Silentnight extends partnership with insomnia specialist to strengthen evidence-based sleep advice 

Silentnight has renewed its partnership with sleep expert Kathryn Pinkham, founder of The Insomnia Clinic, as the mattress manufacturer continues to expand its focus on evidence-based sleep education alongside its product offering. 

Now entering its second year, the partnership sees Pinkham continue as Silentnight’s dedicated Sleep Expert, providing clinical expertise across campaigns, social media, podcasts, PR activity and consumer education. 

Over the next 12 months, the collaboration will include three dedicated filming days, two podcast collaborations, ongoing consultancy and PR support, monthly blogs and expert commentary, as well as close involvement in planning educational social content. Pinkham also holds exclusivity within the sleep and mattress sector, making Silentnight her sole commercial partner in the category. 

Rather than focusing solely on products, the partnership combines Silentnight’s expertise in sleep environments with Pinkham’s background in the behavioural and psychological aspects of sleep. 

Reflecting on the first year of the partnership, Pinkham said it had helped establish a stronger evidence-led voice for the brand, while extending the reach of clinically informed sleep advice. 

“When we started working together, the goal was simple: help more people get the sleep they need with advice that works,” Pinkham said “A year on, that’s exactly what’s happened – real, evidence-based sleep support reaching a huge number of Silentnight customers who were stuck in the same cycle so many of us know: exhausted, but somehow still awake at 2am. 

“CBT-I is the most effective treatment for insomnia there is and I’m proud that Silentnight backed a clinical approach over a quick fix. Sleep isn’t just about what you sleep on – it’s about what happens in your mind before you get there.” 

Pinkham, who spent 16 years as an NHS Consultant Nurse Specialist in insomnia, said she has also noticed a changing pattern in the sleep challenges people are experiencing. 

“One of the clearest shifts I’ve seen is people becoming almost too focused on their sleep, ironically making it worse,” she explained. 

“With the explosion of sleep tracking apps and wearables, I’m increasingly working with clients who’ve become perfectionistic about their sleep data, chasing an ideal number of hours or a perfect sleep score. It’s created a new pattern called orthosomnia – an unhealthy preoccupation with achieving perfect sleep that becomes its own source of insomnia.” 

She said much of her work now involves helping people move away from obsessing over sleep data and rebuild a healthier relationship with sleep. 

Pinkham’s Sleep Well & Live Better programme, which complements her work with Silentnight, is based on Cognitive Behavioural Therapy for Insomnia (CBT-I), the clinically recommended treatment for chronic insomnia. According to programme data, 96 per cent of participants report improved sleep, while 47 per cent no longer meet the clinical criteria for insomnia after completing the course. 

She believes the partnership works because it recognises that improving sleep requires more than simply buying a better mattress. 

“What I really value about the Silentnight partnership is their willingness to be genuinely credible in this space, rather than pretending a mattress alone solves sleep problems,” she said. 

“There’s so much noise in the sleep industry right now, with a lot of it reducing a complex issue down to ‘buy the right product and you’ll sleep better’. Silentnight has been refreshingly honest about the limits of that story. They own the physical environment, I own the psychological and behavioural side, and neither of us pretends to be the other.” 

As employers continue to recognise sleep as a key contributor to workforce health, productivity and mental wellbeing, the partnership reflects a broader shift towards evidence-based sleep education that looks beyond products alone and addresses the behavioural factors that underpin healthy, restorative sleep.