Online beds and mattresses retailer MattressNextDay has appointed clinical sleep therapist and performance coach Natalie Pennicotte-Collier as its first external Resident Sleep Expert.
The long-term ambassador partnership signals a shift towards expert-backed customer education within the UK bed sector, as retailers respond to growing consumer demand for sleep health guidance alongside product choice.
Hailed by The Sunday Times as “the UK’s insomnia expert”, Natalie Pennicotte-Collier is both a clinical sleep therapist and high-performance sleep coach. She has worked with Premier League footballers, Team GB athletes and Formula 1 teams, and has delivered sleep solutions within corporate and NHS settings.
She is also the female sleep expert for Penguin Books Expert Books and author of the bestselling Sleep Reset: The New Tools of Rest and Recovery, and has delivered TEDx talks on performance and nervous system regulation.
Martin Seeley, CEO at MattressNextDay, said: “Customers are increasingly prioritising sleep health, not just mattress price. As a retailer, we have a responsibility to support that shift with credible expertise.
“Appointing Natalie as our first external sleep expert strengthens our authority and allows us to offer science-backed guidance alongside our product range. It’s about helping customers make more confident decisions and improving sleep outcomes overall.”
Pennicotte-Collier’s pioneering mind-body approach combines nervous system science with practical tools designed to reduce sleep anxiety and enhance recovery and performance.
Commenting on the partnership, she said: “In today’s fast-paced world, sleep has become both essential and misunderstood. My mission is to make evidence-based sleep tools accessible and stress-free. Partnering with MattressNextDay gives us an opportunity to reach more households and support the nation’s sleep health in a meaningful way.”
The partnership will officially roll out during National Bed Month in March, with expert-led content, practical sleep advice and ongoing commentary across key retail campaigns throughout the year.
