Sleep 4 Sport

Shire is working with its partners, Yorkshire County Cricket Club and Leeds Rhinos, to develop an innovative new sleep enhancing product

The project has begun with research to determine the players’ sleep patterns and other sleep related issues. Findings and recommendations are to be reported and incorporated into an initial prototype mattress.

Some of the players are trialling beds from Shire’s Active Response range and it will use feedback, together with advice and guidance from the coaches, to produce a bed that will give customers a night’s sleep fit for top sports stars.

Also being trialled by Yorkshire’s elite sports stars, Leeds Rhinos and The Yorkshire County Cricket team players and coaches, is a range of premium pillows. Pillow Talk consists of four high-quality pillows designed to target specific needs for enhancing sleep. Currently being trialled they will be launched at The NBF Bed Show and available for consumer purchase from Autumn 2017.

Ian Fisher

We are looking forward to working closely with Shire Beds on this project. Although our focus is on repair and recover rather than sleep itself, we monitor sleep daily as part of a player’s well-being, looking at the quality of sleep hours.

A mattress that enables players to rest and aids their recovery would be perfect. We are looking at introducing a dedicated rest and recovery room at the ground for the players during matches and want to use the prototype to provide feedback from players that would help with ongoing development.

Fara Butt
Sales and marketing director

Athletes in particular need a restful night’s sleep to aid their recovery, which is why we have called on our partners at Yorkshire Cricket Club to help us with this project.

Some of the players are already trialling beds from our active lifestyle range. We will use their feedback, together with the advice and guidance received from Ian and Kunwar, to produce a bed that will give our customers the best night’s sleep possible.

A Match made in heaven

Two proud Yorkshire teams have got into bed together after agreeing a three year ‘dream ticket’ deal. The Shire Bed Company, based in Dewsbury, will be a major sponsor of Yorkshire County Cricket Club until the end of the 2018 season.

It follows an initial one-year sponsorship package which Shire signed- up to in 2015. As an official partner the deal gives the company a degree of access to such high profile cricketers as Johnny Bairstow, Adam Lyth and Tim Bresnan. It will also give the cricket mad family behind Shire Beds, an opportunity to attend some of this year’s high profile matches including the much anticipated Lancashire game on the 1 July.

Yorkshire County Cricket Club’s commercial director, Andy Dawson, said: “We are delighted to announce that The Shire Bed Company has agreed to become an official partner of the club. The Shire Bed Company is an established, reputable Yorkshire brand that shares the same values as ourselves. We are very proud that they will be joining our elite band of existing commercial partners.”

Yorkshire County Cricket Club’s history, tradition and passion is renowned throughout the world. No other county in the history of the game has won more trophies and produced more players for England.

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