As the wearables space evolves, NextSense, a neurotechnology company, is integrating EEG technology into its latest device, Tone. The brand’s signature product are “brain-responsive” earbuds that use real-time neural dynamics to generate audio experiences that help with sleep improvement.
Athletech news spoke to Caitlin Shure, PhD, Head of Product at NextSense, about the company’s unique take on wearables, as well as her predictions on the future of the space.
Differentiation is Key
Dr. Shure’s path to NextSense ranged from academic pursuits to science journalism.
“My academic research, including a doctoral thesis on the cultural history of brainwaves, explored how emerging neurotechnologies and biowearables are shaping societal views on the self, and the evolving relationship between humans and machines,” Shure told ATN.
“I’ve always been fascinated by how technology transforms not just what we do, but how we understand ourselves. Originally trained as a science journalist, I love making esoteric research relevant to everyday life.”
With countless wearables available, from smart rings to fitness trackers, differentiation is key. According to Dr. Shure, NextSense’s approach goes beyond passive tracking.
“What sets us apart is that we don’t stop at tracking—we take the next step by actively intervening to improve sleep,” she said. “By analyzing brain data in real time, we can adapt nighttime audio to promote deeper, more restorative sleep.”
User Confidence
This closed-loop approach contrasts with traditional sleep trackers that rely on indirect markers like heart rate and movement. Tone’s EEG-based technology allows for a more precise understanding of sleep stages and real-time interventions, according to Shure.
“With EEG technology at its core, Tone goes beyond the limitations of traditional trackers that rely on indirect metrics like heart rate and movement, delivering a precise and nuanced understanding of sleep stages,” Shure added.
Shure also noted the importance of making a wearable easy to wear and use.
“Wearables can only make an impact if you actually want to wear them,” she stated. “So we combine closed-loop biosensing with a familiar, intuitive user experience—allowing you to listen to podcasts, stream music, or take calls seamlessly.”
With growing recognition of sleep’s impact on recovery and performance, fitness professionals are increasingly looking for ways to incorporate brain health into their training and wellness programs. Shure believes Tone could be a game-changer in this space.
“Because Tone offers a high degree of precision, it will allow professionals to understand their sleep—and its impact on performance—with a new degree of clarity,” she explained. “Traditional trackers rely on proxies like heart rate, but EEG gives a direct window into brain activity. This means fitness professionals and their clients can move beyond broad sleep trends to a more nuanced understanding of how sleep quality influences energy levels, cognitive function, and athletic performance.”
Trend Triad
According to Shure, the wearables space continues to evolve, with three major trends: a focus on comfort, the rise of Femtech, and the evolution from monitoring to intervention. First, the growing emphasis on comfort and discreteness has led to the increased popularity of devices like the Oura Ring.
“Sleek, stylish designs can appeal to a broader audience,” Shure stated. “Moving forward, wearables will continue to evolve in form and function to meet consumer demand.”
Women’s health technology is also gaining momentum, addressing needs from menstrual tracking to menopause management.
“Women are already leading the adoption of health wearables, with 25% using them compared to 18% of men, according to the Pew Institute,” Shure noted. “There’s a massive opportunity for more personalized solutions.”
Lastly, the shift from passive data collection to active intervention, according to Shure, will define the next wave of wearables. “By analyzing daily and aggregate patterns, these devices will move toward providing real-time, personalized guidance to manage stress, improve sleep, and optimize wellness,” said Shure. “Closed-loop technology is the future.”
“Technology transforms not just what we do, but how we understand ourselves,” Shure concluded. “The more we learn about the brain and body, the better equipped we are to design tools that help us live healthier, more fulfilling lives.”
