Eight Sleep’s Alexandra Zatarain on women-centered tech, the science of better sleep, and planning a career around motherhood
The intersection of high-growth technology and the biological realities of motherhood has long been a complex landscape for female executives. Alexandra Zatarain, co-founder and Vice President of Brand and Marketing at Eight Sleep, currently finds herself navigating this precise nexus. As she prepares for the arrival of her first child in January, her experience has prompted a shift in how the company approaches product development, data collection, and the broader narrative surrounding professional ambition.
Eight Sleep, a company that achieved "unicorn" status—a valuation exceeding $1 billion—has become a leader in the "sleep fitness" movement. By leveraging temperature-controlled mattress technology, the company aims to optimize deep sleep and minimize nocturnal wake-ups. However, Zatarain’s recent personal journey, combined with internal data analysis, has revealed significant gaps in how such technology is designed and marketed, leading to a pivot in the company’s long-term research and development strategy.
The Gender Gap in Sleep Technology
A pivotal realization for the company occurred several years ago when its internal clinical team—which is composed of over 90% women—conducted a comprehensive audit of user data. The analysis yielded a striking finding: the proprietary algorithms managing temperature regulation within the Eight Sleep "Pod" were significantly more effective for men than they were for women.
The investigation revealed a classic issue prevalent in the technology and healthcare sectors: an unconscious bias in the datasets used to train artificial intelligence. The algorithms had been fed disproportionate amounts of data representing male sleep patterns. Because female biology is inherently more complex due to hormonal fluctuations, the standard "average" user profile—which historically skews male—failed to account for the unique thermoregulatory needs of women.
Factors such as hormonal cycles, pregnancy, postpartum recovery, and the onset of perimenopause all impact body temperature and sleep quality. Recognizing that a one-size-fits-all approach was insufficient, the company committed several million dollars to specialized research. This investment was not merely a public relations effort but a structural shift in how the company builds its technology. By intentionally focusing on the female hormonal journey, Eight Sleep has begun to refine its product to meet the specific, historically overlooked needs of its female customer base.
The Intersection of Professional Ambition and Pregnancy
Zatarain, who recently turned 37, acknowledges that her pregnancy has fundamentally altered her perspective on her professional trajectory. In an industry known for its relentless pace and "always-on" culture, the physical and emotional demands of gestation have provided a stark contrast to her previous experiences in the boardroom.
"After my first trimester, I felt so bad, thinking, what a terrible friend I was," Zatarain noted, reflecting on her previous lack of awareness regarding the intensity of pregnancy symptoms. Her experience has fostered a greater sense of empathy, not only for other women but for the structural limitations placed upon them in corporate environments.
For Zatarain, the lesson is clear: meaningful change in industry-wide standards will only occur when women are positioned in key decision-making roles. While Eight Sleep boasts a leadership team where every executive is a parent, Zatarain emphasizes that the female experience of parenthood is distinct. Without the direct, first-person input of women at the helm of product design and company policy, the market will continue to prioritize generic solutions that do not serve the needs of half the population.
The Scientific Significance of Sleep for Women
Beyond the commercial implications, Zatarain advocates for a more rigorous societal focus on sleep as a primary pillar of women’s health. She argues that sleep is a fundamental regulator of hormonal health, which she describes as the "ruling force" of a woman’s life.
Sleep deprivation is increasingly linked to chronic health issues, including metabolic dysfunction and mental health challenges. For women, who are more susceptible to hormonal imbalances, sleep serves as the most effective, accessible tool for physiological regulation. Zatarain asserts that prioritizing sleep hygiene often yields more significant health benefits than intense workout regimens or dietary changes.
However, the "seasons" of a woman’s life—pregnancy, nursing, and menopause—are often marked by severe sleep disruption. Zatarain suggests that rather than succumbing to the narrative that these disruptions are unavoidable, women should look toward stable routines and environmental control. This includes maintaining consistent bedtimes, optimizing bedroom temperatures, and minimizing exposure to artificial light, which helps the body maintain a rhythm despite external interruptions.
Strategic Career Planning for Future Mothers
Zatarain is notably transparent with the younger women on her team regarding career planning. She advocates for a proactive approach to professional growth, encouraging women to build equity and seniority in their fields well before they intend to start families.
Her own timeline involved freezing embryos in her early 30s, a decision that allowed her to focus on scaling Eight Sleep during its most critical growth years. She advises young professionals to "push as hard as you can" early on, moving up the ranks to secure the flexibility and financial stability required to navigate motherhood successfully.
This advice is rooted in the pragmatic reality of the current economic climate, often referred to as the "motherhood tax," where women experience lower earnings and slower career progression after childbirth. By planning early, Zatarain argues, women can gain the leverage necessary to advocate for their needs, negotiate for flexible work arrangements, and select partners who are committed to a balanced division of labor.
The Role of Partnerships and Support Systems
A recurring theme in Zatarain’s discourse is the necessity of a supportive partner. She notes that the modern era of parenting has shifted toward a more involved, collaborative model, but warns that this requires explicit, early communication.
"It doesn’t end with the birth plan," she says. "That’s where everything starts." For new mothers, especially those who are exclusively breastfeeding, the physical demands are largely localized to the mother. Therefore, partners must be prepared to shoulder a larger portion of the logistical and emotional load. This includes fostering an environment where a mother feels encouraged to prioritize her own recovery and rest, rather than feeling the societal pressure to immediately "bounce back" to pre-pregnancy productivity levels.
Lessons in Leadership and Delegation
The process of pregnancy has forced Zatarain, a self-described "Type A" individual, to surrender a degree of control. The physical necessity of delegating tasks during her first trimester proved to be a transformative experience for the company. By elevating team members and refining delegation processes, she successfully built a more resilient, capable organization.
This shift has enabled her to view her career not as a series of sprints, but as a long-term endurance sport. Having co-founded Eight Sleep 12 years ago with her husband, CEO Matteo Franceschetti, Zatarain views their professional and personal lives as deeply intertwined. Their shared purpose—the mission to change the global approach to sleep—provides the energy necessary to sustain a multi-decade career.
Future Implications for the Sleep Technology Sector
As Eight Sleep continues to expand into 37 countries, the implications of its shift toward women-centered design are significant. By acknowledging the data gap and investing in solutions that address the hormonal and physiological complexities of women, the company is setting a new standard for the tech industry at large.
The move also underscores a broader trend: as consumers become more aware of the limitations of "one-size-fits-all" technology, companies that prioritize inclusive, data-driven design will likely capture a larger market share. Zatarain’s advocacy serves as a reminder that the inclusion of diverse perspectives—specifically those of women and mothers—is not merely an ethical imperative but a competitive advantage.
As she moves into the final stages of her pregnancy, Zatarain remains focused on the long-term vision. Her journey from building a company to building a family is, in her view, a continuation of the same process: creating systems that support health, longevity, and purpose. In the evolving landscape of 2026, her approach offers a template for the next generation of leaders: one that values rest as a tool for high performance and insists that the future of technology must be designed for everyone.
