I think 180 guarantee. or some sort of guarantees. Tell us about these guarantees. So we started I-Sense online only. Actually, we started nine years ago, and the first journey was both designing the technology, but also trying to sell into wholesale, which is into the existing retail platform.

We spent three years banged ahead against the wall and realized that selling what I-Sense does against conventional, non-adjustable mattresses, kind of a bit of oil and water clashes. It was 2020, just before COVID hit, we turned on the site as a direct-to-consumer only. And, of course, to support the offer when people don't get to try it at all, we offered 180-night comfort guarantee, no questions, ask, money, returns. So it just meant that when they got the bed home, they had the peace of mind that if it wasn't right for them, you know, they had 180 nights to be able to return it. So that just gave peace of mind.

But since then, we've opened our first retail store, which you might ask, haven't we just spent this whole podcast talking about the retail process is broken? And so we do something, you know, a little different. It's not about picking the right mattress in the store. It's about experiencing what the mattress can do. We can educate on what you can do when you get at home. And so we don't really try to, we don't have to find the right mattress comfort. You don't have to, you know, try a bunch of different mattress.

Essentially two in the store, two variations, knowing full well that. when you get it home, you can pick up the app or the remote and make the adjustment. But you actually touched on a point about, you know, maybe you should take your mattress on the road. Well, we are doing that. And we're about to do something that, you know, the country's never really seen. And that is to take ICense on the road and take it to people's homes and give them to try it in the comforter of their own environment rather than in a store. You know, the whole theme of trying to improve the buying process, giving people choice, allowing you to make adjustments. at home, you know, we also think we've got to change the buying process, not just talk about it,

but actually do something about it. So we're reinventing retail around I sense and really giving people the comfort of, you know, getting out of that sort of uncomfortable position of walking to a store in the middle of the day and trying to choose what's right for them. Yeah, I can't imagine doing that. We're living it. Yeah. I can't imagine doing the store thing. So, yeah, 180-night guarantee people order free shipping and delivery. you guys support no return fees, no hassles, no risks, no gimmicks, 10-year full warranty.

Tell us about that. That's a pretty good warranty. It's interesting because our competitors that have adjustability, which is they utilize that big airbag I told you about for the support system. They give pro rata warranties on electronics because they say electronics usually don't last as long as other things. We decided that, you know, the mattress will absolutely last 10 years. everything around it should as well.

And if it doesn't, it's on us to make sure that we make the, you know, we correct that situation. So, you know, you've got the bed for nine years and nine months and it doesn't work out. Oh, there's a manufacturing defect. We'll swap the bed out. And, you know, we really want to stand by. We use the best that I can find in this country, you know, the best coils, the best technology and foam that is super durable.

We just had a review just dropped on the other day and it was just heartfelt because, you know, because it was a 350-pound guy that said he's been looking for the ideal mattress to overcome all the problems that come with being a large guy. And he said, I waited two years to do the review. And it's the first time I've ever read anything like that. He said, I intentionally would not review this product until I'd try to break it for two years.

And, you know, sure enough, he didn't. And he wrote a glowing story, not just a review, but a story. And it just, you know, when you wake up in the morning to go to work to build something, that is going to deliver that sort of emotion, you know, keeps you going. So, yeah, 10 years full warranty. The materials are tested well beyond 10-year life cycle, but, you know, it really sets us apart that there's 10 full years on the sensors, on the air pumps that drive the

air cells, everything, it's covered by a full 10 year. That's what we love. It's really important to get your sleep. To me, it's the number one investment you should make in your whole life. Like next to, you know, you buy a home. Clearly you need to have a place to put your bed. But, I mean, to me, it's the number one thing. Like, I would, I don't even care about how expensive or nice of my car is.

Give me a good bed. Because if you don't sleep well, everything about life is just miserable, especially the older you get. I don't know if it's just me, but I think it, you know, talking to my mom is older than me and other people. sleep is just man if you don't get your sleep and you're just mucked up the older you get and it's so important because you need that healing that renewal in your body during your deep sleep it it uh it's i think it resets a bunch of your cells and it's cleaning out your system and renewing it and you got to have that man otherwise you i and i think we've had sleep professionals on that have said that yeah if you're not getting your sleep on a consistent basis you have a higher

chance for dementia and Alzheimer's because it's it's breaking your brain so if you take what will kill you the fastest you know take away oxygen you're not going to last very long that's true take away food and water you're not going to last long but take away sleep it's uh you know you'll survive a few days three four days you'll you'll go into quite a state so yeah sleep is is everything you've just described and i think one of the challenges is people as they get a bit older and start feeling a few more aches and pains, I don't necessarily relate those aches and pains and the discomfort they're having, but the fact that it could be caused by, you know, what you're sleeping on and how you sleep.

Yeah. Because it's just, it's sort of progressive, it's degenerative and, you know, you make the link between, I'm sleeping on a bad mattress and I need to do something about it versus I'm getting older and this is the way it's meant to be. Well, it's not, you know, I'm, I carry weight. I'm in my 60s. I get up, I spring out of bed in the morning, far better. and I finish my day.

And it's because I've got it right. And I went to the extreme. I started a company to build a product to fix that. It's a little bit over the top. That's the work. That's the beauty of entrepreneurs. They usually try and solve their problem. They're like, yeah, I think I can innovate this and solve my problem this way.

And then it's weird when your neighbor gets up on Sunday morning, you send you a sleep score to say, I've got 100% last night. You know, you've got a special relationship with people. when you sell a product. Yeah, I used to post my sleep thing. I'm like, hey, I got 100% on my score, and I slept for eight hours or nine hours, and all the people have kids are like, we hate you.

That's right. You got canceled. I think we hate you. You and your single people in your sleep. But no, it's the most number one important investment you can make in your life, folks. It's been life-changing for me to get into smart beds and find stuff that can be customized to me.

So I highly recommend them. How can people find out more? How can they reach out? I think you have some physical stores if you want to tell us where those are at and then how people can find out more online. Well, myaysense.com. We really got a team who does a great job putting content together. And really, given that we started online only, you know,

you've got to really deliver a lot of information. So the website's very informative. There's lots of videos, lots of content, lots of reviews. We opened our first store 12 months ago as a test. it's been an amazing journey and that's in Springfield, Missouri in the middle of the country and we get people flying in from Denver

we get people driving two, three hours from other states to come and have a look at it so we have the first pilot but we're getting ready for a much grander rollout but the starting point is mysense.com and certainly learn about it and we make the whole purchase process easy to buy online and again if you're not happy send it back

we take care of everything. Yeah. You guys even have a comparison on there from some of the competitors so people can do size. There's another brand out there that, you know, has been in the adjustable firmness, air category for quite some time. And, you know, I've been involved with some of those products for a lot of years and wanted to really engineer a better solution. Now, I see Bedjet on your website.

I'm familiar with Bedjet. We reviewed them in the past. They've sent us their products and stuff. So is that what you guys used for the cooling system? system or you saw it as a separate thing? Yeah, so it can be sold independent or it can be sold with a package, but, you know, we partnered with bed jet. You know, they've been doing it for a long time now.

They've done a great job. Oh, yeah. Got a unit that's affordable and is very effective. So that's who we partner with. But you can buy as little as a pillow, a bed jet for your side of the bed or the whole sleep system from the mattress, the foundation, the, the, you know, dual temperature control. we can package it all up. We provide a variety of different finance options

if you need some help to make it affordable. There you go. It's all there. Yeah, the bed jet system is really good. We had gotten some units, I think. We reviewed two or three versions on the Chris Vos show review podcast or the YouTube channel there. And I gave the unit to my mom, and she still uses this day.

It's still working. It might be 10 or 8, 7, 8 years old. It's pretty old. I think 2017. He's been around a lot. He's got a great story because he went on Shark Tank and he got his head bitten off by the sharks. But he couldn't believe he just left gobsmack. But, you know, he went away and carried on developing the product and he's made a huge success. I don't think they realized, you know, what was coming.

And, you know, temperature regulation, temperate control has become such a big thing. solutions are coming at us from all sorts of angles. But we went with somebody we trusted. So Bedjet is partnered with Isense and it too is available on the site. Yeah, yeah. The, yeah. So let's give people your dot coms as we go out so people can find out more. Yep, so www.m.m.com.

We'll get you to the site and at the bottom of the site, all of our tags for all of the various platforms are all laid up. Well, thank you very much for coming on the show. We really appreciate it. Chris, it's been a pleasure. Thank you for having me. Thank you for coming. And thanks for honest for tuning in.

Invest in your sleep, man. The sleep is everything. I got to tell you. Anyway, thanks for tuning in to my audience. Go to Goodreets.com, Fortress, Chris Foss. LinkedIn.com, Fortess, Chris Foss, 1 on the TikTokity, and all those crazy places in the internet. Be good to each other.

Stay safe. We'll see you guys next time. time.