As sleep optimization becomes a growing focus in sports and wellness, one startup isn’t sleeping on the opportunity.
The Inactive Company, an Atlanta-based brand developing sleep products for high-performance athletes, has placed its patented Inactivators sleep mask in more than a dozen college and NFL locker rooms, including the Dallas Cowboys, Atlanta Falcons and New York Giants.
According to the Human Kinetics Journal, as cited by the company, elite athletes require 8.3 hours of sleep to feel rested but average just 6.7 hours due to pain, travel and screen exposure.
The Inactivators Performance Sleep Mask was designed to go beyond the standard version, featuring full light-blocking materials, thermoregulation to prevent overheating, self-adjusting straps, pressure-free eye zones to support REM sleep and optional team logo customization.
“While most players recognize the importance of sleep, they often find it challenging to prioritize or enhance it,” co-founder Jill MacRae said. “Inactivators provide teams with a scientifically supported tool that they can effectively use on the road, at home or during recovery.”
Brandon Chubb, a former NFL player and founder of wellness recovery studio Do Not Disturb, said sleep has long been central to his personal approach to recovery.
“As a former football player, fitness enthusiast and someone who is mindful of their wellness, I believe that sleep is the most powerful tool for recovery from both mental and physical perspectives,” Chubb said. “I heard a quote that if sleep were a drug, it would be illegal because it is so effective and powerful. Products like the Inactivators are incredibly helpful in maximizing the hours of sleep you can get each night. I wish I had the ability to use them when I played in the NFL.”
Founded in 2021, the company says its mission is to expand into other areas beyond the end zone.
“Our mission at The Inactive Company extends beyond football,” The Inactive Company co-founder Lori Oliver said. “By leveraging athlete-grade technology for universal sleep improvement, we hope to build a better-rested world.”
